Podcast Guesting 101

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.

Components of a podcast one sheet
Podcast Interview Welcome Page
Podcast Interview Marketing
57 pieces of advice