Podcast Guesting ROI
I hear this all the time – I’m guesting on podcasts but I’m not getting any leads or I’ve guested on some podcast shows but I haven’t gained one client.
It takes WAY more than showing up on a podcast interview to attract leads, opportunities and clients. A LOT more. To figure out why you aren’t getting the kind of ROI that you had hoped for, let’s use these 6 levers to diagnose where you can optimize your efforts.
Here’s some of what we discuss:
- 4 mindset shifts to see the possibilities and make the most out of every interview
- How to craft compelling talk topics that position you as an expert and attract your ideal clients.
- The biggest mistake guests make that derail the whole interview and sabotages their authority and results.
- Why your funnel and call-to-actions should be thoughtfully integrated into your guest appearance.
- Techniques for incorporating memorable stories and case studies to illustrate your expertise.
Key Moments:
[00:00:00] – Intro
[00:01:11] | Shift Your Mindset for Podcast Guesting
[00:02:30] | Focus on the Host’s Mission and Audience
[00:03:47] | Look Beyond Leads and Grow Your Authority
[00:06:24] | Craft Compelling Talk Topics
[00:08:59] | Prepare Impactful Interview Questions
[00:12:54] | Use Relevant and Concise Call-to-Actions
[00:15:15] | Incorporate Memorable Stories and Case Studies
1 – Your Mindset About Guesting
Any success starts with your beliefs and thoughts. Let’s check your approach to make sure it gives you every chance to make the most of your podcast interviews. Here are 4 shifts you can take today.
A – It is not a transaction – it’s the start of a relationships between you and the host, but also you and their audience.
B – It’s not all about you and what you want from experience (ie visibility). The host is looking to connect with you, but also provide information and serve their audience and help others. Find out what their mission is. Learn about the audience and what they need and want. Don’t be afraid to ask questions and ask the host how you can help them with their mission.
C – It’s not a sales opportunity or pitch fest – it’s one thing to seed your services and products but it’s another to sounds like a salesman going on and on about what you sell.
D – Leads are not the only goal – think beyond the listeners and leads. There are so many ways of gleaning results from your podcast interviews.
- Collaborating with the host (lead magnet swap, webinars, referrals – the list goes on)
- Using the content to boost your backlinks and SEO and publish the content on your site
- Use the content to create reels, shorts, quotes, social media, emails and more that attract your ideal client and push to your call to actions
- Boost your authority and credibility to be seen as the go to expert in your field
- Open up doors to other opportunities (summits, speaking, other interviews)
2 – Your Talk Topics
WHAT you talk about on the podcast matters. It’s what will pique someone’s interest, position you as an expert, seed your programs and products, attract your ideal client and help others see you as THE solution.
It’s important to have topics that grab attention (they also help you get booked!). Avoid having general ‘boring’ topics.
Example – when I didn’t know any better my topic was so generic – Content Marketing Strategies that ‘blah blah blah’. I’m bored as I’m typing lol. Think of a magazine article title that is on the cover. It has to hook.
The host when they are pitched and the audience when they see the title want to know what you’ll be talking about, what to expect and how they will benefit from listening. What is the problem you will solve in that episode?
So create at least 3 topics to choose from. Be strategic on the topics. Ask yourself..
- Is it something your ideal client wants to hear about?
- Will what you share help solve a problem?
- Does the topic showcase your skills, and position you as an expert in the field you WANT to be known for?
- Is it a topic that leads the audience to an offer (free resource) that is the natural next step and a resource that is a natural segway to one of your services or products?
3 – Interview Questions
Next craft your interview questions that you would like the host to ask. It’ll help them guide the conversation so that you can position yourself ask the expert. You’ll be able to share what you are known for, information that serves the audience
The biggest mistake is NOT giving the host questions, or giving them a list of questions that do not relate to a specific topic. You’ll end up with a interview that goes all of the place, is ‘random’ and does not showcase you as an expert or help you attract leads and clients.
4 – Lack of Funnel
Just because you guest on a podcast, doesn’t mean you should talk about any topic, and doesn’t mean that you’ll automatically get results.
You have to be strategic and look at the big picture. With my coaching clients, we look at their key offers, paid and free and reverse engineer them to create talks that push the listener through a journey that gets them into the pipeline and converts to clients.
You want to seed those programs along the way, in those talks and your successes (which I’ll get to next).
5 – Your Call To Actions
So speaking off funnels and conversions – so many guests don’t even have a call to action. They just hope that the listener will love them so much that they’ll search them up and see what they do. Um nope – that rarely happens.
If you don’t give the listeners a clear action to take they likely will do nothing.
Some guests give too many call to actions – go to the website, email them, find them on
LinkedIn. Guess what they’ll likely do? Nothing.
Or they offer a resource that isn’t really related to the talk topic. They won’t be compelled to take the next step.
The offer or call to action or resource needs to make sense – you piqued their interest in the interview, they loved what you had to say and they are dying to get your resource that helps them solve a problem faster.
And this call to action is the next step in your funnel.
6 – Impactful Stories
Yes stories matter – and I’ve truly struggled with this one. They don’t come naturally to me. What shifted my thinking was instead of sharing facts, tips and strategies on a podcast, how can I illustrate my points with a story or a case study that showcases what I do, how my clients get results and seed my programs or services.
So in my Conversations That Convert Program, I strategize with my clients once we have their Irrestible Talk Topics, Authority Boosting Interview Questions and talking points mapped out, we then dig into what stories can help illustrate one of those tips or methods, or worksheet they have that they mention in the talk.
Example – When my client in the ABC program used my XYZ assessment, they had a aha moment where they realized the biggest block to their success. From there we did 123 and they were able to scale faster and get XYZ result.
You seed the program, include a strategy or ‘thing’ you use and a result. It illustrates and showcases your result and authority.
Now there are other strategies that do factor in to the success of podcast guesting, like guesting on the right shows that put you in front of your ideal audience, your performance on the podcast, nurturing the relationship with the host and opening up opportunities for collaboration and of course leveraging and repurposing the episodes to create microcontent that showcases your authority, attracts new leads, and converts your audience into high-paying clients…
