Whether or not you’ve ever considered using podcasts to market yourself and your biz, they have quickly become an attractive option for any entrepreneur looking to connect with her audience in a real, intimate way. The best part? You don’t have to take on an entirely new venture (i.e. start your own podcast) to reap the benefits they provide. In fact, simply being a guest on a podcast related to your niche is one of the best (and easiest) ways to market yourself and your business effortlessly while growing a loyal audience for a variety of reasons.
So, what makes podcasts such a great option for marketing yourself? Think about it – if you have the opportunity to sit down with a potential client for an HOUR to simply connect, that person will trust you far more than if you market something to them without that deeper connection. What is it about podcasts that can cultivate so much trust? I’ve detailed the top reasons here. ⇩
1. They show off your personality.
On social media, there’s only so much of your personality your audience (AKA potential clients!) can see. Regardless of how detailed your captions or how fun your photos are, you can’t actually have a natural conversation with your audience in a one-way Instagram caption. Instagram stories are better, but they’re still limited because they’re not long-form.
Podcasts, although you aren’t talking directly to your audience, allow listeners to hear you have a conversation with someone else and feel involved. Listeners feel like they’re a fly on the wall of a conversation with friends! And, as you speak, listeners are able to get to know you personality – through nuances of your speech, hearing you laugh, and even hearing personal stories related to the podcast topic. Because podcasts are such an awesome way to show off your personality and get to know someone on a deeper level, they allow your audience to connect with you as a person before connecting with your business, instilling trust in you and allowing them to see what you’re all about and your WHY before deciding to work with you.
This is extremely important in businesses based on client-coach relationships because, when clients buy a package, they are essentially buying you: your skills, your help, and your perspective. If they don’t know you, why should they pick you over someone else? Clients want to work with someone who they feel truly gets it, which you can show in a podcast interview.
Think about this: would you rather work with a random coach you know nothing about, or a coach you feel you know well from a podcast you listen to each week? For most people, it’s a no-brainer – and it can be the difference between booking clients or not.
2. They allow you to connect with your audience over a common interest.
When you’re asked to be a podcast guest (or pitch yourself to a podcast host) it’s usually because you have some sort of connection to the topic of the podcast. (If not, you may need to rethink your pitch.) For example, if you are a health coach, you may be asked to speak on a podcast related to fitness or nutrition
This is important because the people listening to the podcast are already interested in your field. Instead of reaching out to a group of people who may or may not know anything about / be interested in the topic you’re speaking about, you’re directly connecting with a group of people who are already interested enough in the topic to tune in to a podcast about it every week. This cuts out one of the hardest parts of the marketing process, which is actually finding warm / hot leads to market to. On podcasts related to your niche, those people are provided directly to you on a silver platter, allowing you to focus on wowing them instead of finding them. If the podcast host has built a loyal audience, the trust they have in the host will transfer over to you as the host’s chosen guest, making listeners highly likely to want to connect with you further. You’d be surprised by how much work this takes off your plate and how much it frees up you (and your energy) to focus on other things.
3. They establish you as an expert in your field.
Generally, you aren’t accepted /asked to speak on a podcast unless you have credentials & experience to back up what you’re saying and make you attractive to the podcast host. (Bullshitters beware! Podcasts are no place to fake it till you make it.) Podcast hosts have a responsibility to provide their listeners with the most valuable, accurate, and entertaining segments – which their audience relies on them for. Simply being present on a podcast establishes you as an expert in your field to the podcast host, and, in turn, their audience. Not only does your being on the show make you look legit, but you also have opportunities to show off how much you know during the podcast itself.
Don’t be afraid to share important pieces of information related to your background and experience while speaking on a podcast. Any info you can provide that helps listeners see you as an expert is a bonus for you and your biz! No one wants to hire a coach they don’t feel is 100% capable of understanding their goals and helping them achieve them.
4. You give value before asking for something in return.
Before you ask your audience to buy something, you have to give them value. This is the idea behind adding a blog, freebies, and other resources to your website, and podcasts are no exception. As a guest on a podcast, you have an opportunity to provide listeners with valuable information before ever asking them to check out your business. This goes a LONG way in finding clients who are eager to work with you because they feel they can trust you to provide them with value. Like #1, this benefit is especially important for service-based business owners such as coaches, as it allows you to build positive rapport with your clients before the business transaction takes place.
Have I convinced you that podcasts are THE best way to market yourself and your business? If so, and if you’re ready to start putting yourself out there, BUCKLE UP: I launched a service to help you do exactly that, without the dirty feeling that comes with cold emailing (plus, not to mention, the lack of results).
I created The Podcast Connector to match you with aligned, established podcast hosts from my roster who focus on topics related to your business and are LOOKING for incredible guests. This service will eliminate the guesswork and cold pitching from your to-do list (which usually doesn’t work anyway). Ready to get booked on podcasts? Sign up HERE.
P.S. If you’re a podcast host who wants to get connected with truly incredible voices for guests, head here!