Brand to Scale
15 target-fit conversations and 100,000 impressions from a podcast built around the people Alchemy wanted to reach.
Client: Alchemy Branding Studio
At a glance
15
target-fit conversations
100,000
impressions
20,000
views
150
hours watched
The challenge
What needed to change.
Alchemy Branding Studio wanted to build stronger relationships with the type of business leaders they wanted to work with.
Traditional outreach can put a sales message in front of a prospect, but it does not always give that person a good reason to spend meaningful time with the business. Alchemy also wanted a reliable source of useful content that could build visibility after each conversation ended.
The approach
Why we chose this route.
We built Brand to Scale around the target audience rather than chasing the largest possible podcast audience.
Guest selection focused on people Alchemy would genuinely benefit from knowing. The invitation created a useful reason to talk first, which meant the relationship could begin with a conversation rather than a sales pitch.
What we built
The practical work behind the result.
01
Target guest strategy
02
Virtual recording and production
03
Episode editing and publishing
04
Short-form video content
05
Supporting written content
06
Distribution support
How it worked
A connected route through the campaign.
01
Identify target guests
02
Invite them to a useful conversation
03
Record the episode
04
Repurpose the conversation
05
Keep the relationship moving
The result
15 target-fit conversations and 100,000 impressions
The figures above show the measurable output from this programme. The value sits in how the campaign, content and follow-up worked together rather than in one isolated activity.
What we learned
The commercial takeaway.
A B2B podcast does not need a huge public audience to create commercial value.
When the guest strategy is built around the right people, the conversation itself can be part of business development. The content created from that conversation then adds a second layer of value.
Where it fits
The stages this work supported.
- ATTRACT
- ENGAGE
- CAPTURE
- RESPOND
- NURTURE
- QUALIFY
- BOOK
- OPTIMISE
Primary stages: ATTRACT, ENGAGE, NURTURE.
Related solution
Podcast Lead Generation
See how this service can be used on its own or connected to the wider Echo Eight System.