Podcasting is a fantastic platform to engage with your audience and develop a strong brand online. You can further enhance the opportunity by attracting guests to your show. Guests demonstrate to your podcast audience that you are important because no-one would be a guest on a bad show. They also draw audiences to you as your guests will advertise the spot.
The bigger the expert, the larger the impact the guest will have on your show.
Attracting those guests isn’t so easy however. It isn’t just a case of putting a notice up on your website or sending a quick mail to a few people you know. This may attract local or lesser known individuals, but not the big players that can have a major marketing impact.
It takes time, energy and research to find and persuade the right people to appear on your show. At the end of the day you need to be a researcher, an analyst and salesperson all at the same time.
So how do you go about landing that big guest for your podcast? Here is a perfect process for you to use:
Step One: Create A Target Guest List
The first step is to come up with a list of names of those you think would be good for your show. There are numerous ways to come up with this list. You could include those contributors to podcasts you listen to often or from blogs you are regularly reading, whoever has caught your attention.
You want to have a long list of names. A list shorter than ten is too small. It wouldn’t take much to give you only one guest from that list. Try aiming for at least 20 names.
Step Two: Prune Your List
Next you need to start thinking about cutting the list so that you can concentrate on a few selected individuals that you know are going to be good for your podcast. One of the first steps is to see if they’ve been on a podcast before. Most individuals will advertise guest spots on their news feeds. Another way would be using the search criteria “Podcast, <name>”.
When you find podcasts they’ve been on, listen to them and write down what they talk about. See if their style of speaking matches your podcast’s style and consider whether they have similar values to you.
If you can’t find any podcasts, look at blog posts. What do they write about?
When you’ve finished, place all those who have podcasted in category one and then all those blogging only in category two. You’ll focus efforts on category one first as you know these people will be good at speaking.
Step Three: Contact Information
Your next step should be to grab all the contact information you can on the category one and two individuals. Social media could be used as a contact point; it is best to use LinkedIn as this has a more professional outlook. Likewise, you could use a contact form from their website, but this lacks personality and demonstrates poor attentiveness to appearance.
Instead, it is best to get a telephone number or direct email. This shows you’ve done your research and that you’re really interested in speaking to them.
Step Four: Decide When And What
Decide on a few people to contact first; then decide what you would like them to speak about and when. The ‘what’ should be carefully chosen and be similar to the topics they’ve spoken about on other podcasts.
Then identify the ‘when’. You may have lots of dates available, but you want to limit their choice down to three dates. This creates scarcity and makes it more likely they’ll sign up for a spot. It also enables you to spread guests about who might speak on similar subjects.
Step Five: Contact And Sell
Now you need to sell to your target list. Send them a brief email offering them the opportunity to speak on your podcast. Give them a link to a podcast you’ve recently published and then quote some impressive social proof statistics. The facts you could use include:
- Number of regular listeners.
- Number of social media followers.
- Number of email contacts.
- If your podcast has won any awards.
- Other guests you’ve had on the show.
You should also compliment your contact and state you know they are an expert in the field. To get the individual to sign up you want them to believe it is as much an opportunity for them as it is for you. At the same time though, don’t go in too heavy handed. Always be polite and never be demanding.
Podcasting is one of the best mediums to engage your audience and generate awareness for your personal brand. Your audience and the impact your audio content has can be improved by having guests on your show and the bigger the guest the more benefit for you. Use the advice above to attract guests to your show and create more attractive podcast episodes.
What guests have you had on your podcast? How do you attract guests to your show?
Let us know in the comments.
- Attract one guest per month to your podcast.