Many companies in technical fields struggle to market their products. The audience is small, and sales cycles take time. In such markets, content must speak directly to real user needs. A good podcast marketing strategy helps when backed by useful content and long-term goals.
David Robison is the CEO and founder of Design Master Software. His company builds desktop tools for electrical engineers who design buildings. These tools work with Revit and AutoCAD to add electrical calculations like wire sizing and panel loads.
With over 25 years of experience, David leads development and marketing while staying in close contact with users.
In this article, you’ll learn how David uses content to grow his software business. We’ll explore how he plans topics, runs webinars, and repurposes content for search. You’ll also see how he picks the right podcasts and builds partnerships that support real business growth.
How Podcast Marketing Strategy Helped a Niche Software Grow
David Robison runs a software company that helps electrical engineers design buildings. His tool works with Revit and AutoCAD. These are used to draft blueprints. His software adds real engineering by calculating wire sizes and panel loads.
Why Video Content Comes First
David focuses on YouTube. It’s simple for him to record videos. His team then turns each into podcasts, blog posts, and clips. This saves time and keeps things clear across all platforms.
How Content Topics Are Chosen
Since his niche is small, tools like “Answer the Public” don’t help. David stays close to his users. He talks to them during support and sales calls. He doesn’t ask vague questions. Instead, he leads with real issues and listens to their replies.
The B2B Funnel Setup
His funnel offers two options:
- A free trial for users ready to try the software
- A live monthly webinar that explains how it solves the problem
The same webinar runs each month. People still join because they want live answers. It builds trust and leads to more sales.
Photo by Soundtrap on Unsplash
How Podcast Marketing Strategy Uses Trial and Webinar Together
David Robison offers both a free trial and a webinar on his website. Most marketing advice says to use just one call to action.
But in his case, offering two works is better. Some people want to try the software right away. Others prefer to learn more before making a move.
Different Options for Different Needs
- The free trial fits users who are ready to explore the tool on their own.
- The webinar helps those who want to understand the software first.
Some even sign up for both. It may seem messy, but it gives people a clear choice based on their needs.
Timing Matches the Industry
Sales take time in this field. It can take months or even years for someone to decide. So, waiting a few weeks for a webinar isn’t a problem. Those who need answers sooner can always try the software or reach out.
Slow But Steady Funnel
Their content brings in a few thousand views monthly. That leads to 4–8 webinar signups and about one sale. That one sale often becomes a long-term customer.
How Podcast Marketing Strategy Builds SEO Authority
In narrow markets, high-volume keywords don’t help much. The focus should be on keywords with strong intent. Even if few people search for them, the right people do.
Use Feature-Based Keywords
Target keywords based on what the product does. These terms may not appear in search tools, but attract serious users.
For example, someone searching “Revit voltage drop” likely needs electrical design help, not just general info.
How Podcast Marketing Strategy Repurposes Content Effectively
Take one keyword and build content around it:
- A full YouTube video
- Several short clips
- A blog post
- A LinkedIn article
This helps you show up multiple times in search results. When done right, one keyword can fill most of page one on Google.
Don’t Chase Empty Traffic
Some pages get high traffic but no sales. That traffic often comes from broad terms. Keep those pages up, but remove calls to action. Don’t let the wrong audience flood your inbox. Focus on terms that lead to real users and actual sales. Keep the message clean and the traffic qualified.
Photo by Tim Mossholder on Unsplash
How Podcast Marketing Strategy Finds Strategic Guests
Podcasts work better when backed by a clear business goal. That’s why finding the right podcast partners matters. Look for shows that mix strong content with a real sales strategy.
Podcasts Worth Reaching Out To
Here are four solid options in the AEC and tech space:
- CADDle Call Podcast – Hosted by Jim and Rocco from Zentec Consultants. They focus on CAD tools and training.
- Brewing With BIM – A casual, tech-focused show about BIM and construction processes.
- BIM Voice – Run by Petru Conduraru in Norway, focused on BIM topics and software use.
- Bridging the Gap – A consistent show that covers innovation in the building industry.
Each host already knows the space and brings useful insights for industry listeners.
How Podcast Marketing Strategy Builds Useful Partnerships
Don’t send cold emails. Instead, ask for an intro if you share a connection. Mentioning a familiar name helps break the ice.
Once connected, look for ways to help each other through backlinks, content reuse, or guest swaps. Keep it simple, helpful, and direct.
Conclusion
A good podcast marketing strategy doesn’t need to be complex to work well. It simply needs the right message, shared in the right places.
Focus on clear goals, real value, and steady content. Over time, that will build trust, bring in leads, and support real business growth.