Congratulations on making the decision to try a new marketing strategy – making yourself known through podcasts. But is it really as easy as talking about yourself and what you have to offer? You are likely going on a podcast hoping to talk to a large audience who is interested in your message and wants to know more. That is an important step but there is more work to do to really connect with an audience and sell your offerings.  

One of the reasons podcasts are popular is because they create a sense of community and a safe space for conversation you are truly interested in. You are not just counting the downloads and clicks. You are talking to people. So, when you have a conversation with a person you don’t just make it all about you, you give and take. 

The best guests are the ones that really connect to the host and to the audience, as they are the most relatable and most memorable, and that is what will help make an impact to attract people to your services or products.  So how do you connect with a podcast host? 

Well, you must remember that they are selling their services too. A podcaster wants to reach more people and for their podcast to become more popular. So, contribute by promoting your interview, which in turn promotes their show.

What Is Involved In Promoting Your Interview?  

1.Create a podcast interview welcome page. 

This is a welcome page on your website that you create prior to the interview recording so that you can direct the listeners there by plugging the URL/web address during the interview. This is a great way to show the host that you are serious about your podcast marketing and gives the listener a place to connect and learn more about you. Making an easy URL to remember is important as nobody wants to try to memorize anything complicated. Usually, a host will also include the link in their show notes. 

Example: yourwebsiteurl.com/expertbookers

Your page should have a large headline welcoming the listeners from that podcast in a familiar way and a welcome message which references the podcast. So that they know they are in the right place, the podcasts art or logo should be shown clearly. People want to see who they are listening to too so including a headshot helps them feel more connected to you. Alongside this it’s a good idea to have your contact information, email and social media accounts so that they can reach out to you if desired. So, the listening has all options to be able to contact you, a ‘call to action’ button is also important.

This page will help move your passive listeners to turn into active listeners and is a great way to track your return on investment from podcast shows.

2.Decide when to promote your interview

Before the interview launches: Your interview has been recorded and has a launch date. You can ask the host that day to get pictures and audio before the episode airs. This gives you time to prepare. 

First 30 days after launch: The most downloads happen within the first 30 days so keep promoting it in different ways so that everyone can get a chance to know about it.

Evergreen: The podcasts exist online so are evergreen and will indefinitely be there. If you repurpose the content, you can still use older interviews to attract new clients. So keep promoting intermittently through the years.

Ways To Promote Your Interview

Podcast logo, artwork and trust seals

A trust seal is a seal granted by an entity to websites or businesses for display. The podcast artwork or logo gives an instant visual trust seal through you association from your interview. You are using a shared stage and other people’s audiences which can increase your credibility. If the source is well-known then the viewers instantly elevate your authority and authenticity by association. When you are posting on social media platforms make sure to use the podcast artwork or logo. It will attract more clicks as they recognize the artwork. 

Blog

You can convert your podcast interview into a written form through blogs. You can divide it up into several blogs as there would be a lot of content to take from. 

Audiograms

An audio gram is a short snippet of the interview of up to a minute. Once you’ve uploaded your audio you should choose a design or picture. You can share memorable podcast moments which will attract new listeners to listen to the entire episode.

Video Snippets

A video snippet in the same way as an audiogram, is a short snippet of a podcast which has been videoed. It is becoming more popular for podcasts to include video. It is a great way for the listeners to see both the host and guest on a shared digital stage. It helps the listener to feel more familiar with who they are listening to.  As 85% of social video is consumed without audio, for example: Instagram reels or TikTok videos, add text/subtitles so people can enjoy it while it is muted. Even though you are wanting people to listen to your podcast episode, this will help direct people there so they can listen to it when they are better able to. 

Website

You can drive traffic to your website by including links to your interview on your website. Search engines will more likely favor your site therefore increasing your views by increasing your SEO (Search Engine Optimization). 

Industry articles

Reach out to your industry news leaders and get your content posted on their platform. This could increase your reach with your ideal audience considerably. 

LinkedIn Articles

LinkedIn holds millions of profiles which means an almost unlimited supply of network connections. It is widely linked with business and professionalism so having an article with a LinkedIn backlink can increase your credibility through association. 

Email Signature

Sending emails are still a big part of our work week and our signature gets seen every day. Add a graphic with a link to your interview in your signature area so the recipients have an easy way to access the interview. 

AS A HOST REPURPOSE YOUR PODCAST CONTENT

All the previously mentioned ways to promote the podcast episode as an interviewee are also effective ways to promote your actual podcast. But as a podcast host creating one episode after another can be time-consuming and it is not the most effective way to grow your audience. If you are looking to reach new listener counts and bring visibility to your brand, you need to maximize every piece of each podcast episode.

SEO drives traffic to you but updating and repurposing existing content is the second most effective content marketing tactic to drive traffic and leads. This means maximizing the potential of your successful episodes and repurposing your podcast into multiple content pieces.  

Audience Analytics

Find out which episodes your listeners enjoy the most. Take time to go through the analytics to find the top performing episodes with the most listens or views. You can also use this data to create similar content for future episodes.

Artwork

Create different art covers for the same episodes showing the interview guests and visual quotes. The episode content is still valuable so use different artwork to attract listeners.

YouTube

YouTube is fast becoming the top destination to consume podcasts. You see many celebrities with podcasts sitting down with their guests in front of a microphone. You can reach a wider audience through videos of your episodes as there is a set of audience that prefers to listen while going about their activities and a set of audience that prefers to watch videos. Plus, there is the advantage of the great quantity of people that scroll through videos on their home screen or that appear as linked in topic and click on a video even though they hadn’t been looking specifically for it.

Social Media Posts

There are a lot of social media platforms teeming with potential listeners such as LinkedIn, X, Facebook, Instagram, and TikTok. Repurposing your podcast is a strategic piece of content marketing, so you need to investigate who your target audience is, and which platforms are they on. You can also create an infographic to post to entice viewers to click through.

Guest Posting

Write some guest posts for popular websites that feature topics related to your podcast. Ideally, when guest posting, you should always pick a title that spins off an existing episode. Don’t forget to include a strong CTA (Call to action) that entices readers to click and listen to your amazing podcast content. Building backlinks from these will increase your SEO. 

If you are a podcast guest, using a variety of ways to promote your interview gets the most out of your goal of reaching a wide audience to benefit from your expertise and services. 

If you are a podcast host, you may have a long list of excellent ideas you want to talk about, but it is important to take a step back and reevaluate your podcast marketing strategy. This is where repurposing your podcast content can play a large role.

WE ARE PODCAST BOOKERS

Who we are: Simply put we are expert podcast bookers. We have been busy for years now, booking guests on podcasts for business owners, podcast hosts, book authors, business coaches, financial advisors, retail brands, SaaS, Apps, tech companies, fitness and health professionals - really anyone who wants to tell the world who they are. We also work with marketing agencies who would like to offer podcast guest booking to their clients, but want to use our team. We are proud of our team - we have been around long enough to know that it takes hard work to book our clients on top podcasts - but when we see our clients successfully grow their client base and build a great online reputation - it is worth all the effort and more.

Email our team manager Michelle. She will set you up with our team so you can enjoy the many benefits of being a podcast guest. michelle@expertbookers.com