Letter #100: Get your founder/team members on podcasts
Helps you drive product awareness and sales ✨
For the last month or so, I’ve been considering packing bags and moving from Substack to another email service provider (ESP).
The top contenders: ConvertKit vs Bento 👊
But you know what they say: the universe — as dutiful as a lighthouse keeper — shows you what you seek.
In this case: a new ESP.
And so I found out: Podia also lets you send newsletters 💃
Except, it wasn’t the universe adding Podia to my to-consider list.
It was Podia’s VP of Marketing himself.
Now I know that gives off salesy vibes when I say it that way.
But in truth:
It was Podia’s Benyamin talking about how the platform has grown on Jimmy Daly’s podcast in a super engaging conversation.
And boom 💥
Podia Email is on my radar!
(I’m sure on many other folks’ too).
The point is:
Scale podcast appearances and you’ll quickly drive tons of product awareness — even sales (if you’re strategic with it).
One business owner also told me she was using podcast appearances to grow her email list.
Another told me: guest hosting podcasts helps them distribute content.
In short, appearing on podcasts your target audience listens to is a tactic worth trying.
Now question is: how do you scale this?
I’ve got the blueprint for you:
Step 1: Find industry-relevant podcasts
Ask your social and/or email community what podcasts they listen to
Use Sparktoro to find out which podcasts are popular among your niche audience
Type in industry-relevant keywords in podcast directories to find your ideal shows
Now pull up a fresh doc and list all the podcasts you find.
Step 2: Batch review podcasts
Most skip this part — but it’s super important for step #3’s success.
The action item: Cherry-pick at least 2 episodes from each podcast to get an idea of:
Who their target listeners are
How hosts structure their episodes
What topics do they typically cover
What questions do they typically ask
Too much to do, too little time?
Get a virtual assistant, intern, or team assistant to go through show descriptions and give you the cliff notes on them
Feed episode transcripts to ChatGPT and ask it to summarize the podcast’s style, angle, and questions typically asked, etc.
Step 3: Find holes in their episode log
Thanks to listening to episodes or going through the topics covered, you can now:
Identify gaps in topics covered that potentially interest the podcast’s audience
Come up with minimum 2 ideas to pitch that are relevant to your business offer + the host won’t be able to say no to (cheers 🥂)
Step 4: Connect with the host
As you or your VA goes through podcast episodes, connect with hosts.
They’re typically active on 1-2 platforms for distributing their podcasts.
Build your relationship with them first ➡️ Pitch second.
Step 5: Track benefits
Make a column in your podcast list from step 1 to document the results you’re seeing 🙌
Some might not come right away — as with any marketing tactic, give this one time to bud (at least three months).
For example, I’ve seen leads and newsletter subscribers come through podcasts and webinars I’ve been to last year.
Most of all, I’ve used the episodes to fuel content production and ideation for LinkedIn (my primary goal).
And you know what?
If I and a handful of others start using Podia Email, it’d be closed deals for Podia (besides the benefit they’re already seeing — word of mouth that I’m driving).
Whaddya think? Is guest podcasting worth it for you?
P.S. Podia didn’t pay me to say this or promote their tool 🤓
This is very interesting. Thanks for sharing the step by step guide.