If you run a B2B podcast, LinkedIn is the top social platform to grow your audience. With over one billion users, 40 percent of whom are decision-makers, it is the perfect place to position your podcast in front of the right people—CEOs, entrepreneurs, business owners, and industry leaders.

But posting a link to your latest episode is not enough. To maximize reach, engagement, and lead generation, you need a LinkedIn-specific podcast promotion strategy.

At OnTheStacks, a B2B Video Podcast Agency, we specialize in producing and marketing podcasts that help businesses scale their influence. Here’s how to effectively promote your B2B podcast on LinkedIn and turn your content into a powerful marketing tool.

Your LinkedIn profile or company page is your first impression. To ensure potential listeners and clients find your podcast:

• Update your headline to include “Host of [Podcast Name]” alongside your business title.
• Feature your podcast in your LinkedIn bio by explaining who it is for and what problems it solves.
• Add links in LinkedIn’s “Featured” section to showcase your podcast episodes.

Example: If you run a marketing-focused podcast, your LinkedIn headline might read:

Host of [Podcast Name] | Helping B2B Brands Scale with Video Podcasting | Founder at OnTheStacks

This instantly signals credibility and attracts the right audience.

LinkedIn prioritizes content that drives conversations and engagement. Repurposing your podcast into multiple content formats increases visibility.

• Short-Form Video Clips (30-60 Seconds): Chop up your podcast into bite-sized clips highlighting key insights, bold statements, or intriguing questions. Add captions since 80 percent of LinkedIn users watch without sound.
• Text-Only Posts with Key Takeaways: Summarize a podcast episode in a high-value text post, breaking down insights into bullet points or a storytelling format.
• Carousels and Infographics: Turn your podcast’s best lessons into a slide deck (LinkedIn Carousels) or an eye-catching infographic summarizing main takeaways.
• Polls and Questions: Before or after releasing an episode, engage your audience by asking a relevant question about the topic discussed.

Example: If your episode is about AI in marketing, ask:

What is your biggest challenge in adopting AI for your business?

More engagement means greater reach and visibility.

LinkedIn favors long-form content, making newsletters and articles a powerful tool to extend your podcast’s reach.

• Newsletters: Send out a weekly or monthly LinkedIn Newsletter summarizing your podcast episodes.
• Articles: Write SEO-friendly articles related to your podcast, embedding episodes within them.

SEO Tip: Optimize your LinkedIn articles with keywords like:

• B2B podcasting strategies
• Best podcast agency for businesses
• How to grow a B2B podcast audience

This helps your podcast rank not just on LinkedIn but also on Google.

If you have high-value episodes featuring well-known guests or industry insights, running LinkedIn ads can amplify your reach.

Target:

• CEOs, founders, and executives in your niche
• Decision-makers and marketing teams
• People already engaging with podcast-related content

For additional impact, retarget website visitors who have not yet subscribed using LinkedIn’s Matched Audiences feature.

Boost your reach by making your posts interactive.

• Tag your podcast guests when posting about the episode. Their audience will see it, increasing visibility.
• Ask a question at the end of your post to encourage comments, which LinkedIn favors in its algorithm.

Example:

In this episode, we talk with [Guest Name] about the future of AI in B2B marketing. What is your biggest concern about AI? Let’s discuss in the comments.

Consistency is key. Post at least three to five times a week, using a mix of:

• Video clips
• Engaging text posts
• Polls and interactive content
• Behind-the-scenes content

Monitor your LinkedIn analytics to see which posts drive the most engagement and refine your strategy.

A B2B podcast is one of the most powerful tools for brand authority, networking, and lead generation—but only if you promote it the right way.

If you are ready to launch or scale your B2B podcast with a high-quality video production agency, OnTheStacks can help.

We specialize in:

• End-to-end podcast production (video and audio)
• Marketing strategies to grow your audience
• Repurposing content for LinkedIn and beyond