How to Speak Directly to Your Dream Customers

Tom Schwab believes, “Marketing at its heart is starting a conversation with someone who could be an ideal customer.”

So how do you start that conversation? If you can’t make it through the noise, how will you drive traffic and leads?

The answer is not to add to the noise but to speak directly to your dream customers. There is no easier or effective way than being featured on targeted podcast interviews they already listen to.

Tom Schwab is the Chief Evangelist Officer of Interview Valet, the most trusted partner in the podcast industry, and the leader in podcast interview marketing. Tom helps leading brands, coaches, consultants, and nonfiction authors build their brand and business with targeted podcast interviews.

Tom’s clients include culture, marketing, entrepreneurship, leadership, design, consulting, and management experts.

Tom says, “We’re all adding to the noise. Nobody’s getting heard. If you think you’re going to outyell your biggest competitor, it’s not going to happen. I believe that the best way to get heard is to get in on the conversation.”

“I’d say in most companies, the biggest problem today is obscurity. There are thousands, maybe 10s of thousands, perhaps even millions of people that would gladly buy your current product, version 1.0. Right. They’re praying for it right now. The only problem is they don’t know you exist.”

Here are some tips and insights to keep in mind if you think working with a podcast guest marketing service is suitable for your personal or business brand.

• To talk directly with your dream customers, it’s critical to find a podcast guest marketing service that speaks directly to your niche. Interview Valet specializes in placing guests in three verticals, not necessarily where their clients are, but where the client’s target markets are in business, faith and Christianity, and health, nutrition, and wellness.
• Find out who works with the podcast guest marketing service you’re interviewing. If you own an agency and are recommending your client with a podcast guest service, you want your client to feel comfortable that their name or logo will appear alongside other clients that the company represents.  Both your agency’s and client’s reputation are affected by your choice of podcast guest marketing partners.
• Define your brand awareness goals. If you want to nurture your current leads and your current customers, then have your podcast. If you’re going to go out and get new exposure, if you’re going to get new leads, if you want to get new backlinks, if you want to get new opportunities, you must tap into somebody else’s audience. Seth Godin is an excellent example of somebody who is doing that.
• Exposure brings opportunity — an opportunity for the person speaking — and people to hear something new about the company the guest or brand represents.
• Podcast guest appearances can fill gaps for authors. Three to four months before a book even launches, authors can do podcast interviews and then work with the host to schedule the podcast release to coincide with the launch date (plus or minus a week), so they get a boost of exposure and potential sales.
• Being a podcast guest is a brand-building strategy for individuals and companies. People are looking for help and expertise, and a podcast conversation is a great way to establish empathy, authority, and credibility.
• Being a podcast guest might be the best lead generator into which you can invest. Develop a sales funnel that you can direct people to after they listen, with an audio feature (since you know the visiting people are in the mood to lis