Leveraging Other People’s Audiences on Podcast Interviews

February 22,2022 / Blog / Tiffany
Leveraging podcast interviews

We have long been shouting that the fastest way to fill your stadium, build your audience, and grow your list is to leverage Other People’s Audiences (OPAs). You can do this many ways, as a speaker on stage, via livestream, and, of course, by podcasting. Podcasting is a super smart way to do this.

Tom Schwab had the pleasure of chatting with best-selling author and international speaker Carrie Wilkerson.

Here is their first-hand knowledge and experience of building assets with every interview to build your brand and increase your sphere of influence.

Twenty-three years ago when author and speaker Carrie Wilkerson got started in business, podcasting had yet to emerge as the marketing staple it is today. In the early days she was leveraging her business through conference calls and Blog Talk Radio to achieve her marketing goals. Carrie made a point of saying “Yes!” to any interview that came her way, and she still attributes her quick ascension and reputation in the business by leveraging other people’s audiences.

Although the methods have evolved from those days, the concept is still the same – understanding the opportunities leveraging other people’s audiences can bring. We know that there are a lot of people spending money to build their audience through podcasting; why not use your asset, your expertise, to provide quality and value to their existing audience through podcast guesting.

That’s where Interview Valet comes in.

Why Are OPAs So Important?

Short Answer: Exposure Brings Opportunity

At Interview Valet, we believe that the biggest problem most businesses face is obscurity. Right now, there are thousands of people on their knees praying for your product and the only reason they don’t have it is that they don’t know who you are. As Tom often says, “we don’t buy the best, we buy the best we know of.” Your target audience can’t buy your best if they don’t know it exists.

Drop the notion that you have to “break through the noise” to make it in business. Yelling louder is just going to add to the noise and keep you lost in a sea of screaming voices. Getting in on the right conversation via podcasting, however, can be extremely powerful in this pursuit.

The data says that 51% of adults in the United States alone listen to podcasts. On average, these people earn an above-average income and hold an above-average level of education. You know that your target audience is in there somewhere, you just have to find them.

It’s also important to understand that not all audiences are created equal. Your products and services are tailored to a very specific persona, and it’s imperative that you know where to find that persona so you can get in front of them. Make sure that the people you are talking to are made up of your ideal customers.

How to Leverage Conversation in Your Marketing Strategy

Treat every interview as an asset.

Any expertise-based business can leverage the power of podcast guesting, and it’s much easier than the Blog Talk Radio we did in the past. You can Google Carrie Wilkerson’s name and come up with interviews that she did 20 years ago. Why? Because they’ve been posted, repurposed, and turned into books, guides, free downloads, and more. This is what we call a workhorse, which is anything in your business that keeps working for you over and over and over again.

Every interview is an asset. An asset that business owners are creating and leaving like breadcrumbs for their target audience to find. Podcast guesting is a great resource for busy business owners to use. Taking the time to do a single podcast interview can generate a ton of content for blogs, Facebook posts, and radio. In many cases, this content gets promoted by other people to their respective OPAs, making awareness for your brand to grow.

Before you get started, know that the goal is not a podcast interview itself. The goal is to raise awareness for your brand and to grow your business. The interview is simply a means for achieving that end result. All you need to do is set aside approximately one hour per interview for preparation and conversation and away you go.

Work With Interview Valet

Make It Happen

Interview Valet works with all our clients on strategies for transforming passive listeners into active site visitors and, ultimately, into engaged leads. Before each podcast, we prepare you for the interview to ensure you and your business shine. We give you background on the podcast, the host, the audience, and social media so that when you walk into that interview, you’re ready.

Our business model has been referred to as eHarmony for businesspeople. We take great care in matching the right business owners with the right podcasts. If you don’t look good, we don’t look good.

Be The Guest, We Take Care Of The Rest

Our mission is to personally introduce inspiring thought leaders to millions of ideal customers they could be serving for the betterment of all. The trick is to stop trying to be more interesting and become more interested in the people you are approaching. This is the key to success in marketing through podcast interviews.

Everything we do you could easily do yourself, but it’s simply not the best use of your time. Frank Sinatra wasn’t setting up the stage and filling the audience, his job was to perform. We have an experienced team behind us that sees you as Sinatra. We know how to get you in touch with the right audience of your next biggest fans. You are the talent, you be the guest, we take care of the rest.

What’s ordinary to you is amazing to others. The best gift you can give to someone is to introduce them to new ideas. Let’s do it together. Book an introductory call with Interview Valet today to get started.


Listen to Carrie and Tom’s full conversation here.


Podcast Guesting

Podcast Timelines: From Invitation To Recording To Live

/ Blog / Tiffany

Everyone has somewhere to be. Whether you’re heading back to the office or catching a flight to your next speaking engagement, time isn’t always on our side. This can make syncing calendars difficult, especially when it comes to finding the perfect time to record your next podcast interview. Because, let’s face it, the WiFi you purchased on the airplane is not going to be fast or stable enough to record a thirty minute interview with video. The other passengers will also thank you for not doing this.

The good news?

34 percent of interviews are recorded four to eight weeks after that initial invitation is sent, so you have plenty of time to fit it into your busy schedule. Do you need more availability? 24 percent of interviews take place twelve weeks or more after the invitation is extended. Most hosts are flexible and will try to accommodate you, especially if you’re in an opposite time zone. However, some hosts batch record interviews, which means they may take an entire month to record for the whole year. This is where you might need to be flexible or else you’ll have to wait an entire year for another opportunity to speak to that audience.

Once you record your interview, 23 percent of podcasts go live within four to eight weeks. 20 percent go live within two to four weeks and, surprisingly, 18 percent go live within one week of recording. The time from recording to posting is completely determined by the podcast host. If they have a backlog of guests, your episode may not go live for four months. If they are batch-recorded in January, your episode may not go live until December. It all depends on their schedule, so don’t get discouraged if you have to wait and wait and… wait.

But, again, hosts are flexible! If you’re promoting a book or a new course that has a specific timeline, most hosts will typically be open to working with you to find a date to post your interview that works with your launch.


The content from this blog was pulled from the State of Podcast Interview Annual Report. You can get a copy of the full report below.

State of Podcast Interviews report

Podcasts and Video, What the Numbers Say

February 16,2022 / Blog / Tiffany

If you think you can roll out of bed and shuffle into your home office wearing a robe and a facemask to record your next podcast interview… you’re probably wrong. With 64 percent of interviews using video, it’s a good idea to wear something business-casual, at minimum on the top. The video may only be used for promotional purposes, but you should always be prepared for the world to see and hear you.

Having a video recording of your interview is an added perk!

It may take you a few more minutes to prepare for, but in the end, you’ll have double the content. Oftentimes hosts upload the video portion to their Facebook account or their YouTube channel, which means you’re reaching new audiences who may not listen to podcasts on the traditional platforms. Video recordings are also great for repurposing your content. You can use clips to hype the interview before it goes live. Or you can even use them in a speaker reel. Since most listeners download podcast episodes within the first thirty days, having that video recording is a great way to keep your audience engaged.

While not as popular as recorded interviews, 5.6 percent of interviews are live. Like video recordings, these types of interviews take a little more preparation since you don’t have the luxury of cleaning things up in edits. But as long as you know your material and give the audience engaging content, you have nothing to worry about!

If you’re unsure about whether an interview uses video recording or if the interview will be live, reach out to the host. If you’re an Interview Valet client, your account manager will have all the details!


The content from this blog was pulled from the State of Podcast Interviews Annual Report. You can get a copy the full report below.

State of Podcast Interviews report

Podcast Interview Platforms That Are Dominating Market

February 09,2022 / Blog / Tiffany

Podcasting is an ever-changing industry. As technology advances, there are always new recording platforms and streaming sites popping up on the internet. Some of them have withstood the test of time, while others have faded into the background. Finding one that fits well with you is a bit like dating. A lot of trial and error, but eventually you find the one.

The Numbers

Zoom continues to reign supreme over recording platforms with 74 percent of interviews are conducted over the user-friendly software. In 2021, Zoom gained 19 percent on the platform market.

While Skype takes the number two spot with six percent of hosts using it as their preferred platform, that’s down 18 percent from previous years. Streamyard and Zencastr are gaining popularity–both up four percent in 2021. And at the very bottom of the list is the dreaded phone interview. Only four percent of hosts use this method and that has fallen three percent from last year.

What our data has shown us is that there isn’t a one-size fits all approach with recording podcast interviews. While it isn’t user-friendly, some people live and die by Skype. Others prefer lesser-known platforms like SquadCast, Riverside.fm, or UberConference. As long as you get clear and consistent audio recordings, it doesn’t matter how you record your interviews.

(Though, we do advise against using a tape recorder.)


The content from this blog was pulled from the State of Podcast Interviews Annual Report. You can get a copy of the full report below.

State of Podcast Interviews report

State of Podcasting Is Back To Pre-Pandemic Numbers

February 04,2022 / Blog / Tiffany

As the world slowly comes back to our new normal, the hyper-fixation hobbies we started in quarantine have started to fizzle out. Gone are the days of sour-dough starters and whipped coffee. Why was Tiger King even a thing? That podcast you started and lost interest in after five episodes? It’s buried in the deep-depths of your streaming platform’s graveyard.

And… that’s a good thing!

Podcasting is back to pre-pandemic numbers. I know what you’re thinking. Isn’t that a bad thing? Shouldn’t we want the podcasting industry to grow? Well, yes! Of course we want the world of podcasting to grow, but we want it to grow with the right shows–shows that are serious and passionate about engaging their audience with quality content.

According to Rephonic, there are 2,663,691 podcasts. Of those 2.6 million, only 413,204 are active. Content creation isn’t an easy job and finding an audience to engage in is like finding a needle in a haystack. From the December 2021 issue of Libsyn: THE FEED, we learned that the average podcast only gets about 150 downloads per episode. This is one of the reasons why we have such a strict vetting process. We work within the top 20 percent of podcasts, which ranges from 1.2 thousand downloads to 2.5 thousand (top 10 percent) to 8.3 thousand (top 5 percent). At the very top 1 and 2 percent, shows get anywhere from 21 to 36 thousand downloads per episode. We vet shows based on longevity, social media followers, reviews and ratings, and website presences. This helps us ensure that we’re only working with serious podcasters who regularly post quality content.


The content from this blog was pulled from the State of Podcast Interview Annual Report. You can get a copy of the full report below.

State of Podcast Interviews report