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This is expected to be there in 2023 465 million active podcast listeners around the world. That is a lot of attention for entrepreneurs of all shapes and sizes and entrepreneurs to tap into. With more and more people busy and on the go, it’s no surprise that people choose to listen to audio only – whether it’s in the car, on a walk, on a plane or while cooking. Podcasts are here to stay, and they’re just getting started.
When it comes to business, one of the most critical factors in your growth is the number of people you know, like and trust. Podcasts help you tick all three of these boxes. If you’re not using them as part of your marketing, let today be the day that changes.
You get more reach and exposure as a direct result of the podcasts, and you can use the episode’s video content on your social media channels. One recorded podcast episode can produce a month’s worth of short video content for you. Boost Media agency specializes in PR and podcast bookings, and here I share the exact strategy we use to book our clients on podcasts and how you can do the same to get at least one podcast per week.
Related: Podcasting is the new college
1. Make a list
When it comes to getting booked on podcasts, the best place to start is to get clear on the types of performances where you feel you can reach the right people first and add the most value second. Making sure each podcast is tailored to your work simplifies the process. It goes without saying, but if you’re in the hair and beauty world, a finance podcast isn’t going to interview you.
If you’ve never done podcasts before, start small. Trying to get on the Joe Rogan or Tony Robbins podcast when you’re just starting out can dampen your mood. Try to find podcasts that have between 500 and 5000 listeners per episode, as this is your best bet, and compile a list of at least 20 podcasts.
Related: Listen Up! 4 reasons why podcasts are one of the best lifehacks
2. Connect directly to the host
It goes without saying, but podcast hosts get pitched often. If you want to increase the chances of a host booking you, the best place to start is by reaching out to them on social media. Doing this will start the relationship to pass, which is much more likely to end when the host gives back.
So take the time to listen to an episode, send them a friend request or follow them, and send them a message telling them that you love their show and that a certain message resonated with you.
3. Create your pitch
Making a pitch can seem like a daunting task. The best place to start is your talking points. What are 2-3 things that, from your experience, you know better than anyone else? Try to get a little more creative than “Scale to 6 digits” because you sound just like everyone else. Lean into your uniqueness and story here, as that will sell the host to have you on their show. Remember to keep your pitch short. Here’s a basic framework: compliment, story, value, and call to action.
Compliment: Who doesn’t like a compliment? Start with this to make sure the host knows it’s personalized and not a mass pitch. e.g. “I loved your episode with John Smith. The message about growing from within really resonated with me.“
Story: Your story is what will sell them. Share the unique parts of you and your story in 1-3 sentences.
Where the: Podcast hosts want to hear the value you have to offer. Share your 2-3 unique conversation topics with them in bullet format.
Call to action (CTA): You’ll never know if you don’t ask. Ask them if they want you as a guest. For example: “I am happy to share these insights with your audience. If you think this would be valuable to them, would you be open to scheduling a time?”
Related: Bet Big and Make a Winning Elevator Pitch
4. Hit submit and automate the follow up
So you’ve got your list, your pitch, so here comes the exciting part. Press Send! Whether pitching the media or a podcast, in this case sending emails can be time consuming, especially the follow up. That said, there are some great email tools you can use, such as Lemlist or Omni.uswhere you can create custom email campaigns with automated follow-up sequences.
We all know that not every email gets answered, and often the host doesn’t reply until the second or third email – and believe me, persistence pays off. Make sure follow ups are about 3-4 days apart as no one likes to be bombarded on a daily basis. We all get enough emails as it is.
There’s no question that podcasts are a great way to build authority, reach new audiences, and ultimately grow your brand and bottom line. This 4-step process is all you need to book yourself on great podcasts on a regular basis.