002: The Best Way to Grow Your Podcast Audience
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Wondering how to grow your podcast audience? Being a guest on another podcast is one of the easiest (and honestly one of the most fun) ways to go about it. In this episode, I’m here to break down how you lock in those strategic guest podcasting spots so you can grow your show.
We’ve all done it. There you are listening to your favorite podcast and the guest is just blowing your mind. Maybe they’re giving the exact advice you needed to hear at that moment. Like I remember one time I was listening to an interview with Amy Poehler and she spoke about how her friends kept asking if she could believe her face is on every billboard and taxi cab and bus stop? And she responded with “Yeah I can, can you? I have been working at this for twenty years”. Wow. It just hit me like a ton of bricks. Listening to that episode made me want to get out there and make my dreams come true.
Or maybe it’s not that extreme and maybe it’s not Amy Poehler, but rather someone you have never heard of and they’re a hoot and make you laugh uncontrollably, or maybe they’re incredibly intelligent or wise or witty or cool and you want to be their friend. Either way, they’ve made an impact on you, and now you’re searching their socials, looking for articles featuring them, scouring the internet, and then they plug their own podcast and you’ve hit the jackpot. Hours and hours with your new BFF? Sign me up!
Now imagine it is flipped. Imagine that you’re the future BFF. Someone tunes into a podcast and hears your hot takes and your infinite badassery and wants to know where to find you? Hellooooooo new listeners of your podcast and maximizing your podcast following.
This is kind of like what guest blogging was in 2008. Regardless of whether your podcast has 5 or 500 episodes, guesting on another podcast is going to help grow your audience and further the awareness of your show and… bonus! You’re going to have a great time doing it.
In this episode, I will share exclusively with you, The Wave community, my step-by-step know-how on landing the podcast guest spot of your dreams, including a special move that has gotten me on multiple podcasts - my extra bonus tip awaits you at the end of this ep. Don’t miss it!
By jumping onto the right pod, you’re automatically borrowing an existing audience and welcoming a whole new group of people at once. Plus, this community already listens to podcasts, so there is no learning curve or gentle training to try and get them onboard a new-to-them platform.
Additionally, getting your new built-in audience to act in as few clicks as possible is going to be the best way to make a new subscriber actually happen. When you’re already listening to a podcast, it’s as easy as 1, 2 - yah that’s it. It is literally two steps. The app is open in their hands so you’ve significantly lowered your barrier to a new listener subscribing.
Now I know you’re sitting there saying “okay I know how effective this is to grow my podcast audience Lauren. But now tell me how to get booked as a podcast guest” Doing it well requires a few simple steps in order to ensure you get what you need. Here are my top tips for success!
#1. Identify your target listener
It’s no secret that your options for podcasts are abundant. The good news is that this means you can afford to, and really that you need to, be picky. Going on just any old podcast might be a whole lot of fun, but that doesn’t mean it will attract that audience that also wants to subscribe to your show.
You need to think about who it is you’re looking for, and then decide where to go for your guest podcasting spot. That doesn’t mean you can’t think outside the box though. When defining your target audience, consider the age demographic, the genders, the hobbies, the occupations, and maybe even the cities or countries that your dream audience lives in.
Based on your interactions with your listeners, you might already have a super clear idea of who they are and what they want. Your social media, your fan mail, and your analytics on your hosting platform may already tell you a lot of what you want to know. But it never hurts to get a more defined answer. Surveys through free tools like Google forms are a simple and easy way to collect information about your listeners, so consider putting a call out in a few episodes or on social media, asking for them to take a short survey so that you can better understand and serve them. Be specific on what it is you want to know in this form and use those answers to define your target listener. These are the individuals you want to go find more of when you start guest podcasting.
#2. Research podcasts with similar or adjacent target listeners
Now that you know your target listener, you’re ready to find other podcasts with a similar audience. It is easy to approach other podcasts of the same or similar genre and subject matter as yours. Likely you’re already familiar with a few. If you need to though, you can try searching categories on your favorite podcast streaming service or - hot tip alert - go to Apple Podcasts and scroll to the section under your own show that tells you which podcasts people listen to your show also listen to.
When considering adjacent shows, think about what is it about your target audience that makes them, them? What other podcasts have a similar audience, whether the content of that podcast is similar or not? The Web Crawlers and Bad With Money crossover is the perfect example of targeting adjacent audiences.
Gaby Dunn hosts Bad With Money, a podcast that discusses the intersections of finances, feelings and as they put it, the effing system. Web Crawlers is a podcast self-described as true crime for bimbos, hosted by Ali Segel and Melissa Stetton.
The two topics couldn't be more different, yet both had the other hosts as guests on their own shows. True Crime and managing money? What could be the connection there? On top of the fact that they’re fans of each others’ podcasts so it made for really fun interviews, they knew the demographic held some huge crossovers. It goes without saying that their audiences are mostly fun-loving but additionally they likely have a lot of the same age, location, and interests in common. As a listener of both, I know they have value humor and solid research behind each episode. The community both podcasts create, made the guesting exchange the perfect choice.
Once you know what kind of show you’re looking for, you’re ready to create your wish list, which should always be actively edited as you continue to keep your eyes (and ears) open for the perfect match. Make sure you have a good mix of dream shows and smaller podcasts that you’re more likely to get an instant yes from.
#3 Identify areas of value or expertise you can bring to their show
The big secret to guest podcasting is to find a way to benefit the podcast you’re pitching, rather than just your own show. What’s in it for you is already clear. But what’s in it for them? How can you stand out from the crowd by offering this show something truly valuable? How can you make them look good? You want this episode to be one that is so well received that everyone who listens to shares it with someone else. You want the guest to like it enough to spend extra marketing resources on it.
So to get the best angle when pitching, ask yourself the following questions:
Why does the podcast your pitching need you?
What expertise or life experience do you have that hasn’t been featured on the show before?
What unique take do you have on a problem that you know their listeners have?
What you’ve probably noticed is that you should be intimately familiar with the show. Pitching a podcast that you haven’t listened to is out of the question and totally obvious so be sure you’ve listened to multiple episodes and feel comfortable speaking to the topics, listeners, and intent of the show.
With the answers to these questions in hand, you’re ready to build a pitch that highlights your undeniable value while subtly referencing a few inside jokes from the show.
#4. Pitch the host via email
Now you have done your research and you know with your whole heart you are going to make the best guest ever on their podcast, you’re ready to reach out to your wish list with a pitch email.
Here is the breakdown of what your email should include:
Make sure your subject line grabs their attention and tells them exactly who you are, bonus points if you can spark their interest in these quick few words.
Pitch your idea and tell them why you think you can bring something original to their audience. Here is where you’ll pull from everything you discovered in the previous step to really sell yourself while adding value. Tell them why they need you, a little bit about yourself and your show, and don’t be afraid to show your excitement for the show - no one can resist a compliment or two.
Include any stats from your show — listenership, social following, discord members… tell them you mean business and you know what you are talking about.
Link any other relevant appearances on well-known podcasts. In other words, name drop a little. This is especially helpful if you can reference other shows or individuals you know they know. Social proof is an important part of building their trust in you.
Ask about the next steps! Do they have a contact form they want you to fill out? Is there a calendar they want you to use to book your slot? Let them know that you are happy to jump on a call and discuss what a potential guest appearance might look like.
#5 Include a media kit
Before you hit send, attach your media kit. If you don’t yet have one, this can be made simply using a service like Canva. Be sure to make it appealing to look at and easy to navigate all the important information, so don’t hide it all in a big mess.
Use your logo and your podcast colors to make it branded and vibrant and include:
Your bio, the podcast bio, and headshot
Yours & your podcast’s social handles
The podcast network you’re on if applicable
Any notable podcast or social media stats
Impressive guests, you’ve had on your show or places you’ve been featured
Your top 5 most downloaded podcast episodes with links to listen
Positive reviews or quotes about your podcast
And lastly, where they can find your podcast
✦ Bonus Tip!
As promised, I have my bonus tip for sweetening the deal and increasing the odds of a yes to your guest request. One way to ensure you get on other shows is to propose a swap, offering to return the favor by having them guest on your podcast, too. This is a win-win for you and the other podcast host, and it shows you’re in it to give as much as getting. The fact that you’ve already done all the research and know your podcasts align, having them on your show, also, is a no-brainer. It will help them reach your audience just like you want to reach theirs and feels more like an exchange than an ask. Plus, it will help you too when they promote their episode to their audience.
✦ Let’s review!
In a nutshell, you want to lay the foundation before you start asking people to be a guest on their podcasts. Remember to:
Identify your target listener
Research podcasts with similar or adjacent target listeners
Identify areas of value you can bring
Pitch the host via email & include a media kit
Offer it as a swap to increase your odds of a YES!
Now it is time for you to start these steps and become the guest that changes someones day. Your new best friends and fans await you and your awesomeness and if you follow these steps, you’re guaranteed to attract the perfect wave of loyal listeners. See what I did there?
Because we can’t resist bringing you even more value, here is one more thing! If you want to discover the many other ways to grow your podcast audience besides guest podcasting, download our free growth guide.
This highly detailed mini-guide includes the best strategies for growing your listenership through organic marketing and choosing the right monetization strategy based on your podcast size and niche. It’s the perfect partner for your pod.
Computer-Generated Transcript with Time Stamps
[00:00:00] Wondering how to grow your podcast audience? Being a guest on another podcast is one of the easiest (and honestly one of the most fun) ways to go about it. In this episode, I’m here to break down how you lock in those strategic guest podcasting spots so you can grow your show. Stay tuned.
[00:00:30] Hey, my name is Lauren Popish, and I'm obsessed with podcasting. A little meta, right? I started podcasting after a public speaking event gone wrong sparked a phobia of public speaking that almost ended my corporate career. Now, I help women use podcasting to share their ideas, grow their businesses, start movements and leave their unique marks on the world.
[00:00:57] My company, The Wave, produces shows for some of the most influential women in health, business, spirituality, beauty, and more. And in this show, I'm taking all of the strategies I've used to help my clients top the podcast charts, and I'm bringing them to you. If you're hoping to start, grow, or monetize a podcast, you're in the right place. This is podcast like a girl.
[00:01:27] We've all done it. There you are listening to your favorite podcast and the guest is just blowing your mind. Maybe they're giving you the exact advice you needed to hear at that moment. Like I remember one time I was listening to an interview with Amy poller and she spoke about how her friends were constantly asking her if she could believe her face was on every billboard in taxi cab and bus stop.
[00:01:52] And she responded. Yeah, he can. Can you, I've been working at this for 20 years. Wow. It just hit me like a ton of bricks. Listening to that episode, made me wanna go out and make my dreams come true and change my life. Or maybe it's not that extreme. And maybe it's not even Amy polar, but rather someone you've never heard of.
[00:02:16] And they're an absolute hoot and they're making you laugh and they're incredibly intelligent and wise and witty and cool. And you just want 'em to be your best friend. Either way they've made an impact on you. And now you're searching their socials, looking for articles, featuring them scouring the internet, but then they plug their own podcast and you've hit the jackpot hours and hours with your new BFF.
[00:02:43] Sign me up now, imagine it's flipped. Imagine you are the future BFF, someone tunes into a podcast and. Your hot takes and your infinite badassery, and wants to know where to find you. Hello, new listeners to your podcast and maximizing your podcast. Following. There are lots of ways to grow a podcast audience, but if I had to pick one.
[00:03:09] It would be being a guest on other podcasts. This is kind of like what guest blogging was in 2008. Remember how wholesome the internet used to be. It still can be, regardless of whether your podcast has five or 500 episodes, guesting on another podcast is going to help you grow your audience and further the awareness of your.
[00:03:32] And bonus, you're gonna have a great time doing it. In this episode, I will share with you the wave community, my step by step knowhow on landing the podcast guest spot of your dreams, including a special move that has gotten me on multiple podcasts. My extra bonus tip awaits you at the end of this. So don't miss it by jumping onto the right podcast.
[00:03:58] You're automatically borrowing an existing audience and welcoming a whole new group of people at once. Plus this community already listens to podcasts. So there's no learning curve or gentle training to try and get them on board, a new to them platform. Additionally, getting your new built in audience to act in as few clicks as possible is going to be the best way to make a new subscriber.
[00:04:26] Actually take action. When you're already listening to a podcast, it's as easy as one, two. Yeah, that's it. It's literally two steps. The app is open in their hands. So you've significantly lowered your barrier to a new listener subscribing. Now I know you're sitting there saying, okay, I know how effective this is going to be for growing my podcast, audience Lauren.
[00:04:50] But now tell me how to get booked as a podcast guest, doing it well requires a few simple steps in order to ensure you get what you need. Here are my top tips for success. Number one, identify your target listener. It's no secret that your options for podcasts are abundant. The good news is that this means you can afford to, and really that you need to be picky going on.
[00:05:17] Just any old podcast might be a whole lot of fun, but that doesn't mean it'll attract. That audience that also wants to subscribe to your show. You need to think about who it is you're looking for, and then decide where to go for your guest podcasting spot. That doesn't mean you can't think outside the box though, when defining your target audience, consider the age demographic.
[00:05:40] The genders, the hobbies, the occupations, and maybe even the cities or countries that your dream audience lives in based on your interactions with your listeners, you might already have a super clear idea of who they are and what they want, your social media, your fan mail, and even your analytics on your hosting platform may already tell you a.
[00:06:04] Of what you need to know, but it never hurts to ask and get a more defined answer surveys through free tools like Google forms are a simple and easy way to collect information about your listeners. So consider putting a call out in a few episodes on your own show or on your social media, asking them to take a short survey so that you can better understand and serve them.
[00:06:28] Be specific on what it is you wanna know in this form and use those answers to define your target listener. These are the individuals you want to go out and find more of when you start guest podcasting. Number two, research podcasts with similar or adjacent target listeners. Now that you know, your target listener, you are ready to find other podcasts with a similar audience.
[00:06:54] It's easy to approach other podcasts of the same or similar genre and subject matter as yours likely you are already familiar with them, but if you need help finding the right shows, you can try searching categories on your favorite podcast, streaming service. Or hot tip alert, go to Apple Podcasts and scroll to the section under your own show that tells you which podcasts, people who listen to your show.
[00:07:21] Also listen to these folks should make the list when considering adjacent shows, think about what it is about your target listeners. That makes them them. What are other podcasts that have a similar audience? Whether the content of that podcast is similar or not. The web crawlers and bad with money crossover is a perfect example of targeting adjacent audiences, Gabby Dunn, hosts bad with money.
[00:07:50] A podcast that discusses the intersection of finances, feelings, and as they put it, The F’ing system, web crawlers is a podcast self-described as true crime for bimbos hosted by Ali Siegel and Melissa Stanton. The two topics couldn't be more different yet. Both had the other hosts as guests on their own show, true crime and money management.
[00:08:14] What could be the connection? On top of the fact that they're fans of each other's podcasts. So it made for really fun interviews. They knew that demographic held some huge crossovers. It goes without saying that their audiences are mostly fun, loving, but additionally, they likely had a lot of the same age, location, and interests in common as a listener of both.
[00:08:36] I know that these shows value humor and both feature solid research. The community, both podcasts create made the guest podcasting exchange. The perfect choice once you know, what kind of show you're looking for, you are ready to create your wishlist, which should always be actively edited as you continue to keep your eyes and ears open for the perfect match.
[00:09:01] Make sure you have a good mix of dream shows and smaller podcasts that you are more likely to get an instant. Yes. From. Hey, I hope you're enjoying this episode. I'm taking a quick break to remind you to subscribe, to podcasts like a girl. I know, I know when will podcasters stop asking that subscribing means that you get the latest episode delivered directly to the top of your apple podcast app, but more importantly, it actually just helps me prove that I'm legitimate and reach more listeners.
[00:09:36] If you. Any value in this episode so far, please consider picking up your phone, opening, apple podcasts, going to the podcast, like a girl main page, and clicking the plus sign in the upper, right to follow our show. Thank you very much in advance. And now back to the episode. Number three, identify areas of value or expertise that you can bring their show.
[00:10:04] The big secret to guest podcasting is to find a way to benefit the podcast you're pitching rather than just your own show. What's in it for you is already clear. But what's in it for them. How can you stand out from the crowd by offering the show? Something truly valuable? How can you make 'em look good.
[00:10:25] You want this episode to be one that is so well received that everyone who listens to it shares it with someone else. And you want the host to like it enough to spend extra marketing resources on it. So to get the best angle when pitching, ask yourself the following questions. Why does the podcast you're pitching need you, what expertise or life experience do you have that hasn't really been featured on the show before?
[00:10:52] What unique take do you have on a problem that you know, their listeners have. What you've probably noticed is that you should be intimately familiar with their show pitching a podcast that you haven't listened to before is just out of the question. And it's totally obvious. So be sure you've listened to multiple episodes and feel comfortable speaking to the topics, listeners and intent of the show with the answers.
[00:11:19] To these questions in hand, you're ready to build a pitch that highlights your undeniable value while subtly referencing a few inside jokes from the show. Number four, pitch the host via email. Now that you've done your research. And, you know, with your whole heart, that you're going to make the best guest ever on their podcast.
[00:11:40] You're ready to reach out to your wishlist with a pitch email. Here's a breakdown of what your email should include. Make sure your subject line grabs their attention and tells them exactly who you are. Bonus points. If you can spark their interest in just a few words, pitch the idea and tell them why you think you can bring something original to their audience.
[00:12:04] Here is where you'll pull from everything you discovered in the previous step to really sell yourself while adding value. Tell them why they need you a little bit about yourself and your show. And don't be afraid to show your excitement for their show. Cuz no one can deny or resist a compliment or.
[00:12:23] Include any stats from your own show, listenership, social following discord members tell them you mean business and you know what you're talking about. Link to any other relevant appearances on well-known podcasts. In other words, just name-drop a little. This is especially helpful. If you can reference other shows or individuals, you know, that they know social proof is an important part of building their trust in you.
[00:12:52] Finally ask about the next steps. Do they have a contact form? They want you to fill out, is there a calendar they want you to use to book your slot? Let them know that you're happy to jump on a call and discuss what a potential guest appearance looks like. Number five include a media kit before you hit send, attach your media kit.
[00:13:14] If you don't have one yet, you can make it really easily in a service like Canva. Be sure to make it look appealing and be easy to navigate all the important information. So don't hide it all in a big mess. Use your logo and your podcast colors to make it branded and vibrant and include the following your bio, the podcast, bio, and head.
[00:13:36] Yours and your podcast, social handles the podcast network. You're a part of, if this is applicable, any notable podcast or social media stats, impressive guests you've had on your show or places you've been featured your top five most downloaded podcast episodes with links to listen, any positive or really outstanding reviews or quotes about your podcast.
[00:14:01] And then lastly, where they can find and listen to your show. Okay. Here's the bonus tip as promised I have my bonus tip for sweetening the deal and increasing the odds of getting a yes to your guest request. One way to ensure you get on other shows is to propose a swap offering to return the favor. By having them guests on your podcast, too.
[00:14:26] This is a win-win for you and the other podcast host. And it shows you're willing to give as much as you're willing to get the fact that you've already done all of this research and know that your two podcasts align having them on your show is a no-brainer. It will help them reach your audience, just like you wanna reach theirs.
[00:14:46] And it feels more like an exchange than an ask plus, it'll help you too, when they. Their episode on your show to their audience. So let's review and a nutshell, you went to lay the foundation before you started asking people to be a guest on their podcasts. Remember to do the following, identify your target listener.
[00:15:07] Research podcasts with similar or adjacent target audiences, identify areas of value. You can bring pitch the host via email and include a media kit. And finally, if you feel like you need to offer it as a swab to increase your odds to get a yes. Now it's time for you to start these steps and become the guest that changes someone's day, your new best friends and fans await you and your awesomeness.
[00:15:35] And if you follow these steps, you're guaranteed to attract the perfect wave of loyal listeners. See what I did there because we can't resist bringing you even more value. Here's one more. If you want to discover the many other ways to grow your podcast audience, besides guest podcasting, download our free growth guide.
[00:15:57] This highly detailed mini-guide includes the best strategies for growing your listenership through organic marketing and choosing the right monetization strategy based on your podcast size. And niche. It's the perfect partner to your pod. That's all for today. Pod broads. Thanks for listening. Keep podcasting and enjoy the ride.
[00:16:22] I know just how many podcasts you could have been listening to, which is why I'm so grateful. You decided to spend the last 20 minutes with me, speaking of time. If you're a podcaster and you've ever wondered what else you could be doing with your week. If you didn't have to edit, write show notes and create marketing materials for every podcast episode, then let the lady pros at the wave.
[00:16:45] Treat you to some me time. Get 15% off your first month of a production package. By going to the wave podcasting.com/podcast editing services and enter podcast like a girl, all one word lower. At checkout. Now the only question is which podcast you're gonna spend. All your new found time binging. See you back next week.
