Everybody seems to be podcasting these days. If you get invited to be a guest on a podcast, you should reap benefit from this opportunity. It breaks down into three steps: preparation, the interview, and promotion.
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Research before podcast interview.
1 Go to iTunes and read the description. It should include general formatting for the podcast. For example, Social Pros Podcast has two hosts from separate companies in different cities. That can impact transitions and exchanges between host and guest. Also, Social Pros expects you to have a clever answer for “The Big Two” questions they ask at the end.
You can also see the number and length of episodes, guests, and topics. At the bottom, iTunes has “Listeners Also Subscribed To.” If your goal is to distribute your message to many podcasts, make a list and ask to be a guest on those related podcasts.
You can listen to the last six guests to get a flow of the conversation and level of vocabulary. It is always good to know who was on previously or if something significant happened to the moderator recently. She could have released a book, given a conference presentation, or recently launched an online course. These will all be top-of-mind for the moderator.
When you are on iTunes, the lower left has “LINKS” which will direct you to the website for the podcast. Take a close look at the Show Notes for the podcast. It will let you know if the podcast will provide a link to your company blog.
2 Go to the Twitter feed for the podcast and scroll down through a month or two of Tweets. List the top hashtags in use. From there, go to hashtagify.me and write down related hashtags. You will be using these when you promote your appearance.
3 Go to Google Trends and type in the topics you would like to cover. Just because you think they are fascinating doesn’t mean the audience will. Don’t forget that topics trend over time. If you are on a technology podcast and want to talk about “Zero Trust” you will see it spiked in 2004 and now has a resurgence. Explaining that could have tremendous value to the audience.
4 Email previous guests and ask about the interview. Services like ViolaNorbert can help in getting email addresses for free.
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Include a call to action
5 Freebie. Please note, the moderator may not allow you to mention your website. Before the interview, you can say something like, “I have come up with something that may work – what do you think?’
Don’t expect a lot of value if you just throw out a website. Nobody cares.
A better approach is to develop a guide, cheat sheet, or list that will have value to the audience. During the interview, you can tell the moderator that you have a guide to cybersecurity that will help reduce malicious attacks. All they have to do is to go to yourwebsite.com/zerotrust to get it. That is where you can capture email.
The second option is to have your offer hosted at the site of the podcast moderator. For example, in the middle of the interview, you can say, “if you would like the summary of how to reduce cyberthreats, go to podcast.com/zerotrust.”
6 Please remember people will most probably be listening
while jogging, cutting the grass, on a train.
In other words, they won’t be sitting on a desk with a pencil in
handwriting down a difficult website or title. Your job is to make it easy to connect.
You certainly have a web site – but it may be hard to remember. For example, Cyxtera is easy to pronounce, but difficult to spell. Listeners may not be able to reach the website because of spelling.
The remedy – you come up with a dedicated URL that is easy to remember in an oral format. You can come up with a name and register it. Pat Flynn is an expert in this approach. During his podcast he asks listeners to go to “How to start a podcast,” and it resolves to howtostartapocast.com – quite easy to say in a spoken interview and easy to remember. When you type it in, he redirects the URL to a landing page on his site.
7 If you are lucky enough to sit in a studio, please get someone to take a photo of you in front of a microphone with a “flag” in front of it. A “flag” is the logo that is attached to the microphone.
In a perfect world, you will hire a professional photographer and have a series of great shots. Keep the high-resolution images for print. Crop and reduce these pictures for use in social media.
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One hour on the interview and ten hours promoting it.
Let’s start with the basics. We are assuming you have a company blog, Twitter presence, LinkedIn profile, a company Facebook page, and a mail list.
8 The focal point of your promotion will be a simple blog post. The blog itself should have the offer you made in the interview “zero trust” as well as secondary calls to action. An example here is to watch an eight-minute video on zero trust.
You can go to REV.com and get a transcript of the interview. From there, you insert quotes into the blog from the transcription. These quotes are terrific for Twitter as well.
9 Now that the blog
is complete, you have a target for your social media promotion. Let’s start with
Twitter. Structure a tweet with an image, hashtag, handle, quotes, and a link back to your blog. Use the handle of the podcast and the hashtags you discovered in your show prep.
- One promotion tactic is to run three different Tweets and see which one gets the best response. Take that Tweet and run it for three months.
- Another tactic is to run 65 Tweets over the next six months. The distribution is three Tweets the first day, two Tweets a day for the first week, then two tweets a week for the next six months.
10 Do one LinkedIn status update on Thursday morning at 8 AM. Very similar structure as a tweet: Image, hashtag, short text, link to the company. Focus on the business value of the status update. From there, post your blog on your LinkedIn company page.
You can use services like Buffer, Hootsuite, or MeetEdgar
for this distribution to Twitter and LinkedIn.
When it comes to Facebook, use an individual update with personal
information on it. Recently, we have seen
Facebook not looking favorably on automated updates.
11 Co-Schedule says the best time to send out an email is Thursday morning at 10 AM. Use very punchy text and one link back to your blog. On Saturday morning at 10 AM resend to no open list with a new subject line.
In Pat Flynn’s book “Will it Fly” he states that most people don’t take action. When you get invited on a podcast, it is your opportunity to attack. Review all the simple concepts presented above.