Podast 50: How to Find Clients by Being a Guest on a Podcast
Jan 28, 2021
This is my 50th episode of the Holistic Business Matters podcast, and I was reflecting on the experience. I’m now in the habit of creating it consistently and it’s just what I do each week. I absolutely don’t want to miss one - no matter what it takes.
Whilst I love the short, bite-sized episodes, I’ve really enjoyed doing the interviews and I want to do more in the future.
Podcasts are a powerful way to intimately connect with people - they accompany them while they go about their lives. Listeners aren’t tied to a screen, they can be consumed while walking the dog, driving, working out, etc.
Podcasts are growing in popularity, and they’re a great way to find clients for your holistic business.
Whilst it’s great having your own podcast, don’t underestimate the work it takes. If you’re not quite ready for that, being a guest is a way of testing the water to see if you enjoy them.
I’m seeing an increasing number of pitches from people wanting to appear on my podcast. It amazes me just how bad some of them are. Blanket emails that aren’t even personalised appear in my inbox regularly.
They usually describe how amazing they (or their client if it’s a PR company) would be for my show. 95% are nowhere near right and it’s obvious they haven’t even bothered to look at the show description, let alone listen to a few episodes. So, my next move is to delete and move on.
Podcasts are a great way to find clients
If you want to get in front of new audiences, being a guest is a great way to share how helpful you are. This way, clients come to you because they are attracted by your approach, rather than you having to pursue them. It’s a totally non-sleazy way of finding clients for your business.
Before a client starts to work with you, they must know, like and trust you. The listeners of a podcast already trust the host so this will help build trust in you as a guest.
Podcasts are a way of reaching new people without having to pay for advertising. You’re sharing lots of helpful information with an established and focussed audience.
Research podcasts
You’ll find a podcast on any topic you want, so there will be somewhere your ideal clients hang out. Because of the overwhelming number of them, be strategic about how you approach this as a marketing tactic.
You want to find a podcast who have a similar audience to you, but they have a complementary product or service to yours. So, if you’re a medical herbalist, consider fitness, nutritionists, gardeners, natural beauty, or health shows. You could also look for shows that support a specific condition you work with such as one for anxiety or digestive issues.
Start by asking your current clients what podcasts they listen to. You can search in iTunes and on directories for podcasts that would be a good fit - this is something you could pay a VA to research for you. To do this, you will need a very clear description of who your ideal client is, and what their interests are.
Start with newer and smaller podcasts, you’re more likely to be offered an interview than the ones that are very established. This will help you to build your confidence and provide you with a catalogue of appearances you can share.
Once you have a list, take time to listen to a few episodes to understand if the style and information shared is a good fit for you. It’s important that you’re able to add value to the audience and also respect the effort the host has put in to build their show.
Get on the host’s radar
Before you do anything, take some time to build a relationship with the host on social media. Comment on their posts, share them, do what it takes to get yourself noticed. This way, when you email them your pitch to be on their show, they will recognise you, rather than you being another random stranger.
You can use these interactions to demonstrate your expertise as well as supporting them in growing their business too.
Email pitch
Whilst you want to find clients from making an appearance on their show, this is not the host’s priority. You need to ensure your pitch shows how you can help them, and their audience.
Demonstrate that you understand their podcast and audience and share what you feel would be a great topic for their listeners. Tell them how you will help promote the episode so you’re helping to build the host’s audience too. Remember, it’s a collaboration, and both parties need to win, or it’s not worth the time and effort it will take.
If you have appeared on other podcasts or videos, share this with the host too as they’ll want to see how you present yourself.
If you have an offer or lead magnet (a giveaway in return for an email address) for their audience, share this in the pitch too. Generosity will help you win the interview and show that you’re serious about providing value to them and their listeners.
Your one-pager
This is a one-page document that includes your bio, links to your website and social media accounts etc. It’s like a mini press pack that provides all your information in one place for the podcast host. You will also need to provide a photo they can use to promote the show.
The more you can be helpful, the more you will achieve from the relationships you’re building. This will also help to ensure any information shared about you is correct and up to date.
Whilst this isn’t needed until someone has invited you onto their show, it’s something you can have ready in advance.
Podcast etiquette
Most podcasters will have specific information they provide to their guests. This includes information about how the interview will take place, what to do before, during and after the podcast and anything else that will help the quality of the interview.
You will need to ensure you have a quiet and private place to talk where you won’t be disturbed. A good internet connection if it is being recorded online, and you’re using the best microphone you have available.
Once the podcast is published
Say thank you and do what you can to share the episode with your audience too. This is about a collaborative approach to working together and podcasters know other podcasters and will introduce you to others if you’ve been a brilliant guest.
Ultimately, being on someone else’s podcast is giving you a fantastic opportunity to piggy-back on an already established audience. Hosts have worked hard to build it, so they will be protective of it and only want the best for their listeners. Making sure you’re providing their audience with value and demonstrating your expertise will go a long way to ensuring a successful collaboration.
I'm going to be doing more interviews over the next few months. If you can add value to my audience on Holistic Business Matters, pitch your idea to me by email: [email protected]
Podcast 50 show notes:
- (03:42) Podcasts are an amazing way to find clients for your holistic business
- (04:51) Research podcasts
- (08:51) get on the host's radar
- (08:48) Your email pitch to be a guest
- (09:56) Your one-pager
- (10:53) Podcast etiquette
- (11:52) Once the podcast is published
Email me your pitch to be a guest on Holistic Business Matters
