How to get on podcasts as a guest.
Sep 09, 2024In this article I am going to look at how to get you onto the podcast of your choice. I write this as a podcast host who has received literally hundreds of requests to be on my show, The UnNoticed Entrepreneur.
Understanding the Podcast Landscape
It is common sense to understand the podcast landscape when looking to secure your guest spots. The podcasting world is vast and diverse, encompassing various genres, formats, and audiences. One key point to remember is that there are approximately 3,408,784 podcasts and 205,709,056 episodes in the world, but they are not all active. So take a look at when the podcast was last published!
In fact we've seen a plateau in the number of new podcasts, and those that remain are becoming more professional. Those podcasters who started during COVID and then couldn't keep going, have now dropped their shows. At the time of writing this in Sept 2024 according to Listen Notes there are just over 600,000 active podcasts, back up since 2023.
Podcasts are a thriving medium, and the industry is getting more commercial as hosts secure advertising and sponsorships. 2030: The podcasting market is projected to reach $130.63 billion.
How to get started reaching out to podcast hosts.
Before reaching out to any hosts, it's essential to familiarize yourself with the range of podcasts available. Begin by identifying podcasts that align with your expertise or interests. These are probably shows that you already listen to. I suggest that you pay attention to their subject focus, episode lengths, and the style of interviews they conduct.
I can't tell you how annoying it is to get a pitch to my entrepreneur show about something entirely irrelevant. Don't waste your time or that of the host.
Research, Think, Pitch!
Pro shows and indie podcasters
Notice the differences between highly produced shows with large followings and more niche podcasts that might cater to smaller but highly engaged audiences. Some are professionally produced and belong to podcast networks, and other are independently produced, like The UnNoticed Entrepreneur.
Just like traditional media, podcasts can be local, regional, national or international. They can have audiences in niche verticals e.g. SaaS Sales, or be of interest across a horizontal audience e.g. healthcare. They all have a role to play in your guesting strategy, offering you the opportunity pitch different parts of your story.
Why this matters?
Just like a band would start playing in smaller venues, or an athlete would compete in local competitions, start your podcast guest quest in the same way. Target the indie podcasters first, get your mic minutes logged and then you can rise through the ranks to the professionally run podcasts.
The Business is in Podcasting
Business podcasts are the third most popular category of all shows, which means that there are plenty of opportunities to be a podcast guest on business podcasts. English is still the main language spoken on podcasts, followed by Spanish and then Portugese.
Additionally, staying abreast of industry trends—such as emerging topics or popular formats e.g. use of video, shorts, embedding AI graphics, can help you to get taken up by a host.
Don't look like you are lost and just pitching up at the door of any podcast host.
Identifying Your Target Podcasts
Start by considering your business niche or industry and seek out podcasts that align with your expertise and where you want to establish your authority. Conduct research to identify shows with a listener base that matches your ideal demographic. To gauge compatibility, look at factors such as podcast topics, episode formats, and guest profiles.
You can look at your player like Apple Podcasts, Spotify, discover potential shows to start with.
Then to get more data on those shows you will need to use one of the professional platforms for fuller analysis. I've written about the key platforms that you can do this with in this article.
If you don't want to pay a monthly subscription fee then you will like ListenNotes. This platform offers a "pay as you go" data export service.
Platforms like ListenNotes and Rephonic allow you to evaluate the podcast's reach and engagement levels. While high download numbers are appealing, consider smaller, highly engaged audiences where your insights resonate more profoundly.
Listening to a few episodes of each shortlisted podcast is a crucial step. It helps you understand their style and tone, and assess whether you can add value to their conversations. Remember, aligning with suitable podcasts significantly enhances your chances of making meaningful connections and maximizing impact. This understanding will boost your confidence in your potential to offer value to the show with what you know.
Crafting a Compelling Pitch
Crafting a compelling pitch is an art that requires a blend of personalisation, clarity, and value proposition. By this stage you've already researched the podcast on which you aim to be featured; you understand its theme, audience, and previous guest profiles.
Armed with this knowledge you can tailor your pitch specifically to the show's format and interests. Start your communication with a strong introduction highlighting mutual connections or shared interests.
Clearly articulate why you are a perfect fit for the podcast by aligning your expertise with the show's content and audience needs.
Next, succinctly share what unique insights or stories you can bring to the table. Highlight any relevant experiences or achievements that set you apart from other potential guests. Additionally, suggest possible topics or segments where your contribution would be most impactful, and I'm a big fan that you have a gift to offer.
You can ask them to for their podcast booking link, as many have a process for guests to follow. For The UnNoticed Entrepreneur I have a dedicated Guest Application page. The matching services will connect you directly to the host, and some have scheduling apps already built in.
Reaching Out to Podcast Hosts
For many people this is the most nerve racking. It's the moment of potential rejection. Reaching out to podcast hosts does require a thoughtful and personalised approach. In the podcast guest blueprint I include examples of written and video pitches, some done badly and some really good ones.
I am looking for an email that answers my question immediately:
How will you add value to my show?
Start with a concise subject line that hints at the value you bring. In the body of the email, introduce yourself briefly but highlight relevant expertise or experiences that make you an ideal guest for their show. Please explain why you're interested in their podcast and how your participation would benefit both their audience and your goals.
It's crucial to be genuine and respectful in your communication. Offer specific ideas for potential discussion topics that align with past episodes or current trends within the show's niche. Lastly, provide easy ways for them to learn more about you, such as links to your website or social media profiles. I suggest that potential guests have a 'podpage,' a page on their site dedicated to their podcast appearances.
Can you rely on podcast matching sites?
There are great podcast matching platforms like Podmatch and Matchmaker, and I've written a blog listing them, and another blog to explain the difference between directories and matching sites. One central issue is that there are over 600,000 podcasts and they are not all listed on these sites. The sites rely on hosts to register and maintain their show on the site.
These sites offer amazing convenience, but a a reliance on these matching sites can put you at a disadvantage simply because they don't include all the potential shows that you could guest on.
Another issue is that you are competing with all of the other potential guests on the matching sites. You want to stand out from the crowd, not get lost in the crowd. If you do use the matching sites then it is worth paying for the premium accounts to get some of the additional branding opportunities.
On the matching sites you may not have the email address of the host, and this is the other consideration. Of course you will meet them on the mic one day, and so this may not be much of an issue for you.
So the answer is that "yes" you can rely on these guest matching sites, but you may want to consider using a directory like ListenNotes to expand your list of potential shows.
Following Up
You could get an immediate response, the welcome acceptance that you are going to be on the show. But you may not. Follow up just as you would any business opportunity. A brief "did you get my email" some 48 hours after you sent it will be fine.
As I have all of my applications in a system on ZOHO I approve them on every Friday. Different hosts will have different routines. If you are not getting a reply, check when they last aired a new episode. It's quite possible that they are either busy with a current show, taking a break, of if they are independent, they will be running their main business.
The key is to remain courteous and to remember that podcast guesting is a long term strategy to build relationships with industry influencers, not a short term tactic to be heard for 15 minutes.
Keep Going!
There is an audience for you, and what you do, and it lies in the community hosted by a podcaster. Once you get accepted by a show, the work really starts as you will want to be prepared to deliver your message to turn those listeners into leads.
That's the topic of another blog post, and part of the podcast guest blueprint course.
