Every time you turn around, someone starts a podcast. Your friends start one, every celebrity has one, even your competitors have their own.
It is natural that you wonder if all the hype is worth it.
It turns out it is.
Although podcasting began in the early 2000s, it has only really come into its own in recent years. And now, podcasting is one of the fastest growing types of content in the world. There are 850,000 active podcasts (shows, not episodes) that anyone can download. They also have a larger audience than you might think – roughly half of all US citizens 12 and older listen to podcasts.
And especially for marketers and business owners, more than half of podcast listeners say they are at least slightly more likely to buy something after hearing their advertisement on a podcast.
Because of this, companies are promoting on popular podcasts more than ever.
This is also the reason why companies start their own podcasts.
However, starting a new podcast is difficult, and many newbies face the same challenges. Production, editing and brainstorming for content are more difficult than you might think.
But for most companies doing an interview-style show, there is an even bigger challenge: Get people on their podcast.
Jason Portnoy, founder of JPORT Media, spoke about this problem in his last meeting at the DigitalMarketer Certified Partner Training Day in November. This was a problem Jason used to have, and now podcasting is the most powerful tool he can use to grow his business.
He’s spent a lot of time improving his Perfectly Mentored podcast to help his company build authority and generate more customer interest. And his strategy of finding the right guests and then getting them to interview was critical to his success.
Here are a few tips he showed us so you can include people on your podcast too.
Find the desired podcast guests
What makes a good podcast guest?
That will very much depend on your podcast.
You want to find people who resonate with your audience and head towards the main goal of your podcast, whatever that may be.
For Jason, whether he’s talking to a business tycoon and marketer or a prospect, they all lead to the same result: getting more customers.
Big names make for great podcast guests. You are noticeable, noticeable, and make people listen.
But if your goal is to have a guest in every episode more famous and successful than the previous one, then prepare yourself for failure.
The not-so-famous podcast guests can be just as good as the big names. And sometimes they are even better for your business, even if they don’t attract as many new audiences as the big names.
This is because you can use this podcast with that person to help build a relationship, whether that person is being converted into a customer or building a mutually beneficial strategic relationship. It’s a strategy you can use to create content and Find qualified leads. Which is something that the big names don’t necessarily offer.
But you don’t even have to find someone who meets all of these criteria. In all honesty, all that really makes a good podcast guest is someone who actually has something interesting to offer. Someone your audience can actually learn from.
Because just like all types of content, your podcast must add value.
So if there is a way to sum it up, don’t be too picky about who you have on your podcast. And at the same time don’t leave anyone on it. Navigation can be a fine line, but it gets exponentially easier over time.
This is how you get your guests going
Finding a good podcast guest is only half the battle. The second part gets them to agree on this. And the difficulty really depends on who you ask …
Because the big names will (probably) be a lot harder to come by.
But it doesn’t have to be as complicated as you might think. Because at the end of the day, you have to do the same thing to get famous podcasts as you do to get loyal customers.
You just have to ask.
It might seem like an obvious answer, but it really is that simple. And according to Jason, you’d be surprised how many people don’t even get that far.
This is mainly because the big names are intimidating. People think that these highly skilled, world famous professionals will never agree to get on their podcast. Because of this, a lot of people don’t ask at all.
It was a mental hurdle Jason had to overcome when he started his podcast. And now he had names like Ryan Deiss, Gary Vaynerchuk and Daymond John.
The worst thing you can say is no. And to be honest, that might be the answer you get first. But persistence is key and fulfilling their demands when they finally come around to say yes.
What does that usually mean? Flexibility and credibility.
As you can probably guess, business tycoons and respected marketing professionals are busy people. It can take a little while to find a time for them to appear on your podcast and you may only have 15 to 20 minutes to get the content you want. These are hurdles that you must overcome, but that is why flexibility is key.
Of course, that assumes that you can get them to agree on a conversation in the first place. And this is where the second part comes in …
Unless you’re a famous multi-million dollar business owner, the big names may not know who you are. And because they also want to get a beneficial result in creating your podcast, you may need to establish some credibility before agreeing to move on.
Asking Daymond John to be your first podcast guest is unlikely to be a winning strategy. I’m ready to stand up and say, if you don’t have a personal relationship with a big name like him, they’ll all likely say no.
So, you need to do much of the basic work first. You need to reach out to those lesser-known guests, create a catalog of episodes, gain experience, and build a listening audience.
Once you have all of that, you can try and find the bigger names that will really add to your podcast’s popularity.
And all you really need is one or two of these big names to agree. Provided they went well and those episodes got a lot of traffic, you’ve built the credibility you need to convince others they are on Your Podcast is worth it her Time.
Then all you need to do is sit back, have insightful conversations, and watch your business grow.
All because you started a podcast and all because you had the courage to take a risk and ask someone to come along.
If you can do all of these, your podcast will become one of the most powerful tools in your business toolbox.
It will also be one of the funniest.