The Key to Being a Great Podcast Guest: Promotion!

October 27,2022 / Blog / Tiffany
great podcast guest
Being a great podcast guest means continuing the relationship beyond the recording.

After many years in the podcasting industry, we have cracked the code on what makes a great guest–it’s someone who not only shows up prepared and on time, but also someone who understands the importance of promoting an interview. Because if you thought your obligations ended after the recording finished… well, you thought wrong!

Treating an interview like a one night stand and ghosting the host after the show doesn’t benefit anyone, especially guest.

When a host invites a guest onto their podcast it’s because they think the guest has useful information for their audience. They are inviting you into a scared space they have built and continually work hard to maintain. Essentially, they are inviting you into their virtual home and the polite thing to do is to show your appreciation by promoting the episode before and after it goes live. Podcasting is a two-way street that is mutually beneficial to both parties, which is why the host and the guest need to promote to ensure the episode is as successful as it deserves. After all, the more ears on an interview, the better!

Three Ways Promoting Your Podcast Interviews Are Beneficial That You May Not Have Considered

Outside of the obvious benefits podcast interviews can bring like speaking directly to your target audience, gaining exposure, and establishing your authority on the subject, there are some some more subtle benefits to adequately promoting your interviews.

Promoting episodes is not only a great way to develop a relationship with that show host but other hosts in the future. Oftentimes when you are making introductions to podcasts, they will look at your content online to see how you have promoted your pervious interviews. If they can easily see you have done your due diligence to promote past interviews, it increases the likelihood they will say yes.

Secondly, promoting is also a great way to get invited onto more shows. If the hosts see you’re serious about your commitment to promoting your interviews it helps the chances they will introduce you other podcast hosts they know. A third benefit is if they see that you’re out there consistently boosting the episode, it gives you favorability that they’ll air your episode again over a seasonal lull, like summertime or over the holidays when they aren’t producing as much new content.

What Does Good Promotion Look Like?

Oftentimes, they will send you some promotional material, so you don’t have to make your own. We have seen our hosts give the guest unique episode graphics to use as needed, sample headlines, show transcript, and even entire email mockups. But if you are creatively inclined, you can create your own materials like sizzle reels and audiograms.

A really easy way to promote your episode is by talking about it on your social media platforms. If you have an email list, don’t be afraid to send a quick blurb out. Writing a blog on your website is also a great way to promote your podcast interview. Some guests will even change their email signature block to highlight the episode. And the great thing about promoting in these manners is that it can be done before or after the interview.

Taking interview promotion seriously is the best way to stand out as a great guest. Don’t be afraid to let a host know about your desire to promote an episode. In fact, being transparent from the beginning about your intentions to promote the show is the probably the best thing you could do at that stage of the relationship. We aren’t just telling you this to add more work or give you homework. Our experience getting guests on over 50,000 interviews over the last eight years has shown that the promoting your podcast interviews have a significant impact on your results. Which spurred the launch of our new Commitment to Collaborative Promotion program. This isn’t just fluff, its backed by data.


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20 Great Marketing Podcasts

October 21,2022 / Blog / Tiffany

If you’re looking to spruce up your marketing game, give these 20 great marketing podcasts a listen!


20 Podcasts On Marketing

| Online Marketing Made Easy

Online Marketing Made Easy podcast

Ever wish you had a business mentor with over a decade of experience whispering success secrets in your ear? That’s exactly what you’ll get when you tune into the top-ranked Online Marketing Made Easy Podcast with your host, 9 to 5er turned CEO of a multi-million dollar business, Amy Porterfield. Her specialty? Breaking down big ideas and strategies into actionable step-by-step processes designed to get you results with a whole lot less stress. Tune in, get inspired, and get ready to discover why hundreds of thousands of online business owners turn to Amy for guidance when it comes to all things online business including digital courses, list building, social media, content, webinars, and so much more. Whether you’re a budding entrepreneur, have a comfy side-hustle, or are looking to take your business to the next level, each episode is designed to help you take immediate action on the most important strategies for starting and growing your online business today.

| The Content Fix

The Content fix podcast

Content creation, content marketing and social media can make your head spin! Do you want to know how to use content, social media and digital marketing to make people aware of your business, build engagement and convert that audience into customers? The Content Fix Podcast with host Jillian Bowen is where you’ll find out exactly how to make that happen, with step by step masterclasses, deep dives into who you should be following in the online marketing world (and why) and interviews with some of the best in the business who’ll share their tips and tricks to give you an unfair advantage. Whether you’re blogging, podcasting, doing Facebook Lives, diving into Instagram Stories, trying to leverage LinkedIn or figuring out the point of Pinterest, you’ll find out how to take your business to the next level and take your content and social media from a time drain to a winning business strategy.

| Marketing Smarts

Marketing Smarts podcast

This weekly podcast features in-depth interviews with smart marketers from all walks of life. Hosted by MarketingProfs, this 30-minute, weekly podcast delivers actionable insights and real advice to help you market smarter. Subscribers gain valuable marketing know-how that compliments the robust offerings of marketingprofs.com – Listen in and join us online for the best of both worlds!

| Marketing Over Coffee

Marketing over coffee podcast

Marketing over coffee is a weekly discussion of what’s new in marketing with John Wall and Christopher Penn.

| The Digital Slice

The digital slice podcast

The Digital Slice Podcast with host Brad Friedman is the podcast that brings you a slice of the digital marketing news, tools and tactics you need to succeed.

| Content Sells

Content Sells podcast

Can’t get traction with your marketing? Not sure how to turn your content into sales? Tune in with hosts Suzi Dafnis & Michelle Falzon for practical, education and advice on how you can attract, convert and keep your ideal clients using smart content marketing.


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| The One Big Tip

The One Big Tip Podcast

Welcome to The One Big Tip Podcast, with host Jeff Mendelson, where he interviews digital marketers, business owners, executives and entrepreneurs to discuss business strategy and the tools that make it happen. After 10+ years in the digital marketing trenches, he has seen SEO pandas and penguins come and go and have watched fads explode and fizzle out. With this podcast, he presents to you the most interesting people that he can find, and ask them to give you their one big tip to be more successful in your business.

| Marketing Mistakes (And How To Avoid Them)

Marketing Mistakes And How To Avoid Them podcast

Join Stacy Jones, the CEO and founder of Hollywood Branded, a Los Angeles branded pop culture partnerships agency specializing in product placement, celebrities and influencer marketing. Learn from her 25 years of experience as she shares advice and insights, and interviews experts on a wide range of how-to-do business and marketing topics. 

With over 250 episodes recorded since 2017, the podcast series is positioned for entrepreneurs, brand marketers and agencies to learn best practices from, and better ways to run their companies. Learn both the ‘magic sauce’ to finding success, and the mistakes that should be avoided along the way.

| Marketing Speak

Marketing speak podcast

Tune in to learn with host Stephan Spencer the tips, tricks, and new insights that the top players in the digital marketing world are using to grow their brand and business.

| The Marketing Junkie

The marketing junkie podcast

If you’re like most business owners you probably feel like you could overdose on all different tactics out there so we created this podcast to help you cut through the noise and clutter and just get the clear, actionable strategies based on what’s working– and what’s not– for both myself and clients. Tune in every week with host Michele Caruana to learn exactly how to attract an audience and convert them into customer

| Marketing School

Marketing school

Neil Patel and Eric Siu bring you daily ACTIONABLE digital marketing lessons that they’ve learned through years of being in the trenches. Whether you have a new website or an established business, learn the latest SEO, content marketing, social media, email marketing, conversion optimization and general online marketing tactics that work today. With over 50 million downloads and 1,400 episodes, you’re sure to find something that will help you grow faster. If you’re interested in being a guest on the show, e-mail eric@singlegrain.com to get on the waitlist.

| You Are The Brand

You are the brand podcast

You Are The Brand with Mike Kim is designed to help you showcase your unique expertise and build a highly profitable, personally fulfilling business. Mike Kim is a brand strategist for business thought leaders, coaches, and authors who want to create an impact with their ideas and get their message heard.

Mike’s refreshing approach has made him a sought-after speaker, online educator, and consultant for top thought leaders. Mike’s clients include New York Times bestselling authors and other experts featured on PBS, TED, CNN, and Fox. Mike has been featured in and written for Inc., Entrepreneur, and The Huffington Post.

Mike is the author of the Wall Street Journal best-selling book, You Are the Brand: The 8-Step Blueprint to Showcase Your Unique Expertise and Build a Highly Profitable, Personally Fulfilling Business.

He has spoken at industry-leading events including Social Media Marketing World, Tribe Conference, and Podcast Movement. He has been a guest on leading podcasts like Smart Passive Income, Entrepreneurs on Fire, and Read to Lead.

| B2B Made Simple

B2B made simple podcast

If you’re a marketer at a B2B SaaS or tech company, then B2B Made Simple is for you.

On this show you’ll hear from seasoned B2B marketers about what they are doing to generate pipeline and revenue for their companies. 

With multiple episodes released each week, you’ll have a plethora of actionable marketing insights at your fingertips that you’ll want to implement in your company right away.

In addition to our main show, you’ll find episodes from other marketing podcasts our CEO and co-founder, Sam Moss, has been interviewed on and much more.

| SEO Podcast The Unknown Secrets of Internet Marketing

SEO Podcast The Unknown Secrets of Internet Marketing

SEO Podcast – Unknown Secrets of Internet Marketing by Bestseopodcast.com Having 1st aired in 2009, with over 3.6 million downloads in 100+ counties, “SEO Podcast, Unknown Secrets of Internet Marketing” has become one of the longest running and most authoritative podcasts for staying ahead of the perpetually changing digital marketing landscape. For those new to the podcast, choose a past topic among the vast library of almost 500 episodes of all topics related to internet marketing: SEO, PPC, Email Automation, social media marketing and more.. Great for marketers, business owners and agencies from the novice to experienced in using the internet to market and grow a brand! 

Internet Marketing Podcast Learn all the tricks and tips to get your website on the first page of Google, Yahoo and Bing. All of the reviews say this podcast is both entertaining and informative. Come join the fun and learn.

| Social Media Marketing Talk Show

Social Media Marketing Talk Show

Get expert opinions on the latest social media marketing news, from Social Media Examiner. This show shares only the news you need to know. You’ll gain quick insight that could provide you a competitive advantage.

| Content Inc.

Content Inc podcast

Content Inc. is for entrepreneurs and startups who want to be big – not by creating and selling more products and services – but by developing a loyal audience through remarkable content.  Podcast creator Joe Pulizzi, known as the “godfather of content marketing,” believes that most small businesses and startups are going to market in the wrong way. Instead of leading first with product, Joe believes entrepreneurs should be building audiences…then they can sell whatever they want.  Each podcast contains one inspirational idea that can change your business – all in less than 15 minutes per episode.

| The Worldly Marketer

The Worldly Marketer Podcast

The Worldly Marketer Podcast explores what it takes to build a global brand in today’s digital, social, multilingual marketplace. Join Kathrin Bussmann as she talks to experts in global business, global marketing, and localization. Her new focus: how green brands are going global, how global brands are going green, and how marketing can facilitate a more sustainable world economy.

| Small Business Big Marketing

Small Business Big Marketing podcast

The most innovative people in the world of small business go one-on-one each week with marketing expert Tim Reid. In this award winning podcast; business owners share where their original business idea came from, how they got it to market and the strategies they used that led to their business’s unprecedented growth. Host Timbo Reid’s curiosity for what makes business owners tick and his passion for small business success means that every episode is chock full of marketing gold that will help you build that beautiful business of yours into the empire it deserves to be.

| Growth Marketing Toolbox

Growth marketing toolbox podcast

Discover the latest and greatest growth marketing tools and technology. Each week, join Nicholas Scalice from Earnworthy, as he interviews marketers, product creators, startup founders, marketing technologists, and more. During the interviews, Nicholas will unbox the marketing tools they make, market, and use. You’ll be sure to walk away with actionable insights, as well as a long list of new tools to add to your marketing stack.

| Marketing Against The Grain

marketing against the grain podcast

If you want to know what’s happening now in marketing, what’s ahead, and how you can lead the way, this is your podcast! In this weekly show, HubSpot’s CMO and SVP of Marketing, Kipp Bodnar and Kieran Flanagan, share their marketing expertise – unfiltered in the details, the truth, and like nobody tells it to you. Tune in for high-level perspective, conversation, and the occasional argument as they serve up an honest-to-goodness sense of how you can move your business forward!


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How to launch a bestselling book—without paying a big PR firm

October 17,2022 / Blog / Tiffany
launch best selling book
There are millions of books and authors in the world, which is a blessing and a curse. Knowing this, how do you get your book into people’s hands?

How to launch a bestselling book—without paying a big PR firm

There’s one ugly truth authors don’t like to hear: if you write a thought-provoking and captivating book that your mom loves, that doesn’t mean that other people will read and rave about it.

The biggest problem today for even the best authors is obscurity. There are millions of books and authors in this big world of ours, which is a blessing and a curse. So how do you cut through the noise and get your book into people’s hands?

That’s the thing, oftentimes when people try to “cut through the noise” in reality they are adding to it. They aren’t actually distinguishing themselves; they are just making the noise louder. Writing a book is a big deal, and you want to make sure people read it after you write it because that is how you will help the most people.

The best way to get your book into the world after you write it, is to do what has always worked, but in a new way: a virtual book tour.

Book tours are a tried-and-true way to sell a book. Authors go to bookstores locally and nationally reading excerpts from their books and signing copies. This approach is great, but it takes a lot of time and money. For busy people, spending weeks on the road touring just isn’t feasible anymore. And let’s face it, traveling isn’t what is used to be. But we’re here to tell you there’s a way to do all of this without leaving your home or office.

Virtual book tours where you go on a variety of different podcasts allows you to connect with people all over the world without even leaving your house. Podcast interviews are proven to have a 25-50% conversion rate. That’s because the listeners have self-selected to hear for material on that specific topic. They have already opt-in and are curious to learn more on the show’s primary focus. Which means the answer to connecting with more people while doing less is podcasts.

Everything said and done, there is still a system to generating a successful virtual book tour with podcast interview marketing, and there are three big mistakes authors make when they’re just starting to promote their book on podcasts.

Most podcast listens occur during the first 30 days, you can optimize that by making weekly posts on your social media platforms. It helps to create and keep the buzz going. After that first month, you can recycle your posts sporadically over the next year, hence the evergreen part.

biggest book promotion mistakes

1| Wasting time and not getting on the right podcasts

This is huge. Anyone can go out there and get on a podcast in the next hour. BUT getting on a podcast is not equal to getting on the right podcast for your book and your market. Don’t waste your time trying to appear on the biggest and best podcasts, or every single podcast known to earth. Neither of those strategies are going to work for two reasons.

We can’t say this enough, bigger is not better, better is better. You could get booked on the biggest and greatest podcast tomorrow but it they aren’t your target audience it will be a bust. Yeah it may have a lot of listeners who like to read, but do they enjoy reading books like yours? Getting in front of an audience is only as valuable as the number of people from that audience who want to click on the link and buy your book. Think about it this way – An audience of 100,000 may only have two people who are willing to buy your book, while an audience of 1,000 may be home to 900 people who want to buy your book.

The other issue is thinking more is better. Remember, only better is better. While download numbers are important, the most important thing is ensuring the podcast and its audience is a good fit for you and your book. The best way to know it by listening to a few episodes, research the host, look at their social media accounts, and go to their website to verify if your book would be a good fit for their audience. Vetting a podcast before you appear on it is the best way to ensure your time is well spent.

2. Not having a system

It’s one thing to throw spaghetti on the wall and hope it sticks. It’s another thing to know what has worked for other people and calculate which spaghetti you’re going to throw at which wall. A system is one thing that makes getting on podcasts much more fruitful for the host as well as the author. It is a definite way that you can ensure your time spent will be worth it.

Before considering a guesting on any particular podcast you must first consider: their audience, how you will present your book, how you will foster trust with listeners, how you will promote the episode once it’s live, and which systems have worked for authors similar to you in the past. If you haven’t aren’t doing that, then you haven’t thought this strategy through its entirety. You can’t just hope your hard work and efforts will pay off, you have to be sure that it does.

Remember our success is proportional to our systems. And using proven systems by other authors before will accelerate your success.

3. Not honoring the podcast and the audience

You’ve spent hours preparing to go on your first interview. You have the perfect things to say and the best summary of your book. You’re sure that you can’t go wrong. Here’s the thing, you can prepare yourself for a podcast but if you aren’t paying attention to the podcast and its audience then your preparation could all be for nothing. It’s important to think about what this audience wants to hear about. For example, it’s nothing short of embarrassing when a host has question that ask each guest and you’re caught off guard because you’ve never listened to a single episode. Most successful shows follow a flow and has a common question that makes it fun for the audience to hear with each episode. It’s very clear to the audience and host that you’ve never listened to the podcast if you’re not prepared for their signature question.

Also, the best way to sell your book isn’t to come on a podcast and give a sales pitch. Christopher Lochhead has said the worst thing you can do on a podcast is to come off as overly salesy. People tune out when your message starts to sound like an infomercial. The best way to sell your book is to garner respect and trust from the audience, and which doesn’t come from monologuing your sales pitch every time its your turn to talk. Instead, it comes from real relationships and genuine conversations that engage and intrigue the listeners. The best podcast interview will almost make you feel like you are eavesdropping on two close friends conversing about a topic they are both experts on. At the end of the day, you can’t outsource your interview. You must know how to engage your listeners through your experience and specific anecdotes.

The key here is to remember that once you land the interview – be real, be prepared, and leverage the systems you know already work.

When you’re thinking about “How can I make this a hit for the host?” and “How can I engage the audience,” you are moving in the right direction of producing a killer podcast interview. Remember, selling your book isn’t about you. It’s about providing value to the listeners. You wrote your book to be of benefit to someone. And in the same way, the podcast isn’t about you. It’s to be of benefit to someone. So, at every phase, be sure you are providing value to your audience, not for yourself.


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Why Your Podcast Interviews Aren’t Converting

October 10,2022 / Blog / Tiffany
why your podcast interviews aren't converting
If you aren’t seeing results the answer is not doing more interviews or getting on bigger shows.

Podcast interviews have proven to be a powerful marketing tool to grow a brand and your business. Leveraging other people’s audiences with podcast guesting can be used to drive sales, lead generation, and business development. Over the last 8 years, we’ve worked with over a thousand nonfiction authors, high-level coaches/consultants, and leading brands to drive results.  My observations are based on this data.

Too often I see well-meaning guests on podcasts make fundamental errors that surely compromise their results. After all, their goal is not to get more interviews but to get more results from every interview.

I urge them to improve their process before they invest more resources:

  • If you were fishing and didn’t catch anything, would the answer be to do more fishing?
  • If you ran Facebook Ads and didn’t see conversions, would you just spend more money?

I’m baffled when I hear guests whose podcasts aren’t converting. They aren’t getting results and think the solution is to do more interviews or to get on bigger shows. 

They say the definition of insanity is doing the same thing and expecting different results. In the Navy, we just called it “doubling down on stupid”.

This article is meant to help you identify and fix the one or two issues that is keeping you from turning their listeners into your customers.

Which is why I wanted to share the 10 fundamental mistakes I often see podcast guests make. As you read this, reflect on your interviews to see what you can do to get more from every interview instead of just doing more interviews. More is not better. Better is better.

You can watch a replay of the live discussion on this topic here.

podcast interviews not converting

1| Wrong Audience

A common practice is to start pitching big shows on a list. This could be a list from Chartable, Spotify, or iTunes. It could be a list you find when you Google “best podcasts for coaches”.

Just remember the old adage:  You can’t say enough of the right things to the wrong people or the wrong things to the right people.

Data on podcasts is not as rich and detailed as other media like TV, radio, and print. This is partly due to the fragmented ecosystem (there are dozens of major podcast players compared to most videos being played on YouTube). It is also a factor of the nature of RSS feeds (the heart of podcasting), agreements between hosting companies and the podcast hosts do not allow the public sharing of show or episode data. While third-party data has drastically improved, the new iOS update could reverse that.

As a general rule remember, the audience is like the host or aspires to be like the host.

  • Younger hosts attract younger audiences.
  • Female hosts tend to attract female audiences.
  • Ph.D. hosts tend to attract Ph.D. level, or those who aspire to be, audiences.

If the host doesn’t reflect your ideal buyer, chances are the audience won’t either.

A prospective client wanted to target Fortune 500 CEOs. We can, and do, target that audience for clients. He then shared that he wanted to be on “Entrepreneur on Fire”, a great show on the HubSpot Podcast Network that is heard consistently by over 40K people. Popular podcast, large listener base, but not their target customers. EO Fire talks to solopreneurs, side hustles, non-funded startups, and small businesses. Look through the interviews and you’d be hard-pressed to find anything of interest to a Fortune 500 CEO. Appearing here would be as futile for them as fishing in a swimming pool.

Ask Yourself

Are you talking to nice people or nice customers? These two are not mutually exclusive.
nice does not equal right

2| Confusing and Losing

Most guests have a wide area of expertise. They are interesting. They can talk about their business, background, travels, relationships, and opinions (we can all talk about our opinions for hours), but how does this support your goals of being on the show?

“Who am I and why am I here” is how Admiral James Stockdale started his Vice Presidential debate. He knew it’s what the audience wanted to know BEFORE they could or would care to connect to his message. 

Does everything in your suggested introduction support what you are there for? It may be interesting that you enjoy running, have 4 kids, 2 grandkids, and 2 miniature donkeys. (Which I do.)  But if it doesn’t support what you are trying to accomplish, leave it out.

Pro Tip

A great question a guest can ask the host before they hit record that will ensure both are focused and know the direction of the conversation – What are your goals for this episode?

GUEST: I’m excited to be here. I want to bring as much value to you and your audience as possible. What are your goals for this episode? What are you trying to get out of this interview?

Starting with the end in mind, the host will often detail their audience and identify what they are most interested in. Then…..wait for it…..they will most likely ask the guest what their goals are.

If the host doesn’t ask the guest about their goals, your follow up can be, “I will definitely deliver on that [the host’s goals]! Here is what I’m looking to get out of this interview…”

ADHD Theater, as Christopher Lochhead of Follow Your Different  Podcast describes it, can be entertaining, but if you aren’t clear on who you are and why you are there, don’t expect the audience to figure it out.

Ask Yourself

Would every listener clearly understand how I can (or cannot) help them? Put yourself in the listener’s shoes.

3| Lack of An Emotional Connection

No one cares how much you know until they know how much you care.

There are two ends of the spectrum when it comes to this fatal flaw.

The first is the person who wants to prove just how smart they are. They focus on impressing the audience with facts and figures. They tout (and often exaggerate) their resume. They seek to impress the audience, but often alienate them instead. They become unrelatable, unmemorable, and uninspiring.

On the other end of the spectrum is the pitch man. The guest who seems to have ABC tattooed on their arm. The conversation turns into an infomercial. Podcast interviews are a great place to gain the know-like-trust trust but an awful place to sell.

As Rand Fishkin said “today the best way to sell something is to not sell anything but to earn the awareness, trust, and attention of those who might buy.”

If you think you might be selling too hard, you are.

The great speech coach Pat Quinn teaches that people connect with you in this order

  • Head – he’s smart, he knows his stuff
  • Heart – he understands me, he’s like me
  • Hands – he’s asking me to do something
  • Heart – he’s trying to help me

Pro Tip

Our client Arthur Joseph is the speech coach for countless celebrities and the NFL for decades. Through his Vocal Awareness program he taught me the need to slow down to connect.

The last question on any interview is often “How do people get in touch with you?” or “Do you have any final thoughts?” Often people rush through to get one last plug in fearing that they will be cut off by a mysterious clock. Podcasts are not radio. There is no “news and weather on the 5s”. If people have listened for 30 to 45 minutes, they’re invested. They are enjoying the guest (Head). If not they would have left. Be intentional – Take a deep loving breath, lean into the microphone, drop your voice.  Then remind people why you do what you do (Heart), what they can do for the next steps (Hands), and how you believe in them and their future (Heart).

Ask Yourself

Does my closing connect with my ideal customers and easily move them to the next step?

4| Lack of Fresh Engaging Content

Have you done a dozen podcast interviews or have you done one interview on a dozen podcasts?

I’ve often said the best podcasts are like listening to an interesting conversation at a coffee shop. It would be rude to interrupt, but the voyeur in us can’t turn away. Real conversations are compelling.  Interviews are boring. Asking the same canned questions and getting the same canned answers is mind numbing. As our client Erik Weihenmayer once said “the world doesn’t need more bullshit.”

Don’t believe me?  Would you rather sit in the coffee shop and listen to friends in a heartfelt conversation or listen in as the assistant to the manager interviews a dozen potential busboys?

We generally advise clients:

  • Don’t do less than two interviews a month. There is a sweet spot with two interviews. Our clients have told us when they do less, they never get in the swing of it and it feels like a chore.
  • Don’t do more than one a week. Make each interview special, focused on a key topic, promote it, and repurpose it.

Remember our company gets paid per podcast and I’m advising you not to do more than one great interview a week. That’s because it isn’t about more interviews, it’s about more results from every interview.

Pro Tip

Jeff Madoff came to us to promote his book CREATIVE CAREERS: Make a Living With Your Ideas. Initially, many hosts turned down the opportunity to interview this amazing man because their podcast wasn’t focused on careers or creatives. Once we broke down each of the dozen chapters it began to gain traction. The myth of the lone creative was applicable to business, entrepreneurship, and leadership. Plus every interview stood alone and could be repurposed. Sure when he was featured on Tim Ferriss, he talked about the book in its entirety, because it made sense for that show.

Ask Yourself

If an ideal client heard you on an interview and started to binge your episodes, would they be bored and stop or be impressed and engage with you?

5| No Compelling Next Steps

Did you ever see the movie Jaws where they start chumming for sharks? They put out the bait and the sharks gather round the boat. 

This is how I picture far too many podcast interviews. Great performance. You’ve attracted them, but where is the hook?  Sure maybe one will jump in the boat or find you online, but without some good hooks you are frustrating your prospects and yourself.

Notice I said hooks (plural).

Every digital marketer will tell you one call to action. I don’t disagree with them, but our testing has shown that for podcast interviews three calls to action always convert best.

Podcast Interview Welcome Page
  • small yes – something that doesn’t take much time or money. An assessment, checklist, etc…
  • Medium Yes – something that builds the relationship. A book, video, course, case study, small purchase.
  • HECK YES – They have a credit card in hand and are ready to sign. Let them purchase or schedule a discovery call.

You are talking to a wide range of people at different parts of their journey, you need to meet them where they are. Which is why the three yeses convert the best for this medium. This is not cold traffic from a Facebook Ad, this is hot traffic that has listened to you for 30 to 45 minutes. They have gotten to know you somewhat and they want to know more.

podcast interview welcome page

Pro Tip

“Whales don’t click and big fish don’t swim through funnels.” We learned this from Bill Troy on his virtual book tour for CLICK SAND: How Online Marketing Will Destroy Your Business. If you are talking to a high level executive or offering a 6-figure consulting engagement, a $7 trip wire product on a ClickFunnel page will kill every sale. If they come with a credit card in hand wanting to talk with the wizard, let them talk with the wizard.

Ask Yourself

Have you given the passive listener a compelling reason to go to your website? 

[HINT: Today, no one wants another newsletter.]

6| Making It Hard To Connect

Donald Miller from Storybrand says “If you confuse, you lose.”

Too often I hear people kill a good interview by answering the last simple question wrong. “So where can people get in touch with you?”

They forget that 70% of people are listening to the podcast episode sped up and they are likely multitasking:  Driving, jogging, cooking, working….they do not have a pen and paper in hand to take notes. Still, I hear people give their email, phone, LinkedIn, Facebook, TikTok…..heck I’ve even heard someone give their physical address.  

Do you really think people will remember any of it, much less take action?

Our studies from over 8 years show the best place to send them is a dedicated page on your website. We call it a Welcome Page. This is an evergreen page to send evergreen traffic. Evergreen means it retains relevance, it’s not time sensitive and continues to drive traffic long after it’s initially published. A Welcome Page page will not change over time, so even if someone hears your interview years from now they will see what they expect to find. This is unlike your homepage on your main website that hopefully will get updated routinely.

It’s also not a landing page or a squeeze page. Landing pages are missing a key element of the Welcome Page which is they are typically missing the navigation in the header or footer. If someone comes to your Welcome Page after hearing you on an interview, and they want to explore the rest of your website, by all means you want to give them the opportunity. 

Sending traffic to a dedicated Welcome Page also allows you to attribute the traffic so you know exactly what came for each appearance. Making it great for ROI tracking.

Making a Welcome Page is relatively easy. You create the template one and duplicate it for each interview, making only a few minor changes:

  • Host name
  • Pronouns
  • Podcast art
  • Slug

Also make sure you tell the search engines NOT to index these pages. You don’t want to get traffic from any other source. The only way someone will find this page is by hearing your interview.

podcast interview welcome page
podcast interview welcome page square

7| Transaction or Relationship?

As a guest, you (or your agency) have worked hard to get you in front of an ideal audience.  If you find that audience valuable, why wouldn’t you want a relationship with the leader of that community?

Too often I see guests appear on a podcast, then treat it like an awkward one night stand. They never thank the host, engage with the community, or nurture the relationship.

If it was important for you to access this audience once, it should be important to stay in front of them. A little effort goes a long way. Send a physical thank you note or at least one via email. When the host posts the episode make sure to comment and engage with the audience. Some savvy guests will even run paid advertising to the group for the first month knowing that 80% of the listens come within the first 30 days.

Pro Tip

A client came to us wanting to do a podcast interview campaign for a new product just like she had a couple of years back. In our due diligence, we reached out to some of the podcast hosts who had interviewed her. All said they would NEVER invite her back. She had completely ghosted the shows after her last round of interviews. Her actions destroyed important relationships.
thank podcast host

Plus, your reputation can, and likely will, follow you. There are more than two millions podcasts right now but it’s still a small community. Podcasters talk with other podcasters. Which meant leveraging podcasts for her product launch was no longer a viable marketing strategy.

Ask Yourself

If I reached out to a podcast host a year after the interview would they remember me?

8| Not Promoting The Interviews

If a tree falls in the forest and know one is there to hear it does it make a sound?

If you are on a podcast and no one knows about it, does it make a difference?

Promotion is not just the responsibility of the host. It is a two-way street. Both parties should be committed to collaborative promotion. In fact, this is one of the biggest complaints we get from podcast hosts. Going back to that feeling of being ghosted. Podcast hosts invest a lot of time and money into their shows. They work hard to gain and retain their listeners. When a guest comes on their show to leverage that audience but do nothing to reciprocate the promotion it leads to feeling used and abused. At a minimum, it isn’t difficult and doesn’t take much time at all to repost and share posts from the hosts.

This is YOUR interview so take the time to craft social media posts, mention it in your email blasts, put it on your website. Doing so will only benefit you and optimize your time investment.

Pro Tip

As a guest ask if you can record the interview for a backup copy. The host will appreciate the professionalism.  Plus this will also allow you and your team to start crafting social media posts, blogs, videos, etc. and be ready when the interview goes live.

Ask Yourself

Does my community know about every podcast I’m featured on?  If not, is it because I’m not promoting it or that I’m not proud of every interview?

guide promoting your podcast interview square
repurpose and promote podcast interviews

9| Not Making The Most Of Every Interview

Podcast interviews are rich with compelling content. Studies from Edison Research report that 51% or the adult US population listens to podcasts. So what about the other 49%?

Today it’s easy to create in the way that is easy for you while almost making the most sense to your ideal clients. Remember, it’s about meeting them where they are. You want to provide your target audience with content in the way they prefer to consume and is easy for them to share. 

Podcast interviews can be turned into blogs, articles, videos, social media posts, and sizzle reels. There are online tools, agencies, and even freelancers that can repurpose your new and existing interviews. 

As a guest myself, the best part of this for me has been that it doesn’t take any more of my time.  It can be systemized and delegated.  

Take a little bit of time to map out a plan. How can you promote your interviews in a way that makes the most sense for your business and your audience? What is your plan of action around for promotion each interview? Who will create these pieces? You only need to create this system once. It will make each interview you do going forward easy because you have a system in place to effectively distribute it. You aren’t recreating the wheel each time.

Ask Yourself

Am I getting a month’s worth of content for every interview?
guide promoting your podcast interview square
repurpose and promote podcast interviews

10| Are Your Decisions Based on Feelings or Data?

At Interview Valet we are proud to be a human-centered company that makes decisions based on data.

How do you know if your interviews are working? If you can’t attribute the traffic, leads, and clients you can not make data backed decisions.

There are three major ways we’ve seen to better attribute traffic and results from podcast interviews:

  1. Welcome Pages for each interview are the only way we’ve found to positively and automatically attribute traffic.
  2. Asking on forms is a classic approach that serves its purpose well. “Where did you find out about us?”
  3. Asking in sales conversations. Often people won’t know the exact podcast or the first touch point but they will remember the most important one.

Pro Tip

Rand Fishkin, the Founder of MOZ tells the story.

Someone heard him on a podcast.
They put his name into Google and arrived at his website.
Google claims all the credit.
Now the visitor gets distracted and leaves before completing a purchase.
Thanks to retargeting, Facebook gets them back to the site to make the sale.
Facebook claims all the credit.

Was it Google, Facebook, or the podcast interview that drove the sale?
In reality it was an entire marketing system, but because traffic from the podcast interview lacks data it will rarely get any credit.
Why your podcast interviews aren't converting

Conclusion

If you read all of this, thank you. But sorry, your life will not change. Your results won’t improve just by reading this article. You’re more informed maybe, but not changed.

Knowledge is not power, it is the potential for power.

The biggest lie I’ve ever heard is on my ring from the US Naval Academy: Ex Scientia Tridens – From knowledge, seapower.

The smartest Navy doesn’t rule the sea. Just like the smartest business doesn’t get the sale.

It’s the one that learns AND applies.

My challenge to you:

  1. Grade yourself on all areas that could be stopping you from moving people from being passive listeners to active visitors to engaged leads.
  2. Next, put in some type of system to track your results. Without it you will have no gauge if the changes are helping or hurting your business.
  3. Now start working on the lowest score first as you have the biggest opportunity for improvement.

Continue to perfect your conversations and your conversions.

Once you are getting consistent results that provide an acceptable ROI of your time and money, then crank up your activity. Do more podcasts, talk to larger audiences, invest more in podcast guesting.

You can take an online assessment here and have a free no obligation conversation with our team. Here you can gain from our experience of over 8 years helping 1000+ people like you get on over 50,000 interviews.

Stay strong, the world needs to hear you now more than ever.

Tom

Podcast Interview Marketing
Podcast Guest Profits book square
Podcast guesting agency

Interview Valet Launches Committed to Collaborative Promotion Program

October 05,2022 / Blog / Tiffany
Interview Valet committed to collaborative promotion
Introducing Our Commitment to Collaborative Promotion Program

Via press release today, we made the announcement of our initiative to ensure our Certified Guests are doing their part to promote their podcast interviews.

“One of the biggest complaints we hear from podcast hosts is their frustration that the guest disappears after the interview. They never promote the interview. Many are pitching shows just to use their audience. These takers look at it as a transaction, a one-night stand, not a relationship. Interview Valet is different. Relationships are core to our values.”

-Tom Schwab, the Founder and Chief Evangelist at Interview Valet.

Our continued dedication to listen to the needs and concerns of the podcast industry for both guests and hosts sparked the need to develop this initiative.

The best gift you can give someone is by introducing them to a new person or a new idea, which is ultimately the heart of podcast guesting. It’s about making genuine connections, building relationships, and aiming to gain optimal value out of each interview. Optimal value for the host, the guest, and most importantly the listeners.

Plan of Action

We aren’t focused on guests doing more interviews, we’re focused on our guests doing better interviews.

Going forward Interview Valet Certified Guests who are Committed to Collaborative Promotion will have this seal on their one-page media kit so they can be clearly identified as such. Our team will train our Certified Guests on how to effectively promote and repurpose their interviews.  Our hope is that podcast hosts will learn to quickly identify this seal and rest assured episode promotion will not be a one-way street.


Tom Schwab & The Interview Valet Team

Read the full press release here.


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Podcast Guesting 101

October 04,2022 / Blog / Tiffany
podcast guesting 101
Here are the bare basics you need to understand before beginning your podcast interview marketing journey.

Want to be a podcast guest but don’t know where to start?

Don’t worry! That’s what we’re here for. We can help make sure you’re the best guest the host has ever interviewed. And when we’re done, they’ll be begging you to come back for a second interview!

Why and Who?

First there are two major components you need to get really clear on. Your why and your who.

Podcast interviews are rarely the goal. They are the pathway to the goal. The biggest obstacle most business owners face is overcoming obscurity. We know that exposure brings opportunity. You can’t serve your clients and customers if they don’t know you exist. But you need to get solid on your why. If you aren’t clear on your why, then how will you know if your interviews are serving their purpose?

Why do you want to get on podcasts? What do you hope to get out of it?

Some of the most common reasons we see are:

  • Great practice for speakers
  • Getting SEO backlinks
  • Build brand visibility and awareness
  • Gain credibility and authority 
  • Leveraging other people’s audiences
  • Let your audience get to know you better; who you are, what you do, and what you stand for.

Next is figuring out the who. Who is your target audience? Who exactly are you looking to reach? Make sure your message and expertise is clear so you can properly convey it to the host and listeners. You’ll also want to research podcasts through the lens of your ideal customer. What shows are they listening to? Once you find those shows, avoid sending a mass-produced email request. It’s better to establish a connection with each individual host. Comment on episodes, leave them a review, follow them on social media, and share your favorite episode on your own platforms.

What Is A One Sheet and What It Says About You

Next, you should consider creating a professional one-sheet to include in your introduction email to the podcast show. Oftentimes your one sheet is your first impression with the host, and you don’t get one shot to get it right. Your one sheet should be clean, concise, and easy to read. Hint: most hosts print out your one sheet so you want it to be printer friendly. Avoid dark background with light text.

A one-sheet is a carefully compiled document that highlights who you are and what you do. It has boiled-down highlights of you and your business. It illustrates why you are interesting enough to be interviewed. These sheets typically include your picture, social media links, contact information as well as your bio, a suggested introduction, and interview topics you would like to discuss.

Mic check. One, two.

Once you score the coveted invite, are you ready to show up looking and sounding like the professional you are? Having the right equipment to record high quality audio and video is extremely important. Listeners will notice right away once you are paired against the podcast host, who likely has great studio level  equipment. But don’t worry, it doesn’t have to break the bank. There are a lot of great budget friendly options for those starting out. Here is the equipment we recommend to our clients when they start out with us.

Turn Passive Listeners Into Active Visitors

One last thing you want to do before going live is creating a welcome page on your website to direct your listeners to. A welcome page is a customized page on your website for that specific interview. Podcast interviews are evergreen, and evergreen content deserves an evergreen space on your website. It is the number one way to turn those passive listeners to active visitors on your site. These pages should include the podcast artwork, a short introduction, your headshot, your contact information and three, yes three, calls to action. 

You will need to create this page prior to your interview so that you can direct the show and listeners to the page throughout your interview. Oftentimes at the end of an episode the host asks you to share how the audience can get in touch with you. A welcome page is not only the best way to definitely track your interview ROI but it always shows the host you are serious about your interview and came prepared to promote it. The only way someone will land on your welcome page is by listening to your interview.

Thank You & Promotion

Your job isn’t done once the interview is done. There are still two very important things you must do: properly thank your host and promote your interview once it’s live. Show your appreciation for the host by giving them a proper thank you. It’s not only polite, but it will also leave a lasting impression that could potentially lead to another interview or even a partnership. Mailing physical thank you cards is not an outdated custom. If anything they have more value than they once did because most don’t do this anymore. A one line text or email saying “thanks for having me” can leave a bad impression. Podcast hosts are sharing their valued listeners and reputation by having you on their show, make sure they know you’re appreciative of that. 

Lack of promoting your interview is the number one grievance we hear from show hosts. After an interview wraps there is often some short conversation on the air between the host and the guest. Let them know your excitement and intentions to promote the show. Once you get the notification your show has gone live, share it across your social media platforms, include it in your regular marketing emails to your list, turn it into a blog on your website. There are tons of creative ways to promote your interviews!


Looking For More?

Here are some other great resources.

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