Being a guest on podcasts is becoming more and more popular. Multiple CEOs and business leaders are on a constant tour as podcast guests.
There are many benefits to being a guest on podcasts:
1. Reach new audiences - by leveraging the following the host already created you can reach a well-targeted audience
2. Become an authority in your industry
3. Evangelize a unique POV
4. Provide your target audience with a new lense to view the world
5. Personalize the business - people want to do business with people not businesses
All of this sounds great and is achievable by being a guest on podcasts (and even more by having your own show (connect with me on LinkedIn and ask me how if you are curious).
But it only works if you have a clear strategy, and it can happen much faster and more effectively if you use specific proven tactics.
In this episode, we cover both the strategy and the tactics that can help you and your business make the most by being a guest on podcasts. The episode is based on a consulting session I recently gave a colleague
Hi, It's Isar the host of the Business Growth Accelerator Podcast
I am passionate about growing businesses and helping CEOs, business leaders, and entrepreneurs become more successful. I am also passionate about relationship building, community creation for businesses, and value creation through content.
I would love it if you connect with me on LinkedIn. Drop me a DM, and LMK you listened to the podcast, what you think and what topics you would like me to cover 🙏
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:00):
Hello and welcome to theBusiness Growth Accelerator.
This is Isar Meitis, your host.
And recently I had aconversation with a colleague of
mine.
He's a CEO of a nationwidesuccessful company, and he's
thinking about starting apodcast tour and being a guest
on different podcasts.
And I had a one-on-one sessionwith him, helping him with
strategy and tips on how to makethe most out of it.
(00:20):
And I thought of sharing it withall of you.
Being a guest on podcast is anamazing way to connect with your
audience, build trust, growauthority, and drive more
business in a very non-salesyway.
So I highly recommend that.
So in this episode, I'm goingreview everything that I've
reviewed with him that you canuse in order to grow your
business.
Being a guest on podcasts.
Isar Meitis (01:41):
Hello, and welcome to the Business Growth
Accelerator.
This is Isar Meitis, your host,and thank you so much for
listening to the show today.
In today's episode, we are goingto talk about being a guest on
podcasts.
Yes, this has become a big deal.
More and more CEOs and businessleaders identify the benefits of
being guest on differentpodcasts, and many of them go on
(02:03):
a tour either on their own orthrough an agency that helps
them get booked on podcasts.
The problem is a lot of them donot have the proper strategy
behind this, so they're missingon a lot of the benefits.
So before we dive in on how todo this right, how to be a great
on podcasts in a way that's notonly educational and providing
(02:23):
value to the audience, but alsocan support the business you're
trying to promote.
Let's talk a little bit aboutthe benefits.
The benefits of being a guest onpodcast are multiple.
First of all, you have theopportunity to grow an audience
by leveraging other people'saudiences.
So if you're a guest on apodcast that caters to the right
audience, you now have theirears, and by the way, for a much
(02:47):
longer period of time than theaverage, which is the second
benefit.
A lot of the content that we'reputting out there today Is built
around short snippets that arebuilt for social media, which
means you're gonna getsomebody's attention if you're
lucky for a couple of minutes.
On average, probably 30 seconds.
And if you're not great, maybenot at all.
But if you're going ontosomebody's podcast, and people
are used to listening for thatpodcast regularly for 30 to 45
(03:11):
minutes.
You can talk to those peopleagain, your direct relevant
audience for 30 to 45 minutes,sometimes an hour.
So it's a huge benefit from bothgetting to that audience as well
as the span of attention you'regonna get from that audience.
And it enables you to become anauthority in your field, develop
and hone in on your unique pointof view so you can share it and
(03:33):
attract people.
to Your business.
So these are some of the directbenefits.
Some of the indirect benefits.
One is creating content.
You can use the content that'screated by the podcast for
content for your business, andwe'll talk a lot more about that
at the end of this episode.
So don't leave before thatbecause that's one of huge
benefits that you're gonna getif you know how to do this
(03:55):
right.
The other side benefit of thisis that you're gonna get known
for the thing you want to getknown for, and you're gonna get
invited to speak on other stagesand events, which will allow you
to network and become even moreknown in your industry for the
things you're trying to be knownfor.
So, huge benefits, both directand indirect.
but as I said, if you do thiswithout a clear strategy and
(04:16):
while missing some of thetactics, You are not going to
enjoy all the benefits of goingthrough this process and
investing the time and the moneyyou're gonna invest in doing
this.
So let's begin.
How do you maximize yourappearance on different
podcasts?
First of all, you gotta startwith strategy.
And that is defining the goal.
What is it that you're trying todo?
(04:38):
What are you trying to achieveby being on podcast?
Is it just word of mouth?
Is it getting leads?
Is it getting exposure in areasyou don't have right now?
What is the goal?
Once you define that goal, youcan better define the audience
that is the right audience forthat goal, and also define goals
that will show you that you'reactually tracking in the
(05:00):
direction of that goal.
So let's start with the firstone, the audience.
If you are trying to get leads,then your audience has to be
people that are potentialclients of yours.
If you're trying to make a bigsplash in your industry and get
known for partnerships, then theaudience needs to be people from
your industry.
And so on and so forth.
So once we find the goal, definethe target audience.
(05:22):
Once you know the targetaudience, there's two things you
need to do.
Number one is think of what isthe value, the unique value that
you can provide to thataudience, whether directly
related or not related at all tothe product of service that
you're selling, but how can youprovide value to them right now
in a unique way that they cannotfind just by going to Google or
(05:45):
ChatGPT or any other source ofinformation that they have,
because this is the way you'regonna capture and keep their
attention and drive them to growan affinity to you and the brand
that you're presenting.
So what's gonna bring uniquevalue to them, to the specific
audience right now?
What kind of burning questionsthey have that are relevant
because of the economy, becauseof what's going on in your
(06:06):
industry, et cetera.
That's on the audience side ofit.
On the flip side of it, yougotta do some research on which
podcasts cater to that audience.
That is the ultimate audiencefor you to promote your goal.
This has to do with the veryfirst step of the strategy of
going on podcast.
The second thing is, what areyou going to talk about?
(06:29):
You have to have one thing forsure, and potentially two.
The one thing you gotta have isa unique and clear point of view
that you're excited to talkabout, and that can provide
value to your audience.
That point of view, preferablyis unique and different than
what everybody else in yourindustry is talking about.
And this could be a.
Better presentation of aproblem, a new problem that
(06:51):
people are not paying attentionto.
A new way to solve an existingproblem that everybody knows of,
et cetera, et cetera.
But it has to be unique anddifferent and representing the
thing that your company doeswell.
The other thing that is not amust, but is definitely very
helpful is to have a villain.
If you can define what's thewrong way of doing something or
(07:12):
what's the bad outcome thatyou're gonna get by doing the
things you're doing today, youcan better help people
understand why they should workwith you, why your solution is
different, and why they shouldconsider doing something else
than what they're doing anyway.
If you go back to categorydesign, the book play bigger,
they call it damn the demand.
(07:33):
If you can take a group ofpeople that already, have a need
and their need is now connectedto a specific demand, to a
specific servicer product, andlet them understand that the
problem is real, but there's adifferent solution.
And the solution they're seekingright now is not the optimal
solution.
They are very likely to come andwork with you because they're
(07:56):
already new.
They have the problem, nowthey're seeing a better
solution.
And you can attract people thatway.
So find.
Your point of view that isunique and preferably find a
villain or damn the demand onhow other people are doing what
is it that you wanna offer todo?
You do not want to talk aboutyour product or service though.
You want to talk about benefitsin doing things in a new way,
(08:19):
looking through a new lens thatyou're providing to the
audience.
Now that you know all of that,that will allow you to better
hone in on the right shows youwanna be a guest on.
So it's not just the audience,it's also the topics that this
audience is seeking that isrelevant to the things that
you're going to talk about,which will give you an even
shorter list of shows, which isawesome because then you can
(08:40):
focus on the place where yourtime is gonna provide the most
amount of value.
Now the question is how manytimes you want to talk about the
same stuff you're going fromshow to show to show?
Do you wanna be a one show pony?
And the answer is one show pony,maybe not three show pony,
absolutely.
So find the two or three reallybig things in which you have a
(09:00):
very clear point of view thatyou're passionate about.
In where your company provides aunique value that other
companies do not, and talk aboutthis again and again, and again
and again and again.
Don't worry about this.
First of all, you're talking todifferent audiences in different
podcasts, but the other thing isthe fact there's gonna be a
different host every time, andsometimes if it's a live show,
(09:22):
different audience askingquestions.
Your story is gonna getcontextualized in different
ways, which will attractdifferent audiences.
Sometimes the question are gonnabe coming from a female,
sometime a male, sometime a C EO, sometime a practitioner of
the thing you're talking about.
So while you are gonnaevangelize the same point of
view and the same villain,you're gonna contextualize it to
(09:43):
the specific questions, to thespecific use case of that
specific host or audience, whichwill allow more people to
connect with the things thatyou're saying.
Another thing that you gotta askyourself is do you want some
kind of a business call toaction or any other call to
action when you are a guest ofthe show?
And I'll explain what that canbe.
(10:04):
A lot of people tend to thinkthat has to be a salesy kind of
move and it.
Absolutely doesn't it actuallybetter if it's not?
Meaning don't save people to,here's a way to book time with
my salespeople, or here's a wayfor you to buy my product.
That's not what you're trying todo.
But the trick is, how do youcombine the value that you're
providing on the podcast toadditional relevant value that
(10:27):
you can provide to people onyour website through a
conversation on a strategy call,et cetera.
So if you build your talkcorrectly and you mention.
A checklist that you have aprocess, that you're using a
book that is worth reading, andthen you send people to a
specific landing page or a wayto book time to continue the
(10:49):
education that you haveprovided.
This doesn't feel salesy.
It feels like a way to get morevalue in the same topic, to go
deeper on specific things, andin many cases, to be very
practical and tactical.
So again, if you're talkingabout here's a process to do
this thing, and if you want,there's a checklist.
Go to the website, you can getit.
Here's a link to the website.
(11:10):
Now you're providing people morevalue without being salesy and
while being very relevant to thethings you were talking about on
the show.
To be a little more tactical onwhere you wanna send people from
that show.
If you wanna build a landingpage, my suggestion is use your
company's URL forward slash thename of the particular show.
That landing page can be thesame exact landing page, or if
(11:32):
you have three topics, threedifferent landing pages that are
replicated again and again andagain with a different URL every
time.
So people who listen to the showwill find it easy to remember.
And within the url, all you haveto change is, it was great being
a guest on show X.
I really enjoyed my conversationwith host y.
Here's some things that Imentioned.
(11:53):
Here's the stuff that you canget.
Here's links to other things orways that my company can provide
value on those topics.
Either download the checklist,connect with a salesperson,
learn more on topic X, follow uson YouTube, et cetera, et
cetera.
Whatever links you wanna put onthat page that people will go
to.
For the one thing you mentionedon the show, that ties back to
the thing you were talking aboutduring the show.
(12:14):
Another great call to action atthe end of a show is for people
to connect with you on thesocial media you're most active
on.
Give them your handle or yourname if it's LinkedIn and say, I
would love to connect with you.
I love answering question.
Just send me a direct messageand so on.
that's another way to continuethe conversation.
Or if you wanna start theconversation with an audience
beyond them listening to you ona podcast.
(12:35):
That's one way, by the way, foryou to start tracking that the
podcast is actually doingsomething.
So if you remember in thebeginning I mentioned that one
of the things you have to do isto define a goal and to find
ways to track that you'reactually moving towards that
goal.
The first results you're gonnasee are not tied directly to
business KPIs.
It may happen, but usually ittakes a while.
(12:56):
But what you're gonna see issigns that you're doing the
right thing.
One of those signs is peoplegoing through your landing pages
and engaging with them.
If you have a gated content thatthey have to put in an email to
download, which some people likesome people don't.
I personally don't, but itdoesn't mean it's wrong.
You can still do that.
Then you can even capture theiremail addresses so you see signs
that people are interested inthe thing you're talking about
(13:18):
and in the value that you'reproviding.
Another thing is you can starttalking about it on social media
again.
Find a platform you connect withat your audience roams at, and
use that platform to producecontent.
And remember, it has nothing todo with where you feel
comfortable.
It just has to do with whereyour audience is.
So if you're catering to ayounger audience, even if you
(13:39):
are older and TikTok still looksto you like a place where people
do weird dances, it's not.
It's an awesome social networkwhich has a huge following with
a younger audience and now witha slightly older audience as
well.
So maybe you wanna produceTikTok content that is an
outcome of the thing you weretalking about in the podcast.
And what you're gonna see is ifyou're creating the right
(14:00):
content around the topics youwere talking about in the
podcast and sending people tolisten to the specific podcast
you are on, you'll be able tosee if people are connecting
with the message that you'redelivering.
Are they're engaging with yourcontent?
Are they writing comments?
Are they sharing it?
Are they liking it?
If you see those, that meansyou're talking about the right
(14:20):
topics.
And to the right audience.
Otherwise, you would seecrickets.
If you see or hear crickets,then it's time to either hone in
more specifically on the rightaudience or change the topics
that you're talking about.
A few more ways to track theresults of being a guest on a
podcast.
If you're selling something, ifyou're into e-commerce or even
SaaS, you can give on the showpromo codes to try your product
(14:46):
or your service.
So if you give a unique promocode, again, use something that
is correlated to the name of thepodcast you're a guest on, then
you'll be able to track whenpeople come from that particular
podcast, and you will know thatwhen you were a guest on that
particular show with thatparticular audience, you had
five people go to your websiteand sign up for the thing using
the promo code or 20 people, 200people, doesn't matter.
(15:08):
But you have another benchmarkfor you to test.
Another way to do this,especially in bigger products
that people don't, don't just goand buy is on the intake form,
whether it's for a consultationor for talking to a salesperson,
et cetera, whatever the case maybe in that form where people
connect with your company at afield, an open text field that
says, how did you hear about us?
(15:30):
And make it a mandatory field sopeople have to fill it up.
By the way, that's a good way tolearn where people are hearing
about you, regardless of whetheryou're being on podcasts or not.
what you'll see if you do thatis some people will say, I heard
you on this, and that podcast,which again, will give you the
warm and fuzzy that this thingis actually leading to business,
even if you cannot directlycorrelate specific transaction
(15:52):
to a specific podcastappearance, Now you've found
your point of view.
You know what you're gonna talkabout.
You practice it internally andon some smaller shows, which by
the way is another great idea.
Don't go to the bigger fish inthe beginning.
Go to the smaller fish.
Develop your language.
Develop your style.
Get better at delivering yourmessage.
See bigger results now go to thebigger podcast.
(16:12):
Don't burn those when you'restill not ready for that.
But now you've done that.
You've been on the show.
The owner of the podcast isgonna release that podcast.
Sometime in the future, theaverage is probably four to six
weeks, but in some cases you seetwo to three months.
In some cases you'll see twoweeks, but the average is
probably a month to two months.
When from the moment of therecording that the podcast is
(16:34):
gonna be released too many CEOsor people or guests on podcasts,
that's where it ends.
They maybe would, once thepodcast goes out, we'd share it
on social media.
Say, Hey, I've been a guest onthis, and that show.
Here's the link.
Go check it out.
That's not bad, but it's notgreat.
You can do a lot more with that.
Most podcast hosts, me included,record video and audio.
(16:56):
And most podcast hosts will giveyou access to the source
material if you ask for it andyou promise to share it and give
credit to them and send peopleto the podcast because then the
podcaster, the host, gets freepublicity so you can ask for the
raw source material.
Once you have the raw material,you can repurpose that content.
(17:16):
So take the recording, whichwould be on whatever third party
platform there is, whether it'sZencaster, zoom, stream- yard,
whatever platform it's beenrecorded on.
You can have the video recordingof you and the host, and you
can.
Repurpose that content, meaningcut it and edit it in different
ways.
That would be then applicablefor YouTube or for stories on
(17:39):
TikTok or for Square onLinkedIn.
Or for your website, et cetera,et cetera.
So you can reuse that one hourthat you've invested in being a
guest on a show to multiplemarketing channels that your
marketing team can do in-house,or you can find an agency that
repurpose content.
I provide those services, butthere's a lot of other people
(17:59):
who do that.
So you can go to them and thenfrom that one hour that you
invested, you can have multiplepieces of content optimized to
specific channels so you can.
A) be in a lot more places andgenerate a huge amount of
content from that one hour youinvested.
And B, you do a great service tothe podcaster because now he
(18:20):
gets links back to his podcastfor multiple channels.
And if people want to hear thefull episode, they will go and
download the podcast, whichmeans the podcaster will benefit
from it as well, which meansmore podcasters will want to
have you as a guest and this wayyou'll be able to grow your
audience even faster.
So let's do a quick summary ofeverything we talked about.
(18:40):
First and foremost, define agoal.
What do you want to achieve bybeing a guest on podcasts?
Then define because of thatgoal.
Who's the right audience?
What is the right point of viewthat will be unique and will
attract them?
Which shows you need to be aguest on that have that audience
and that will resonate with thepoint of view and the villain
that you're going to present.
(19:00):
And once you have been on theseshows, decide if you want to
have some kind of a call toaction.
If you do build the rightlanding page or the right thing
on LinkedIn or whichever socialmedia you want that people can
go to and have the right contentas a follow up to the things you
were talking about on thosepodcasts.
And after the show goes live,ask for the source material and
(19:21):
repurpose it to put it inmultiple different places.
If it's something that you'reconsidering or if it's something
you're already doing and youwanna know more, I would gladly
connect with you on LinkedIn andgive you some additional free
tips.
My name is Isar Meitis, I S A RM E I T I S.
I'm the only one with that nameon LinkedIn, which is absolutely
awesome.
and I love talking to people andhelping them in anything that
(19:44):
has to do with business, butspecifically for today with
stuff that has to do withgrowing an audience and growing
a business, leveraging podcasts.
Thank you so much for listening.
I hope you found this valuable,and until next time, have an
amazing week.
Hello and welcome to theBusiness Growth Accelerator.
This is Isar Meitis, your host.
And recently I had aconversation with a colleague of
mine.
He's a CEO of a nationwidesuccessful company, and he's
thinking about starting apodcast tour and being a guest
on different podcasts.
And I had a one-on-one sessionwith him, helping him with
strategy and tips on how to makethe most out of it.
(00:20):
And I thought of sharing it withall of you.
Being a guest on podcast is anamazing way to connect with your
audience, build trust, growauthority, and drive more
business in a very non-salesyway.
So I highly recommend that.
So in this episode, I'm goingreview everything that I've
reviewed with him that you canuse in order to grow your
business.
Being a guest on podcasts.
Isar Meitis (01:41):
Hello, and welcome to the Business Growth
Accelerator.
This is Isar Meitis, your host,and thank you so much for
listening to the show today.
In today's episode, we are goingto talk about being a guest on
podcasts.
Yes, this has become a big deal.
More and more CEOs and businessleaders identify the benefits of
being guest on differentpodcasts, and many of them go on
(02:03):
a tour either on their own orthrough an agency that helps
them get booked on podcasts.
The problem is a lot of them donot have the proper strategy
behind this, so they're missingon a lot of the benefits.
So before we dive in on how todo this right, how to be a great
on podcasts in a way that's notonly educational and providing
(02:23):
value to the audience, but alsocan support the business you're
trying to promote.
Let's talk a little bit aboutthe benefits.
The benefits of being a guest onpodcast are multiple.
First of all, you have theopportunity to grow an audience
by leveraging other people'saudiences.
So if you're a guest on apodcast that caters to the right
audience, you now have theirears, and by the way, for a much
(02:47):
longer period of time than theaverage, which is the second
benefit.
A lot of the content that we'reputting out there today Is built
around short snippets that arebuilt for social media, which
means you're gonna getsomebody's attention if you're
lucky for a couple of minutes.
On average, probably 30 seconds.
And if you're not great, maybenot at all.
But if you're going ontosomebody's podcast, and people
are used to listening for thatpodcast regularly for 30 to 45
(03:11):
minutes.
You can talk to those peopleagain, your direct relevant
audience for 30 to 45 minutes,sometimes an hour.
So it's a huge benefit from bothgetting to that audience as well
as the span of attention you'regonna get from that audience.
And it enables you to become anauthority in your field, develop
and hone in on your unique pointof view so you can share it and
(03:33):
attract people.
to Your business.
So these are some of the directbenefits.
Some of the indirect benefits.
One is creating content.
You can use the content that'screated by the podcast for
content for your business, andwe'll talk a lot more about that
at the end of this episode.
So don't leave before thatbecause that's one of huge
benefits that you're gonna getif you know how to do this
(03:55):
right.
The other side benefit of thisis that you're gonna get known
for the thing you want to getknown for, and you're gonna get
invited to speak on other stagesand events, which will allow you
to network and become even moreknown in your industry for the
things you're trying to be knownfor.
So, huge benefits, both directand indirect.
but as I said, if you do thiswithout a clear strategy and
(04:16):
while missing some of thetactics, You are not going to
enjoy all the benefits of goingthrough this process and
investing the time and the moneyyou're gonna invest in doing
this.
So let's begin.
How do you maximize yourappearance on different
podcasts?
First of all, you gotta startwith strategy.
And that is defining the goal.
What is it that you're trying todo?
(04:38):
What are you trying to achieveby being on podcast?
Is it just word of mouth?
Is it getting leads?
Is it getting exposure in areasyou don't have right now?
What is the goal?
Once you define that goal, youcan better define the audience
that is the right audience forthat goal, and also define goals
that will show you that you'reactually tracking in the
(05:00):
direction of that goal.
So let's start with the firstone, the audience.
If you are trying to get leads,then your audience has to be
people that are potentialclients of yours.
If you're trying to make a bigsplash in your industry and get
known for partnerships, then theaudience needs to be people from
your industry.
And so on and so forth.
So once we find the goal, definethe target audience.
(05:22):
Once you know the targetaudience, there's two things you
need to do.
Number one is think of what isthe value, the unique value that
you can provide to thataudience, whether directly
related or not related at all tothe product of service that
you're selling, but how can youprovide value to them right now
in a unique way that they cannotfind just by going to Google or
(05:45):
ChatGPT or any other source ofinformation that they have,
because this is the way you'regonna capture and keep their
attention and drive them to growan affinity to you and the brand
that you're presenting.
So what's gonna bring uniquevalue to them, to the specific
audience right now?
What kind of burning questionsthey have that are relevant
because of the economy, becauseof what's going on in your
(06:06):
industry, et cetera.
That's on the audience side ofit.
On the flip side of it, yougotta do some research on which
podcasts cater to that audience.
That is the ultimate audiencefor you to promote your goal.
This has to do with the veryfirst step of the strategy of
going on podcast.
The second thing is, what areyou going to talk about?
(06:29):
You have to have one thing forsure, and potentially two.
The one thing you gotta have isa unique and clear point of view
that you're excited to talkabout, and that can provide
value to your audience.
That point of view, preferablyis unique and different than
what everybody else in yourindustry is talking about.
And this could be a.
Better presentation of aproblem, a new problem that
(06:51):
people are not paying attentionto.
A new way to solve an existingproblem that everybody knows of,
et cetera, et cetera.
But it has to be unique anddifferent and representing the
thing that your company doeswell.
The other thing that is not amust, but is definitely very
helpful is to have a villain.
If you can define what's thewrong way of doing something or
(07:12):
what's the bad outcome thatyou're gonna get by doing the
things you're doing today, youcan better help people
understand why they should workwith you, why your solution is
different, and why they shouldconsider doing something else
than what they're doing anyway.
If you go back to categorydesign, the book play bigger,
they call it damn the demand.
(07:33):
If you can take a group ofpeople that already, have a need
and their need is now connectedto a specific demand, to a
specific servicer product, andlet them understand that the
problem is real, but there's adifferent solution.
And the solution they're seekingright now is not the optimal
solution.
They are very likely to come andwork with you because they're
(07:56):
already new.
They have the problem, nowthey're seeing a better
solution.
And you can attract people thatway.
So find.
Your point of view that isunique and preferably find a
villain or damn the demand onhow other people are doing what
is it that you wanna offer todo?
You do not want to talk aboutyour product or service though.
You want to talk about benefitsin doing things in a new way,
(08:19):
looking through a new lens thatyou're providing to the
audience.
Now that you know all of that,that will allow you to better
hone in on the right shows youwanna be a guest on.
So it's not just the audience,it's also the topics that this
audience is seeking that isrelevant to the things that
you're going to talk about,which will give you an even
shorter list of shows, which isawesome because then you can
(08:40):
focus on the place where yourtime is gonna provide the most
amount of value.
Now the question is how manytimes you want to talk about the
same stuff you're going fromshow to show to show?
Do you wanna be a one show pony?
And the answer is one show pony,maybe not three show pony,
absolutely.
So find the two or three reallybig things in which you have a
(09:00):
very clear point of view thatyou're passionate about.
In where your company provides aunique value that other
companies do not, and talk aboutthis again and again, and again
and again and again.
Don't worry about this.
First of all, you're talking todifferent audiences in different
podcasts, but the other thing isthe fact there's gonna be a
different host every time, andsometimes if it's a live show,
(09:22):
different audience askingquestions.
Your story is gonna getcontextualized in different
ways, which will attractdifferent audiences.
Sometimes the question are gonnabe coming from a female,
sometime a male, sometime a C EO, sometime a practitioner of
the thing you're talking about.
So while you are gonnaevangelize the same point of
view and the same villain,you're gonna contextualize it to
(09:43):
the specific questions, to thespecific use case of that
specific host or audience, whichwill allow more people to
connect with the things thatyou're saying.
Another thing that you gotta askyourself is do you want some
kind of a business call toaction or any other call to
action when you are a guest ofthe show?
And I'll explain what that canbe.
(10:04):
A lot of people tend to thinkthat has to be a salesy kind of
move and it.
Absolutely doesn't it actuallybetter if it's not?
Meaning don't save people to,here's a way to book time with
my salespeople, or here's a wayfor you to buy my product.
That's not what you're trying todo.
But the trick is, how do youcombine the value that you're
providing on the podcast toadditional relevant value that
(10:27):
you can provide to people onyour website through a
conversation on a strategy call,et cetera.
So if you build your talkcorrectly and you mention.
A checklist that you have aprocess, that you're using a
book that is worth reading, andthen you send people to a
specific landing page or a wayto book time to continue the
(10:49):
education that you haveprovided.
This doesn't feel salesy.
It feels like a way to get morevalue in the same topic, to go
deeper on specific things, andin many cases, to be very
practical and tactical.
So again, if you're talkingabout here's a process to do
this thing, and if you want,there's a checklist.
Go to the website, you can getit.
Here's a link to the website.
(11:10):
Now you're providing people morevalue without being salesy and
while being very relevant to thethings you were talking about on
the show.
To be a little more tactical onwhere you wanna send people from
that show.
If you wanna build a landingpage, my suggestion is use your
company's URL forward slash thename of the particular show.
That landing page can be thesame exact landing page, or if
(11:32):
you have three topics, threedifferent landing pages that are
replicated again and again andagain with a different URL every
time.
So people who listen to the showwill find it easy to remember.
And within the url, all you haveto change is, it was great being
a guest on show X.
I really enjoyed my conversationwith host y.
Here's some things that Imentioned.
(11:53):
Here's the stuff that you canget.
Here's links to other things orways that my company can provide
value on those topics.
Either download the checklist,connect with a salesperson,
learn more on topic X, follow uson YouTube, et cetera, et
cetera.
Whatever links you wanna put onthat page that people will go
to.
For the one thing you mentionedon the show, that ties back to
the thing you were talking aboutduring the show.
(12:14):
Another great call to action atthe end of a show is for people
to connect with you on thesocial media you're most active
on.
Give them your handle or yourname if it's LinkedIn and say, I
would love to connect with you.
I love answering question.
Just send me a direct messageand so on.
that's another way to continuethe conversation.
Or if you wanna start theconversation with an audience
beyond them listening to you ona podcast.
(12:35):
That's one way, by the way, foryou to start tracking that the
podcast is actually doingsomething.
So if you remember in thebeginning I mentioned that one
of the things you have to do isto define a goal and to find
ways to track that you'reactually moving towards that
goal.
The first results you're gonnasee are not tied directly to
business KPIs.
It may happen, but usually ittakes a while.
(12:56):
But what you're gonna see issigns that you're doing the
right thing.
One of those signs is peoplegoing through your landing pages
and engaging with them.
If you have a gated content thatthey have to put in an email to
download, which some people likesome people don't.
I personally don't, but itdoesn't mean it's wrong.
You can still do that.
Then you can even capture theiremail addresses so you see signs
that people are interested inthe thing you're talking about
(13:18):
and in the value that you'reproviding.
Another thing is you can starttalking about it on social media
again.
Find a platform you connect withat your audience roams at, and
use that platform to producecontent.
And remember, it has nothing todo with where you feel
comfortable.
It just has to do with whereyour audience is.
So if you're catering to ayounger audience, even if you
(13:39):
are older and TikTok still looksto you like a place where people
do weird dances, it's not.
It's an awesome social networkwhich has a huge following with
a younger audience and now witha slightly older audience as
well.
So maybe you wanna produceTikTok content that is an
outcome of the thing you weretalking about in the podcast.
And what you're gonna see is ifyou're creating the right
(14:00):
content around the topics youwere talking about in the
podcast and sending people tolisten to the specific podcast
you are on, you'll be able tosee if people are connecting
with the message that you'redelivering.
Are they're engaging with yourcontent?
Are they writing comments?
Are they sharing it?
Are they liking it?
If you see those, that meansyou're talking about the right
(14:20):
topics.
And to the right audience.
Otherwise, you would seecrickets.
If you see or hear crickets,then it's time to either hone in
more specifically on the rightaudience or change the topics
that you're talking about.
A few more ways to track theresults of being a guest on a
podcast.
If you're selling something, ifyou're into e-commerce or even
SaaS, you can give on the showpromo codes to try your product
(14:46):
or your service.
So if you give a unique promocode, again, use something that
is correlated to the name of thepodcast you're a guest on, then
you'll be able to track whenpeople come from that particular
podcast, and you will know thatwhen you were a guest on that
particular show with thatparticular audience, you had
five people go to your websiteand sign up for the thing using
the promo code or 20 people, 200people, doesn't matter.
(15:08):
But you have another benchmarkfor you to test.
Another way to do this,especially in bigger products
that people don't, don't just goand buy is on the intake form,
whether it's for a consultationor for talking to a salesperson,
et cetera, whatever the case maybe in that form where people
connect with your company at afield, an open text field that
says, how did you hear about us?
(15:30):
And make it a mandatory field sopeople have to fill it up.
By the way, that's a good way tolearn where people are hearing
about you, regardless of whetheryou're being on podcasts or not.
what you'll see if you do thatis some people will say, I heard
you on this, and that podcast,which again, will give you the
warm and fuzzy that this thingis actually leading to business,
even if you cannot directlycorrelate specific transaction
(15:52):
to a specific podcastappearance, Now you've found
your point of view.
You know what you're gonna talkabout.
You practice it internally andon some smaller shows, which by
the way is another great idea.
Don't go to the bigger fish inthe beginning.
Go to the smaller fish.
Develop your language.
Develop your style.
Get better at delivering yourmessage.
See bigger results now go to thebigger podcast.
(16:12):
Don't burn those when you'restill not ready for that.
But now you've done that.
You've been on the show.
The owner of the podcast isgonna release that podcast.
Sometime in the future, theaverage is probably four to six
weeks, but in some cases you seetwo to three months.
In some cases you'll see twoweeks, but the average is
probably a month to two months.
When from the moment of therecording that the podcast is
(16:34):
gonna be released too many CEOsor people or guests on podcasts,
that's where it ends.
They maybe would, once thepodcast goes out, we'd share it
on social media.
Say, Hey, I've been a guest onthis, and that show.
Here's the link.
Go check it out.
That's not bad, but it's notgreat.
You can do a lot more with that.
Most podcast hosts, me included,record video and audio.
(16:56):
And most podcast hosts will giveyou access to the source
material if you ask for it andyou promise to share it and give
credit to them and send peopleto the podcast because then the
podcaster, the host, gets freepublicity so you can ask for the
raw source material.
Once you have the raw material,you can repurpose that content.
(17:16):
So take the recording, whichwould be on whatever third party
platform there is, whether it'sZencaster, zoom, stream- yard,
whatever platform it's beenrecorded on.
You can have the video recordingof you and the host, and you
can.
Repurpose that content, meaningcut it and edit it in different
ways.
That would be then applicablefor YouTube or for stories on
(17:39):
TikTok or for Square onLinkedIn.
Or for your website, et cetera,et cetera.
So you can reuse that one hourthat you've invested in being a
guest on a show to multiplemarketing channels that your
marketing team can do in-house,or you can find an agency that
repurpose content.
I provide those services, butthere's a lot of other people
(17:59):
who do that.
So you can go to them and thenfrom that one hour that you
invested, you can have multiplepieces of content optimized to
specific channels so you can.
A) be in a lot more places andgenerate a huge amount of
content from that one hour youinvested.
And B, you do a great service tothe podcaster because now he
(18:20):
gets links back to his podcastfor multiple channels.
And if people want to hear thefull episode, they will go and
download the podcast, whichmeans the podcaster will benefit
from it as well, which meansmore podcasters will want to
have you as a guest and this wayyou'll be able to grow your
audience even faster.
So let's do a quick summary ofeverything we talked about.
(18:40):
First and foremost, define agoal.
What do you want to achieve bybeing a guest on podcasts?
Then define because of thatgoal.
Who's the right audience?
What is the right point of viewthat will be unique and will
attract them?
Which shows you need to be aguest on that have that audience
and that will resonate with thepoint of view and the villain
that you're going to present.
(19:00):
And once you have been on theseshows, decide if you want to
have some kind of a call toaction.
If you do build the rightlanding page or the right thing
on LinkedIn or whichever socialmedia you want that people can
go to and have the right contentas a follow up to the things you
were talking about on thosepodcasts.
And after the show goes live,ask for the source material and
(19:21):
repurpose it to put it inmultiple different places.
If it's something that you'reconsidering or if it's something
you're already doing and youwanna know more, I would gladly
connect with you on LinkedIn andgive you some additional free
tips.
My name is Isar Meitis, I S A RM E I T I S.
I'm the only one with that nameon LinkedIn, which is absolutely
awesome.
and I love talking to people andhelping them in anything that
(19:44):
has to do with business, butspecifically for today with
stuff that has to do withgrowing an audience and growing
a business, leveraging podcasts.
Thank you so much for listening.
I hope you found this valuable,and until next time, have an
amazing week.
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