This month’s topic is “being seen and being heard” and we are focusing on the marketing tactic of guest podcasting.
In this video I talk about a very important distinction: strategies vs tactics.
Often, business owners will jump into doing a bunch of tactics without having a strategy. Basically, doing things that aren’t going to get you to your goal and we know that leads to Wasting Time Town. This is where you end up feeling like everything you are doing is wasting your time, wasting your money, and you begin feeling burned out because everything you are doing just isn’t working. It could be that you are doing a bunch of tactics that don’t support your strategy, so I give you an example of where guest podcasting fits into your overall marketing strategy.
Finally, I give you my simple system for what to do before, during, and after your interview.
So far this month, we have covered a lot of things that you need to have ready when you are a guest either for an interview or a podcast or if you’re doing a joint venture. Have your media page set up, fresh headshots, bio ready to go, what tech you need, and systems for what to do before, during, and after the interview. Last week I also told you that when you are giving that interview, have your offer ready to go and make sure it’s tested.
And this is where you may get stuck. What should I offer and what would that look like?
First of all, there are many good reasons to choose guest podcasting as a tactic:
1. You’ll reach an entirely new, engaged audience. appearing as a guest puts you in front of a loyal group of followers and opens the door to a whole new set of people who prefer to listen to their content. And 4 in 10 Americans are tuning into podcasts.
2. You can improve trust, credibility, and relationships. It makes you human, people are putting a voice to your site or picture, but it creates a relationship with the host. You get to know them and they get to know you. There’s some real in-depth dialogue and discussion going on. The average podcast length is over 40 minutes. 40 minutes to establish a business relationship. This can open new doors and opportunities for you, maybe other collaborations or partnerships.
3. You only need to show up. You’ve done all the prep work and the host will do the heavy lifting by editing, hosting, marketing, and promoting.
But if you think you can simply go on a podcast to pitch your business or products and sales will fall from the sky, it doesn’t work that way.
First, find relevant podcasts that serve your ideal audience. The content or topic has to match what you can deliver to that audience. If not, it will come across as something is off.
Second, offer value instead of just talking about yourself. You are there to provide value to the host’s audience, not brag about yourself. What I like to do is tell stories and offer suggestions. I’ve got lots of failure stories that people can definitely relate to as well as ways to help people take action, so I’ll do “here are three steps, step 1 is…”
Have a clear call to action. Always offer listeners a way to stay connected with you. The best way is to share a free resource and provide a simple URL.
First, think of what adds the most value and makes sense for you to offer. It has to be something relevant to what you do and that matches the topic or the theme of the interview. If your topic talked all about how to market candles on Etsy but your offer is how to balance your accounting software, it will seem off-kilter or not a match.
Provide the opt-in to your offer, whether it’s a video, swipe files, ecourse, case study, free trial, webinar. Anything that you can give away to your audience that demonstrates the quality of your product or service. And then, because these will be people new to you, you want to provide lots of value in your follow-up or nurture sequence.
Your goal is to nurture, share your knowledge, and impress them. Provide value, educate them, let them understand the value of what you do,
Don’t just give them the download and add them to your sales list. What I like to do is add a Do Not Disturb tag until they have gone through the sequence so they aren’t getting offers and sales right off the bat.
If you don’t have a free one, ask people to connect with you via your favorite social platform.
Finally, follow up with the host about when your episode will air and how they’d like you to promote it. You want to be a good guest, so be sure to post it on Twitter, Facebook, your subscriber list, and add to your media page.
I wish you luck in using this tactic, if you have more ideas, be sure to post them below.
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Thinking about starting your own podcast? Grab this kit!
Template pack includes:
- Insider’s Guide with quick tips on types of podcasts, how to get started, and how to make the most of your podcast
- Email Promotion Templates – use these templates to help you get started promoting your podcast. Templates include: Upcoming Guest Announcement, Live Tomorrow, Starting Soon, and Episode Recap.
- Guest Invitation Email Templates – Use these templates to help you get started finding speakers/guests for your podcast.
- Social Media Graphics – I’ve included square templates in PNG and PSD so you can easily edit and start advertising on social media for your podcast.
- 20 Steps to Creating Your First Podcast – Use this list to keep you on track while planning your podcast. Some steps include: Choosing a Platform, Determining a Genre, and Brainstorm a name.
- 35 Ways to Incorporate a Podcast into Your Business – Some ways include: Build Authority, Network with Others, Interview Team Members
- Book a Guest Worksheet – Use this worksheet to ensure you are booking a guest that naturally fit your goals, needs, and promotional plan.
- Choosing Your Topic, Voice, and Message – This questionnaire is designed to help choose podcast topics that will enhance and grow your business.
- Guest Bio Template – Several fill-in-the-blank bio templates to use for your guest speakers.
- Guest Bio Worksheet – Having a complete and compelling bio for guest speakers is necessary if you want to attract a lot of listeners. Use this worksheet to create a working bio for your guest.
- Guest Tracking Spreadsheet – Use this spreadsheet to keep track of invitations, acceptance, and after-show for your guests.
- Podcast Best Practices – This list of podcast best practices will help ensure you have done what you can to make your podcast the best show possible.
- Podcast Equipment Checklist – Recording a podcast is easy and doesn’t take a lot of expensive equipment. You may already have much of what is needed. I include a list of equipment that will help make your podcast as professional as possible.
- Podcast Planning Calendar Template – Use this template to plan your upcoming podcast episodes. Start planning at least 4 weeks in advance to allow time for any mishaps or interruptions.
- Podcast Topic Brainstorming & Engagement – Designed to help you identify and choose the best topics suited to your niche and your listeners. It will also walk you through some ways to increase listener engagement.
- Podcast Tracking Spreadsheet – Use this spreadsheet to keep track of certain parts of your podcast such as purpose, audience, frequency, and social media posts.
As you can see, the podcasting templates included in this bundle will help you stay on track planning your new podcast or supercharge your existing one.