Perhaps no meeting in B2B SaaS sales is more important than the first pitch. What can you do to give you and your team the highest chance of success?
Podcasting is a powerful tool to not only boost your brand awareness, but it also serves as a free educational tool for your target audience. It shows how your SaaS product or service can provide value to your customers (a.k.a. make their lives better).
It’s no doubt the podcast industry is growing faster than ever. By the end of 2025, there will be over 144 million monthly podcast listeners in the US. But how do you find your niche audience and successfully capture their attention in this increasingly saturated market?
In this blog, we’ll take a look at six important tips to consider when promoting your B2B SaaS podcast.
1. Identify your brand and relevant topics
Before you get into the nitty-gritty of promotional strategies, you need to build your brand. And to build your brand, you must first and foremost make sure you clearly identify who this podcast is for. If you aren’t sure who that is, read this blog to learn how to create your ideal customer profile.
Once you know your audience, you can create podcast content that your ICP understands and finds useful. Consider their job titles, age, professional and personal motivations when you craft your podcast topics, prompts, messaging, and overall tone.
On top of your podcast content, your podcast cover art plays a crucial role in communicating your brand. It’s the first thing your listeners will see when they see your podcast and we all know that first impressions can make a huge difference. Again, think about who your audience is when you design your cover art. The colors, typography, and graphics should resonate with your audience and align with your B2B SaaS product and overall brand.
2. Optimize for SEO
To bring more traction to your podcast, you must optimize across two key channels: search engines like Google and dedicated podcast discovery platforms like Spotify and Apple Podcasts.
In terms of search engine optimization (SEO), Google is the number one search engine in the world, with its own dedicated podcast platform —Google Podcasts. This means that your podcast’s SEO ranking on Google can directly impact the success of your podcast. To make sure your podcast is discoverable in both Google Search and Google Podcasts, you need to claim your Podcast on Google Podcasts Manager.
To maximize visibility, you will also want to research relevant keywords to include in your podcast title, metadata, and episode show notes. Choosing keywords that your target audience actually searches for will help increase the likelihood of them discovering your podcast.
Get started on your research with SEO tools like SEMrush and Moz to find out how your audience is searching for the product or service you provide. Once you identify the keywords, include them in your show notes and metadata to help Google understand what your episodes are about.
Also, make sure to include a transcript. A podcast transcript can reach approximately 6,000 words from a 30-minute episode. That’s a ton of content that creates a massive SEO boost for your website, which ultimately makes it easier for new listeners to find your content. You can use automated or human transcription services from sites like Rev or HappyScribe.
Want to learn more about SEO? Check out our guide on SEO-friendly content.
3. Finding the right podcast platforms
Podcast hosting platforms distribute your podcast automatically to podcast players like Spotify, Apple Podcast, and Google Podcast through RSS feeds.
For instance, Kalungi’s B2B SaaS Marketing Snacks is hosted on Transistor. Other popular podcast hosting platforms include Podbean, Buzzsprout, and Spreaker. But remember, it’s not one-size-fits-all. Make sure to take a look at the functionalities of each platform and weigh the pros and cons to find one that tailors to your business needs.
As a B2B SaaS company, you already know the power of data-driven decisions. Take advantage of your chosen platform’s built-in analytics to optimize your podcast content and strategy for your target audience. Some useful metrics watch out for include:
- Listener trends
- Most popular podcast players
- Devices and platforms
- Global listener locations
4. Unify your digital presence with social media
If the goal of your podcast is to send your listeners down the sales funnel to ultimately purchase your product, it is crucial for you to have a unified brand voice and vision across all external platforms. Social media is often at the forefront of your digital presence and the first impression of your brand. In fact, 86% of consumers buying IT products use social media to help them decide on a purchase.
With all the different social media platforms out there, you should choose platforms where your audience is most likely to be. In the B2B software industry, your audience is likely on LinkedIn rather than Facebook or Pinterest.
If you already have a decent LinkedIn network, leverage it to promote your new podcast to like-minded professionals or companies in your ICP. Instagram and Twitter can be useful secondary platforms to create excitement for new podcast episodes and share content related to your podcast topics.
Here are some quick tips to optimize your podcast social media strategy:
Solve your ICP’s problems
Posting quick value-adding tips and guides surrounding your podcast niche will show your audience that you know how to make their lives easier, whether that be saving them time, money, or headaches.
Solicit feedback from your audience
A huge part of social media is engagement. Engage with your listeners by asking them for their opinions about your topic. Consider using LinkedIn polls—it is low-effort on the audience’s part, but will bring in high engagement as it will show up on every participant’s feed.
Provoke thoughtful discussions
Ask questions that inspire people to offer their thoughts. Make sure to reply to their comments to keep a conversation going.
Post consistently and in conjunction with podcast releases
Create a content calendar that corresponds with your podcast schedule. Your social posts should mirror the topics discussed in the podcast.
Now, to promote your podcast on social media, you can either set up new accounts dedicated to your podcast or use your existing company accounts. If you set up new accounts, make sure to link them back to your original accounts to maximize awareness.
Having a substantial digital presence can not only increase consumer awareness, but it can also work to strengthen your brand by building up your credibility. Try using this framework to perform a quick audit of your brand’s overall online presence.
5. Leverage the power of paid advertising
Paid advertising is also another way to expand the reach of your podcast. Ad targeting makes it easier to get your podcast in front of your target audience. You also get your money’s worth with paid-per-click (PPC) advertising since you pay based on clicks, impressions, and conversions. There are several types of paid ads to promote your podcast, such as LinkedIn, Instagram, Google, and Facebook.
Again, like social media platforms, consider your niche and audience when choosing your paid ad platform. PPC campaigns on LinkedIn will be key to attracting like-minded podcast listeners. Keep your target audience in mind when creating the copy and creatives for your PPC ads. How will the content provide value for them? How does your podcast solve their problems?
6. Network, network, and network
Like any other business, you must network to make sure you grow your podcast to its full potential. By networking with other podcast hosts or people interested in your topic, you are building awareness for your podcast, getting the chance to be heard on others’ podcasts as a thought-leader, and making new business connections.
Consider collaborating with your fellow podcast hosts that share similar visions and goals. You can either be interviewed on other podcasts or invite them to be a guest on your show. Make sure to explain how your partnership will provide value for them, too.
Now how do you find like-minded people to collaborate with? Do your research and see where they are likely to congregate, whether that be online communities, in-person conferences or events. Speak to the speakers and guests, showcasing your passion and expertise in your niche. Don’t be afraid to let them know you have a podcast.
When you’ve secured a collaboration opportunity, establish and communicate your expectations to make sure you’re aligned on social media content and other promotional efforts.
Using your podcast to grow brand awareness
Podcasts are a great form of outreach to help support your B2B SaaS marketing initiatives— allowing you to connect with your target audience in a unique and organic way.
Like any other marketing strategy, building your podcast requires having a clear vision and audience in mind. Then, all of your decisions that follow have to align with that vision and audience. If you clearly define the goals you want to achieve with the podcast, you will be able to create engaging content to bring awareness to your product and overall brand.
Get monthly executive SaaS marketing advice in your inbox
Hailing from Vancouver, BC, Sharon is a digital marketer and graphic design enthusiast with a background in social media. With a degree in Marketing & MIS, she loves leveraging both creativity and analytics to develop data-driven marketing strategies. Having worked in both B2B tech start-ups and global corporations, Sharon adapts quickly and brings a flexible skillset to Kalungi.