How to Leverage Podcasting for Business Visibility: Hosting and Guesting for Maximum Impact

Have you ever been sucked into the story someone is sharing on your favorite podcast? I know I have. Podcasting is one of the most intimate ways to get to know someone - their personality, their values, their beliefs, their expertise and their nuances. Besides video and live webinars, there really is no better way to build authority and visibility for you and your business.

According to Podcast Statistics, “the industry is growing rapidly and by the end of 2024, the number of podcast listeners worldwide will reach 504.9 million.” Podcasting, if done right, has the ability to give you instant credibility and establish you as a thought leader, while consistently connecting you with new audiences you’ve never been exposed to.

The beauty of podcasting is that it’s a dual approach.? You can take advantage of this high impact visibility strategy by hosting your own show, guesting on other people’s show, or a combination of both. In this deep dive, we will explore both sides of podcasting so you can decide which approach is right for you.

The Power of Podcasting in Business Visibility?

As of 2024, there are approximately 4.25 million podcasts worldwide. This number reflects a significant growth in the podcasting industry, making it a highly competitive but also increasingly effective medium for business visibility. Platforms like Spotify alone host over 6 million podcast titles, while Apple Podcasts has around 2.6 million podcasts available.

Did you know that podcast listeners spend an average of 7 hours per week tuning into their favorite shows? Imagine spending this much time with one person. It’s exactly this that fosters the deep connection between the host and their audience. This sustained engagement makes podcasting a great way to position yourself as a thought leader, gain trust, and inspire action.

Podcasts offer the ability to tap into niche audiences that are often hard to reach through other mediums. Interested in the latest quilting techniques and trends? Tune into A Quilting Life podcast. Have a passion for all things wine?? Great! You can listen to Wine for Normal People. Honestly, if you have a specific interest, there is probably a podcast for it.

Whether you're hosting a show or being a guest, podcasting provides a platform where businesses can connect directly with listeners who are actively seeking valuable content, making it a crucial part of any visibility strategy.

Hosting Your Own Podcast: The Benefits?

A little over a year ago, I woke up from a vivid dream.? In that dream, I was starting my very own podcast show.? The name of the show was revealed to me, as well as the strategy and all the questions I was going to ask my guests.? When I opened my eyes, I realized it was not real, but a sign from the Universe that this was my next step in my business visibility. After working through all my initial fears, I dove in and started my own podcast. My show has since evolved from Boosting Business Breakthroughs to On a Mission Mojo and proves to be a fun way to connect with new people.

There are many benefits to hosting your own podcast show. And I love what one of my recent podcast guests, Lindsey Habenicht had to say about podcast hosting:

“So you'll be thrilled to know that podcast hosts are actually the most trusted resource amongst consumers right now when it comes to how people are making decisions about their day to day, the things that they trust in and are willing to kind of turn their ear to, to say, is this the right thing for me? Podcast hosts are taking the cake.”? Now that is the cat’s meow in thought leadership.?

When you have your own show and are producing regular episodes, you will eventually start to build a loyal audience. Your episodes will create that personal connection to you and build your brand loyalty. And as a host myself, one of the greatest opportunities has been the networking and collaboration that has come from having my own show. I have met so many cool people by inviting them to be my guest.

Podcast hosting also provides an easy way to create new content for your audience. Every episode I produce gets turned into a blog post, a newsletter section, a YouTube episode, two short video clips and a quote graphic. And as your podcast grows, there are opportunities for sponsorships and collaborations, which can boost revenue.

Steps to Starting Your Own Podcast?

If you have the ambition and desire to start your very own podcast, here is a quick summary of the steps you will need to take to get it off the ground:

Step 1: Identify Your Podcast Purpose and Niche

Every podcast needs to have a unique value proposition. Who will your audience be and what type of content will your podcast cover?? But most importantly, does your podcast align with your current business goals?? It makes no sense to start a podcast on how to write a book if you are a relationship coach.? But it makes complete sense for an aspiring writing coach.? A great podcast for a relationship coach would be “Dating after Divorce”.

Step 2: Set up the Technical Side of Your Podcast

Before you start running for the hills, thinking that setting up the technical side of the podcast is super difficult, it really isn’t. I don’t consider myself a big techie and I was able to figure it out. In my blog, Your Cliff Notes Guide to Starting Your Own Podcast Show, I review all the equipment you will need to get off the ground.?

Pro tip:? One of the best podcast recording software around is Riverside.fm.? Hands down, far exceeds the capabilities of recording in Zoom.

Step 3: Plan and Structure Your Episodes

One of the last things you want to do is get random people to start guesting on your show, with no rhyme or reason for the content they are sharing. Remember, you have an audience to keep engaged. They are coming to your podcast for a specific reason. They are expecting content that solves a specific need or interest for them. So plan your content accordingly. Decide how often you will produce your show, be thoughtful about the content and guests, and stay consistent with your production.

Step 4:? Market Your Podcast

Without marketing your podcast, your show will not grow. It takes very consistent and hard work to spread awareness about your podcast.? Utilize as many platforms as you can to spread the word.? When an episode goes live for me, I am promoting that episode 4 days a week, in a blog, a newsletter, on social media and on the podcast platform.

Step 5: Measure Your Success

Paying attention to your podcast metrics tells you a lot about the success of your show.? How many downloads are you receiving?? How long are people engaging with the episodes?? Which podcast episodes are particularly popular?? Are you receiving any leads or sales from your podcast? This gives you guidance for planning future content.

Guesting on Other Podcasts: Why It’s a Game-Changer

There is no doubt that hosting your own podcast show is a lot of work and takes a considerable amount of time.? So if hosting is not an option for you, you can still be a guest on other people’s shows.? All you have to do is show up, be amazing and let them do all the work.

One of the biggest benefits of guesting on podcasts is access to new audiences. Appearing on podcasts in your niche connects you with listeners who are already interested in topics relevant to your expertise. These audiences are often eager to learn and engage, providing you with a direct channel to showcase your authority. For example, if you’re a business coach, appearing on podcasts focused on entrepreneurship or personal development allows you to speak directly to your target market.

Additionally, podcast guesting helps in building credibility and trust. According to a study, 64% of podcast listeners consider hosts to be more trustworthy than other types of influencers.? When you share valuable insights as a guest, listeners associate you with the credibility of the host, which enhances your own reputation.

SEO and backlink opportunities are another advantage. Most podcasts will link to your website, social media, or resources in the episode show notes, boosting your SEO ranking through high-quality backlinks. And guesting on podcasts often leads to lead generation and traffic increases as interested listeners visit your website or social platforms, potentially becoming future clients or customers.

By consistently guesting on well-aligned podcasts, you can expand your reach and visibility while strengthening your brand’s reputation.? Don’t guest on any podcast. Make sure it’s a great fit for the type of content and audience you serve.

How to Become a Podcast Guest: Best Practices

If you want to make podcast guesting a serious visibility strategy, there are specific tactics you can use to be successful:

Find the Right Podcasts

Podcast hosts are always looking for great guests and many hosts will take practically any guest they can find.? But that doesn’t mean you should accept an invitation for just any show. The shows you choose need to align with your industry, values and target audience. Do your research. Listen to some of the episodes and work on establishing a relationship with the host first.

Craft a Compelling Pitch

Hands down, one of the best resources on the market to assist you with getting on podcasts is Michelle Glogovac’s book “How to Get on Podcasts”.? In chapter 4, Michelle explains that there is no copy and paste. You have to write a podcast pitch that gets attention and that requires some real research and personal touch.? Every detail from the subject line, your opening and proof you have researched their podcast, to choosing the right topics for them, highlighting other interviews and crafting a standout media kit must be included.? Don’t take this step lightly.

Deliver a Standout Interview

Whatever you do, don’t show up to your interview unprepared. Make sure you prepare all your talking points, have stories ready (listeners love stories) and don’t forget a call to action so that listeners can learn more. If the host has sent you a previous list of questions you might be asked, review those and have your answers ready.? And also just relax into the conversation so that you deliver a natural and organic episode.

Promote Your Episode

To date, I have produced over 60 podcast episodes, and I can tell you that approximately 10% of my guests actually promote the episode. Don’t be one of those guests.? The host has given you their platform to showcase your expertise. They expect you to help them spread the word about your interview. It is the only way their show will grow. Not to mention, it is free visibility for you. Use it to your advantage.

Integrating Podcasting Into Your Overall Marketing Strategy?

Podcasting—whether through hosting or guesting—should be part of a broader, multi-channel marketing and business strategy. By integrating podcasting into your content marketing plan, you can leverage the power of audio and video content to support lead generation, brand building, and audience engagement.

For example, you can repurpose podcast content across multiple platforms. Transcribe episodes to create blog posts, quotes, and social media snippets, which provide evergreen content that fuels your online presence. This multi-use of content ensures you maximize your podcast's reach across various touchpoints.

Podcasting also plays a crucial role in email list building. As a host, you can use lead magnets, such as free resources or exclusive offers, to entice listeners to sign up for your email list. As a guest, always have a clear call to action, directing listeners to your landing pages or resources that align with their interests.

And podcasting supports networking and collaboration. Hosting allows you to form relationships with influencers and experts in your field, while guesting introduces you to new audiences, collaborators, and potential clients. Both strategies help you build authority, credibility, and connections, all of which are vital for business growth.

When podcasting is seamlessly integrated into your growth strategy, it becomes a long-term investment that enhances your visibility and expands your reach across multiple channels.?

Challenges to Overcome When Using Podcasting for Visibility

Podcasting is not for everyone. If you love to have intimate conversations, then this visibility strategy may be the answer you are looking for.? But before you embark on podcasting, know up front what to expect.

Time Commitment: Both hosting and guesting require time for preparation, recording, and promotion. Although hosting is far more time consuming, guesting does take a significant commitment as well.? Find a cadence that feels comfortable for you, while also allowing you to tend to your overall business growth.

Consistency is Key: Like with any visibility strategy, you will get out of it, what you put into it. Obviously if you host or guest on episodes only a few times per year, the exposure won’t be enough to garner the awareness you want. But if you can find a predictable pattern (like twice a month), over time, you will begin to build your visibility.

Navigating the Competitive Landscape: Podcasting is saturated.? You are undeniably competing with tons of podcast hosts and guests.? That is why you need to find ways to stand out with your content, your personality, your authority, your values and your unique stories.

Conclusion?

Podcasting offers a powerful and versatile way to boost business visibility. Whether you’re hosting your own show or guesting on others, podcasting allows you to establish authority, build trust, and intimately connect with engaged audiences. Hosting your own podcast creates a loyal listener base and opens up opportunities for collaboration, while guesting allows you to tap into new markets and showcase your expertise to wider audiences.

By integrating podcasting into your overall business strategy—using it to fuel content marketing, generate leads, and build valuable relationships—you can create long-term visibility and growth. The key is to stay consistent, be authentic, and always provide value to your audience, ensuring that podcasting becomes a vital part of your visibility toolkit.

Podcasting is not just a trend—it’s a meaningful way to make your voice heard and your brand known in today’s crowded digital landscape.

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