I love podcasts. I listen to them while driving, cooking, cleaning, or anything else that I don't feel like doing that day. These days they are my favorite way to consume information and I often find myself Googling the guest host after the episode if they are interesting. In our technologically driven world, there are so many opportunities for marketing and podcasts shouldn’t be ignored for their incredible promotional opportunities.
So now that you are booked as a guest host, how do you make the most of the opportunity?
1. Research in advance
You need to know what the podcast is, who the host is, who the audience is, and what type of episodes received the most engagement.
Research the podcast
If you aren’t a regular listener to the podcast, make sure you listen to several episodes to understand the flow of the episodes. Podcasts should be recorded in one take. You don’t want to waste your host’s time.
Research the host
Do a little dive into the host’s background so you can chat knowledgeably on topics they seem the most interested in. Get a feel for their mannerisms and language. You want to come across as a good friend of the host for a successful podcast. If you don’t know the host, arrange a pre-chat if possible to gain a better understanding of what makes them tick.
Research the audience
Make sure you understand who is listening and tailor your messaging and verbiage accordingly. Why does the audience tune in? What value can you offer to the audience?
2. Promote the podcast in advance
Be the best kind of guest by using your audience to promote the podcast in advance. You’ll endear yourself to the host and get more traction out of the guest spot. Ask for a share link in advance and share it everywhere. Promote previous podcast episodes on your social media, making sure to add that you’ll be a guest on a specific day. Get the podcast logo and create social media posts in promotion.
3. Don't be boring during the podcast
Be prepared. Bring notes. Be interesting. Make sure to plug your business name a couple times but don’t spend the entire time marketing yourself. If you aren’t interesting, you won’t be asked back and you won’t be invited to be a guest on other podcasts. Be the kind of guest that listeners want to Google after the episode.
4. Marketing after the podcast
Now that the podcast is wrapped, your opportunities aren’t over – they are just beginning!
· Request your website is linked in the show notes. The backlinks are great for SEO.
· Follow the host’s social media and engage with their posts about the podcast.
· Cut sound bites of the episode and post
· Create image quotes with links to the episode
· Transcribe the show and create a blog post on your site – the search engine spiders will love it
· Make sure you always tag and # the podcast so their audience finds your posts
It takes work but being a guest on a podcast can pay dividends over time in promoting your business.