How to Explode Your Personal Brand as a Serial Podcast Guest
Everywhere you look, podcast stats are growing. The number of listeners, shows and episodes has exploded and the industry shows no signs of slowing down. Now is the perfect time to get involved. Podcasts are always on the lookout for interesting guests to introduce their listeners to, and if you have a story to tell and lessons to share, that could be you.
Being interviewed on relevant podcasts can be an easy way to resonate with millions of people, all based on your personality and background, which in turn can benefit your business and personal brand.
Ray Blakney is an entrepreneur who has started and grown several seven-figure businesses and the founder of Podcast Hawk, software that helps business owners get booked on multiple podcast episodes per month. Blakney himself has released over 200 episodes on his own podcast and guest-starred on another 200, including 100 in the last year alone.
Blakney shared his four steps to getting booked on multiple podcasts each month.
1. Define your purpose and clarify your value
Before you begin your journey to appearing on podcasts, Blakney advised you to “have a clearly defined goal for being on shows.” While your goals don’t have to be the same for every campaign, they should be distinct. For example, “one podcast tour might be for promoting a new product and another for building backlinks to your website.”
It’s a mistake to bundle multiple goals into one campaign and it will confuse your message, so split your efforts according to the goal that accompanies them. Once you know your goal, figure out how much value you can add to a podcast audience. “The key here is to add value, not try to sell anything,” Blakney explained. Try to be helpful, a source of knowledge and a source of great ideas. Don’t promote too soon. “Every podcast has an outro section where the host will ask how listeners can find out more about you. This is where you can plug in your product or service.
A pro tip is to create a custom landing page on your website for each podcast you appear on with a special offer. “It will help you attract more customers and find out which podcast generated the most sales. You can then come back to that show for a second appearance or see if you can advertise with them.
2. Prepare and research
“The success rate of a podcast outreach campaign is improved by having a one-page media kit,” Blakney advised. “The introductory emails you send should be short and to the point, but providing more information that you link to is a great hack.” This means that an interested host can always find out more. Combine that with the first point and use the one-page document to explain the value you will add to their audience. Explain this to the host and tell them what their audience will benefit from hearing about you.
Now that you know what you’re going to share, it’s time to find podcasts where your message will resonate, that will help you achieve your goal. “For example, if your goal is to get more clients for your life coaching consulting business, and your post is about how you recovered dramatically from divorce, pin points where those two topics meet.” This can include shows about life after divorce, shows about healing from tragedy, shows about personal development, etc. Nestle into your message details to find podcasts that are perfectly aligned with your message and eager to invite you.
Blakney recommends these three ways to find podcasts. “Search Google” podcasts on [topic]’, use streaming services such as iTunes or Spotify, as well as ListenNotes. Make your shortlist in a spreadsheet and find the email addresses of all the shows, which can usually be found on their websites.
3. Send introductions and follow up
The most important parts of presenting a podcast are “making sure your message is relevant to the audience, making a compelling pitch in your email, and following up,” Blakney explained, adding , “a compelling presentation does not mean a long one. The shorter, the better.” Blakney himself begins an email pitch “with a compelling or funny fact about me that piques their interest and inspires them to read more.”
The first email is the most important and will get the most responses, so spend the most time there. After the first line, “share the value you can add to their audience. Find the podcast by accessing the website and social media accounts, reading the show’s description, and listening to parts of different episodes. Include at least two personalized lines to demonstrate that the email is not a mass mailing. At the end, include a link to your one-page profile or LinkedIn so they can learn more about you.
After the first email, Blakney recommends at least two follow-up emails. “The first is to register and should be sent three or four days after the first. Be brief.” He recommends that you send another follow-up about a week later, “also short, but with a reminder of who you are and what value you can add.” After that, follow up a few more times in one-week increments, a tactic Blakney says has helped his clients “secure a few more shows, because a lot of podcast hosts just need to be chased.”
4. Practice and promote
Once you’ve booked for the show, it’s not the end of the trip. Blakney knows it’s essential that you “prepare thoroughly for the interview and be a great guest.” This includes sending any additional information to the host in good time before the check-in date. “Some podcasts have an admission form that you must fill out.”
Other tips from Blakney for perfect preparation are: “Listen to some of the most recent interviews and write down any common questions. Notice the elements that appear in each show, such as a regular discussion topic or a quick question section. Practice telling your most impactful stories until you can deliver them perfectly. After that, it’s all about setting up an optimal recording space. “Make sure your room is quiet and you have a great internet connection, ideally hooked up with an ethernet cable.” Blakney recommends investing in a good microphone, which he says is “worth it for the sound quality and means you’ll experience a more professional sound.”
It is important that you not only make a good impression on the listeners, but also on the host. Prepare well, record a great episode with heaps of value, then follow up again. “The day after the interview, send a thank you email to the host.” Be an even better guest by “sharing any links or graphics the host provides once your show is live. This will show your audience that you appear on shows and may get you invited as a invited to others. After that, you might want to “ask the host for an introduction to any of their friends with podcasts that might introduce you.”
Having a proven process that you stick to without fail is the most powerful way to achieve success with your podcast guest campaign. Define your goals and determine the value you will bring before you do your research and start your outreach. Approach, follow, then prepare well for each show that has agreed to have you. Follow some more to keep the flow of podcast invites going.