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The Podcast Option: The Secret Ingredient To Your B2B Thought-Leadership Strategy | Seattle Interactive Conference 2018

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Presenter: Zoé Bélisle-Springer, Digital Content Editor, Phorest Salon Software

There is nothing new about podcasting. In fact, some topics have been covered for years now, making it hard for newcomers to stand out. That being said, for B2B businesses, podcasting can become a brand differentiator. How? Why is it a good avenue and what does it take to do it successfully? In this session, discover the essential components to positioning your B2B podcast as an integral part of your thought-leadership strategy and learn about the long-term benefits for your brand and employees.

Published in: Business
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The Podcast Option: The Secret Ingredient To Your B2B Thought-Leadership Strategy | Seattle Interactive Conference 2018

  1. 1. the podcast option The Secret Ingredient To Your B2B Thought Leadership Strategy
  2. 2. Instagram: @z_elspring Twitter: @z_elspring / @thephorestword STATS 29% listen while driving (in a vehicle), walking around, or riding public transportation 49% of podcast listening is done at home APPLE SAYS THERE ARE NOW MORE THAN 525K ACTIVE SHOWS
  3. 3. TAKES TIME AUTHENTICITY PASSION BE UNIQUE
  4. 4. “You have to win the internet every day.” - Brian Rhoads, formerly Head of Content at Intel
  5. 5. What is thought leadership? Best and deepest answers Biggest questions on a topic Content format Brand faces (internal & external)
  6. 6. MONOLOGUE DIALOGUE X TELL SHOW PROMOTE PROVIDE KNOWING LITTLE ABOUT A LOT NICHE, DEEP KNOWLEDGE
  7. 7. Real Beauty Campaign
  8. 8. #30Days2Grow / #SalonRetailWeek 30-day challenge 7-day challenge Microsites Email challenges Explanatory videos Ebooks and blogs Press coverage Industry support Closed Facebook group Letter from our CEO PHOREST FM PODCAST
  9. 9. Phorest FM Podcast: #30Days2Grow / #SalonRetailWeek 7.2% DOWNLOADS OF ALL 88 EPISODES (ALL TIME STATISTICS)
  10. 10. Phorest FM Podcast: #30Days2Grow / #SalonRetailWeek 27% DOWNLOADS OF 79 EPISODES (BETWEEN MARCH 31 - JUNE 29, 2018)
  11. 11. Phorest FM Podcast: #30Days2Grow / #SalonRetailWeek A: #30Days2Grow 2017 (end of campaign interview) B: #30Days2Grow 2018 (campaign kick-off) A B
  12. 12. “When listening through your ears, it feels like you’re friends, like you know the people.” - Alex Blumberg, Gimlet Media
  13. 13. #SalonRetailWeek Results… just for the participants?
  14. 14. Company Benefits Employee development Share more about the software (non salesy) Share Phorest’s story A way to figure out new ideas Generates content to repurpose
  15. 15. “You don’t have to present something unique, but you can be uniquely helpful.” - Michael Brenner, Author & CEO of the Marketing Insider Group
  16. 16. GDPR: The General Data Protection Regulation Microsite Ebooks (1x guide + 1x FAQs) Blog posts Social media ads & educational content Video campaigns Printed ads in magazines Seminars at trade shows New features in the product PHOREST FM PODCAST
  17. 17. Phorest FM Podcast: GDPR TOP 3 AND 8 MOST DOWNLOADED EPISODES (ALL TIME STATISTICS)
  18. 18. Phorest FM Podcast: GDPR
  19. 19. “We're building a community through exchanges, bridging the gap between salon owners, tech & various industry thought leaders, and creating a bank of invaluable insights for salon owners and staff already in business or anyone looking into getting into the hair and beauty industry.” “It’s providing the best and deepest answers to your customers’ biggest questions on a particular topic, in the formats your audience likes to consume while tapping into the talent, experience and passion from inside your business and from your community (clients, non-clients and/or partners).”
  20. 20. We're building a community through exchanges, bridging the gap between salon owners, tech & various industry thought leaders, and creating a bank of invaluable insights for salon owners and staff already in business or anyone looking into getting into the hair and beauty industry. “It’s providing the best and deepest answers to your customers’ biggest questions on a particular topic, in the formats your audience likes to consume while tapping into the talent, experience and passion from inside your business and from your community (clients, non-clients and/or partners).”
  21. 21. Checklist (I) Is podcasting right for you? (II) Why do you want to kick it off? (III) What would be your podcast’s mission statement? (IV) How much do you plan on involving your customers & partners? (V) What need or worry can you meet or take a position on? (VI) Who represents a thought leader in your organisation, or who has the potential to become one?
  22. 22. Checklist (VII) Who could you get on your show? (VIII)How will you encourage a community to form itself? (IX) How would you distribute your podcast? (X) At what frequency would you publish your episodes? (XI) What metrics would you track? (XII) How would you measure success?
  23. 23. @z_elspring NothingVentured.rocks

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