Is doing the work of finding and securing a podcast guest slot the best use of your time?

I used to secure media interviews for clients and so I believe in the benefits of a good agency, but I also know that using a podcast booking agency isn't a simple decision. As a host now who gets pitches from both agencies and from entrepreneurs who want to come onto my show, I thought it would be useful to share my experience. 

So I'm going to answer these two key questions in this article.

If you are an entrepreneur, should you hire an agency?
If so, what should you look for in an agency?

How Much Do Agencies Charge?


Let’s start with the question that is probably at the top of your mind.
Podcast booking agencies offer a variety of business models and pricing structures, tailored to the needs of their clients. Here’s an overview of some of the top podcast booking agencies and how they typically charge:

1.Monthly Retainers
Many agencies, such as Podcast Bookers and Interview Connections, operate on a monthly retainer model. For example, Podcast Bookers offers packages starting at around $650 per month, making it one of the more affordable options for securing guest spots on high-quality podcasts. Interview Connections, one of the pioneers in this space, also uses a retainer model, providing a full-service package that includes booking, training, and strategic support.

2.Service Tiers and Packages
Agencies like Lemonpie and Kitcaster offer tiered services, which allow clients to choose the level of support they need. Lemonpie, for example, provides end-to-end services including guest research, outreach, and coaching, but only works with a limited number of clients to ensure quality. Kitcaster says that it focuses on high-touch, personalized service for entrepreneurs and executives, with pricing that reflects the level of customization and support

3.Pay-Per-Performance:
Some agencies might incorporate performance-based pricing, especially those that guarantee certain outcomes such as the number of bookings or the caliber of podcasts. However, this model is less common compared to the retainer or package-based models.

In summary, the costs for these services can range from a few hundred dollars per month to several thousand, depending on the level of service, the agency’s reputation, and the specific needs of the client. Clients should carefully assess their goals and budget to choose the right agency and pricing model for their podcast guesting strategy.

How Booking Agencies Add Value
Building a strong network of podcast host contacts takes considerable time and effort. Researching, pitching, and following up on potential guest spots can eat into hours that could be spent growing your business in other ways. This is especially true if you’re targeting high-profile podcasts with large audiences.
A booking agency can streamline the entire process, making it easier for you to land guest appearances on the right shows. By outsourcing this task, you free up valuable time to focus on being the star of the show and building your business.

What Services Do Booking Agencies Provide?
Booking agencies specialize in connecting you with podcast hosts and securing guest slots on your behalf. They handle everything from identifying potential podcasts to pitching your profile, managing outreach, and negotiating appearance details. Essentially, they act as your PR team, focused specifically on enhancing your visibility in the podcasting world.

With a booking agency, you benefit from their established relationships and expertise, allowing you to tap into networks that might otherwise be out of reach.

The Benefits of Using a Booking Agency
1.Access to a Wider Network: A reputable booking agency often has connections with a broad range of podcasts, including those with substantial audiences that might be difficult for you to approach independently.

2.Time and Effort Savings: By delegating the pitching and booking process, you save hours that you can reinvest into creating content, growing your business, or engaging with your audience.

3.Professional Representation: Agencies can present your brand in the best possible light, ensuring that you are positioned as a credible and appealing guest to podcast hosts.

The Downside of Using a Booking Agency
1.High Costs:
Booking agencies typically charge a premium for their services. Depending on your budget, these costs may be prohibitive, especially for small businesses or independent creators. This is why using a virtual assistant or free lancer can be a cost effective alternative.

2.Less Control:
When you hire an agency, you may have to relinquish some control over the podcast selection process. The agency might prioritize certain shows that they already know, not necessarily with your specific goals. To save time and fees, the agency will use your standard bio and edit that to match the show, but there is a definite loss of control in what gets sent to hosts. But that's they point, they are doing the work for you, and that's the trade off.

3.Reduced Relationship:
The consultant will have the relationship with the host. You will be sent a time and link to the show recording studio, but before that and quite possibly after that the correspondence will be with between the host and the consultant. Again this is the trade off - they save you time.  One issue that I've noticed is that sometimes the briefing notes that I prepare for guests are not shared by the consultant with the client; this isn't an problem with there being an agency involved, but about making sure that the consultant is efficient at sharing the materials. 

How to Decide If a Booking Agency Is Right for You
Deciding whether to hire a booking agency requires careful consideration of several factors:

-Consider Your Budget:
Determine whether you can afford the agency’s fees without compromising other areas of your marketing budget. If funds are tight, you may need to weigh the potential return on investment.
-Consider Your Current Reach:
Evaluate how effectively you’ve been able to secure guest spots on your own. If your reach is limited, an agency might provide the boost you need to expand your audience.
-Desired Involvement Level:
Reflect on how much control you want over the podcast selection process. If maintaining full control is important to you, working with an agency might not be the best fit.

Key Questions to Ask a Booking Agency
So now you are considering hiring an agency. Before you commit to anyone, it’s crucial to ask the right questions to ensure they are a good fit for your needs:

1.What Podcasts Do You Have Connections With? Understanding the agency’s network is key to determining if they can connect you with podcasts that align with your target audience.

2.What Is Your Success Rate? Ask for metrics or case studies that demonstrate the agency’s track record in securing guest spots on high-quality podcasts.

3.How Will You Represent My Brand? Ensure the agency understands your brand and how to position it effectively to podcast hosts.

4.What Is Your Fee Structure? Get a clear breakdown of costs to avoid any surprises. Understanding their fee structure will help you determine if their services are within your budget.

Build In A Review
Just like any agency, it important to review the work of a podcast booking agency at regular intervals—whether based on time (e.g., quarterly) or after a set number of podcast appearances—is crucial to ensure the agency is delivering value and meeting your goals. Regular reviews allow you to evaluate the effectiveness of the agency’s strategies, the quality of podcasts you’ve been booked on, and the overall impact on your brand.

This process helps identify any issues early, ensures alignment with your evolving objectives, and provides an opportunity to adjust tactics as needed. Make sure that you agree in writing what you both understand will be done, and by whom. 

Beware the Bait & Switch
Many clients of all agencies, not just podcast booking agencies, fall in love with the person who does the pitch (that's why they are the one doing the selling after all), and then find that the work is done by someone junior. Agencies have to leverage teams of senior and junior staff to remain profitable, but just make sure that you ask who will be doing the work. Let the agency know that you understand that for your fees they will need to have junior staff do the work, but make sure that there is some accountability with the person who sold you the service in the first place. 

Some agencies, like Guest Experts On Air, are run by the owner Josef Schinwald, and they do all the pitching. Others are larger agencies, with senior and junior teams. There isn't a right or wrong, it's all about which one suits the way that you like to work and your budget. 

Working Practices
I'm a fan of knowing how an agency operates,  because if they are efficient it will make less work for the client and the podcast host. It makes sense that not all agencies operate with the same level of process and organization. This can lead to frustration on the client side and also the host side (I’m thinking of duplicate pitches for the same guest to the same show for example. 



If you're like me, you may want to ask about some of these points when talking to the agency.

1. Client Portals and Dashboards:
Some agencies, like Interview Valet and Kitcaster, offer more formalized processes with online client portals where you can track bookings, view upcoming appearances, and manage your bio and other materials. These platforms provide a centralized space for communication, tracking, and updates, ensuring transparency and easy access to information.

2. Informal Communication:
Other agencies might operate more informally, relying on direct communication through email or phone calls rather than providing an online portal. This can work well for clients who prefer personalized, one-on-one interaction, though it might lack the centralized tracking features of more formal systems.

3. Hosting Client Bios:
Many agencies like Lemonpie, podcastbookers and Podcast Ally, help clients by creating and hosting their bios and media kits. This ensures that clients are presented consistently and professionally across different podcasts

Conclusion: Is a Booking Agency Right for You?
I’ve experienced great pitches from individuals and from agents. There isn’t a right or wrong; it comes down to who is doing the work and how professional they are. Using a booking agency can be a time effective way to expand your reach and streamline the process of securing podcast guest appearances. However, it’s essential to weigh the costs against the benefits and consider how much control you’re willing to give up.

How to Hire a Podcast Guest Agency?
I suggest that you follow the practice that exists in the public relations world. Invite two to three agencies to respond to your request for proposal (RFP). In that RFP you will include details about you, your company, your story, and the audience that you want to reach. State a reasonable target for the number of podcasts to be on, I suggest only one to two per month to start. Then ask for them to submit proposals to you including target shows, hosts and pricing.

Choose the agency which is most responsive, most professional, and most interested in what you have to say on the podcasts. The consultant will be a proxy for you; and so choose someone that you trust and like.

Appoint that agency, and let them do their magic. Like all relationships this will take time to get right, but don’t second guess them, let them do their work. They have as much vested in your success as you do, because hosts look forward to pitches from agencies which have great potential hosts.

My Final Point:
A good agency will give you strategic counsel. They are more than just a booking agency, they will listen to your shows and can provide guidance to you on your performance. They can also advise which shows you should appear on, and make a long term plan for your podcast guest strategy.

Think of the agency as a partner, and you will get along very well.

For more reading:

Top Podcast Booking Agencies & Services]
Best Podcast Booking Agencies and Services 
The 20 Best Podcast Booking Agencies and Services