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.

1. the podcast
option
The Secret Ingredient
To Your B2B
Thought Leadership
Strategy

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. TAKES TIME
AUTHENTICITY
PASSION
BE UNIQUE

4. “You have to win the
internet every day.”
- Brian Rhoads, formerly Head of Content at
Intel

5. What is thought
leadership?
Best and deepest answers
Biggest questions
on a topic
Content format
Brand faces
(internal & external)

6. MONOLOGUE DIALOGUE
X
TELL SHOW
PROMOTE PROVIDE
KNOWING LITTLE
ABOUT A LOT
NICHE, DEEP
KNOWLEDGE

7. Real Beauty Campaign

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. Phorest FM Podcast:
#30Days2Grow / #SalonRetailWeek
7.2% DOWNLOADS OF ALL 88 EPISODES
(ALL TIME STATISTICS)

10. Phorest FM Podcast:
#30Days2Grow / #SalonRetailWeek
27% DOWNLOADS OF 79 EPISODES
(BETWEEN MARCH 31 - JUNE 29, 2018)

11. Phorest FM Podcast:
#30Days2Grow / #SalonRetailWeek
A: #30Days2Grow 2017 (end of campaign interview)
B: #30Days2Grow 2018 (campaign kick-off)
A B

12. “When listening through your ears,
it feels like you’re friends,
like you know the people.”
- Alex Blumberg, Gimlet Media

13. #SalonRetailWeek Results… just for the participants?

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. “You don’t have to
present something unique,
but you can be uniquely helpful.”
- Michael Brenner, Author & CEO of the Marketing Insider Group

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. Phorest FM Podcast:
GDPR
TOP 3 AND 8 MOST DOWNLOADED EPISODES
(ALL TIME STATISTICS)

18. Phorest FM Podcast:
GDPR

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. 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).”

23. 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?

24. 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?

25. @z_elspring
NothingVentured.rocks