The fundamental principle that business partners prefer to engage with those with whom they are familiar, hold a favorable opinion of, and trust wholeheartedly is universally understood by every B2B marketer. This principle, though seemingly straightforward, often encounters challenges when endeavors are made to establish this type of relationship by many marketers, business leaders, and entrepreneurs. Frequently, a singular focus is observed on achieving numerical targets and an overemphasis on outcomes, rather than the cultivation of meaningful connections. Furthermore, significant transformations have been witnessed in the landscape of sales and the buyer’s journey in recent years. At present, buyers have access to a wide array of resources to conduct extensive research and make informed decisions before initiating contact with a specific company. It has been observed that B2B buyers typically progress 57% of the way towards a purchasing decision before engagement with the sales team even occurs. Success lies with those individuals and organizations who are cognizant of these evolving dynamics and have adjusted their marketing strategies accordingly. The key lies in the provision of valuable and informative content that addresses the challenges faced by the target audience.
The principle of “leading with value” has been consistently adhered to, and insights, tips, and strategies have been openly shared with the audience. This approach has proven to be instrumental in garnering respect, raising awareness, and fostering trust among potential buyers. Embracing the mindset of giving first has facilitated the enhancement of buyers’ awareness not only of the brands represented but also of the personal brand, ultimately resulting in the successful closure of more deals. It is important to note that the primary motivation is not solely focused on “closing deals,” but rather it is a consequential byproduct of delivering substantial value and initiating meaningful conversations.
In recent years, the opportunity has been seized to leverage podcasts as an exceptional channel for the dissemination of messages, initiation of conversations, lead generation, and ultimately, the securing of more deals. An astounding 37% of all deals generated during the initial four months of 2020 at TaskDrive were sourced through podcast interviews, as well as some video webinars. Furthermore, it is anticipated that additional conversations and deals will undoubtedly materialize as more individuals listen to these podcast episodes. Undertaking podcast interviews has proven to be an exemplary strategy for demand generation, both personally and for TaskDrive.
Lead generation strategies
The process of lead generation involves the utilization of methods by organizations to stimulate interest among individuals who were previously unaware of their presence. Additionally, it entails the task of enlightening these individuals about the solutions offered by the company. A lead, in this context, refers to any person who displays an interest in the company’s product or service in any manner. Lead generation serves as an initial step within the marketing funnel or sales process, often entailing the collection of potential customer information, including their name, email, and job title. It is essential to recognize that not all leads are identical, as individuals may find themselves at varying stages of the buyer’s journey. While numerous lead generation strategies are available, it is unwise to base decisions solely on the practices of other companies. Instead, it is prudent to contemplate three fundamental questions:
1. Who stands to benefit from the solution I’ve developed, and what motivations would drive their interest in resolving the challenges it addresses?
2. What are the distinctive characteristics of a typical customer? Which attributes are common among the individuals I am targeting?
3. Where can I locate these individuals in online platforms? Reflect upon the digital spaces they frequent and the platforms they visit to seek answers to their inquiries (hint: these platforms serve as your channels).
In certain industries, identifying leads may be more straightforward. For example, determining a lead’s role in evaluating various options for enterprise resource planning (ERP) software can be more challenging compared to identifying a Shopify store owner seeking assistance with social media marketing. Before selecting a lead generation approach, a comprehensive understanding of the audience awareness funnel is crucial. This framework encompasses various stages:
1. Completely unaware: These individuals may have opinions, beliefs, and self-perceptions, but they lack knowledge beyond that.
2. Problem-aware: They are aware of their problem but don’t know how to resolve it.
3. Solution-aware: They understand potential solutions to their problem.
4. Product-aware: They recognize that your product can address their issue but remain unsure if it’s the best choice.
5. Most aware: They understand the problem, the solution, and your company but seek more detailed information about the terms and conditions.
The messaging and strategy directed at audiences who are completely unaware will differ significantly from those targeting individuals who are knowledgeable about the product. Additionally, it is generally easier to market to individuals who understand the problem, solution, and product at hand.
Stage
Strategies
Problem- aware
– Problem-aware individuals may utilize various strategies to enhance their online presence. These strategies include optimizing their search engine results through the integration of long-tail keywords and focusing on queries related to “how to” solve a given problem. Additionally, individuals may engage in inbound/content marketing by creating blog posts, ebooks, and reports that address the identified problem. Another approach is to invest in pay-per-click (PPC) advertising and search engine marketing that specifically targets the problem at hand. Leveraging social media platforms, participating in events and workshops, and conducting podcast interviews where experts discuss solutions to the problem are also effective means of reaching the target audience. Lastly, outbound prospecting can be pursued to proactively engage with potential customers.
Solution- aware
– Optimization of Search Engines (keywords that focus on finding solutions, such as “best method to”) – Marketing on PPC/Search Engines (targeting the keywords used by competitors) – Marketing through Inbound/Content (creating content that compares different solutions) – Presenting solutions to problems through Webinars/Summits – Discussing your core solution in Podcast Interviews – Utilizing Affiliate/Referral Partners – Engaging in Outbound Prospecting
Product-aware
– Podcast Interviews: Engaging in conversations discussing customer success stories. – Email Marketing: Utilizing targeted emails to promote the product. – Webinars/Summits: Hosting online events to demonstrate how the product effectively addresses the problem. – Inbound/Content Marketing: Utilizing social proof and comprehensive guides to enhance the product’s appeal.
While a certain degree of subjective inclination may exist in this context, it becomes evident that podcast interviews, or the act of participating as a guest on podcasts, play a role across all three stages. However, it is worth noting that the content and essence of the message may undergo slight adjustments for each stage. Therefore, we will proceed to conduct a more comprehensive examination of podcasts, highlighting their potential for expanding one’s outreach to a broader audience, fostering connections, generating leads, and expediting the business deal-closing process.
The reason of appearing on podcasts as a guest
The act of being featured as a guest on podcasts holds significant importance. As of April 2020, the podcast industry had experienced exponential growth, boasting over a million podcasts and more than 30 million episodes available to listeners. It’s worth noting that nearly a quarter of the United States population, totaling 68 million individuals, actively engages with podcasts on a weekly basis. This remarkable statistic underscores the exceptional opportunity presented by podcast guest appearances to reach a vast audience and effectively convey your message to millions.
Alternatively, one can explore creating their own podcast. If you choose this path, there are two viable options to consider. You can either manage the entire process independently or collaborate with reputable organizations such as Sweet Fish Media or Content Allies, which specialize in overseeing the entire podcast creation process on your behalf. However, it’s important to acknowledge that podcast creation demands a substantial investment of time and resources compared to the relatively simpler act of appearing on existing podcasts.
Furthermore, it’s worth mentioning that podcasts offer an often-overlooked advantage – they tap into humans’ innate biological inclination to listen to stories. Scientifically speaking, when we encounter a resonant story, our oxytocin levels, a hormone associated with positive emotions, rise. This surge in oxytocin fosters feelings of trust, compassion, and empathy, motivating us to collaborate with others and positively influencing our social behavior. This unique ability of stories to nurture connections has been effectively utilized by successful brands for many years to build devoted fan bases.
In the year 2022, you have the remarkable opportunity to harness this innate psychological desire for storytelling. By sharing your own narrative, you can forge meaningful connections with millions of individuals worldwide, requiring only 30 to 45 minutes of their time.
The benefits of guesting on podcasts encompass several key aspects: boosting awareness of one’s personal and professional brand, generating leads from interested individuals, establishing relationships with podcast hosts that may lead to partnerships, connecting with listeners on a deeper level, building high-authority backlinks for search engine optimization (SEO), and creating content that can be repurposed in the future.
Over several years, I have been an avid consumer of podcasts. I vividly recall my early experiences, which involved downloading mp3 files and transferring them to my Sony mp3 player. While it might seem excessive, I often engage with podcasts during various activities such as cooking, cleaning, showering, working out, and commuting. In fact, I went to great lengths to acquire waterproof wireless headphones to enable podcast listening even while swimming during my time residing in Southeast Asia.
Furthermore, podcasts possess a remarkable compounding effect. Initially, episodes in which one is interviewed receive a boost upon publication. However, the true power lies in the fact that these episodes continue to be discovered by an ever-expanding audience over time, amplifying one’s message.
The method of appearing on podcasts as an expert guest
If you are convinced about the idea of being a podcast guest, it’s time to explore how to accomplish this effectively. You can follow this systematic methodology to optimize each opportunity:
1. Develop your message, proposition, and call-to-action.
2. Conduct thorough research and make necessary preparations.
3. Establish connections and secure confirmations.
4. Engage in verbal communication.
This approach will help you make the most out of your podcast guest appearances.
Craft your message, offer and CTA
Before delving into research or presenting on podcasts, it’s crucial to begin by crafting a clear and concise message while identifying the value you can offer to the listeners. It’s advisable to concentrate on one or two areas of expertise, even if you possess extensive knowledge in various subjects, as this approach enhances the resonance of your message with the podcast’s audience. Additionally, consider the common challenges faced by the target audience and offer advice to help them overcome these issues. An effective way to develop these topics is to reflect on frequently asked questions by the audience. Don’t hesitate to share personal opinions or perspectives, as these viewpoints may often align with the podcast’s audience and differentiate you from previous guests.
Once the message and topics are established, it’s crucial to contemplate the offer and call to action (CTA). Offers can take various forms and typically provide access to additional resources. Ensure that the offer is valuable to the audience, making it worthwhile for them to invest their time. The CTA serves as a sentence to guide individuals toward the offer, and it’s advisable to clarify the benefits of the offer to encourage listeners to visit the resource. Common offers include links to downloadable checklists or frameworks, courses or communities, books, website or blog posts, social media profiles, and free trials or demos of software. Keep the link short and memorable, as further discussed in the section on “setting up a system for success.” In most cases, the host will include these links in the podcast’s show notes, making it easy for listeners to access them. As an example, when appearing on podcasts for TaskDrive, the message topic revolves around lead sourcing strategies, and the offer and CTA involve watching a webinar that provides guidance on 14 lead sourcing strategies.
Research and prepare
Now that you have a clear message and an enticing offer, you’re ready to find podcasts to engage in discussions on. Unless you’re using a service that arranges podcast interviews for you, this process involves manual research. Start by identifying podcasts that have a similar audience to your own. Initially, aim for 25 podcasts and keep track of them in a spreadsheet for easy management. Here are some recommended platforms for finding podcasts: ListenNotes, Google Podcasts, Apple Podcasts, and Stitcher. Take some time to explore different categories and add podcasts with relevant episodes to your chosen subject matter.
When you start, it’s not advisable to approach the most popular podcasts right away. Instead, it’s wise to build credibility by appearing on smaller podcasts first. Focus on subcategories and look for signs that each podcast has a substantial following and is open to receiving pitches. This strategic approach can help you establish a solid presence in the podcasting world.
What are the indications of a well-executed podcast?
Absolutely, reaching out to newer or less renowned podcasts can be a smart strategy. While their audience may be smaller, if their niche aligns with your topic, there’s a better chance that your message will resonate with the right individuals. Additionally, consider podcasts that meet the following criteria:
– They have conducted interviews with external sources, setting them apart from other podcasts.
– They have received positive feedback and ratings.
– They have produced at least 10 episodes, with the most recent one released within the last 30 days.
These factors can indicate a podcast’s commitment to quality content and an engaged audience, making them valuable opportunities for sharing your message.
What specific data is required for the purpose of conducting research?
When conducting research on podcasts, gathering specific data points is crucial for both the research process and outreach efforts. These data points serve as a foundation for your research and help strike a balance between insufficient and excessive investigation. Here are some recommended data points to collect:
– Podcast name
– Podcast URL
– Podcast focus or niche
– Podcast social media links
– Title and link of the most recent episode
– Date of the most recent episode
– First and last name of the host
– Host’s LinkedIn profile
– Host’s email
– Any other contact links available
To initiate the research process, it’s advisable to visit the podcast’s website and look for readily accessible contact details. In cases where you find the host’s LinkedIn profile, you can utilize a Chrome extension like Seamless AI to locate their email address. Here’s a step-by-step guide on how to do this:
1. Install the Seamless AI extension.
2. Visit the host’s LinkedIn profile.
3. Click on the “Find” button.
4. Click on “View.”
Once you’ve completed these steps, you’ll be well-prepared to establish connections and reach out to these podcasts. However, it’s crucial to listen to at least one or two episodes of each podcast beforehand. This allows you to familiarize yourself with the host’s style and the podcast’s overall structure. Additionally, if available, read the “About” page on the podcast’s website. It’s essential to approach podcasts with a clear understanding of their content, the value you can offer their audience, and the potential benefits of collaborating with them. This preparation increases your chances of successful outreach and engagement.
Connect and secure
When it comes to pitching yourself to podcast hosts, it’s important not to overthink it. Remember, you’re reaching out because you have valuable information that can benefit their audience. The key principles of pitching are to make your message personalized, relevant, and concise. This is not the time to write a lengthy essay or share your life story. Additionally, put effort into crafting a subject line that is clear, specific, concise, and engaging. It’s also a good idea to connect with the hosts on LinkedIn or follow them on Twitter before reaching out via email. Building a connection beforehand can improve your chances of a positive response.
Following up
Following up with the podcast host is a wise step, especially considering that many established hosts receive numerous pitches daily and may inadvertently overlook your initial email. If the host responds positively and expresses a willingness to have you as a guest on their show, there are certain logistical details you should clarify. Here are some important considerations:
– When will the interview be scheduled, and what time (keeping time zones in mind)?
– Will the interview be conducted via Skype, Zoom, or another specific software they recommend?
– How long is the interview expected to last?
– When will the episode be released after the recording?
A valuable question to ask at this stage is: “What elements should I include in my interview to maximize the value of this episode for your audience?” This shows your commitment to delivering valuable content to their listeners.
Additionally, it’s great to hear that you’ll be developing a guide on interview preparation in the future. Preparation is key to making the most of your podcast guest appearance. With a systematic approach, you can ensure that you fully capitalize on this opportunity.
Establishing a framework for achieving positive outcomes
To ensure maximum effectiveness during the interview, it’s crucial to deliver substantial value to the audience, leaving them eager for more. While the idea of creating a post-interview success system might seem daunting, the following framework aims to simplify the entire process. The optimal system consists of three integral components:
1. **Landing Page:** Create a landing page where individuals can submit their information in exchange for the offering you mentioned during the podcast interview.
2. **Offer and Lead Capture Mechanism:** Implement a mechanism for capturing individuals’ contact details when they visit your landing page. Subsequently, provide them with the valuable resource you promised.
3. **Nurture Email Sequence:** Utilize a sequence of nurture emails to cultivate these leads, with the ultimate goal of converting them into customers.
This systematic approach can help you make the most of your podcast guest appearances by not only delivering value during the interview but also by effectively capturing and nurturing leads afterward.
Landing pages
Creating a dedicated landing page for each individual podcast interview is indeed ideal, as it allows for a more personalized and tailored experience. However, it’s essential to acknowledge that not everyone may have the necessary resources or time to create separate landing pages for each interview. In such cases, seeking assistance from a marketing team or hiring a contractor can be invaluable in helping create these landing pages efficiently.
Regardless of the approach chosen, it’s imperative that the landing page acknowledges that the visitor has listened to the podcast interview. If the same landing page is used for multiple interviews, you can maintain a more generic language in this regard. On the other hand, if each interview warrants a dedicated landing page, including specific details such as the podcast name, associated artwork, and the host’s name is recommended. However, if you’re just starting and creating a general landing page, you can omit these additional details.
Thankfully, there are numerous cost-effective solutions available for generating landing pages, making it more accessible for individuals to create effective landing pages for their podcast guest appearances.
The process of offering and capturing leads.
There are various ways to present your offer to podcast listeners, and the choice of format depends on your internal resources and goals. Here are some examples:
– A downloadable guide
– A checklist
– A consultation with yourself
– A contest with a chance to win a prize
– A quiz
It’s advisable to create something that can be used repeatedly. Another option is to craft a blog post showcasing the resource you can provide, which can then serve as a lead magnet. A lead magnet is an incentive offered to potential buyers in exchange for their email address or relevant contact details. The research template and pitch emails provided in this guide are examples of lead magnets.
For further inspiration, you can explore 17 lead magnet ideas from Pat Flynn. There are several approaches to creating lead magnets, such as sharing a link to a PDF or presentation after someone completes a form or using tools like Beacon or Canva, which offer templates to choose from. The method you choose will depend on your available resources and time.
Regardless of the approach, it’s crucial that your lead magnet provides genuine value. Based on feedback from customers, dedicating time to create professional lead magnets and resources is beneficial in maximizing the potential of each podcast episode. The goal is to impress potential leads with the quality of your content and knowledge, motivating them to explore further collaboration possibilities.
Declare your landing page
When you appear on a podcast, it’s important to guide the audience to your designated landing page. Depending on the host’s style and procedures, they may inform the listeners about your offer and call-to-action, or you may have the opportunity to mention it yourself during the interview.
Most podcasts provide show notes, which usually include a summary of the main discussion points of each episode. In these show notes, you can include a hyperlink to your landing page. Make sure to provide the link to the host so they can incorporate it into the show notes effectively. This way, listeners can easily access the resource or offer you’ve discussed during the episode.
It is vital to send Nurture emails
Building a high-quality email list is indeed a valuable asset for your business, and nurturing that list through follow-up emails is key to converting leads into customers. Here are some tips for effective nurture email campaigns:
1. **Offer Value:** Focus on providing value in each email. Address the needs and interests of your leads. Share industry insights, case studies, customer stories, additional resources, and links to relevant content.
2. **Keep it Simple:** You don’t need complex HTML emails. Plain text emails can come across as more authentic and can be highly effective.
3. **Content Variety:** Diversify your content to maintain engagement. Mix educational content with promotional messages, but ensure that every email delivers some form of value.
4. **Timing:** Send three to four follow-up emails over a three-week period. The timing and number of emails may vary based on your industry and audience, but consistency is key.
5. **Call to Action:** Include clear and relevant calls to action (CTAs) in your emails. Whether it’s inviting leads to book a strategy session, download another resource, or explore your products/services, make it easy for them to take the next step.
Remember that nurturing leads is about building trust and establishing yourself as a valuable resource. If you consistently deliver value and cater to your audience’s interests and needs, there’s no need to hesitate in sending these emails.
Promoting your interview is an essential aspect of ensuring its success and maximizing its impact.
Repurposing podcast interviews into various forms of content is an excellent way to maximize their value. Here are some strategies for effectively promoting these interviews:
1. **Audiograms:** Create short audio snippets from the interview using tools like the Headliner app. These snippets can be shared on social media platforms to capture the audience’s attention.
2. **Visual Quotes:** Convert key takeaways and quotes from the interview into visually appealing images using tools like Canva. Share these images on social media to highlight the interview’s valuable insights.
3. **Transcriptions:** Transform the interview into written text by uploading the mp3 file to services like Otter.ai. This text can then be used to create blog posts or articles, expanding on the interview content and making it accessible to a wider audience.
4. **Newsletter Promotion:** Share links to the podcast episode in your newsletters to keep your subscribers informed and engaged.
5. **Pipeline Prospects:** Send links to the interview to prospects in your sales pipeline. It can serve as a valuable resource to showcase your expertise and build trust with potential clients.
These strategies can help you extend the reach of your podcast interviews and engage with a broader audience. Keep an eye out for your forthcoming comprehensive guide on content promotion to further enhance your promotional efforts.
Conclusion
Indeed, the process of leveraging podcast interviews for lead generation and business growth is an ongoing cycle. Once you’ve identified the right podcasts, secured interviews, and guided listeners to your call-to-action, it’s essential to maintain your engagement in the podcasting community and consistently promote your interviews. The offers and nurturing emails you’ve set up will continue to do the necessary groundwork.
From personal experience, it’s common to see a steady stream of leads generated from past podcast interviews, even several months after the interviews took place. Imagine that one particular podcast brings in five leads each month. If you appear on four podcasts every month, that’s a cumulative total of 20 inbound leads. While this may not happen immediately, it’s achievable through persistent effort.
The beauty of this approach is that it doesn’t require a massive influx of website traffic or the constant creation of new content. Instead, it relies on your active participation in podcast discussions and the consistent delivery of genuine value to your audience. Over time, this approach can have a significant impact on your business growth and lead generation efforts.
