And no, you don’t have to start a podcast either. Instead, I’m going to show you how to turn podcast guesting into a profit engine for your business.
Inside of this article I will cover:
- Why podcasts are a powerful marketing funnel
- What businesses benefit the most from it
- How to find shows in your niche
- How to craft a pitch that gets you booked with a single cold email
And most importantly, how to turn each interview into an evergreen marketing funnel that brings in customers long after the interview is done.
Why Podcast Guesting Should Be Part Of Your Marketing Strategy
*Recent statistics on podcasts reveal that the global audience (which refers to internet users who listen to podcasts at least once a month) is projected to reach 464.7 million this year. Meaning there is a huge audience to dip into to attract customers.
To kick things off, let’s talk numbers.
According to recent statistics as of April 2023, the number of podcast listeners has skyrocketed to 464.7 million, which is a significant increase from the 144 million listeners in November 2020.
At the same time, experts predict that this number will continue to climb, reaching 504.9 million at the end of 2024.
What’s even more impressive, according to Buzzsprout, as of March 2023 more than 66% of podcast listeners earn more than $75k a year, with 17% earning $150k or more a year.
That is more compared to any other marketing channel out there.
And if you’re still not convinced, consider this:
A study by Edison Research shows that 54% of podcast listeners are more likely to consider purchasing products or services from brands they hear advertised on their favorite shows.
To drive it home even further, 69% of listeners say that podcasts introduced them to new products.
This means not only is this audience growing more and more, and full of people who have the means to pay you for your products and services, but this audience is very likely to take action and follow your brand.
Podcast listeners are highly engaged, and huge fans of their favorite shows.
For example, “Do It By Friday” hosts Alex Cox & Merlin Mann make more than $5k a month from donations from their 4000 weekly listeners.
That’s $1.25 made per listener. Organically.
Do you know what that means? That these audiences are heavily influenced by the show and the brand, which means they are easier to influence when you get endorsed by a host of the show they love.
Like Mark Zuckerberg says, “People influence people. Nothing influences people more than a recommendation from a trusted friend. A trusted referral influences people more than the best broadcast message. A trusted referral is the Holy Grail of advertising.”
Let’s get into being a guest and why podcasting is one of the most powerful ways to be recommended by a trusted and respected source.
It’s the Holy Grail.
The Evergreen Effect Of Podcasting
Unlike social media posts that eventually lose traction, podcast content remains relevant and valuable over time.
It’s similar to Youtube videos that grow in viewers over a long period of time.
Podcasts generate a constant stream of traffic that only increases with time.
When somebody finds a show they like, they don’t just listen to a few episodes. Most listeners begin to binge the content of a show they enjoy, like Netflix.
So overtime listenership for each episode grows, which gives more and more people a chance to come across the episodes that you guest on.
Which Types Of Businesses Benefit The Most From Podcasting?
To answer this question, let’s first look into who listens to podcasts.
Here are some stats of who is currently making up the audience of podcasts:
- Millennials: According to a survey conducted by Edison Research and Triton Digital, 39% of Americans aged 18-34 listen to podcasts at least once a month. (Source: https://www.edisonresearch.com/the-podcast-consumer-2021/)
- Affluent individuals: The same survey found that 41% of Americans with a household income of $75,000 or more listen to podcasts monthly. (Source: https://www.edisonresearch.com/the-podcast-consumer-2021/)
- College-educated individuals: The survey also found that 47% of Americans with a college degree or higher listen to podcasts monthly. (Source: https://www.edisonresearch.com/the-podcast-consumer-2021/)
- Commuters: Many people listen to podcasts during their daily commutes. A study by Westwood One found that 73% of weekly podcast listeners listen to podcasts while driving. (Source: https://www.westwoodone.com/insights/the-podcast-download-fall-2020/)
- Fitness enthusiasts: Fitness-related podcasts are popular among people who are interested in health and wellness. According to a study by Podtrac, the fitness category is one of the fastest-growing podcast categories. (Source: https://analytics.podtrac.com/blog/2021/1/25/podtrac-top-podcast-rankings-december-2020)
- Business professionals: Business-related podcasts are popular among entrepreneurs and business professionals. According to a study by Edison Research, 48% of podcast listeners are employed full-time, and 26% are self-employed. (Source: https://www.edisonresearch.com/the-podcast-consumer-2021/)
- A survey conducted by Midroll Media found that 86% of podcast listeners are in management, with 57% holding a director-level position or higher. (Source: https://www.midroll.com/resources/podcast-audience-insights/)
- Parents: Many parents listen to parenting-related podcasts to learn about child-rearing and family dynamics. A survey by Edison Research found that 31% of podcast listeners are parents with children under the age of 18. (Source: https://www.edisonresearch.com/the-podcast-consumer-2021/)
If any of those profiles fit your ideal customer, this is something you want to pay attention to.
Next, let’s see why they are listening. Here are some stats that highlight the top motivations behind people listening to podcasts.
- To learn about business and technology: A study by AdWeek found that 16% of business owners listen to podcasts to learn new things about business and technology. (https://www.adweek.com/performance-marketing/the-10-biggest-trends-in-podcasting-right-now/)
- To learn new things: According to a survey by Edison Research, 62% of podcast listeners say they tune in to learn something new. (https://www.edisonresearch.com/the-podcast-consumer-2021/)
- To be entertained: A survey by Westwood One found that 60% of podcast listeners say they listen for entertainment. (https://www.westwoodone.com/insights/the-podcast-download-fall-2020/)
- To stay informed: According to the same Edison Research survey, 44% of podcast listeners say they listen to stay informed. (https://www.edisonresearch.com/the-podcast-consumer-2021/)
- To improve mental health: According to a study by Podtrac, the self-improvement category is one of the fastest-growing podcast categories. (https://analytics.podtrac.com/blog/2021/1/25/podtrac-top-podcast-rankings-december-2020)
- To connect with others: According to a survey by Midroll Media, 82% of podcast listeners say they feel a personal connection to the hosts. (https://www.midroll.com/resources/podcast-audience-insights/)
Now that you know who listens to podcasts and why they listen, you can see whether or not this makes sense for your business.
Although I personally enjoy podcast guesting and use it myself, it may not be the right marketing strategy for everyone, especially if the primary goal is to gain a financial return.
If you’re running a traditional brick-and-mortar business or selling e-commerce products, podcast guesting may not yield as many benefits as it would for a business coach or SAAS creator.
For instance, a mechanic might not gain many clients from podcast guesting, but if they had a course teaching mechanics how to grow their business, they would be much more successful.
The point I’m outlining here is that expert-based businesses will get the most out of podcast guesting.
I’m talking about businesses like:
- Coaches (life coach, health coach, business coach, etc.)
- Course creators
- Content creators (bloggers, influencers, etc.)
These kinds of businesses are typically driven by a personal brand. And since podcasting grows your personal brand, these are ideal.
Additionally, SAAS companies can see a good return if the founder is willing to be front facing.
For example, let’s say you created a software that helped people build and monetize an online community. You could guest on shows in the entrepreneur, business, and marketing space and share the founding story of it or give advice on how to build a profitable community, tying your brand to the value they get from the episode.
The fact is simple: If you have a product that improves somebody’s personal or professional life then podcasting is a goldmine for you since people are mainly listening for those reasons.
So if you put an offer in front of them to accelerate the process, they’ll likely bite.
Four Ways To Find Podcasts In Your Niche
In 2021, I had no choice but to figure something out to save my dying hypnotherapy business.
After getting clients from a talk I delivered to a group of entrepreneurs, I began obsessing over how to get in front of more and more groups of entrepreneurs.
This is when the idea of podcast guesting came to me. And since then I’ve been able to get booked on over 70 shows and generate six-figures in new clients that costs me $0 to acquire.
Now I want to show you how I did it. First, it’s important that you know how to find shows that have your ideal audience, otherwise there is no point.
There are three ways I like to do that.
1. Directly ask your audience what their favorite podcasts are
The success of this strategy is contingent upon the caliber, scope, and involvement of your existing following. It’s not really about size, it’s more about engagement. If you have an engaged following then you will get great results by simply asking your audience what shows they like to listen to.
As Brian Tracy once stated, “Those who ask for what they want will be the ones to prosper in the future,” and this is especially true in this case.
A straightforward approach would be to create a Facebook post or send out an email similar to this:
As you see, I got 34 people to give me lists of shows. That’s good enough to build a sizable list.
2. Go to Facebook groups that are made for podcast guesting
Facebook is a hub for diverse communities, where you can find groups dedicated to everything, even a group exclusively devoted to sharing pictures of individuals resembling Adam Sandler (Yep, I’m in it). Sounds crazy, and maybe it is, but the best part is that these communities also extend to Facebook groups designed to assist individuals in finding podcast appearances and securing new guests.
To access these groups, simply utilize Facebook’s search function and type in “Podcast guest” to locate them.
Once you’re in the groups, how do you find the right shows?
Open up the group, and look on the top right to find the search icon.
Type in your keyword or “niche.”
For example, if you want to be featured on a business podcast, look up the word “Business” or “entrepreneur.”
This will bring up posts relevant to your niche that you can pitch to.
Make sure to save the podcast names, along with the links and personal profiles of the individuals who posted them, on a spreadsheet for future reference.
3. Use Google (Of course this made the list)
Of course, Google makes the list when it comes to finding podcasts. Surprised? You don’t have to be. Google provides an effortless way to find the most suitable podcasts for you. Just search ‘Your Subject + Podcast’ on Google.
- “Entrepreneur podcasts”
- “Mindset podcast”
- “Parenting podcast”
- “Lawyer podcasts”
These phrases has proven to yield the best results.
You can also use phrases like:
- “Best podcast for entrepreneurs”
- “Best podcast for mindset”
- “Best podcast for parents”
- “Best podcast for lawyers”
It’s simple, yet effective.
4. Use Podcast Matching Softwares To Find Shows
One of my favorite things to do is use podcast matching softwares like Podmatch, Guestio, Matchmaker.fm, Podbooker and Rephonic.
All of these softwares give you direct access to hosts of podcasts in your niche. I’ve had incredible success with this approach. That’s because individuals willingly subscribe and pay a monthly fee to utilize these tools exclusively for discovering exceptional guests for their shows.
These individuals are eager to find guests. They are enthusiastic, and with a straightforward search, you can unearth hidden gems in your niche.
Piece of cake, right?
Start by searching for the podcast you want to pitch. You can find their website and social media accounts on these platforms. Plus, you have direct access to their inbox, which I’ll show you what to do with in a moment.
However, merely locating podcasts on Podmatch or any other platform, including Google and Facebook, isn’t sufficient enough.
It would be best if you made sure to obtain their email, particularly if you’re not using these platforms to communicate directly with them. So be sure to track down their email with tools like hunter.io or by simply looking on their websites and Facebook business pages.
How To Get Booked (Crafting Your Pitch)
Before I present you with the framework of a powerful pitch, let’s discuss the most vital marketing rule:
Your audience isn’t interested in you; they only care about what you can provide them.
If your pitch revolves around how amazing you are, the hosts of your pitching will quickly lose interest. Avoid starting with lines like:
“I help ____ achieve ____ and my name is ____.”
Why? Because it begins with “I,” immediately putting the focus on you.
As the host of a top podcast, I receive countless pitches from guests, and almost all of them start with “Hey Adrian, my name is…and I believe I’ll be a great fit for your show because….”
When I see this, I don’t bother reading the rest.
It’s nothing personal; it’s human nature.
It’s time to rethink your approach.
The Framework To Create Powerful Video Pitches (How To Stand Out):
Before you go into explaining how you can add value to them and their audience, connect with the host.
Find some way to relate to a recent episode or the overall theme of the show.
Be very specific in this part as it will make or break the pitch.
Say their name, the name of their show and explain why you like it. What this does is capture their interest as it feels relevant and personal.
With the average attention span being 8 seconds, your job is to capture 8 seconds at a time — and starting the pitch like this is a good way to buy some time.
2. Introduce Yourself Through Story (In A Way That Demonstrates Your Expertise)
After and only after you connect, introduce yourself, and do it through a story.
“My name is Adrian, and in 2021 I got booked on 52 podcasts and generated over six figures in sales. What happened was…[details of story, highlight emotional parts ‘Hero’s Journey’]…”
This will get them emotionally invested, which is important for opening them up for the yes.
After this, you tell them what you do and how it can help their audience (and be sure you know their audience).
When this happens you can easily do the next step.
3. Make The Ask
Now that you have captured their emotions, it’s time to ask for what you want.
Be direct and ask if they are interested in having you on their show. However, make sure your request is presented in a way that is mutually beneficial.
For instance, you could say something like:
“If you believe we would be a good match for your show, let me know the best way to proceed. I’m excited about the opportunity to collaborate with you.”
Don’t try too hard to impress them or sound artificial. Keep it simple and genuine. Remember, you’re talking to a human being, not a robot.
How To Be The Kind Of Guest That People Want To Follow (Ace The Interview)
To become an influential guest who can captivate your audience, there’s one essential aspect you should focus on – answering questions with the help of client stories.
This is because storytelling has a powerful impact on people’s emotions, and they are proven to increase conversions.
A study done by Origin found that storytelling can improve brand recall by up to 22 times and increase purchase intent by up to 3 times. And as you can see by this chart below, stories create more engaged content.
In a 2012 survey conducted by Optify for Holger Schulze, 81% of respondents ranked engaging and compelling storytelling as one of the top three critical components of content marketing.
Therefore by using client stories, you will engage more people. Not only that, but by using client examples to answer questions, you can position yourself as an expert who can provide valuable insights. For instance, when someone asks, “How can you improve your leadership skills?” you can respond, “Well, let me tell you about a client of mine who was facing similar challenges, and here’s what we did to overcome it.”
By sharing the process you used to help your client, you not only provide valuable information, but you also establish yourself as an authority on the subject. It may sound simple, but answering questions in this way will resonate with your audience and attract people who are facing similar issues.
Begin with a story and end with a lesson.
For example, “…and that’s why I shared this story – to highlight the importance of (insert lesson). Now, here are some practical tips that can help you improve your skills.”
By leading with a story, you grab your audience’s attention and create an emotional connection with them, resonating deeper. Remember, stories are a potent tool that can differentiate you from others, and by using unique stories and case studies, you’ll stand out and leave a lasting impression on your audience.
When this happens, it’s time to turn the podcast interview into profit.
How To Turn Every Interview Into A Customer Acquisition Channel
How do you actually turn listeners into buyers?
There is a simple but crucial process to follow.
You will come to find that at the end of every interview you will be asked, “How can the audience follow and connect with you?” Or even “How can the audience get [your product]?”
It’s important that you don’t make this crucial mistake that a lot of other podcast guests make: listing every possible way to reach out to you. Like your websites, social media handles, podcasts, newsletter, etc. Many times guests do this, thinking it will help. But instead, this creates a problem of too many options.
Instead, give the audience one link, and make sure that link takes them to a place where you can capture their contact information to follow up with them. I avoid perplexing them with numerous choices and concentrate on the most critical aspect- getting them to join my email list.
For example, I send the audience to a link where they can download a guide from me, and then I use email marketing to follow up with them. So what you want to do is create a lead magnet, which you can learn how to do here in this video by Dan Henry, a very successful internet marketer. Only drive the audience to that list and no other one, unless the host insists on knowing where someone can buy your products, if that’s the case then give that link too, but no more, absolutely none.
The Follow Up Sequence To Turn New Subscribers Into Customers
Now, I thought the best way to teach you how to convert these new subscribers into buyers was by sharing how I do it myself.
Even if all this does is give you an idea for an effective follow up sequence, then that’s perfect.
Here’s how my email sequence works.
- I give them access to an E-Book, at the end of which I pitch a one-time four day discount to my course.
- For four days I send a total of 10 emails, that all use a story-telling framework, commonly referred to as “Daily Seinfield Emails” to sell my product. Each email I mention the fact that the four day discount is closing. Many of these stories are client stories. (This discount is a one-time never offered again discount I must add, this creates the FOMO factor that triggers a lot of people to buy)
- At the end of that sequence if they don’t buy I add them to a daily nurture list where I use more Daily Seinfield style emails to convert them.
I focus on email marketing because of the sheer effectiveness of it, which tends to be much higher than social media marketing.
According to Optin Monster, most people check their emails first thing in the day.
And with only 6% of your followers on your newsfeed seeing your content, compared to the 22% of your email subscribers who on average engage with your email, email marketing is the channel you want to focus on more for a return, especially in the context of podcast guesting.
To make it better? 99% of email users check their email every day, some as much as 20 times a day, meaning you have a much higher chance to convert than any other channel. Therefore, ensure you have an email follow up campaign set up for the leads that will come in from the interviews that you do.
Also, if you want to see how I write my sales emails, and how to create your own high-converting emails, click here to read my article where I show you my entire framework for creating compelling emails that sell.
Podcast guesting is a powerful marketing strategy. Not only does it put you in front of ideal buyers, but you get to build relationships with the host, be seen as an authority in your niche and build a better relationship with the public.
This is not a complex or new strategy, but it is one that a lot of businesses aren’t implementing to the extent that they can, or to the true effectiveness they can.
If you follow the unique framework I laid out here, you will find yourself getting booked on more shows, attracting more customers and growing your brand.
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