What’s guesting and how it can help build your podcast audience

The podcast renaissance of recent years has seen an increase in businesses using this niche market to attract new customers. However, building an audience can be challenging and it can be hugely disheartening when the hard work put into creating a podcast doesn’t gain the desired following. So, have you ever considered how being a guest on someone else’s show can greatly enhance your own podcast’s popularity?


Guesting is a great way of using your field of expertise to attract new audiences to another host’s podcast. What’s in it for me I hear you ask? Well, once you have awed the listeners with your insightful and engaging interview, that very same audience that you have just captivated will likely search your name via the internet and share the results with their friends. This will inevitably result in an extra flow of visitors to your website and a new audience to your podcast.

Each host will probably have a preferred format to air their show. Therefore, before you consider guesting, it is imperative to become familiar with the differing broadcast presentations that are used. Some of the most popular formats are:

Host interview: This method is where the host is responsible for the entire production and delivery of the show and invites guest speakers onto the show to interview.

Pre-recorded episode: This is where an episode is pre-recorded and then edited. The finished broadcast is then attached to the host’s RSS feed.

Pre-recorded clip: this format is where a clip is pre-recorded and is aired during the host’s podcast.

How can Guesting benefit your business?

Entrepreneur – Richard Norton, has maximised the potential of guesting and his success is highlighted in a Forbes’ article, stating:

About 80% or more of my current leads for business comes from people who’ve heard me on a podcast”

“The real revelation that podcast ‘guesting’ is the ultimate PR came when I had a month that produced approximately $300K in bookings, and when I looked back to analyse my progress, I realized that almost all of the new business I’d closed came from podcasts

“I have people reaching out pretty much daily about the various offers I’ve made on hundreds of podcasts over the last several years.”

Top tips for successful Guesting

Select appropriate podcasts: To build your audience through guesting, it is essential that you select relevant shows to guest on. Therefore, consider your existing audience and the type of audience you are looking to attract. After you have established the profile of your ideal listener, search for podcasts that have the similar audience to the one that you are searching for.

An easy way to start is to do an online search using keywords for the industry you work in. Searching podcast directories such as iTunes is essential. iTunes has an estimated 250,000 podcasts, so you’re almost guaranteed to find suitable podcasts that cater for your field of expertise.

Effective Research: Before offering your services to a host, it is imperative that you are well prepared and well researched. It is advisable to listen to a few shows that your prospective host has already aired. Not only will this allow you to establish whether-or-not the show is suitable for you, it will also show the host that you have taken an interest in what they provide. This will help you to form a good first impression and help form an ongoing relationship, should your pitch be successful.

Also, be sure to establish the audience size that the show is currently attracting before proposing your services to them. Many podcasts have a modest following and therefore may not warrant your hard-work and time.

Add value: A host is unlikely to be impressed if you use their show to simply promote your own company and the services that you offer. It is imperative that you add value to the show by providing the insight that the host has acquired your services for.

To help build an ongoing relationship with the host, it is courteous to end the show with thanks to the host for inviting you onto to the show and express the enjoyment you have had.

Stay connected: After you have delivered your top-class broadcast and impressed your host, it is advised that you try to establish an ongoing relationship. For future networking purposes, this will be mutually beneficial to both parties as it will lead to introductions to new clients, other podcasting hosts and many other fruitful engagements.

Be sure to give the host a good rating on podcast directories, and offer to help them in any way possible. Invite them to speak as a guest on your podcast or introduce them to other potential guests. The greater the bond you can establish, the greater the future opportunities will be.

If you need the best advice on how guesting can benefit your business, contact the podcasting professionals at Effective FM.  Our expertise will help you to maximise your podcast potential and advise you how to get the most out of guesting.

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