Tag: Guest Expert

Podcasting: Only a Piece to the Marketing Puzzle

Podcasting is a passion of mine, and if you have spent any time on my blog or learning about my company, Interview Connections, you know I love helping people grow their business with the power of podcasting.  But the truth is, podcasting is part of the marketing puzzle!  It takes time before the right people hear your show, join your community, opt in to your email list, and get to know, like, and trust you enough before they invest financially in your products and services… before they open their wallets and hand you money.

In order to truly get a return on investment from podcasting, you must build out a full marketing platform. Having a beautiful, professional website is a great start, but there’s so much more to a profitable marketing platform than just a website. At his Dream Business Academy live events, Dream Business Coach, Jim Palmer teaches what a million-dollar marketing platform looks like. Here’s the snapshot of what it includes:

  • Video marketing
  • Podcasting
  • Speaking and interviews
  • Social media marketing
  • Becoming an author
  • Content marketing

In order to truly get a return on your investment as a guest expert on podcasts, you must have the whole marketing platform in place, so people who hear you on a podcast have more of your content to consume when they land on your website.

Personally, I have the perfect example of why that’s true: When I was at Social Media Marketing World 2015 in San Diego, a man named Adrion Porter approached me on the first day of the conference and introduced himself. He told me he’d listened to my interview on Leaders in the Trenches, hosted by Gene Hammett. He went on to download my podcast, Rhodes to Success. After enjoying my podcast, he found my web TV show, Interview Connections TV. After that, he invited several of our Interview Connections guest expert clients on his podcast and has also been a guest on my show. The relationship that has evolved has paid off for both of us.

Now, imagine if he heard my interview on Leaders in the Trenches, went to my website, and found a sales page with no free, valuable content to consume! We never would have met at the conference because he would not have known what I looked like (hint, hint… do videos!) and all the amazing interviews we connected him with would not have happened. Click here to check out my interview with Adrion on Rhodes to Success!

And if you want to learn how to put together all your marketing pieces and build your own million-dollar business, join me at Dream Business Academy!

Action Steps to Take After Your Podcast Interview

Just because you’ve finished recording your podcast interview, doesn’t mean the work is over.  There is much more to do following the interview if you are to successfully leverage the power of podcasting!  Here are the two most important actions steps to take immediately after you record your interview:

  1. Make the MOST of that Green Room Chat! The host will most likely invite you for a few minutes of chit chat once you’re off the air, so use this time very wisely!  My business coach, Jim Palmer has literally done hundreds of interviews both as a guest expert and a host, and he wisely uses this time at the end of the recording to give the host some coaching. The host appreciates the advice, and it shows off what a great coach Jim is!
  2. Gratitude: Send a thank-you card or gift to the host. This keeps you on their radar and makes you stand out and be remembered.  I was interviewed by Mary Kathryn Johnson on her podcast, Parent Entrepreneur Success, and during the interview, we discussed how much we both love coffee. The next day I purchased a one-pound bag of coffee from a local shop near my home in Rhode Island and sent it to her via USPS priority mail!   But even if you don’t choose to send a gift, send a thank-you note – a snail-mailed hand-written thank you. In this day and age of emails and texts, a note that arrives in envelope in someone’s mailbox really stands out. There is no excuse for not getting this done. It’s an easy way to continue to build the relationship and leverage the interview that’s already been recorded.

Remember: Podcast marketing is not about slimy tactics and gaming iTunes ranking algorithm. It’s about relationships! Taking these two simple yet important action steps will really help you #RockthePodcast as a guest expert!

Ready to start rocking the podcast?  Contact me and my team at Interview Connections!

4 Things That Make a Podcast Good

It’s hard to put your finger on exactly what makes a podcast good, but when I listened to Erik Newton’s interview on Jason Havey’s podcast, Spinning Logic, that’s exactly what I heard: a really good podcast. Here’s what I came up with:

  1. It keeps you listening in your car even after you reach your destination. I usually listen to podcasts when I’m driving and I know a podcast is really good when I get home and I don’t want to get out of the car and stop the podcast! When I was listening to Spinning Logic on the way home from my office, I sat in my driveway, not wanting to turn off Erik telling his story of the Tibetan guide! Since my husband was inside putting our kids to bed, I found a good place to pause and head inside to lend a hand, but the point is, I was so engaged in the interview, I didn’t want to stop listening! So is your podcast white noise, or does it keep listeners locked in until the last minute of your show?
  1. It goes deep. Shows that are really engaging are shows that tell stories. Sure, actionable content is great, but unless that content is delivered in a way that listeners can relate to, its impact is going to be lost. Good podcasts also allow the time and flexibility to go beyond the surface and dive deep into content through anecdotes, explanations, and following the natural flow of conversation.
  1. It’s honest. When both the guest and the host are open, honest, and even vulnerable, amazing content is produced. Ali Brown of Glambition Radio calls after-effects of this kind of honesty a “vulnerability hangover!” That’s what makes a great show! Listeners don’t want to hear about your perfect life and your perfect business where nothing ever went wrong in your perfect world. Listeners want to hear your REAL, raw story, and when you are brave enough to share that side and allow your guests to do the same, some incredible podcasting moments can happen.
  1. Highlights the guest AND the host. No matter how great your guests are, your listeners will keep coming back for YOU, the host. So why is it that so many hosts I talk to are hesitant to share from their own personal stories and graciously default to their guests? Jason Havey does an amazing job interjecting his own experience and anecdotes without overshadowing his guests, and as a listener of his show myself, I am always so happy to hear his perspective! Remember, your audience wants to hear from YOU.

So with all these elements of what makes a good podcast, what truly makes your message matter? The answer is, the RIGHT audience. If the right people are listening to your podcast and are entertained and getting value, your message matters. Notice I didn’t say a big audience makes your message matter. In fact, the opposite is often true! I’ve recently focused my podcast to cover questions that clients or potential clients generally asked me, and even though my download numbers are only around 200 per episode, I know I am reaching the right audience. How do I know that? My engagement and conversion rates are fantastic. I’ve drilled down my content and my format to reach my target market, and the results are speaking for themselves.

So don’t worry about getting higher download numbers or getting more subscribers. Worry about making your show GOOD. No amount of marketing will make people share and subscribe to your podcast if it’s just not good. But rest assured, listeners will come and will naturally share your content when you are producing a really good podcast.

Who is Your Podcast Avatar?

It’s impossible to run a successful business without knowing who your target market is, and the same is true with podcasting!  Whether you are a podcast host or guest expert, you need to identify your ideal listener if podcasting is going to be a successful medium to grow your business.  Here are my tips for identifying your podcast avatar and integrating it into your podcasting strategy.

  1. Align your avatar with your goals – What is your goal with podcasting?  Are you hoping to grow your email list or increase enrollment for your online course?  Maybe you want to fill the open slots in your coaching program.  Whatever your goal may be, think of the most ideal person you want fulfilling those goals for you.
  2. Get specific – Building a podcast avatar is all about the details.  A lot of clients I speak to about this are afraid to get too narrow in their avatar, but the more specific you get, the more you can drill down on the best podcasts to get interviewed on or on the best content to share on your own podcast.  Get into demographics!  Age, employment, interests, geographical location, etc., all of these important traits will help you narrow down the exact identity of your ideal listener and your client.  I encourage you to get a pen and paper and write these traits out until you have a clear picture of your podcast avatar.
  3. Use your avatar to shape your podcast strategy – Once you have developed your podcast avatar, use that information wisely.  If you are a guest expert, do your research and find out what shows your avatar is listening to.  It might not be that big flashy podcast with millions of downloads that you’ve had your heart set on.  You are far more likely to reach your ideal listener on niched shows that speak directly to your avatar.  If you are a podcast host, there is a wealth of information you can glean from your podcast avatar!  Do they enjoy a loose, conversational format or a more rigid, structured show?  Maybe you’ve been doing a series of guest expert interviews, only to find out that your avatar prefers to hear YOU instead.  There are lots of changes you can make, big and small, to best reach your target audience.

At Interview Connections, we help both our podcast host and guest expert clients identify and get in front of their podcast avatar.  We’d love to help you too!

How to Write Interview Questions for Your One Sheet

When you are a guest expert on podcasts, a one sheet is an essential part of your interview toolkit.  A one sheet showcases your expertise in a concise and attractive way to let podcast hosts know who you are and what you have to offer their audience. A well-crafted one sheet will give a host all the information they need to not only decide if they want to have you on their show, but also how to contact you and set up the interview.

One of the most important elements of a one sheet and the element that stumps most guest experts is suggested interview questions.  When a podcast host sees your one sheet, they may or may not know anything about you.  By reading your suggested interview questions, they get a sneak peak into what an interview with you would sound like. Having great interview questions on your one sheet will allow you to have some control over how you are going to be positioned before the show’s audience.

So how do you pick the best interview questions for your one sheet?  Here are my 3 top tips:

  1. Review your content – To start writing the best interview questions, start by reviewing all the content you have produced.  Read through your blog posts, watch your videos, read your white papers, etc, and determine what you most popular topics are.  Check Google Analytics, look at your download numbers, and grab the topics that are most popular with your audience.
  1. Pull questions from your online courses – If you have an online course, that can be a great place to pull interview questions from.  What topics are you already teaching people about that you could confidently and enthusiastically  relay during an interview?
  1. Frequently asked questions – Whether you have published content or not, one of the best sources for interview questions are your FAQ’s from your clients or potential clients.  What are people constantly asking you about?  What problems are you always helping people solve?  One question I am asked all the time is “Does audience size really matter?” This is a topic I love speaking about and something I know listeners want to know about.  So naturally, I have this included on my one sheet!

Take the topics and questions you gather from the above techniques and craft them into awesome interview questions for your one sheet.  Contact me and the team at Interview Connections, and we can create a gorgeous one sheet to get you interviews on great podcasts.

What to Do if a Podcaster is Making You Jump Through Hoops to Schedule

A recurring theme I am seeing in the feedback I get from our guest expert clients at Interview Connections is that podcast hosts are making it more and more difficult to schedule interviews.  Here are the most common mistakes I’m seeing podcast hosts make when they are scheduling guests and what hosts should be doing instead.

  1. Multiple emails back and forth to schedule – Email is probably the most inefficient way to communicate.  When you’re scheduling an appointment, you end up sending emails back and forth multiple times to find a time that works for everyone and wasting a lot of time in the process.  There are multiple online calendars you can use like Schedule Once or Calendly, but if you prefer not to use an online scheduler, pick up the phone and CALL.  Get the interview on both of your schedules while you are live together on the phone, instead of the hassle and frustration of playing email tag.
  2. Long pre-interview forms – Great guest often have professional one-sheets that will contain their bio, interview topics and questions, contact information, etc, and when you book them on your show, you’ll get a copy of this.  So why, then, is it necessary to have incredibly long pre-interview forms or applications that require guests to tediously type in the same information you already have?  Granted, not all guests may have one sheets or media pages with the information you need, and in that case, you may need to collect information from them using a form.  However, this should be the exception, NOT the rule!  Long forms will only serve to turn away amazing guests who might just be a great fit for your show.
  3. Pre-interview calls – More and more hosts are scheduling “pre-interviews” calls before the actual interview.  The purpose of these calls is to test software, test internet connection, go over content, etc.  As one of our clients Marty MacDonald said, “If you have to set up a call to test your internet connection in this day and age, you have much bigger problems.”  These calls are nothing but a waste of time.  It’s ridiculous to force your guest to clear an entirely different block of time on their calendar!  If you do want to take time to go over content and test the technical aspects of the interview, allot time at the beginning of your scheduled interview to do so.  Add a 5-10 minute buffer before you start the actual interview to troubleshoot any problems, and you’ll be fine.

All this goes back to one simple rule that every podcast host should follow: Respect your guests’ time. The more you make guests jump through hoops, the more you are going to turn great guests away.  Most hosts want to interview successful people, and successful people are BUSY, just like you.  Respect their time and make it easy to interview on your show!

If you are looking for great guests for your podcast, come check out Interview Connections, and we can connect you with amazing experts for your show.

What Do I Do When a Podcaster Accepts Me as a Guest?

Congratulations!  You’ve been accepted as a guest on a great podcast….now what?

The first and I mean FIRST thing you need to before you do anything else is thank the host.  Show your appreciation for them opening up time on their show for you, and say “THANK YOU!”  If your assistant schedules your interviews for you, please make sure they are expressing your gratitude to the host on your behalf.  Having a gracious attitude will set the tone all your future interactions and for the interview itself.  You could even send the host a free gift of one of your products in the mail.  Just ask the host for their mailing address when you schedule!

And don’t be afraid to express yourself in your own authentic voice. I know some people don’t think exclamation points are professional, but I think they show excitement and appreciation!  So go ahead and express your genuine gratitude with a few well-placed exclamation points, if that is your personal style.

Once you’ve thanked the host, move directly to getting the interview scheduled.  If the host does not automatically provide you with scheduling information, ask if they have a scheduling calendar for you to select a date.  While using scheduling calendars is something I highly recommend, not all hosts use them.  So send along your phone number and offer to arrange details of the interview over the phone.  This is a great way to connect with the host before the interview as well as work out the details.

With a date and time set, it’s time to do your homework and get ready for your interview.  Have your equipment and software ready and set reminders so you don’t forget about it in your busy schedule!  If something does come up and you have to reschedule, contact the host right away and apologize for the inconvenience.  But don’t be surprised if the host has to cancel or schedule your far in the future as a result.  Adopt an attitude of graciousness no matter what the outcome is.

Now you’re ready to get booked!  Come check out Interview Connections, and we’ll get you interviewed on the best podcasts for your niche.

How We Choose What Podcasts We Book Our Clients On

A question I am often asked by prospective Interview Connections clients is “How do you determine what podcasts you will pitch me to and book me on?”.  Whether or not you’re thinking of working with us as a guest expert, this blog will help you decide which shows are the right fit for you as a guest expert.

1. Goal Setting

The first thing we consider when determining which podcasts to book a client on is their goal.  What is YOUR goal for podcasting?  If you don’t know WHY you are podcasting, you won’t be able to determine what shows will be the best fit.  Often times we work with our clients to nail down their message and their target market for their interviews, and we build our booking strategy upon that.

For example, if your goal is to attract potential coaching clients, we would find podcasts hosted by podcasters who are likely to work with you. Since most people don’t work with a coach until they feel like they know, like and trust them, you would have a lot more success in focusing on the HOSTS of the podcasts, rather than the audience, download stats, or how long the show has been on iTunes.

If your goal is to tell more of your course or your product, you need to know exactly who your target audience is. Once you know that, we find podcasts that your target audience would be listening to. One of our clients has a course that teaches business owners about legal topics, like trademarks, copyrights, etc. The target audience are small business owners without an attorney who they can talk to about this stuff so we are booking this client on podcasts that this kind of business owner would be listening to (and they are NOT all legal podcasts!)

So, depending on your goal for being a guest expert, the size of the audience and how long it’s been on iTunes may not be relevant.

2. Relevant Content

Once we know your goals and target market, we look for shows that are producing content that is relevant to your area of expertise.  How do we know if they have relevant content?  We do our homework.  We go through their website, check out their social media presence, and read their show notes.  You know what else we do?  We LISTEN to the podcast.  That’s right, we don’t just do a keyword search in iTunes and send generic pitches out to all the shows that pop up with a relevant keyword or topic.

My expert team of guest bookers and I listen to the shows we reach out to.  And if you are going to get booked on a podcast, you should too.  When you listen to the podcast, you’ll be able to determine if your content will support and enhance the goals of the show.  You can get a feel for the personality of the host and the audience they are targeting.  I can’t stress to you enough how important it is for your content to be relevant to that audience!  Without that, you’ll be shouting your message to an audience that doesn’t care what you have to say.  And no matter how big or how small that audience is, you won’t make an impact.

For example, a LOT of our clients want to be booked on really big shows. I worked with one client who wanted to be on The Art of Charm. This podcast’s target audience is men. Jordan talks about relationship advice, social science, productivity and more and if you listen to the show, you can tell his style resonates with DUDES. The client who wanted to be on this podcast was a health coach for women. Her topic did not at all fit well with this show or this audience. Sure, it would be neat to be in front of the tens of thousands of listeners that Jordan has. But since her content is not at all relevant to that audience, it would fall flat.

3. Production Quality

Another thing we do when we are listening to a potential podcast for our clients is to evaluate the sound quality.  While we aren’t looking for perfection, we want the shows our clients are on to have a polished and professional sound.  Quality content and quality sound go hand in hand, and neither can make up for the other’s absence.

More important than quality sound, we focus on a host who sounds like they didn’t learn how to talk yesterday. Even a basic conference call line recording (which some audio engineers would cringe at) is NOT a bad thing if your audience doesn’t have a trained ear! If the sound is sub par, but the host is a great conversationalist and conducts engaging interviews with his or her guests, than it will be a great show for you.

4. Established

Before we book a client on a podcast, we also determine how well-established a show is.  In general, we look for shows with at least 20 episodes, however, we do have some clients who actually prefer to be booked on newer shows.  On a recent episode of Rhodes to Success, our client Jim Palmer explained that he actually prefers newer shows, because the hosts themselves are often times his target market.  Hosts of newer shows are looking for ways to grow their business and that is exactly what Jim does.  He’s a coach who helps entrepreneurs start and grow their businesses, so naturally, connecting with a hosts like this would be a great match for him.  So if there is a newer podcast but the target market and the host is a home run for our client, we definitely consider it.

Most of our clients prefer established shows so I do want to include that as a main point here. But please keep in mind that if a podcast launched 2 months ago, has 8-10 episodes, but has the exact target audience you’re trying to reach and the host is a successful business owner with (probably!) a following elsewhere, like an email list or social media presence, it might still be well worth your time.

For example, we have a client who is a sales trainer for financial advisers. His expertise is very specific and he has a very niche audience. When I found a podcast that was very new but it was a business podcast FOR financial advisers, I didn’t pass it up because it was new. Even if the audience was small because the host has just started, I knew that the connection he would make with the host could lead to a lot of new business for him.

As you can see, there is a LOT more to it than ‘how big the audience is’ and my team and I have booked literally thousands of podcast interviews using these methods with dozens of clients who have shared their success stories with us. If you’re ready to get booked as a guest expert on podcasts in your niche, apply today to be our next booking!

Enter “Jessica’s Blog” in the “How did you hear about us?” section and I’ll even throw in a BONUS booking your first month!

 

 

How to Select the Right Topics for Your Podcast Interviews

You believe in the power of podcasting to grow your business and you’re ready to start getting interviewed on podcasts yourself.  With the huge number of shows and topics out there, how do you know which topics you should be interviewed about? Here are three ways to determine your guest expert interview topics.

1. Know why you are getting interviewed – First and foremost, you need to identify your goal for doing interviews.  Are you hoping to grow your email list?  Do you want more buyers for your online course?  Having a clear goal in mind will help you focus your topic list down to drive listeners to what you want them to do most.

2. Know what your message is – If I asked you what you do in your business, you might come back with a long list of your services.  But if I asked you what you do BEST in your business, your answer might be a little more succinct.  While you may be able to cover a wide range of topics, it is important to focus your interview topics on what you know and do best.

Your message should should also be directly tied to what is most profitable for your business.  Figure out what products and/or services attract the most clientele and tailor your message to fit those topics.

3. Know your specific angle – Podcast hosts are inundated with requests for interviews on their shows, so it is vitally important that you put your unique spin on your topics.  There are hundreds of “experts” out there, so what is it that makes you unique?  Take your core message and figure out what fresh, new take can you add to the conversation that will not only make hosts want to have you on their show, but also attract listeners to your interviews.

Once you’ve decided on your topics, showcase your expertise with an awesome one sheet, like these.  Click here to learn how my team at Interview Connections can help you select the best topics for your podcast interviews and create a custom one sheet.

What Podcasts Should I Be a Guest Expert On?

 

With the exploding popularity of podcasts in recent years, there are thousands of interview-based podcasts on iTunes.  When you’re using podcast interviews to grow your business, it can be difficult to know which shows you should be a guest expert on.  Contrary to popular belief, “big” shows with huge download numbers are not [necessarily!] the answer. Before you start sending mass pitch emails to every podcast you can find, reach about these four criteria so you know if the podcast is a good fit for you.

    1. Podcasts that speak to your target audience – Who is your ideal customer and what podcasts do they listen to?  Whether the show has a huge audience or small one; it doesn’t matter as long as you are reaching your target audience.
    2. Podcasts that resonate with your message– In order to deliver interviews that will generate leads, you need to be on podcasts where your message will resonate.  If you are a holistic medicine expert, your message will most likely fall on deaf ears if you are interviewed on real estate podcast.  That doesn’t mean, however, you need to be on ONLY holistic medicine podcasts.  An interview on an entrepreneurial podcast may yield fantastic results, as holistic health and work/life balance is often a topic that entrepreneurs relate to.
    3. Podcasts that have an engaged following – As a guest expert on a podcast, you will certainly be doing your part to get the word out about your appearance so focus on podcasts that are also speaking to an engaged following. Does the podcast have a Facebook group with conversation happening between the host and the listeners? Does the podcast have a unique hashtag that unites the listeners and makes them feel like they’re a part of a community? Shows with an engaged following are more likely to connect with the guests.
    4. Podcasts that have show notes with links- While certainly not a requirement for a great podcast, look for show notes on the podcast’s website.  These make the awesome content you deliver more accessible for listeners, and since most listeners will hear your interview while on-the-go, a great show-notes page will give them a reliable place to find your contact information as well as links to your website.

My team can find and book you on shows that meet these four criteria!  Visit InterviewConnections.com/apply to get started with out team.