It’s likely you’ve heard that this one marketing strategy is becoming more popular by the day. Podcast interviews for experts looking for great visibility opportunities are definitely growing in popularity.
Very few people would disagree that podcasting is one of the hottest topics for gaining visibility. Regardless of what side of the mic you are most comfortable on, hosting a show, or being interviewed on a show, podcasts are a great way to raise awareness about what you do. Those who are most successful with podcast interviews are those who see this as an integrated part of their overall visibility and marketing strategy.
Yet, there are a few mistakes people are making and until they get a full understanding of how to position their message with hosts, they are likely missing the mark. For this post, we will focus on those who want to get booked on shows.
Many experts, or those representing an expert, are making very avoidable mistakes when approaching hosts. One of the biggest mistakes is not researching the shows before approaching the host. With both my podcast shows, if those who inquire about being on the show would read the description they would know I’m very clear on who I will, and will not, have on the show. Yet, frequently I have those who try to bypass my #1 criteria which is to be 100% void of all animal and dairy food consumption.
Plant Based Eating for Health
Each Host is Unique
Not all hosts are this adamant, but in that my shows are about the vegan lifestyle, it’s a huge part of the messaging.
When someone asks to be on the show, if they don’t mention this in their initial message, I simply hit reply with this question, “Are you 100% void of all animal and dairy food consumption?” About 50% are not.
If they would do their homework, they would realize they are NOT a fit.
It’s the same with the show hosts you approach. Know what they are looking for and if you’re not a fit, move on.
Those who are most successful with podcast interviews are those who see this as an integrated part of their overall visibility and marketing strategy.
To get the most out of any interviews you do, it’s important NOT to view this as a “If… then…” process for sales.
“If I’m on a show, I should immediately see sales.”
Although immediate sales are possible, if you are only doing interviews for the sales, you are likely missing lots of great benefits. Podcast appearances are about creating value for listeners and viewers.
Combined with other strategies such as blogging, social media marketing and lives, when done right, the benefits are incredible.
The top benefit of appearing on podcast shows is the opportunity to showcase your expertise. You receive exposure, increase your credibility, and are viewed as the “go to” expert by appearing on shows.
When it comes to the “know, like and trust” factor, podcast shows are unmatched in effectiveness.
Where many people miss the mark is seeing podcast appearances as a short-term strategy. If this is your mindset, I encourage you to rethink the process.
When you appear on shows, you gain benefit for years to come. Without a doubt, podcast interviews need to be a part of your long-term strategy.
- High visibility. Your message is heard by hundreds, possibly thousands, of interested listeners and viewers for a long time to come. It’s not uncommon for someone to hear you months, even years, after your interview goes live.
- Time effective. The more interviews you do, the less prep time you need to put into the process.
- Connection with the audience. What better way to connect with your ideal market then to showcase your expertise with interviews?
- Long shelf life. Unlike an advertisement on social media, or a post that gets lost in the shuffle, podcast shows can be heard and watched for years to come. This adds to the appeal for many experts.
- Although you usually will not sell directly from a show, when you deliver a top-notch interview, audience members are likely to visit your website or blog. If you have your foundation in place, such as with a complimentary offer, visitors will be added to your subscriber list. The key is to make it easy for people to get on your list.
The more shows you appear on, the more opportunity you create. Again, this is NOT about using podcasts as a direct sales process. The direct sales mindset can, and likely will, work against you.
What works is having the mindset of service, value, and awareness. Whatever your expertise, there are those who want to hear what you have to say. If you are simply focused on making money, rather than creating value, you are completely missing the mark.
Recently, I had a conversation with a potential client. I invited them to “check me out” online.
“I already have. I listened to several podcast shows you were on. This is why I wanted to talk with you. I knew you were the consultant I wanted to hire,” they said without hesitation.
Shortly after that conversation, they signed a contract to work with me.
The bottom line is this, podcast interviews work. They are one of the best ways to raise awareness about what you do. Yet, there is an art and science to the process. When you come from the mindset of service, you achieve more than if you are simply doing interviews as a “what’s in it for me” proposition. It’s not about you, but rather, it’s about what value you can offer.