You’re getting the word out about your business through podcasts. Here’s how to maximize the impact of your participation.
Podcasts can be a great way to get the word out about your business, establish yourself as a thought leader, and attract new customers. The best part is that you don’t even have to launch one—you can simply be a guest on other people’s podcasts. Across industries, experts and executives are getting more and more requests to be podcast guests. Yet for many, knowing exactly how to make the most of this opportunity is one of the biggest challenges. Is it like a radio show? Or, is it something different? Here’s a closer look at how to be a great podcast guest while getting the best ROI for your business.
Get a briefing beforehand: Once you accept an interview on a podcast, take the time to get a full briefing on what the host is looking for. What’s the focus of the podcast overall, and how does this episode fit within that theme? Get specific. What does the host want the audience to walk away from the conversation understanding? Find out, from his or her perspective, what benefit you bring to the format so you can make sure to dial into that part of the conversation.
Work on your responses: Podcasting is an organic conversation, and it shouldn’t be scripted. However, that being said, you can be more compelling and confident by preparing ahead of time. Ask the host for a list of questions or key themes he or she wants to focus on during the conversation. Take the time to create some key bullet points to cover. Research statistics, and prepare anecdotes. That way, you’ll be able to go with the flow of the conversation while not falling behind in what you’re trying to accomplish.
Think about the logistics: Podcast hosts put a lot of work into their programs. There’s nothing worse than guests with poor-quality audio, screaming kids and barking dogs, or a distracted air as they try to multitask between checking e-mail and answering questions. Set aside time for your podcast, and fully focus on the interview. Test your equipment and connection. Let colleagues or family members—whoever may be around while you’re doing the interview—know that you can’t be interrupted.
Promote your appearance: Help get more out of your appearance, and thank the hosts for bringing you on by promoting your participation in the podcast. Share a link on social media or in your newsletter. Encourage your team to listen and share.
Being a guest on a podcast can help you reach new audiences and reach your business goals. Take the time to prepare for your interview—and not only will you be a great guest but you’ll also capture more benefits from it as a result.