Podcasts are hugely popular these days, and the trend is only growing. While that can seem a little overwhelming, it can also work in your favor! Podcasts are a great gateway to PR– a great way to start putting yourself out there and to practice pitching your brand. Many podcasts are relatively easy to pitch and get a guest spot on, and it can be a low pressure way to get some awareness to your brand by talking about yourself and what you offer. Getting to actually speak directly to people is one of the best ways to get them to feel a connection with you- often much more than if they were reading an article about you in print. Hearing your voice, your inflections, and the ways in which you speak and get your message across can make someone feel like they know you after just one 30 minute episode. And that is hugely beneficial.
Podcast episodes include contact info and show notes with links to your materials, so if and when someone is intrigued by you they can immediately follow up by finding out more about you. Another plus is that while podcasts often have a smaller reach than a larger traditional publication like a newspaper or magazine etc, they are usually super niched and targeted to the types of people listening, so even if only 300 people listen regularly, they may all 300 be your perfect audience and a much higher proportion of them will take action on what you’re talking about than if you were reaching thousands of people who are not as targeted.
Even if you’re a local brick and mortar business, and think most of the people listening to a podcast won’t be local to you, think about how you can use the audio on your website, social media, and in your own emails as a way to share your story in a really personal way with exactly those who you want to hear it. It highlights the fact that you are an expert in your field, and allows your customers to hear you sharing knowledge about all the things you do, and your background that they may not know much about.
So how do you go about becoming a guest on a podcast?
First of all, go through and do your research.
Use your podcast app and search through it. View the descriptions and listen to a few episodes of shows that seem promising. Make sure they host guests and do interviews. Get a sense of the topics and the interview style. Make sure your topic is not the same as something recently done because they won’t want to do the same topic again. Check out the website and or social media for the show to get a sense of the following and listenership.
Find out if they accept pitches for the show.
You can usually tell by checking out the website or social media for the podcast. If there’s no real way to contact them they may not be looking for submissions, but if you can tell they do interviews, they have to be getting them from somewhere so it may just take a bit more digging. Often they will have a form right on the website where you can enter in your details rather than send in a whole pitch email you’d have to write from scratch. This can make it super easy because you see exactly what they want to know about you, and you know you’re sharing the details they want and need in order to consider you.
Which brings us to step three— Be specific.
If you’re filling out a form, be as specific as possible and make sure there is an opportunity to stand out from the crowd. Don’t use one word or one sentence answers, and if you feel like it’s a fairly generic form, be sure to add in some of your personality wherever you can. Don’t try to skimp here and do one word answers or skip anything— especially if your business is similar to a lot of other businesses who may be pitching the same show– you need to differentiate yourself and what you will be sharing.
If it’s not a form and you have to do an email submission, write a personal email that outlines who you are and what you could share with their audience. Again, make sure you’re sharing what makes it interesting, unique and helpful. What will their audience get out of it and walk away with that will help them in their day or week or life? Be sure to share something about why you like the show and why you’d be great to be on it too- people want to know you actually listen to their show and know what they’re all about. Also share if you’d been on podcasts before or what other relevant experience you have with teaching, speaking etc. including sharing links to previous experience if you have, so that they can see what you’re like really easily.
After you’ve made the pitch, you’re not necessarily totally done, if you really want to stand out and get a spot on the show. You should also continue interacting in other ways. Everyone likes for you to interact on their social media pages. Comment on posts on Instagram, rather than just Liking them. Let them see you around and see that you’re an actual member of their community and an engaged follower, not just someone who came across them when searching for opportunities for yourself. This also provides an opportunity for them to check you out more by seeing what kind of things you share, what your pages look like, and the type of stuff you’re teaching and talking about, which should make them be more likely to want to have you on as a guest (if your expertise really does align with their audience).
This is one reason why it may be good to start with just a few at first, so you can truly authentically interact and become a part of their community which is hard to do if you find and pitch 20 different shows at once out of the blue. This is true for any pitching, not just podcasts, but it’s better to pitch 3 opportunities well and get 1 or 2 responses, than pitch 20 quickly, and still only get 1 or 2 responses because they weren’t as well done and were mostly a waste of time. The research is potentially the most important part, and if you’ve found the right shows, you should have a great shot at becoming a featured guest!
Want my free step-by-step worksheet on crafting your pitch? Download it here!