Are podcasts in your small business marketing mix? No? If you’ve been ignoring them because you think they’re for tech bros or news junkies, think again. You’re missing out on a low-cost method to reach prospects.
Podcasts are the evolved version of radio and TV interviews, but with many more opportunities for the same kind of exposure. It’s where guests talk about thousands of small, niche topics. It’s word-of-mouth marketing on a grander scale.
The best part is you don’t need to start your own show. You just need to be a guest on someone else’s. Let’s talk about the why, who and how of podcast marketing for small business.
Why podcasts matter for small businesses
While “podcast marketing” implies launching your own show, we’re really talking about podcast guest marketing.
Because the real opportunity is in being a podcast guest. It’s like being a guest expert on a radio show, except with a thousand more niche topics available.
Here’s why it works well for small businesses:
It’s cost-effective. There’s no need to pay for equipment, recording software, or content creation. Your biggest investment is time.
It builds credibility. As a guest, you’ll be introduced by the host as an expert. This is a third-party endorsement by someone the audience trusts and can be more powerful than advertising.
It reaches prospects in their preferred media. Your ideal customers are already listening to podcasts in their cars or at the gym. You’re meeting them in their daily lives and in a media format they prefer.
Its promotional benefits extend beyond the show. Most podcasts include guests in show notes, link to their websites and feature them on social media. As a guest, you can also promote it on your channels. The podcast may even pop up in Google searches for your business too. More real estate in Google. What could be better?
But overall, it’s a chance to tell your story and show your expertise. In this way, listeners can relate to you and gain trust in you and your business.
Who should try podcast marketing?
Podcast guest marketing works really well for service-based businesses. If your business solves complex problems or gives advice, podcasts are for you. This isn’t limited to business consultants and lawyers either. Even trades like HVAC, plumbing, contractors and landscaping have shows.
Product-based businesses can benefit as well, especially if there’s a compelling story behind the product or you can share the challenges you faced in getting it to market.
Is your business local? There are local podcasts, although they may be harder to get into if they focus on city news. The key for local businesses is to focus on the big picture. In other words, go beyond your local area to build your authority online. Your expertise isn’t limited by geography, after all, neither is your website.
Finding the right podcasts
There are more than 3 million active podcasts today and about 140 million listeners in the US. Sounds overwhelming, but remember you only need to focus on a few shows.
Start by thinking like your customer. What problems bring them to your door? Think of the problem, not the industry.
For example, if you’re a financial planner, your best podcast might be one where parents discuss college savings plans. A contractor, for example, can talk to interior designers about how to avoid common problems that cause projects to go over budget.
Think also about which topics you have the most experience in or want to be known for as an expert.
Where to find podcasts for your small business
The top apps for listeners are Spotify and Apple Podcasts. You can start searching there or use these resources:
- PodMatch (Paid service)
- Matchmaker.fm (Limited 30-day trial, then paid)
- Podcast Guests (Free & paid options)
- Social Media
- TikTok – Check hashtags like #PodcastGuest or #PodcastOpportunity
- LinkedIn – Search hashtags like #PodcastGuest or #NeedGuests
- Facebook – Check groups for host/guest networking, like Need a Guest, Podcast Collaborate, and Podcast Guest Connection
Make a list of 10-15 podcasts that feature guests and have audiences that align with yours or with the topic you want to discuss.
Crafting your pitch
This is like crafting a PR pitch and the strongest advice we can give you is to PITCH THE TOPIC IDEA, not you, the person. So less resume info and more “why your listeners might be interested in this solution to their problem.”
Here’s what this looks like:
For a Financial Planner
- Instead of: “I’m a financial planner with 10 years of experience and would be happy to speak about any finance-related issue.”
- Use: “I’ve helped many families with college savings plans and realized there are 2 areas that most parents overlook. I’d love to share tips with your listeners to help them address this problem.”
Focus on what you can do for their listeners.
Getting ready for prime time
You’ve landed a guest opportunity, now what? While you know your subject well (you pitched it, after all), we suggest you offer it in a conversational, engaging way.
Think of it as having a conversation with the host. Keep it casual, like you’re talking to a friend.
This is not the time for a hard sales pitch. You’re there to offer value to their listeners. The host will typically drive the conversation and ask you questions. Some hosts are better interviewers than others, so do have a few short bullet points in front of you in case the host isn’t prepared.
Also, don’t be afraid to say, “I don’t know.” It’s fine to respond with, “I don’t know the answer to that, but I’ll be glad to look into it and get back to you.”
After the interview
Once it’s over, it’s OK to ask when the episode will be published. It’s not OK to ask that you get advanced approval before it’s published. It’s also not OK to ask for the interview questions prior to the interview.
Your best marketing move after the show is published is to promote it far and wide on your own marketing channels, including your website, emails and social media.
Our biggest pro tip? Have a freebie or offer exclusively for podcast listeners. It can be anything from a document, resource or tool to a discount or trial service. Create a separate page on your website for them and make it available during and after the show.
We hope these tips help you uncover podcast opportunities for your business. Let us know of any interviews that result. We’d be happy to share them.
Need more marketing tips? See our guide to Online Marketing for Small Business Success.
Leave a Reply