In recent years podcasting has become an increasingly popular form of education and entertainment. According to Edison Research, an estimated 80M people in the United States listened to a podcast every week in 2021. With a large customer base and an understood diversity of niche audiences, there is a opportunity for organizations to focus marketing power on low-cost, high-value promotions by guesting on podcasts.
Key Benefits of Guesting on Podcasts
- Increased Brand Awareness: Guesting on podcasts can help you reach a new audience and increase brand recognition. By sharing your expertise and insights , you can position yourself as a thought leader in your industry.
- Cost-Effective Marketing: Guesting on podcasts is a cost-effective way to reach a large audience. Unlike traditional advertising, which can be expensive and difficult to measure, podcast appearances are often free and offer a targeted, engaged audience.
- SEO Boost: Many podcasts have a dedicated website, and guest appearances often come with a backlink to your website. This can help increase your website’s search engine ranking and drive more traffic.
- New Business Opportunities: Appearing on podcasts can lead to new business opportunities, such as partnerships, collaborations, and speaking engagements.
- Long-Term Strategy: Guesting on podcasts is a long-term strategy that can provide ongoing benefits for your brand. By appearing on podcasts regularly, you can build relationships with hosts and audiences and continue to position yourself as a thought leader in your industry.
The most time-consuming element of the process is scheduling. After searching and reaching out to podcasts that might seem like a good find, it takes time to communicate with podcast producers and hosts. Especially when you add a need to make sure their recording schedule holds subjects conducive to your expertise. Thankfully, podcast booking agencies are available to cover the most challenging part of the process. In addition to managing the appearance schedule, some podcast booking services will even coach you through the process if you have questions about your guest appearance and can give people new to the format the right tips to enter into the recording with palpable confidence.
This is by no means a novel idea. Business promotion by means of podcasting is a tried and true method of stimulating growth and expanding a customer base.
Examples of Successful Business Promotion through Podcasting
- Pat Flynn, founder of Smart Passive Income, has grown his business through his presence in the podcasting sphere. He has appeared on over 100 podcasts and attributes much of his success to these appearances.
- Buffer, a social media management tool, has also credited a voice in the podcast space as a key to contemporary promotion strategies. Their production and appearances on popular podcasts helped them build brand recognition and attract new customers.
- John Lee Dumas, host of the Entrepreneur on Fire podcast, has built a successful business around podcasting. His podcast has over 1 million monthly downloads, leading to numerous business opportunities.
Besides the value podcast, guesting offers guests, there is also a substantial upside for the hosts.
Hosts are always able to keep the episodes flowing because they come prepared. They research the topic they’re discussing and often have notes or talking points to refer to. This preparation allows them to stay on topic and prevents their episodes from slowing down.
However, it is always easier for the host to have a guest to bounce ideas off. This back-and-forth conversation keeps the discussion dynamic and engaging. Additionally, hosts can keep the conversation flowing by actively listening to the guest’s responses and asking follow-up questions that build on what was just said. These techniques can help hosts create an engaging and insightful conversation that resonates with their audience.
Podcast hosts also create a comfortable environment for their guests. Their presence on the episode means there is less pressure on the host to be a one-person talking machine, so they are often looking for any way to make their guests feel comfortable and welcomed, allowing them to open up and share their thoughts and experiences. This leads to more exciting and engaging conversations that continue to flow.
Lastly, podcast hosts are often passionate about the topics they discuss and eager to learn more about the topic of their show. Their enthusiasm is contagious and keeps the conversation lively. This makes it very easy for the guest to feel comfortable discussing their expertise because they have a singular audience eager to hear their insights. Suppose you are an expert on 18th-century basket weaving and have a guest spot on a podcast about basket weaving. In that case, there is a fairly substantial chance you’re going to be talking to someone who is both as passionate about baskets as you and wants to hear everything you have to say.
Becoming a regular guest on a handful of podcasts may sound intimidating. However, it is significantly more manageable than it may sound. Many podcasts like to keep a consistent company of guests, as it helps to build rapport. It is much appreciated by listeners when a popular guest returns. Every Monday morning, while downloading my podcasts for the commute to work, I always perk up when I see a guest on one of my regular shows is a returning guest I have missed.
Costs within podcasts
Aside from the promotion potential, the cost of guesting on podcasts is minimal. Few podcasts charge for guest appearances, and those that do tend to be those with a collective weekly listening base of several million individuals. Meaning those that charge are charging for exposure that few people can offer. In every other case, the cost will be the one-time purchase of a decent microphone. That is it. That is the entire budget for guesting on podcasts.
Podcast hosting is notorious for low startup costs; this is true of podcast guesting. While costs can vary and become expensive depending on the equipment and software you choose, the basic equipment needed to get involved is relatively inexpensive. A decent microphone can cost around $100 and undergo regular use for up to a decade. A decent set of headphones to hear yourself and some standard audio recording software are also needed. Still, most computers will have a built-in program that is more than capable of recording quality audio. Between a good mic and garage band, all the needs for appearing on most podcasts are met.
This might sound too good to be true. Surely there must be a cap to how much potential there is in podcast guesting. There can only be so many of these shows, right? Potentially, there doesn’t seem to be any limit to them yet, or anytime soon. Much like the hydra, when one podcast falls, another two seemingly pop up to replace it. In this era, seemingly absent of a mono-culture, everyone can cultivate a media diet that is completely specific to them. Podcasting is evidence that not only is that widely practiced, but that most people prefer it. Whether it is an advice show, someone offering reactions to the news, historians educating listeners on bygone events, or cast members of an old show doing recaps of every episode, there are dozens of shows for any person, no matter how specific.
With such a low cost of entry and so much potential for promotion, podcast guesting is proving more and more to be an essential part of a marketing strategy.