Guest podcasting is one of the cheapest and best ways to place your products and services in front of new audiences. It allows you to lend a voice to your expertise and thought leadership. While it requires preparation, effort, time, and most importantly, promotion, it doesn’t really require any out of the pocket expenditures.
Podcast guest appearances are a powerful method for lead generation. Still, people often don’t get the best results of being podcast guests because they fail to promote the podcast episode to their audiences.
Regardless of the audience and size of the podcast, being a guest is about sharing valuable and quality content to the podcast listeners to connect with them.
Let’s discuss some of the best podcast promotion strategies that you can use to get the best results out of your podcast interview.
Posting Your Podcast Episode on Social Media Platforms
Almost all the hosts use social media channels to announce new episodes of their show because that’s because about 4.5 billion people use social media. You can ask the podcast host to share graphics that you can share on social media.
You can also make your marketing materials regarding your guest podcast to share on various social media, including Facebook, Instagram, YouTube, and Twitter.
While sharing your guest podcast on Twitter and Instagram accounts, don’t forget to use Hashtags and a shortened link.
Look at what other podcasts are doing and contact them to cross-promote podcast episodes to maximize your reach. You can search for Facebook groups that include your audience and share your full episode in relevant comments.
Make sure that you don’t join Facebook groups just for the sake of sharing your guest podcast. Instead, you’ll need to contribute to the conversations and share the link to your guest podcast only where it makes sense according to the context of the group.
Leverage a Blog Post
Publishing a blog post with show notes that contains the link to your guest podcast episode can also help you a great deal. It’s especially true if you already have an established blog.
Make sure that you add a link to all the podcasters, including Apple Podcasts, Google Play Podcasts, Spotify, and SoundCloud, to allow the podcast listeners to find your guest podcast episode easily.
Add Your Guest Podcast Episode to Your Website
If the podcast host has sent you an HTML code, consider embedding it on your site. By showing your podcast interview on your website’s home page, you can drive new listeners to your guest podcast episode.
It’ll also allow you to build a long-term relationship with the host that’ll increase the chances of appearing on the same podcast multiple times. The more listens on your guest podcast episode, the more the podcast host will be willing to invite you in the future.
If you want to take things to a whole new level, consider embedding the podcast player on your website’s landing page. It’ll allow your traffic to listen to your guest podcast episode without leaving your site.
Transcribe the Audio Content
Many podcasts offer a complete transcript of the entire show, and you can also share that with your guest podcast post. In addition, you can also use the highlighted portion of that long text and include them in show notes.
Remember that the podcast transcripts are great tools to generate new leads. In addition, they bring SEO benefits to the table by adding links to your show notes page and lead capture forms to collect leads.
Make a YouTube Video
You want to repurpose your guest podcast episode in as many ways as possible. For example, converting the podcast audio to a video and adding it to your YouTube channel offers the following benefits.
- If the host doesn’t share a transcript, you can get it from YouTube with the help of its automatic transcribing tool.
- You can share the video on social media.
- It can help you with SEO.
There are many great tools that you can use to convert audio to videos, such as Windows Live Movie Maker and iMovie.
Create a Dedicated Email Campaign
Your guest podcast episode should find its way to your email campaigns. You should use it to invite as many people as possible to check out the content. Don’t forget to add links to the landing page of your website and host’s social media or podcaster profile.
Add Your Guest Podcast Episode to Your Email Signature
There is a little space at the end of each email you send from your work or personal email account. It’s one of the most overlooked and underutilized digital marketing real estate pieces. You can utilize its power by adding the link to your guest podcast episode to help drive more listeners.
A suitable call to action to listen to your guest podcast episode will allow you to promote your guest podcast post with each email you send.
Ask the Podcast Host to Promote Your Episode
You must confirm with the podcast host that there will be a marketing strategy against the podcast episode you’re going to appear in. You can also offer a white paper or a free guide that the podcast host can access by going to your website.
Bear in mind that you’ll need to create a straightforward, clear, and easy-to-remember URL so that the listeners can access it later on.
Add Value to Online Communities
There are tens of thousands of conversations on Twitter, Reddit, Quora, and Facebook. You can find the topics related to your guest podcast to add value to those conversations and discussions to drive more traffic.
You can search each of the platforms mentioned above for forums and threads related to starting contributing by sharing the link to your guest podcast post. But you’ll need to be very mindful as this strategy is a little tricky.
First, you need to focus solely on becoming a part of the conversation without promoting your guest podcast episode. You don’t want to sound promotional, and once people start taking your comments and input seriously, you can share your guest podcast post only with interested people.
You can also contact other podcasters that have a similar audience to yours. You can go to r/PodcastGuest Exchange and Radio Guest List to find relevant podcasts within your niche to cross-promote podcast episodes.
If you’re a business owner, you would already know that giveaways are one of the best tools to build an audience. However, you should only be involved in this strategy if you have the budget and don’t need to give away much.
You can start a giveaway contest where the winner will get something valuable related to your business. For instance, you can give away 20 minutes of your guest podcast episode consulting time about habits and productivity.
It’s important not to give away something unrelated to your brand as an Amazon gift card. This way, you’ll have an audience not interested in your products or services, and you don’t want that.
You want an audience that’s not only interested in your brand but also has the potential to become actual customers.
Use Your Guest Podcast Episode in Your Events
If you have an upcoming prospecting event, webinar, or seminar, consider incorporating highlights of your guest podcast episode into your presentation. It’s one of the best ways to bring enrichment and value to your speech.
You can also encourage your event attendees to check out your guest podcast post. Another great way is to send a follow-up email containing a link to your guest podcast post to all the attendees after the event.
Give Other Contacts a Shout Out
While recording your podcast interview, look for the opportunities that you can utilize to give shout-outs to other noncompetitive contacts and brands.
It will allow you to tag those contacts and brands once your guest podcast episode goes live. This way, you’ll be able to score some extra promotions from that contact or brand.
You can also pull out the exact “quote” where you mentioned their service or product and ask them if they can share that podcast episode on their social media profiles.
Make sure that you positively mention people and brands so that they can gladly share your guest podcast post.
You need to think outside the box to most effectively and efficiently promote a podcast guest appearance. Being a guest on a podcast that centers around your community and talks about your niche can bring new leads.
Promoting your guest podcast episode can draw more traffic to your website and improve your customer retainment rates and relations.
We hope this guide will help you promote your guest podcast post to re-affirm yourself as an industry expert and maximize your exposure to drive business impact.