We believe podcasts work. But hey, we’re a podcasting agency, so taking our word for it is like listening to Orville Redenbacher explain why popcorn is a timeless snack.
Elena is the Head of US Marketing at Currencycloud, a fintech platform that enables financial institutions and others to make rapid, smooth, and inexpensive cross-border payments. Elena and company have partnered with us to start their own podcast called Payments Innovation, and, spoiler, she loves it.
She shared 4 reasons why it’s blown her away.
1: Guests Candidly Share About Their Pain Points
For her industry (fintech, banking), many prospects are timid about revealing too much of their internal numbers. A full-blown case study is often out of the question. However, everyone wants to be featured on a podcast — it’s great publicity for them personally, their career, and their brand.
So Elena focuses on inviting guests on her show who are Currenccycloud’s ideal buyers. The host of the show now has an open door to ask questions of prospects. The podcast setting allows for a non-threatening venue that opens up conversations and reveals struggles the interviewees may be having.
2: Each Podcast Becomes a Sales Tool for Similar Prospects
Secondly, by inviting guests who are prospects onto podcasts and getting the intimate details of their pain points, Currencycloud now has an interview they can use as a sales too to court additional prospects.
They use episodes as a way of saying, “Yes, we understand your pain points — here’s someone else in the industry facing the same issues.”
3: Intimate Secrets of the Industry
Another benefit that may be obvious at this point, is the general increase of knowledge Elena and her team have about the industry.
If you google “pain points of financial institutions in cross-border transactions,” what you will find is a ton of information on people trying to solve pain points for prospects (i.e., other fintech sellers).
What you won’t find, is prospects revealing any of their actual pain points.
So, if you want to increase your understanding of the industry as a whole, a podcast can put you front-and-center of your ideal customers. It allows your entire company to have a deeper, intimate understanding of the industry you’re trying to serve.
4: Prospects Promote Your Podcast
Can you get better than this?
Elena said that prospects who were guests on her show have been marketing their episodes. That means a guest, (who was a potential buyer) for Currencycloud, comes on the show, and then uses that episode as their own marketing tool.
Like I said … can you get better marketing than a prospect sharing your episode time and time again?
Also, we just want to mention: Your prospect is a gatekeeper of other prospects you want to reach: Seriously, no one has a better network of VPs of Your Super Niche Prospect than the VP of One of Your Super Niche Prospects.
‘Elena, Do You Have Any Recommendations to Others About Starting a Podcast?’
We asked Elena if she has any recommendations for anyone else starting a podcast.
And, before you start to claim, “Hey, that was a planted question!” Let us just say … yes, it was a planted question. But probably not for the reasons you think.
Here’s the sitch: We agree with everything Elena said; essentially, when you have your ideal prospect (or actual buyer, in Elena’s case), right in front of you, you should ask all the intimate questions you can. Not so you can fabricate an answer, but so you can learn something.
We asked Elena what recommendations she has about podcasting because we want to learn how we can be better. We know about podcasting, but we want to constantly learn from our buyers what is helping them, what is hurting them, and what could be better for them.
Oh, and her answer was this:
Podcasting is a little more complicated than just pushing a button and saying “go,” that is, if you want to do it right (which, trust us, you do). You want to use your content to start a waterfall content strategy, and to do that, you want to turn every interview into at least 3 pieces of content (podcast episode, blog, social media posts, etc.). That takes some work, honestly.
Can you do it yourself? Absolutely. In fact, we put together a DIY guide for anyone wanting to start their own podcast right here. The guide is totally ungated, so you don’t have to give us any info. It’s completely free, and it has every step broken down into bite-size pieces.
However, Elena says that it can be a time-consuming process to do all the pre-production, coordination with guests, and post-production. She said that creating blogs, finding guests, setting up interviews, promoting the podcast, likely would have turned into a full-time job for a few people on her team, and they simply don’t have the resources for that.
If you’re in the same boat as Elena, let us know. We love talking about podcasts. (It’s kind of our thing.)
You can find this interview, and many more, by subscribing to the B2B Growth Show on iTunes.
If you don’t use iTunes, you can listen to every episode by clicking here.
James Carbary is the founder of Sweet Fish Media, a podcast agency for B2B brands. He’s a contributor for the Huffington Post & Business Insider, and he also co-hosts a top-ranked podcast according to Forbes: B2B Growth. When James isn’t interviewing the smartest minds in B2B marketing, he’s drinking Cherry Coke Zero, eating Swedish Fish, and hanging out with the most incredible woman on the planet (who he somehow talked into marrying him).