#126 How to Get Clients By Podcast Guesting: A Complete Strategy Guide

Guest podcasting is a powerful strategy for building authority, reaching ideal clients, and growing your business, especially when you're still building your audience. I'm excited to share insights from Victoria Bennion , founder of The Best Guest Podcast Agency, who explains exactly how you can do it quickly and sustainably.

This is a strategy I've used myself and that many of my clients have used too. It's particularly powerful earlier on in your business when you are still building your audience as it's such a great way of getting exposure, building your credibility, and getting in front of lots of people.

Before You Start: Audit Your Online Presence

When podcast hosts research you, they'll Google your name and check your social media. Ensure your profile photo is clear and professional, your bio accurately reflects your current expertise, old irrelevant content is removed, and all links work and lead to updated information.

Trust is crucial at this stage; don't create any doubt about who you are.

Overcoming the "Who Am I?" Mindset

Reframe podcast interviews as one-on-one conversations, not public speaking. You're already an expert in what you do - you coach people and run a business. Think of yourself as a voice contributing to the conversation, not the voice. Your expertise is valuable to others.

Key Benefits of Podcast Guesting

Podcast guesting offers multiple powerful benefits for business growth. It generates qualified leads who are genuinely interested in your expertise, creates networking opportunities with hosts who may become clients or collaborators, and establishes your authority in your field. You'll gain fresh content to repurpose for your own marketing, valuable backlinks for SEO, and most importantly, create intimate connections with listeners during personal moments like commuting or exercising.

Finding the Right Podcasts

Start with your goals: What do you want podcasts to achieve for your business?

Research strategy: Create a list of 100+ podcasts if you want to appear on 10. Consider what your ideal clients are listening to (think broader than your exact niche), tap into your existing network, and explore Facebook groups for guest opportunities.

Search tools that can help include Listen Notes (free search engine), Google searches for "best [your industry] podcasts," and industry roundup lists.

Creating Winning Pitches

Always listen first. Then include a specific connection to an episode you enjoyed, a brief intro about yourself, 2-3 specific topics you can discuss (not just "I can talk about coaching"), how you'll promote the episode, and any previous speaking or podcast experience.

Make it easy for hosts to say yes by being specific about your unique angle.

Being a Great Guest

Preparation is crucial. Listen to the show's style, test the recording platform beforehand, prepare 3 key points per topic with supporting stories, and respond quickly to host requests.

During the interview, focus on adding value rather than selling, use stories to illustrate points, and be conversational rather than scripted.

Essential Equipment

Invest in an external microphone (dynamic recommended for most environments), headphones or earphones, and a webcam with ring light for video podcasts. Ensure you have a quiet space by doing the clap test for echo.

Converting Listeners Without Being Salesy

Showcase your skills through valuable content and client success stories rather than being overly promotional. When asked where listeners can connect, give one simple destination like your website. Ensure your next step is free since not everyone is ready to buy immediately, and focus on nurturing relationships for future opportunities.

Common Mistakes to Avoid

Avoid being inflexible with scheduling, showing up late, being overly promotional, giving multiple contact options at once, or failing to consider time zone differences. These mistakes can quickly derail opportunities.

Your Next Steps

Start by auditing your online presence, then define your goals and topics. Research and list 100+ relevant podcasts, create your pitch template and one-sheet, and begin with your network or Facebook groups. Consider hiring help if time or fear of rejection is holding you back.

Remember: You don't need to be on the biggest shows to impact your business. Even reaching 100 ideal clients can be incredibly valuable. Focus on aligned shows where your expertise genuinely adds value.

Your podcast guesting strategy can be a game-changer for your business. Start today - and check out Victoria's website to find out more ways they can help you.

Prefer Audio?

You can also listen to all my new content on my podcast Women in the Coaching Arena

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