Pitching to podcasts is an amazing way to quickly grow your brand visibility and rapidly increase client engagement.
The long-form interviews are a perfect medium to build effective trust with the audience, creates backlinks to your website and social channels, positions you as a subject matter expert, is fantastic for SEO purposes and is an easy platform to pitch effective calls to actions to listeners to take the next step in the journey of doing business with you.
When it comes to effective marketing, especially in the midst of a launch, going on a podcast tour is the number one thing we personally engage in to promote what we are working on.
Now you get to learn how to do it yourself.
Step 1) Research podcasts
Find the podcasts that your target audience would listen to. You want a few top trending podcasts (listed on the Apple podcast app in the category of your choosing) knowing that you may not land many of these, but if you got a single one that could man exposure to 20-100K listeners. You also want to target mid-range podcasts. Although Apple does not release statistics on downloads, you can do a rough gauge based upon the number of five star reviews a show has. 100, 200, 300, 400 reviews and the show has a loyal fan base. Then you want a few newer shows that although may not have the listeners right now, has potential based upon the host or the show angle to grow rapidly. And your interview can grow along with it.
Step 2) Pitch
The pitch is super easy. A simple e-mail to note that you have listened to the show, know who the audience is and that you have a topic (or 3-to-4) topics that would be of interest to that audience and why. That is it. Super short e-mail. That said, be prepared to follow up every few weeks with new content or new ideas.
Step 3) Have a CTA
When you land a podcast interview (and you will) and before the recording turns on, ask the host if you are allowed to do a CTA (call to action) at the end of the show. You will want to give some gift away to listeners as a way to encourage them to enter into your marketing funnel. You can plug your free guide, e-book, course, webinar, etc. Just give them a easy to understand URL and the show may even put the hyperlink in the show notes. There you go – now you have an immediately inbound link to your funnel!
And that literally is all it takes. Easier than it sounds? Yes. Just takes time and persistence in research and pitching.