3 Tips for a Great Podcast Interview

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This week, we are talking podcasts! Podcast listenership has skyrocketed over the past few years. In 2021 there were 850,000 active podcasts; that’s a 20% leap from 2020. 55% of the US population has listened to a podcast, and that number is growing. Podcasts are a great way to reach the people who are going to be interested in you and your business, and the time and cost of appearing on a podcast is low when compared to other forms of marketing.?

Once you’ve pitched yourself and secured an interview, it starts to get pretty real. I sat down with my Podcast Coordinator, Katy Lindhart, to find out how to make the most of your appearances.

-Marie

3 Tips for a Great Podcast Interview

Podcasts are a relatively new form of media, dating back to just 2004-ish, and it’s still kind of the wild west. You only need a microphone and an opinion to start one, and production values and processes can vary wildly from podcast to podcast. Whether they’re recorded in a studio or in someone’s basement, the goal is the same: compelling content.?

Do your research

This step comes before you turn on your mic, but skipping this step can lead to disaster. As you saw above, there are a lot of podcasts. A LOT. It’s easy to get complacent when you’re looking at shows you might want to do, but don’t skip the research step. Katy does a lot of research when she’s pitching clients, and cautions against pitching to anything and everything: “if you’re not fitting in with the style and feel of the podcast, you’re wasting your time. You want the listeners to be your target audience.”

So how do you figure out if a podcast is right for you? “Looking at the guest list for a show can give you a lot of information,” says Katy. How do you compare to the other guests? What is their following like? Their expertise? Their background? Are they famous? If you’re lined up with the other guests, it’s likely the show will be a great fit. If not, keep looking.?

The host’s worldview is also a deciding factor. “Podcasts are developed with a point of view in mind, so don’t just go by the iTunes category. Figure out if you align with the host’s POV before you pitch, and you’ll find your target audience.” Some podcasts are all business; they’re serious and success-focused, without an ounce of levity or a hint of personal development. If that’s you, pitch those. Podcasts with a holistic or personal growth slant are very popular, and if your business incorporates that, that’s your target. Many business podcasts have a targeted audience; women, people of color, and other historically marginalized groups in particular. If you’re in that demographic, it’s going to work for you. There are also many with a faith-based slant, so if you’re not interested in that, move along.?

Sharing vs. selling

Podcasts can inform, but Katy reminds us that “podcasts are still entertainment.” If you’re expecting your appearance to be a 30 minute commercial for your course or your book, think again. If you’re wanting to be on podcasts, you’re going to have to let yourself get a little more vulnerable.?

Our most successful podcast clients have a story to tell that goes along with their expertise. This might be your personal career journey, a tale of overcoming hardship, or an experience that changed your life. Your story gets your foot in the door, and without one, getting on a podcast is much harder. Similar to TikTok, podcast listeners don’t want to be sold to. They want connection. They want entertainment. They want authenticity. So dig deep and tell your story. Get a little personal. Be yourself. Tell your story the way you would tell a friend, and whatever you’re promoting will weave into that story naturally.?

Hype it up!

Once you’ve completed your interview, the real work starts. Hosts and producers should be able to tell you when your episode will drop (this varies wildly; it could be a week, it could be 6 months), so put that on your calendar and prepare. “Podcasts should be a win-win situation for both the host and the guest,” says Katy. That means that cross-promotion is extremely important.?

Most podcasts are created at no cost to you, so continue to support the host with tags, likes, shares, and comments. Many podcasts will create graphics for you to use for promotion, but if they don’t, create them! If a recording is made available to you, create teaser clips that you can post before the release. After it drops, feature images, videos, and graphic quotes in your feeds, and don’t forget to let your audience know how and where they can listen to the episode.

Maintaining a good relationship with the host and producers can lead to more opportunities for you, so make sure you’re working together to make your episode a success.?

Want to add podcasts to your marketing strategy? Let’s chat! You can book a time to talk with me here. ?

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