Being a guest on the best business Podcasts is very important for your company, and in the video below I show you how to get on them, and why they are important.
But since I know a lot of you prefer reading over video, I will dedicate this blog post to you guys, by also explaining how to get on a podcast in various steps.
I’ve been on dozens of podcasts, probably over 50, including some of the top ones like:
Check the video and keep reading…
3 Steps to get booked on the best business podcasts:
Part One: How to find podcasts
There are 2 ways to do this:
One is targeting the #1 podcast in your industry, and the other one is going after the new and noteworthy podcasts.
I recommend doing both strategies simultaneously because the more interviews you have under your belt, the easier it’s going to be for you to sell people during podcasts.
In order to get the list of the best business podcasts, I recommend using a tool like Fancy Hands. In the video, you can see how to use them to analyze the most popular podcasts for startup founders and business owners, which I posted as a Google Doc linking from the video. Check it out!
After gathering them, you will realize their wild competitiveness. The chances of not getting a quick response from them are high, so wait and be patience.
Remember, those podcasts are going to stick around for months at a time, and from my experience, these are also the ones that are going to generate you leads.
However, there’s a whole other side of podcasts.
Yes, the tiny ones where you still might get a lead or two, but you’re definitely going to get a backline to your site for SEO and a lot of practice in interviews.
Also, building a relationship with the podcast host is very good in the long term.
So, in order to find those new and noteworthy, I recommend hiring a freelancer on Upwork, you can see the exact script we use to hire in this platform in the video above (2:48).
What I like to do is hiring tons of people and then select the best. Once I select them, I send a video to train them on how to scrape new and noteworthy business podcasts.
You can have your freelancers fill out a list of the best business podcasts, from where you can mark and select the podcasts that better suit your marketing niche; then you can start evaluating and reaching out to them.
Part 2: Sending the cold email
Now that you have your list of podcasts, how do you pitch them in a way that’s going to get them to have you on the show?
I’ll show you right now.
Below is the exact email that I used to book a podcast in the past.
It is the same template that I use for every podcast that I was on, including the big ones I mentioned earlier:
“Subject: Room for another interview?
Hey Kevin, just came across the podcast on new & noteworthy and went through the Swift episode.
I love what you’re doing and can’t wait to see where this goes!
I’m head of growth for a company called InspireBeats – we do fully managed sales and lead generation for b2b companies.
Naturally, we’re trying to get the word out 🙂
Since we target a similar group I think it would be quite interesting for your audience to hear some of these insights:
* How we hire and vet candidates
* How we use cold emails for our recruiter clients to find interested companies, including email scripts and the exact targeting
Does that sound interesting? Happy to workshop some ideas as well.
Listen to 5 or 6 minutes of their podcast to try to get a feel for what is about, and if you don’t listen to podcasts at all, then listen to 5 or 6 episodes of theirs.
Now think about your story and pitch 3 bullet points. 3 different things that their audience might get from an interview with you.
After that, you finish with a call to action.
That email I showed you had about 30% book rate, so for every hundred emails we sent out, we’re getting 30 interviews on the calendar.
Feel free to use it; change up the words and make it your own, the basic structure is going to work for you.
Once you booked the podcast, remember to follow up.
For Entrepreneur on Fire, I sent the cold email and a month later, my follow up was about how my company grew up since the last time I wrote and how I wanted to share the story. We got booked!
Now that you have your calendar filled with interviews, let’s go to part 3…
Part 3: Prepare for the podcast
It’s important to prepare and have everything mapped out. I know some people are naturally good at interviews, but I find that if I have some bullet points of the topics want to hit, it always leads to a more successful podcast.
We’ve had a lot of really good feedback from the best business podcasts hosts about our interviews being some of the best, and it’s all because of this prep script I did, and that you can see in the video above (8:10).
I wasn’t reading it word for word on the podcast, but by having it written out, I can basically do a podcast in any mind state. It’s also really good and handy to have if you live in a different time zone.
If you’re going to create a script for yourself, think about what you’re pitching and map out all the points that you want users to take away.
If you put in a doc all the value you want to add to the podcast, you’ll be able to naturally reference it after a bit of practice.
My first ever podcast interview was super awkward and low quality, but we got better over time. You can hear a comparison of my first interview with a recent one and you’ll see the evolution; it starts at the 9:40 mark so don’t miss it!
Well, this was my ultimate guide about how to get on podcasts, take the best of it and tell me about how it went in the video comments!
Until next time!