In the ever-expanding world of B2B podcasting, being a great guest is about more than just showing up and answering questions. It's an art form that, when mastered, can significantly boost your brand visibility and thought leadership. At Leveraged Authority, we've guided numerous B2B leaders through the intricacies of podcast guesting. Here's our comprehensive guide to the do's and don'ts that will help you shine in your next podcast appearance.
The Do's: Best Practices for Podcast Guests
1. Do Your Homework: Research is the foundation of a great podcast appearance. Before the show:
- Listen to several episodes to understand the podcast's style and audience
- Research the host and their background
- Review recent episodes to avoid repeating content
- Prepare relevant examples or case studies that align with the show's focus
2. Do Prepare, But Don't Over-Script: While it's crucial to be prepared, authenticity is key. According to a survey by Podcast Insights, 74% of podcast listeners tune in to learn new things. They're looking for genuine insights, not rehearsed speeches. Prepare key points and stories, but allow room for natural conversation.
3. Do Tell Stories: Humans are wired for storytelling. A study published in the Harvard Business Review found that stories are 22 times more memorable than facts alone. Prepare relevant anecdotes that illustrate your points and make your content more engaging and memorable.
4. Do Provide Actionable Insights: Listeners value practical advice they can implement. For each key point you make, try to provide a tangible takeaway. This increases the value of your appearance and makes you memorable to the audience.
5. Do Be Enthusiastic: Energy is contagious, even through audio. Speak with passion about your topic. This doesn't mean being overly animated, but rather letting your genuine interest shine through. Your enthusiasm will engage listeners and make the conversation more dynamic.
6: Do Listen Actively: Engage genuinely with the host's questions. This allows for a more natural conversation and helps you provide more relevant, valuable responses. It also shows respect for the host and the audience.
7. Do Mention Your Call-to-Action (CTA): When relevant, mention how listeners can connect with you or learn more. Frame it as an additional resource for those interested in diving deeper into the topics discussed. However, ensure your CTA provides value and isn't just a sales pitch.
8. Do Follow Up: After the episode airs, share it across your networks. Engage with listeners who reach out, and send a thank-you note to the host. This goodwill can lead to future opportunities or referrals to other podcasts.
The Don'ts: Pitfalls to Avoid
1. Don't Dominate the Conversation: Remember, it's a dialogue, not a monologue. A study by Spotify found that podcasts with a conversational tone have 124% higher completion rates than those that sound more scripted or lecture-like. Allow room for the host to guide the conversation and ask follow-up questions.
2. Don't Use Jargon or Insider Language: While you're an expert in your field, your audience might not be. Avoid industry jargon or technical terms without explanation. If you must use specialized language, take a moment to define terms for the audience.
3. Don't Forget About the Audience: Always keep the listeners in mind. Frame your responses in a way that provides value to them. Ask yourself, "How can this information help the audience?" before sharing an insight or story.
4. Don't Promote Excessively: While it's okay to mention your business or latest project, avoid turning the podcast into a commercial. According to a survey by Voices, 38% of podcast listeners find ads and promotional content the most annoying aspect of podcasts. Focus on providing value, and listeners will naturally want to learn more about you.
5. Don't Ramble: Concise, clear answers are more impactful. If you find yourself going off on a tangent, try to circle back to the main point. Practice summarizing complex ideas beforehand to ensure you can communicate them effectively.
6. Don't Be Afraid of Silence: Brief pauses are natural in conversation. Don't feel the need to fill every moment with speech. A short pause can give you time to gather your thoughts and can also create anticipation for your next point.
7. Don't Forget About Sound Quality: Poor audio can detract from even the most insightful content. Invest in a good microphone (the Blue Yeti USB mic is popular among podcast guests), find a quiet space with minimal echo, and test your setup before the recording.
8. Don't Neglect to Prepare for Tough Questions: While most B2B podcasts aim for a positive, informative tone, be prepared for potentially challenging questions. Have strategies ready to address difficult topics professionally and constructively.
9. Don't Ignore the Host's Cues: Pay attention to verbal and non-verbal cues from the host. They may be trying to guide the conversation in a particular direction or signal that it's time to wrap up a point. Being attentive to these cues shows professionalism and makes for a smoother conversation.
10. Don't Forget to Follow Up: After the episode airs, don't miss the opportunity to leverage your appearance. Share the episode, engage with listeners, and maintain contact with the host. According to LinkedIn, content shared by employees receives 8 times more engagement than content shared by brand channels alone. Encourage your team to share the episode as well for maximum reach.
Mastering the Art of Podcast Guesting
Being a great podcast guest is a skill that can be developed and refined over time. Each appearance is an opportunity to improve and make a lasting impact on your audience. Here are some advanced strategies to elevate your podcast guesting game:
Develop Your Unique Voice: While it's important to adapt to each podcast's style, maintaining your authentic voice is crucial. Develop a unique perspective or approach that sets you apart. This could be a particular framework you use, a unique set of experiences, or a distinct way of explaining complex concepts.
Create a Podcast Media Kit: Prepare a media kit specifically for podcast appearances. Include your bio, headshot, areas of expertise, sample questions, and links to previous podcast appearances. This makes it easier for hosts to prepare for your interview and can increase the chances of being invited back or recommended to other podcasts.
Practice Active Listening: The best conversations are those where guests truly engage with the host's questions and comments. Practice active listening techniques to improve your ability to pick up on nuances and respond thoughtfully. This can lead to more dynamic, insightful discussions.
Develop a "Signature Story": Craft a compelling narrative about your journey or a pivotal moment in your career that encapsulates your expertise and values. A well-told signature story can be adapted to various podcast formats and topics, providing a consistent yet engaging element across your appearances.
Stay Current: Keep abreast of the latest trends and developments in your industry. Being able to comment on recent news or provide fresh insights can make your appearances more timely and valuable.
PRO TIP: Set up Google Alerts for key industry terms and regularly read industry publications.
Seek Feedback: After each podcast appearance, ask the host for honest feedback about your performance. What did they feel worked well? Where could you improve? This feedback can be invaluable for refining your skills.
Analyze Your Performance: Listen to your podcast appearances with a critical ear. Note areas where you could have been more concise, where you might have missed opportunities to provide value, or where you effectively engaged the audience. Use these insights to continuously improve.
Build Relationships Beyond the Podcast: View each podcast appearance as the beginning of a relationship, not a one-off event. Connect with hosts on LinkedIn, share their content, and look for opportunities to provide value even when you're not on their show. This can lead to repeat appearances and referrals to other podcasts.
The Impact of Effective Podcast Guesting
The benefits of being a great podcast guest extend far beyond the immediate audience reach. According to a study by Insider Intelligence, 31% of B2B buyers say they have listened to podcasts to support a purchasing decision. By consistently delivering value as a podcast guest, you're not just building brand awareness – you're directly influencing potential customers at various stages of their buying journey.
Moreover, podcast content has a long tail. Unlike social media posts that quickly get buried in feeds, podcast episodes often continue to be discovered and consumed months or even years after their initial release. This means that a single high-quality podcast appearance can continue to drive value for your business long after the recording date.
At Leveraged Authority, we've seen firsthand how mastering the art of podcast guesting can transform a B2B leader's personal brand and business growth trajectory. By following these do's and don'ts, and continuously refining your approach, you can turn podcast appearances into a powerful tool for establishing thought leadership, building valuable relationships, and driving business growth.
Remember, every podcast appearance is an opportunity to share your expertise, connect with a new audience, and contribute value to your industry. Approach each one with preparation, authenticity, and a focus on providing actionable insights, and you'll find yourself becoming not just a good podcast guest, but a great one – the kind that hosts love to have back and listeners eagerly tune in to hear.
As you continue to refine your podcast guesting skills, you'll likely find that opportunities begin to compound. Great guests often get invited back, recommended to other shows, and may even be approached for larger speaking engagements or media appearances. By consistently applying these best practices, you're not just preparing for a single podcast – you're laying the groundwork for long-term visibility and influence in your industry.
