Appearing on podcasts as a guest can lead to growth, greater visibility, and ultimately increased revenue—but you have to know where to start.
The first step is identifying which podcasts you want to appear on. And to figure that out, you need to know what audience you’re trying to reach. Imagine your ideal client, and then consider what kind of podcast they might listen to. That podcast is your goal.
When you’re looking for podcasts to pitch to, make sure you consider the other side of the equation. What’s in it for the host, and is your expertise relevant to their audience?
The idea is to find a mutually beneficial match that has value not only for you, but also for the host and listeners—that’s where the magic happens.
So how can you find the perfect podcast to appear on? Start with these three strategies.
1. Identify industry influencers
Every sector has its stars. We’re talking about people like Gary Vaynerchuk, Shay Rowbottom, Mark Metry, and countless others who are excelling in their own niches. What you need to do is find the ones who overlap with your audience and area of expertise.
Once you’ve got a few names, search for them on Apple Podcasts, Listen Notes, or other podcast platforms. Look for the shows they appear on—not the ones they host. These are probably the podcasts that you might want to appear on as well.
Alternatively, do a simple Google search for the person’s name plus the words “podcast guest.” This should yield dozens of relevant podcasts for you to consider contacting.
2. Research relevant keywords
We all know the value of keywords for sales and marketing. They’re a surefire way to find content that focuses on the same themes you’re dealing with.
When you start looking for podcasts to appear on as a guest, define 5 to 10 keywords that are relevant to your expertise and target audience.
For example, if you’re a sales coach you might identify keywords like “B2B sales,” “lead generation,” and “social selling.” Put these keywords into a spreadsheet and search for them on a few different podcast platforms.
When you find a podcast that mentions your keywords, check the description or listen to an episode to see if it might be a good fit. If it’s relevant, save it for future reference!
3. Utilize curated lists
You don’t have to do all the work yourself; someone else has likely already researched the topics you’re interested in and put together a curated list of podcasts. This is always worth looking into, especially when you’re just starting out.
That said, sometimes these lists aren’t as helpful as your own research. The podcasts included could be out of reach, with too many subscribers and publicity, or not really relevant to your goals. But it can’t hurt to check them out!
Of course, you’ll still have to do some research to find these lists in the first place. Do a Google search for “best sales podcasts” (or whatever your industry is) and check out the first few results. You can also browse the Curated Lists section of Listen Notes for ideas.
Once you’ve found some good prospects, check out our tips for landing your first podcast interview!