Lately, podcasts’ popularity exploded almost as much as cryptocurrency. They’re consumable everywhere with smartphones these days. And what has followed as a result of this trend is podcast advertising.
At the same time, you can leverage the trend without spending any money.
Podcast tours. You secure an interview with a show that your audience is likely listening to.
It’s maximum exposure with zero advertising cost.
And you can talk for 30 minutes to an hour on a podcast, rather than just for a quick 30 seconds.
It can also give you content to use in other formats down the road. (Or even content you can use for podcasts and talks.)
Here’s a playbook on how to get yourself on tons of podcasts:
1) Leverage your network to source shows
Find out which shows somebody in your network has appeared on before.
Reach out to them for an introduction.
2) Use other founders’ benchmarks
Look for podcasts that hosted founders or spokespersons of companies similar to yours.
After that, try to reach the host through someone in your network or with a personalized pitch.
3) Don’t pitch your product
Just focus on providing value and the rest will follow.
Podcasts are about the very top-of-the-funnel. It’s all about awareness.
Your goal should be to improve their lives, educate them on a problem, and/or entertain them.
4) Track everything and stay organized
This has benefits that extend beyond tracking metrics.
If you’re using your name, your company, or both, track the number of Google searches over time as you get more and more exposure.
Marketing tools like Ubersuggest, SEMrush, and Ahrefs can help you with this.
5) Practice and look for feedback
Start with smaller shows to practice your interview skills.
Like with anything, the more you do it the better you’ll get.
Understand what people like and get comfortable.
6) Maintain the relationship with the host, even after the show
Send them a gift to show your gratitude.
Not only do people appreciate these gestures, but content creators can give you access to other platforms you can tap into.
Then, go back to step one and repeat.