For the past three months, our team has been actively working on podcast research and outreach. We have researched around 100 podcasts, tested seven different templates and subject lines, and used two other email accounts to deliver this article for you.
The article is divided into the following sections:
What you will need:
- Headphones and quality music (you will be doing a lot of research)
- Patience and good mood (it will take a while to see results)
- Buzzstream or any other Digital PR or email automation tool.
So without a further a do, let’s start.
The role of podcasts in growth strategy
Podcasts are the new radio! Like once radio was always turned on while driving now, podcasts came to replace the radio.
People listen to podcasts everywhere while running, driving, exercising at the gym, and while showering. If you think for a minute, you will come up with a list of podcasts you often listen to. The GaryVee Audio experience, The Joe Rogan Experience, to name a few.
So why do you need to care about being a guest for a podcast?
First, the podcast is a hangout point for entrepreneurs. These people come to podcasts when they have a question that cannot be answered.
Why do they choose podcasts?
Audio content is one of the most efficient ways to consume information because you do not need to read a lot of information and sit and watch while listening.
This allows you to multitask and include podcasts in your daily life.
Second, podcasts create a firmer relationship between you and your audience. You become a credible source for your audience and your voice over time becomes more and more important to them.
If you truly commit to being a good guest, you will become an influencer and quickly motivate your audience to do anything.
Third, podcasts are good no… excellent for SEO. In the long term, podcasts can boost your SEO.
Usually, hosts will dedicate a page about you and will link to your website. As a result, you will gain some backlinks from a credible source in your industry.
How to get started
In a nutshell:
- Find podcast opportunities
In this stage, you research relevant podcasts and collect them in a google sheet.
- Organize the outreach
Now it is time to organize the outreach. Make sure your list includes only relevant and active podcasts. Make sure to add details of the host, customized paragraph.
In this stage, you schedule the outreach and follow up while updating your list to track progress.
Find podcast opportunities
Before starting this stage, it is crucial to understand your target audience.
Put yourself in the shoes of Tigran, someone who might be interested in becoming your customer.
Where do they get their information?
What blogs do they read?
If you have a hard time answering these questions, find a friend who can potentially be your customer and ask them.
Once you get the answers, it is time to collect around 30 relevant podcasts. There are several ways to conduct research.
Step 1: Find a friend or acquaintance who owns podcasts or have been a guest.
Usually, introductions work better than cold outreach. It is merely because your credibility is increasing when someone else is referring to you.
Also, do not think that podcasts with smaller reach are not suitable for you and not always hunt the big fish at first.
Once you have been on a few podcasts, it will be easier to be featured on others because you have already been tested as a guest, and other hosts will know about your potential as a guest.
Step 2: Look for podcasts that similar professional have participated
Look for influencers in your field who have been in the industry for quite a long time.
Next, use the following command on Google.
“influencer name” + podcasts
This will generate the podcasts that they have been featured on.
Alternatively, use reverse image search and type podcast. For example:
Another way is to look for podcast listing sites like:
In these sites, you can find influencers through any topic. You can also find their podcast. All in one place!
Step 3: Podcast guest and host matching sites
You can also list yourself in the sites mentioned above.
Before starting, prepare the following:
- Contact details
- Short bio
- Possible topics
- Possible questions
Some of the sites will ask you for this information.
After quick steps, you will be listed and receive emails. We got the first email a week after creating the account in Matchmaker
Step 4: Search through podcast directories.
The most popular podcast directories are Apple Podcast, Spotify, Google Podcasts, Stitcher, and Listen Notes.
Go to their menu page and select the topic relevant to you.
You will see a list of all the podcasts out there.
Organize the outreach
Step 1: Collect all the relevant podcasts.
You do not need to include all the podcasts on your list. Only have the ones that are relevant to and are active.
Look for the following criteria:
- Is the podcast active?
Only include the podcasts that have been uploading episodes during the past month.
- Does the podcast have enough audience?
You can look at the podcast directory reviews for this stage, following social media podcasts, companies, and hosts.
This fancy tool allows you to discover the number of subscribers and how often the podcasts have been played.
- Is the podcast something your target audience will be interested in?
Put yourself in the shoes of your potential customers. Will they listen to this podcast? If the answer is no, then there is no need to commit to this podcast.
If yes, then go and listen to some episodes to understand the podcast and your possible contribution.
Step 2: Collect all the necessary information
We have put together this google sheet for you.
The list includes the following fields:
Name of the podcast
Episode for personalization
Remember, you listened to some episodes. Pick the one you liked the most to further use in the pitch.
Is there an idea you find interesting in the podcast? Maybe you have a question? What if something was not clear? Jot it down here and leave a space for further discussion.
Find the name of the host of the podcast. Personalized emails usually have a higher open rate.
Find the email address of the podcast. Try searching through LinkedIn and use Get Prospect extensions.
Website of the podcast
Date of outreach
Update along the way
Humanized and personalized emails are the keys.
Do not spam the hosts with multiple follow-ups. If you are not receiving answers, it means that your topic might already be covered, or it never reached the host.
We have tested several emails and subject lines, and these two templates had the highest open rate and response rate.
Use email automation tools, for example, Buzztream for easier and faster outreach.
Keep it casual and show your research.
Hosts will appreciate it if you listen to their podcast and show your research.
Make the subject line in a way that they are receiving the email from their friends. A simple hack is to write in lower letters.
If you have questions or always wondered about a topic and think hosts have potent answers, end your email with a question. This way, you will not only grab their attention and create a reason to reply but also get answers to your questions:
Subject line: absolutely love [podcast name] podcast, [first name]
Hi, [ first name],
I just finished listening to your [episode name]. I must say I love how you lead the conversation.
Btw are you looking for a guest for the upcoming episodes? I would love to be a guest and share my hands-on experience in marketing with your audience.
PS: I was having a debate with a colleague yesterday. Do you think that humans are the core of successful digital marketing strategies?
If you have a team, ask them to pitch on your behalf. Our experience showed that, in this case, the response rate is significantly higher.
The response rate is higher because the host thinks that the potential guest has a big team and dedicated person for booking podcasts. Secondly, this approach increases the credibility of the guest.
Subject Line: Guest for [name] podcast
Dear [full name],
I am reaching out to book a possible podcast interview for [guest name].
[A short bio about the guest]
Below are some of the topics he can cover:
[List 3-5 topics]
Please find attached [guest’s] CV and Bio for your reference.
Let me know if you have any questions.
Podcasts can be time-consuming at first; however, when you book your first podcasts and create accounts in larger matching sites, the results will come fast. The benefits of the podcast outweigh the time and effort you put into.
Let us know how you find the tips in the article. Which of the templates performed better?