When it comes to marketing strategy, one of the efforts I’ve enjoyed most has been guesting on PodCasts. The enjoyment is purely qualitative at this point. To-date I’ve guested on 2 shows with a 3rd scheduled towards the end of the month. I enjoy it — for 30 minutes to an hour of time you’re given an opportunity to speak your truth (and refine it), share your expertise within your zone of impact, and endear people to the solutions you have to provide.
Here’s 7 compelling datapoints about hopping on as a PodCast guest:
Podcast guesting establishes authority: As a guest, you’re often positioned as an expert or thought leader, which helps build trust with listeners. According to Content Marketing Institute data, 70% of consumers feel more confident in a business after interacting with its content (which can include podcasts).
Social proof and trust: Being featured on a show provides you with social proof, and listeners tend to trust recommendations or insights from people they already follow. According to Edison Research, 45% of podcast listeners say they trust podcasts more than other media formats.
Direct traffic and leads: Many businesses report an increase in website traffic and leads after being featured on podcasts. A survey by Podchaser and Matchmaker.fm found that 62% of podcast guests see a direct increase in sales or leads after their appearance. Podcast listeners often take action after hearing about a product or service, particularly if the podcast features a special offer or call-to-action.
Increased conversion rates: Because podcasting is an intimate medium, listeners are more engaged than in many other forms of content. As a result, podcasts often yield higher conversion rates compared to social media or even email marketing. Some studies report that podcast listeners are up to 4.6 times more likely to engage with a call to action than non-listeners.
SEO benefits: Many podcast platforms and show notes include backlinks to the guest’s website or social media, contributing to improved SEO. These backlinks from relevant and authoritative podcast platforms can enhance your search engine rankings over time.
Content repurposing: Podcasts provide content that can be repurposed across multiple platforms. The audio can be transcribed into blog posts, used for social media snippets, or shared in newsletters, amplifying the impact of the guest appearance.
Evergreen content: Podcasts are often evergreen, meaning they remain accessible long after the initial recording. This provides long-term exposure as listeners discover episodes months or even years later.
4 TIPS FOR SHOWING UP YOUR BEST
Aside from the clear business benefits here are some things I recommend. This advice comes from my 10 years in the corporate setting where how we show up visually, audibly, and emotively has a direct correlation to our probability of success in securing resources, support, and buy-in:
You need to have some premeditated and refined ways of communicating common things about your business, your brand, and your philosophies. Get good at creating a snappy-authentic-to-you-slogan-like-way of answering certain things, like your professional background and your call-to-action. These obligatory questions are not the place to lose the attention-span of listeners and would-be leads. It’s your opportunity to captivate people and keep them hooked. Practice.
Presentation isn’t just a working mic, camera, and speakers. Think about your attire, the backdrop, your microphone, your posture, your visual positioning (framing), your headphones, and the general space you’re in — it all contributes to the impression you make. CURATE IT. At minimum, invest in a decent mic and headphone package and a camera if you don’t have one built-in. From there, your attire and your space should be consistent with the branding of your product / service / profession.
For the rest of the conversation — don’t worry about having all the answers. Focus more on centering yourself, speaking genuinely to your zone of experience (and areas of expertise), and make the goal about one thing only — helping those listening. Take the pressure off getting the answers right. Focus more on how well you prepare yourself to impact those viewers and listeners who are genuinely tuning in to learn and grow from what you’ve been through, where you’ve been in life, and how you’ve grown.
Maximize the asset. Repurpose it. Embed the video into your blog, create several cutdowns and integrate snippets into your content calendar for social platforms that favor short-form videos, integrate it as free value when you’re creating touch-points as you follow up on and cultivate sales leads.
1 PODCAST APPLICATION I HIGHLY RECOMMEND
If you’ve ever thought about taking the leap into PodCasting because you see the value that it could provide your business or even just your public speaking capability, I can help you get started.
I’ve been using PodMatch and getting guest appearances booked is now a hassle-free part of my weekly entrepreneurial workflow. It’s how I’ve managed to book my 3 guest appearances.
What I like about the platform most:
Pricing is extremely conservative for the level of exposure you get relative to the effort and energy it takes to be a high-quality PodCast guest. It still has to be something that makes sense for you within your overall strategy, and I can’t stress that enough.
PodMatch streamlines the admin work and task list for both Host & Guest. You just have to set up your profile and commit to pitching yourself to Hosts that resonate with your target demographic.
Here’s one hypothetical way that, as an Executive Coach, I might be able to help you turn your guest experience into an intentional element of your marketing strategy that’s evergreen while giving you a platform to constantly sharpen your presentation skills:
Profile optimization — together we refine and present compelling bio copy, a welcome video script, a professional summary, and relevant tags to attract the right PodCasts all while increasing your rate of booking.
Admin — Together we can fashion a few template messages that are compelling ice-breakers when reaching out to hosts. I could then help you by sending compelling DM introductions that increase your rate of booking.
Shadow boxing sessions — this is where I act as your thought / listening partner. You’d be able to practice Q&A, refine your communication and overall PodCasting presence, and know without a doubt that you’re showing up with confidence, authority, and clarity before your recording date.
Pitching aside — if you’re on the fence about it but want to see what’s worked for me, shoot me a message and let’s schedule a Zoom call to see if it fits into your overall priorities. If it doesn’t, but you do see value in refining your executive presence and speaking capabilities — we can always take the time in our call to see what objectives you could be focusing on in that area to help you get closer to your overall goals this year.
Sound interesting? I’m a free video call away.