How to Leverage Podcast Interviews to Grow Your Small Business!
Every week as SmallBizLady, I conduct interviews with experts on my Twitter talk show #SmallBizChat. The show takes place every Wednesday on Twitter from 8-9 pm ET. This is excerpted from my recent interview with Millette Jones. She is a coach, speaker, and host of the Unstoppable Coach podcast. She guides entrepreneurs to be recognized as experts in their field and steadily grow their business by telling their unique story on podcasts. For more info: www.MilletteJones.com.
SmallBizlady: WHAT ARE THE BENEFITS OF BEING A GUEST EXPERT ON PODCASTS?
Millette Jones: First, you will be able to speak to new audiences with each interview you land. Also, most podcasters provide a backlink in their show notes to your website, which is great for SEO. And finally, podcasts are evergreen. People can discover your interview weeks, months or even years after it’s recorded.
SMALLBIZLADY: IS PODCAST GUESTING FOR EVERYONE? CAN A NEW ENTREPRENEUR EXPECT TO GET AN INTERVIEW?
Millette Jones: You don’t need to be a celebrity or thought leader to land podcast interviews. You don’t even need to be an expert in your field. You do need to be knowledgeable, confident, and have the heart of a teacher. Podcast hosts want to bring their audience interesting interviews with people who are engaging and have something valuable to share. If you can do that then you can land interviews.
SMALLBIZLADY: What is the first step in getting accepted as a guest expert on podcasts?
Millette Jones: When you send a pitch to a podcaster they will check you out. Make sure your foundation is in order. This means you need to have your website and social sites set up. Your branding should be consistent. You need quality images and content on all your platforms. If possible you need to have testimonials and authority proof. Make sure you look like a pro when the host does their research on you.
SMALLBIZLADY: MILLETTE, ONCE THE FOUNDATION IS IN PLACE HOW DO WE FIND PODCASTS TO PITCH TO?
Millette Jones: A quick way to find podcasts is to look through iTunes or any of the podcast search engines. When you search for a particular podcast most of these sites will suggest other related podcasts. You can quickly have a list of podcasts to research. Another idea is to Google someone in your niche to see where they have been interviewed. Just type in their name + interview into Google and see what comes up. This is a great way to find podcasts that are relevant to your niche and have an interview format.
SMALLBIZLADY: ONCE WE HAVE A LIST OF PODCASTS WHAT IS THE BEST WAY TO PITCH THEM?
Millette Jones: First, do your research and make sure your topic is relevant to the audience. Make sure the podcast is active and releasing episodes. And be sure the host actually conducts interviews. No host enjoys reading through pitches that have nothing at all to do with their podcast. After you’ve researched each potential podcast send an email to the host, tell them a little about who you are and a lot about what value you can bring to their audience.
SMALLBIZLADY: How can we stand out as a potential guest when podcasters get so many people asking to be interviewed?
Millette Jones: Most people who pitch podcasts want to get in front of an audience and push their book, course, or product, their pitch focuses on their achievements. You’ll have a far better chance of getting an invitation if you show that you’re focused on helping the hosts audience learn something that can benefit them or their business.
SMALLBIZLADY: ONCE THE PITCH IS ACCEPTED HOW CAN WE BE A GREAT GUEST?
Millette Jones: Respect the podcaster’s time and efforts. If they need something from you be prompt in your replies. Show up to the interview a couple of minutes early. Use quality equipment: headphones and a microphone. Do your best to be in a quiet environment without other people, pets, or traffic noise. Finally, express your gratitude not only by saying thank you but by doing your part to promote the episode once it’s live.
SMALLBIZLADY: HOW CAN WE MAKE A GREAT IMPRESSION ON THE AUDIENCE, DO YOU HAVE ANY TIPS FOR GIVING A GREAT INTERVIEW?
Millette Jones: Remember this- facts tell, stories sell. You want the audience to know, like and begin to trust you so that they will want to continue to build a relationship with you after the interview is over. When it makes sense try to share a story rather than bombard the audience with facts. Also, when you focus on being a great teacher rather than a pushy salesperson you will begin to build trust with that audience.
SMALLBIZLADY: SO, IF SELLING ISN’T A GOOD IDEA HOW ARE WE LEVERAGING THE INTERVIEWS TO GROW OUR BUSINESS?
Millette Jones: In a podcast interview you will have anywhere from 20 minutes to an hour to share all kinds of stories, quotes, and information with an audience. During the interview it is perfectly acceptable to offer something to the audience that will reinforce what you’ve taught them or help them continue to learn more about your topic. People that resonate with your message will be interested in learning more, create a relevant giveaway to provide them an opportunity to continue building a relationship with you.
SMALLBIZLADY: ARE THERE ANY OTHER WAYS TO LEVERAGE PODCAST INTERVIEWS?
Millette Jones: Yes, the podcast host is someone you will want to keep in touch with and add to your network. Make a point to keep the lines of communication open, add them on social media, and share their posts. Stay open to the possibility of collaboration, affiliation, or even friendship.
SMALLBIZLADY: DO YOU HAVE ANY FINAL ADVICE FOR GETTING STARTED WITH PODCAST INTERVIEWS?
Millette Jones: Just like any other business strategy you have to be willing to take action in order to achieve the results. Being a successful podcast guest is possible, you can invest your time in learning how to do-it-yourself or you can invest money in hiring a PR firm or booking agency. Whichever you choose just remember you have a valuable message to share and podcast interviews are the perfect way to get that message to the world.
Join us every Wednesday from 8-9 pm ET; follow @SmallBizChat on Twitter to stay up to date on our upcoming guests.
Here’s how to participate in #SmallBizChat: http://bit.ly/1hZeIlz
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