Building Your Next-Level B2B Podcast with Harry Morton

GUEST: Harry Morton, Founder and CEO of Lower Street

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Podcasting is a fast-growing trend that grabs people’s attention.

In 2018, there were 550,000 podcasts. In 2022, the number increased to 2.5 million active shows on Apple Podcasts. 

The competition is high and intense, even in B2B.

So an obvious question arises…

How do you launch and grow a successful B2B podcast?To help us with this topic we have Harry Morton, Founder and CEO of Lower Street, who works with specialized niche agencies to launch next-level, branding building podcasts. Harry talks us through the success of Lower Street and the fundamentals that helped him go from $500,000 to $1 million in revenue in just six months.

Why Are More B2B Companies Starting to Leverage Podcasts?

Podcasts are exciting for B2B brands because they offer an intimate and authentic connection with audiences that other mediums cannot. They build lasting relationships with the target audience by helping businesses come across as a person rather than a faceless brand. Podcasts hold the power of reaching desirable audiences at times that they are hard to reach.

“We’re reaching hard-to-reach folks at times that they otherwise couldn’t be reached with a medium that allows you to be really connected in the way that you are communicating with them.”

Harry Morton, Founder and CEO of Lower Street

Creating a next-level podcast

Though the competition is strong, most brands launch their podcasts with a standard format and approach. The difference between an average and great podcast lies in education and the gap in knowledge and experience. A next-level podcast delivers noteworthy content and actionable insights that stand out in an engaging and entertaining way.

Video, audio, or both?

Edison Research found that people interact with podcasts differently than with video. However, many new listeners to the space are going to YouTube first to find the content they’re looking for, including podcasts. For every podcast, there is an opportunity on YouTube. Doing that well is tricky, but you can learn from some of the most successful podcasters, like Joe Rogan, who break up long episodes into shorter segments that are more searchable and relatable for new listeners.

Podcast metrics of success

The number of downloads and chart positions are essential to measure a podcast’s success. However, B2B marketers should be more concerned with quality rather than quantity. You want to ensure that your audience is the exact fit for your product or service offering. To reveal this information, focusing on the average consumption data is recommended – this will measure the podcast’s success.

“The biggest, most important thing that we can do is be obsessed with our listeners.”

Harry Morton, Founder and CEO of Lower Street

Now that you know about the effectiveness of podcasting in B2B, learn how to apply other tactics and tools to create a disruptive B2B marketing strategy. Check out the full list of episodes at The B2B Revenue Executive Experience. If you enjoy the show, instructions to rate and review it are found here.