Podcast interviews are a really effective content marketing strategy and here are some of the reasons why:
The person behind the business
Essentially podcast interviews are having a conversation. They are storytelling and because of this listeners of a podcast get the chance to learn about you. They learn about the person behind the business, the author behind the book, the person behind the organisation. And if they like you, they’ll want to learn more about you.
A consistent podcast interview strategy will make you more visible and with visibility comes opportunities.
Podcast interviews are a great way to get leads for your business. For example one of our clients was asked to speak at a conference after one of the organisers heard him speak on a podcast and thought he’d be a great fit.
Podcast Interviews Build Know, Like and Trust
If someone has listened to you on a podcast for 30 minutes to an hour before hopping on a sales call they are likely much further along the buying process than someone who hadn’t. This is because they have already started to know, like and trust you and this makes the journey to becoming a customer shorter. The podcast interview has done that heavy lifting for you.
Target Audience
You want to be strategic about the podcasts you approach. When you’re trying to decide if a podcast would be a good fit you want to consider if your target audience listen to this podcast and, another factor which is often overlooked, if the host is a member of your target audience. Would the host be someone good to network with?
Often, it’s the host who will become your client. One of our authors was booked to lead a series of webinars for a company after appearing on their podcast. Until we approached the host they weren’t aware of his work. By chatting with them on the podcast the host realised what a great fit our client was for their company and engaged him.
By landing this client our author had more than made the money back on his investment in a podcast outreach strategy.
Networking
Podcast interviews are great for networking. This is why you must nurture your relationship with the host.
Show up with the intention of being the best guest possible, one who makes the host’s life easier and adds value to the audience. Not only is this a great intention to have but if the podcast host is impressed with you they are may ask you back for subsequent interviews or recommend you to fellow podcast hosts as a guest.
Portability
Podcast interviews can be done from anywhere. During the pandemic it’s meant continued visibility for our clients when in-person engagements have been cancelled. And when we can travel freely again podcast interviews are fully portable. You can record them from wherever you are in the world and, in turn, they can be listened to from anywhere. People could be driving or jogging whilst listening to your episode.
Reach
We’re often asked about the size of the podcast audience. As an agency there are lots of factors we take into account when booking a podcast. Remember that not everyone will listen to an episode the day it’s released. Over time it’s possible to talk to thousands of people.
When listeners first discover a podcast they often binge on back episodes so you never know when a listener will discover you which means you can get leads from a podcast episode you recorded months previously.
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