Date published
April 15, 2021
In a recent video by our friends at the podcast agency Sweet Fish Media, Director of Audience Growth Dan Sanchez outlines his methods for creating a name for a B2B podcast. The video is so valuable that we’ve summarized his helpful blueprint here.
Sanchez begins by listing the three goals of a B2B podcast name.
- The name should make it immediately clear to your ideal buyer what your content is about.
- The name should attract your ideal buyer to want to be a guest on the show. They should want their name associated with the podcast name.
- The name should be search engine friendly. When they’re searching in podcast apps like Spotify, Stitcher, or Apple podcasts, they should find your show in search as easily as possible.
Sanchez then outlines what he calls his “three commandments.”
- Though shall not use the word ‘podcast’ in the name. He explains that a title like “the smartest marketer” is better than “the marketing podcast.”
- Though shall not name the show after yourself. Nobody cares about you; they care about themselves. No matter who you are, the chances of someone searching for your name, company name, or company tagline are low. “Make the show about them,” says Sanchez.
- Though shall not name the show around your expertise. “If you’re a marketing agency selling to manufacturers, don’t make it about marketing; make it about manufacturing.” As Sanchez explains, you don’t need to know about manufacturing. You just need to invite your target clients and ask them about manufacturing.
Sanchez goes on to explain his four naming formulas. “Stick to the formulas, and you’ll have a pretty good podcast name,” he says.
- Your ideal buyer's industry + your ideal buyer's role.
- The primary activity your ideal buyer is responsible for.
- The aspiration identity of your ideal buyer.
- Vilifying something your ideal buyer hates.
i.e., “The Healthcare CFO.”
i.e., a show for real estate agents called “Selling Homes.”
i.e., “Masters of Events.”
i.e., “Churn Sucks.”
Watch the 8-minute video by Sweet Fish Media here:
