Are you running a B2B podcast but not seeing the growth you expected? As podcasting becomes an ever-increasing go-to-market strategy, with HubSpot reporting that 91% of marketers planned to implement podcast investments at the beginning of 2025, it’s more important than ever to understand how to grow your show effectively.
So… how do you expand your audience and keep listeners coming back for more? Here are the 12 best ways to elevate your podcast and see real growth results.
1. Niche Down and Differentiate
In a world of 4.57 million podcasts (DemandSage), it’s important to stand out and differentiate yours from the rest. The best way to do this is to niche down. Instead of building another marketing podcast, try getting specific to demand gen SaaS start-up leaders. Instead of a supply chain podcast, focus on green leaders who are focused on cutting emissions without cutting profits. When you niche down, you’re bringing something different to the table than the rest, helping you stand out.
2. Strategic Guest Selection
Choose guests who can help you grow and resonate with your audience. Look for guests that offer:
- Audience overlap (your ICP follows them)
- Distribution reach (LinkedIn, newsletter, events)
- Storytelling potential (they’ll give great soundbites)
3. Mic Flipping
Another great way to get your podcast out there is to flip the mic: take a turn in the guest hot seat. In short, this strategy allows you to get in front of a relevant audience that closely relates to and already engages with content similar to yours. It’s one of the most organic ways to grow your show’s reach.
4. Include Video
If you’re not uploading video versions for your episodes, it’s important to start. According to DemandSage, 33% of podcast listeners gravitate towards YouTube as their main listening platform. Implementing video just adds a layer to your episodes: discoverability, accessibility, and personality.
5. Repurpose Wisely
Podcast episodes are goldmines for content. Maximize each episode’s value through:
- Promotional clips
- Blog posts
- Newsletters
Each piece of content keeps your brand top of mind while reinforcing your company’s expertise.
6. Consistency is Key
One of the easiest ways to grow your podcast is to focus on ensuring consistency. Whether you’re choosing to post weekly or bi-weekly, make a decision and stick to it. Consistency builds trust with both listeners and platform algorithms. Even short bonus episodes can fill gaps during production breaks.
7. Optimizing Content for SEO
Treat every episode like a piece of searchable content. Add detailed show notes, full transcripts, and keyword-rich titles. Interlink episodes and embed them into relevant blog posts on your site, as it builds long-term discoverability.
8. Cross-Promote Smartly
Consider looking into cross-promotion opportunities. Much like mic flipping, cross-promotion will put you in front of a relevant audience of dedicated listeners who are interested in your content. Try partnering with other influencers, podcast hosts, and bloggers to boost audiences on both sides.
9. Use Email to Drive Repeat Listeners
Email remains one of the most effective ways to drive repeat listens. Platforms like Substack enable you to schedule posts to go live and send alerts to your email subscribers to ensure new episodes are top of mind.
10. Build Two-Way Engagement
Engagement feeds retention. When people feel heard, they stay. Some ways to do this are:
- Listener Q&As
- Polls on social media
- Live events and conferences
11. Build a Community Beyond the Podcast
Create spaces for dialogue that extend past a 40-minute episode. Start LinkedIn groups, Slack channels, or roundtables. Encourage your listeners to connect, not just with you, but with each other. Then you’re shifting from just being a podcast to a living community, providing even more value to the audience.
12. Track Your Metrics
As you’re looking to grow your podcast, it’s important to track consistently to see what’s working and what’s not. Adopt a weekly or monthly cadence to actively check in on stats. Descript listed the 10 podcasting metrics every show should track earlier this year, but we recommend tracking:
- Follower/listener counts across platforms
- Downloads per episode
- Retention rates across platforms
- Engagement on social posts
- Chart rankings
- Conversion metrics (such as inquiries or demo signups)
Growing a B2B podcast in 2026 requires a mix of focus, consistency, and creativity. By niching down, engaging intentionally, and tracking what matters, you’ll build not just an audience, but a community that keeps listening, learning, and sharing.