Corporate Podcasting: Leveraging Podcast Guesting... and Beyond
In our corporate podcasting video series, we are looking at what goes into hosting a corporate podcasting show for your company from every angle.
While producing your own podcast can be a part of successful marketing strategy for multiple reasons, looking at podcasting exclusively from the Host’s point of view could lead to missing out on potential opportunities.
In this article, we look at things from “the other side of the mic” and explore podcast guesting, as well as other contexts in which you can promote your business by leveraging podcasts.
Expanding the Reach of Your Message Through Podcast Guesting
If your company has decided to look into corporate podcasting, one of your goals is probably promoting its brand, products, and services. And iff you are strategic about the way you leverage the medium, you can in fact achieve those goals.
However, if you limit your involvement to simply hosting a show, you overlook a completely different side of the podcasting space that is filled with opportunities: podcast guesting.
Most of us want to get exposure, but most of us don’t have the budget to hire a PR firm to help with media exposure.
Podcast guesting, or being interviewed on somebody else’s show, is the perfect solution for that problem — in large part because it’s free (in most cases).
Every time you or someone from your company gets interviewed on a podcast, each interview represents an opportunity to be in front of a brand-new audience that could align with your target market.
Furthermore, it is a way for you to improve some of the skills you may have acquired through podcast hosting and that you would like to take to the next level — like public speaking and storytelling, for instance.
Connie has leveraged podcast guest interviews to promote her book "Building the Business of You," while Yann is a serial podcast guest and has helped some of his clients go on “virtual book tours” on the podcast circuit.
One of the good things about entering the podcast guesting space today is the fact that, as time passes, there are more resources being developed not only for podcast hosting but for podcast guesting — and these resources can both save you time and help you find the right networks.
For example, PodMatch is a platform that brings together podcast hosts and podcast guests, and we recommend signing up for it to find potential guest spots.
Image Credits: PodMatch.com
Don’t Rush to Selling
This is an all-around networking and marketing tip: even if your primary goal is promotion, don’t rush selling to either the audience or host. You’re not just providing lower quality content — you’re likely steamrolling more opportunities.
Why is this a “sin” you should try not to be guilty of?
Remember, you’re there to provide some kind of value, whether that’s information or entertainment. So, if you want to make the most out of your guesting opportunities, plan some time for the so-called Post-Interview Chat (a quick note: if you aren’t already, consider using a scheduling tool like Calendly, Acuity Scheduling or Book Like a Boss for simplifying the whole booking process).
The Post-Interview Chat is a moment after the interview is finished in which you and the host have the chance to talk off the record. If the interview went well, this is when magic happens.
The host may be a contributor to a publication that is read by your target customers – why not suggest a collaboration in the form of an article for it?
Perhaps the podcaster organizes an event you would like to speak at... here is your opportunity to let them know and pitch yourself.
Remember, if you only chase podcast guest interviews, and run away as soon as the recording stops, you may miss the chance to:
Network further (e.g. asking the host for permission to connect on LinkedIn)
Land additional interviews (e.g. a written interview for a publication the podcaster writes for or a video interview for their Facebook group)
Land speaking engagements (e.g. the podcast host organizes a virtual summit or in-person event you would like to speak at)
Exchange collaboration ideas (e.g. affiliate marketing campaigns, joint webinars, etc.)
Get referrals (by talking with the podcaster you may get to realize that he/she would be a valuable source of referrals of prospects and clients for your business – or that he/she could introduce you to other podcasters for additional interviews)
Going Beyond the Podcasting Space
Once you have looked at podcast hosting, we encourage you to think about being a guest too. After you have done that, you should go beyond the podcasting space.
There are several ways to get exposure – for free – online, including:
Clubhouse: the social audio app you can use to network, talk with others, and share your expertise
Live streams: from Facebook to LinkedIn, from profiles to pages and groups, there are different channels you can get interviewed for
Webinars and digital workshops: you can get featured as an expert contributor (and, potentially, even sell your product or service)
Virtual summits: take the virtual stage by being a speaker for a digital conference
Image Credits: JoinClubhouse.com
Columbia Business Professor and Author Dorie Clark and Attorney John Corcoran called podcasting ‘The Best Networking Tool You Haven’t Tried’.
We are going to add to that by saying this: podcast guesting isn’t only an excellent networking asset but it also represents a cost-efficient way to get free exposure for your business.
There are several opportunities that can come your way as a result of producing a corporate podcast, and the same can be said for being a podcast guest.
And if you are strategic and look both inside and outside of the podcasting space, then you drastically increase the chance of such business opportunities presenting themselves to your company.
Because guesting lets you share your message and showcase the value you deliver, so that you can build a broader awareness of what it is that you do – and that can translate into leads, and even sales, for your business.
True, just like podcast hosting, podcast guesting too is a puzzle made of many components. But lucky for you, that is an area that we can help you with as well!
If podcast guesting sounds like something you would like to add to your marketing strategy, get in touch with us through this page.
About the Authors:
Connie Steele is the Co-Founder of Flywheel Associates, a Business & Career Strategist, am Executive Consultant, Host of Strategic Momentum, and Author of the new book "Building the Business of You." Connect with Connie on LinkedIn.
Yann Ilunga is a Podcasting & Lead Generation Consultant and International Speaker. Dubbed ‘Podcasting Advocate’ by Forbes, he has produced over 400 podcast episodes since 2014. Connect with Yann on LinkedIn.