Podcasts have taken the world by storm and are now becoming a go-to tool for businesses looking to reach new audiences and develop their brand.
However, it’s not enough to simply use podcasts to raise awareness and connect with your target market.
That’s where guest podcasting comes in – a powerful strategy to help you share your expertise, expand your network, and connect with a wider community. n
But with so many podcasts to choose from, it can be overwhelming to know where to start.
You not only have to choose the right podcast to guest in, but you also need to prepare for these conversations and create content that resonates and provides value to your audience.
In today’s episode, our guest Tom Schwab and I will explore the ins and outs of guest podcasting so you can make the most of your time on air, whether you’re a guest or a host.
Timestamps for this week’s episode
- 04:54 What are the benefits of using a podcast for business development?
- 20:59 What is the recommended number of podcasts to guest on per month?
- 28:11 What advice would you give someone new to guest podcasting, especially if they have never done public speaking in this medium before?
- 33:56 Any tips for guests to provide value to the audience in a non-salesy, self-serving way during a podcast?
- 37:17 What’s the first actionable step to take in the next week or two if you’re new to guest podcasting and interested in getting started?
What are the benefits of using a podcast for business development?
Podcasting can be a powerful tool for business development if done correctly. However, it’s important to remember that just guesting on a podcast doesn’t automatically translate to results.
It’s not about simply having a nice conversation but rather finding the right podcast, using a proven system, and clearly understanding your goals and target audience.
Doing this can move passive listeners into active visitors and convert them into engaged leads.
What is the recommended number of podcasts to guest on per month?
It’s recommended to guest on at least two great podcasts per month to get comfortable with the process.
But since the focus should be on quality and not quantity, focus on hitting one great podcast interview per week.
Exceptions to this rule include book tours or guest storms where multiple interviews are done in a short period of time. If you’re using podcasting for brand building or business development, doing somewhere between two and four interviews per month would be best
“More is not better. Better is better. Do one great interview and be able to promote that, be able to repurpose it, and get everything you can out of that interview.” – Tom Schwab (on your podcast strategy)
What advice would you give someone new to guest podcasting, especially if they have never done public speaking in this medium before?
When it comes to being a great podcast guest, preparation and professionalism are key.
- Confirm the details beforehand and be prepared
- Listen to the podcast and do your homework on the host
- Focus on bringing value and sharing stories
- Use a decent microphone to sound like an expert
- Slow down when saying essential information – like your name, socials, website URL, and the like, as many tend to listen to sped-up podcasts.
By following these tips, you can make a great impression as a podcast guest and provide value to the host and their audience.
Any tips for guests to provide value to the audience in a non-salesy, self-serving way during a podcast?
Focus on earning the respect, awareness, and trust of your audience rather than directly selling to them.
Here are some tips so you don’t sound too sales-aggressive or like a self-serving guest:
- Offer resources and actionable tips for listeners to follow after the podcast.
- Provide three clear calls to action at the end of the episode, including a small win, a medium win, and a big win.
- Make it easy for listeners to find you by giving them one clear place to go.
- Avoid being overly promotional or mentioning your book or product too many times, as it can be distracting in an audio-only medium.
“A good podcast is a conversation. [It’s] when it jumps from just being a podcast to going into conversations or talking with family members or colleagues. That’s the huge impact of a podcast.” – Tom Schwab (on the power of conversation in podcasts)
- Don’t try to reinvent the wheel, look at what other successful podcast guests have done.
- Start with a system and strategy to track your progress and improve results.
- Focus on a smaller “Dream 10” list of podcasts to begin with, and do a good job with those interviews.
- Ask the host for recommendations to other podcasts where you can bring value.
- Keep building on these successes and referrals to fill up your podcast guesting schedule.
- To succeed in guest podcasting for business development, it’s crucial to use a proven system, target the right podcasts, and understand your goals and audience to convert listeners into leads.
- Guest on at least two great podcasts per month, but not more than one per week to maintain quality. For brand building or business development, two to four interviews per month are suggested.
- Key tips for being a great podcast guest include being prepared, bringing value, using a good microphone, and speaking clearly.
- Avoid being too sales-aggressive and avoid excessive self-promotion when guest podcasting, instead provide valuable content to earn the respect and trust of the audience.
- For new podcast guests, start by learning from what successful podcast guests have done and creating a system for progress. Focus on a few strategic podcasts, hit those interviews out of the ballpark, and ask for referrals or recommendations to other podcasts where you can bring value.
About guest – Tom Schwab
Entrepreneur, Author, Podcast Interview Marketing Pioneer, Founder
Tom is an Entrepreneur, Author, Podcast Interview Marketing Pioneer, and Founder of Interview Valet.
He believes the best things in life come from conversations. It’s these powerful, sometimes awkward conversations that propel us from where we are personally and professionally to where we dream of being.
As an engineer, a Navy Veteran, and Nuclear Propulsion Plant Operator, Tom thinks differently. Tough-minded, Skeptical, sometimes even Cantankerous, but always technically competent, always thinking – ”What if” is how the head of the Nuclear Navy described it.
As a small business owner and entrepreneur, he understands the unique challenges of business owners. This led him to be an early pioneer in using inbound marketing for eCommerce and targeted podcast interviews for marketing that connects.
Tom is also the author of two books: Podcast Guest Profits: Grow Your Business with a Targeted Interview Strategy (called the bible of podcast guesting) and One Conversation Away: A Manifesto for a Rich Life and a Profitable Business.
One Conversation Away: A Manifesto for a Rich Life and a Profitable Business.
About host – Kathy Svetina
Kathy Svetina is a Fractional CFO for growing women-owned businesses with $1M-$10M in annual revenue.
Clients hire her when they’re unsure about what’s going on in their finances, are stressed out by making financial decisions, or need to structure their finances to keep up with their growth.
She solves their nagging money mysteries and builds a financial structure with a tailored financial strategy. That way they can grow in a financially healthy and sustainable way.
Kathy is based in Chicago, IL and works with clients all over the US.