Small business owners must be savvy in maximizing opportunities to market their businesses. This is especially true for those with limited time, resources, or finances. To attract new customers, it’s important to expand your audience reach and one of the best ways to do this is by getting featured on podcasts. However, focusing your attention solely on the interview itself could have you missing out on ways to leverage the experience for additional exposure. In this article, you’ll learn how to amplify your small business marketing strategy by getting more mileage out of every podcast interview.
Using Podcast Interviews to Market Your Small Business
Getting booked on a podcast is a great opportunity to market your business in front of a brand-new audience. Chances are that was your intention all along.
You worked hard to get a featured spot on that podcast. You researched the best industry shows, sent the pitch, and landed the booking. You made the necessary preparations and handled yourself like a professional every step of the way. Up until this point, you’ve been killing it.
This brings us to the crux of the matter and why I’m sharing these coaching tips.
A Common Mistake That Will Limit Your Marketing Potential
One big mistake I see from small business owners is that they put a great deal of emphasis on the physical podcast interview, but they fail to take advantage of the many golden opportunities that surround it. These marketing opportunities occur both before and well after the interview airs. Treating the interview as a standalone or one-off event will limit your opportunity to market the experience, reducing your impact.
As a podcaster, I know plenty of marketing gold surrounds each podcast interview, and I’m here to help you get the most mileage out of every interview you do. Use these coaching tips to leverage your upcoming podcast interviews and amplify your small business marketing strategy.
5 Coaching Tips to Help You Leverage Your Podcast Interviews
Promote your interview on social media
If the show airs live, then announce details in advance so your followers can plan to attend the broadcast. If the show is prerecorded, then let your audience know when it will air. Post important details across all active social media channels to make sure your fans don’t miss out. Once the episode airs, then share the replay link for those who might have missed the live broadcast or earlier announcements.
Include interview details in your email marketing
Your email subscribers joined your list for a reason. They’re interested in your business and what you’re doing. Be sure to keep them in the loop with timely news and updates. Like the previous tip, let your subscribers know about the upcoming interview and include the necessary show links so they can tune in live or catch the replay.
Download the interview and feature it on your website
Featuring interviews from reputable industry podcasts is a great way to establish credibility with first-time visitors to your website and will go a long way in building trust. Someone who comes to your website for the first time is going to look for some form of social proof that you are the expert you claim to be and can provide the advice or solutions they are seeking.
If you have been featured on numerous podcasts, then you might want to have a specific media page on your website to catalog all your past interviews in one convenient location. A media page also lets you spotlight the fact that you are an in-demand industry expert.
Create a video for visual learners
People consume content in different ways. Some people prefer certain types of content or might only be active on specific social media platforms.
One way to reach more people and broaden your audience would be to take the original audio recording and create a video for viewers who prefer visual content. Incorporate slides to emphasize key talking points and important information. You can upload the full-length interview to platforms like YouTube or create shorter-length videos with targeted information for channels like Instagram.
Repurpose the content for different platforms or distribution formats
Take the information and convert it for different platforms or use other distribution channels. As noted above, you can transform the audio into a video for visual learners. You can also transcribe the audio and convert it into a blog article and/or series of social media posts.
Another thing you can do is extract key talking points or specific bits of information to make attractive visual posts using tools like Canva. Circulate these posts across your favorite social media channels.
Implement these five tips in your marketing strategy to leverage your podcast interviews and guest appearances. Use this information to work smarter, not harder.
Want to Amplify Your Small Business Marketing Strategy, But Not Sure Where to Start? I Can Help!
If you need help developing a tailored small business marketing strategy but you’re not sure where to start, then reach out to me, and let’s schedule a free consultation.
I’ll listen to your unique business needs and desired goals. This will be the basis for designing a highly specialized strategy, crafted to fit your business.