A How-to Guide from 7 Distinguished Experts
Diving into the world of podcasting can be a game-changer for professionals looking to amplify their personal brand. From founders to podcasters, I have gathered seven different perspectives on how hosting or guesting on podcasts can bolster your personal brand in positive ways. These contributors range from targeting ideal podcast audiences to promoting your books to extending their values.
Target Ideal Podcast Audiences
Promote Books and Resources
Build Trust and Strategic Positioning
Enhance Brand Exposure and Networking
Establish Expertise and Connect Audiences
Demonstrate Coaching Style and Attract Leads
Extend Your Personal Brand Values
Target Ideal Podcast Audiences
I'm now an eight-figure business owner, and being a guest on podcasts helped broaden my client base, especially early on. For example, I did an interview on “So Money,” a leading personal finance blog, which gave me great exposure to my target market.
So, here's my advice: To maximize your results, pitch to podcasts that your ideal audience listens to, even if they're small. It's better to niche down and get a few solid results than to try to attract everyone and end up appealing to no one.
Luisa Zhou, Founder, LuisaZhou.com
Promote Books and Resources
After publishing my books, I faced the challenge of marketing on a small budget. Almost by accident, I stumbled upon a goldmine: social media groups where podcast hosts and potential guests could connect. These groups allowed podcast hosts to pitch what kind of guests they were looking for, and guests could pitch themselves.
Over the next 24 months, I appeared on nearly 100 podcasts, promoting each episode across my social media platforms. This continuous promotion contributes to my books staying on the Amazon bestseller list.
Not only did these podcasts bring attention to my work, but opportunities followed. Many hosts invited me back regularly. This experience laid the foundation for me to launch my own podcast, co-hosted by Gina Ryals. Hosting gave us the chance to invite people we admired to be guests, which opened doors to new connections and collaborations, including speaking engagements and sponsorships.
The podcasting community is one of the most generous I've encountered. Not only did hosts recommend us to their peers, but they also sent incredible guest suggestions our way. Being both a guest and a host has undoubtedly grown my brand, and the relationships forged through podcasting have been invaluable in expanding my reach.
Amy Lyle, Author, magazine contributor, podcaster, TEDx speaker
Build Trust and Strategic Positioning
Hosting or guesting on podcasts creates a platform to showcase expertise and build trust. I've positioned myself as a go-to resource by discussing sliding-door solutions, maintenance tips, and industry trends.
This approach builds credibility, which encourages potential customers to trust our services.
Podcasts offer direct access to a niche audience interested in specific topics. As a guest on home-improvement or business podcasts, I connect with listeners who may need sliding-door repairs.
The conversational style of podcasts fosters relationships, helping me build long-term customer connections.
The authentic storytelling format of podcasts personalizes my brand. Sharing behind-the-scenes stories from JDM Sliding Doors and my journey in the industry has made me more relatable, strengthening my presence in the sliding-door niche.
Gal Cohen, Business Development Leader & Field Area Manager, JDM Sliding Doors
Enhance Brand Exposure and Networking
There are a few key ways my personal brand has benefited from being a guest on various podcasts.
The first is brand exposure. In today’s crowded digital landscape, standing out is increasingly difficult with so many competing voices. By being featured on reputable podcasts as a subject matter expert, I’ve been able to reach a greater audience, which has driven additional traffic to my own content and boosted my brand presence.
Secondly, podcasting has significantly contributed to networking. Being a guest alongside other professionals in my field has opened doors to collaborations with like-minded experts, helping us build each other up and expand our reach together. It's amazing how much you can gain when networking with people in a similar position to you.
Finally, podcasting has allowed me to demonstrate my expertise in a more authentic, conversational format. Unlike blog posts or social media content, podcasts allow for deeper discussions, giving potential clients or followers a chance to really get to know my perspective, which builds trust and credibility with the audience. We all know that not everyone is willing to read lengthy blog posts these days, as audio content is becoming more accessible and easy to consume.
Piotr Lewandowski, Physiotherapist & Exercise Scientist, Sports Physio Online
Establish Expertise and Connect Audiences
As a construction manager and writer, podcasting has allowed me to establish my expertise and connect with new audiences. Appearing on shows like “Business of Architecture” and “The Tim Ferriss Show,” I've discussed project management strategies that have helped me deliver complex construction projects on time and under budget. For instance, after detailing my approach to scheduling subcontractors on the “Business of Architecture” podcast, I received several inquiries from firms looking to improve their processes.
As the host of “The Project Management Show,” I share insights from over 15 years of experience leading high-profile construction projects. In each episode, I walk listeners through a challenging scenario, explaining how to resolve issues with limited resources or tight deadlines. The show reaches over 25,000 project managers per month, positioning me as a thought leader in the field. I regularly receive emails from listeners who have applied techniques from the show to overcome obstacles on their own projects.
While hosting a podcast requires a significant time commitment, it has been invaluable for building my reputation and connecting with new clients. By providing actionable advice and discussing experiences from the front lines of construction, I've established trust and credibility with my audience. Podcasting is an effective way to share your expertise, build authority, and open doors to new opportunities.
Jimmy Hertilien, Senior Project Manager, Herts Roofing & Construction
Demonstrate Coaching Style and Attract Leads
Podcasting as a host has helped to showcase what my coaching and expertise are like. People can get an understanding of what it means to work with me and see if my style and advice are an aligned fit for them. It also is within the searchability of podcast platforms, allowing for new leads.
Dr. Priyanka Venugopal, OBGYN and Weight Loss Coach, Burn Stress Lose Weight
Extend Your Personal Brand Values
For the past 15 years, podcasting has been a central part of my life. Initially, I focused on news and pop culture, and for nearly two-thirds of that time, I felt firmly placed in that niche. But in 2019, I embarked on a new journey that would redefine both my work and personal identity. That’s when I launched “The Truth In This Art,” a podcast dedicated to authentic conversations about arts, culture, and community, with a special focus on Baltimore. Unlike my previous work, this podcast felt more personal. It wasn’t just about following trends or discussing popular topics; it was about exploring what storytelling means to me on a deeper level.
Through nearly 800 episodes, I’ve had the chance to reflect on what opportunities make sense for me, as both a creator and an individual. I’ve also worked to ensure that the podcast stays aligned with my values and my evolving understanding of who I am. A major takeaway from this journey has been the importance of alignment. “The Truth In This Art” isn’t just a podcast; it’s an extension of my personal brand, and that connection gives the work more meaning and direction.
Podcasting has helped me explore and solidify what my personal brand truly is. It’s allowed me to not only identify what my brand stands for but also what it does not. By doing this, I’ve been able to hone in on my passions and focus my efforts on projects that truly matter to me. In addition to storytelling, I’ve long valued education. For years, I sought ways to bridge the gap between my podcasting skills and education. I wanted to take the lessons I learned through years of experience and make them more accessible to the next generation of podcasters.
It’s only been in the last year or two that I’ve been able to align this passion for education with actual opportunities to teach podcasting, both in higher education and K-12 settings. This alignment with my personal brand has enabled me to pitch my podcast’s value with confidence because the vision is clear and fully reflects who I am as a person.
Ultimately, this journey has been about more than just producing content; it’s been about making sure that everything I create is aligned with my values, allowing me to make my work count in meaningful ways.
Rob Lee, Podcaster, Contrarian Aquarian LLC
Conclusion
If you want to reap the benefits of being a guest on podcasts, I recommend you sign up for an account with podmatch.com. This is a platform I regularly use to land interviews. You can also put out a simple call to action on your social media, saying “I want to be on your podcast.” For being a one-liner this one strategy keeps my calendar booked.
As for those of you wanting to start your own podcast, go into it with the long term in mind. Most shows never supersede 20 episodes, or 20 listeners. Joe Rogan has 3,000 episodes and has been recording his show for over a decade. This is the commitment required to stand out in a digital landscape.
If you find yourself lost or needing help, I recommend you watch Mashman Consulting Group’s overview presentation where I cover in what ways my firm can help you. Save money, save time, and save face!
Share this article with someone who you believe should start their own show or already has one!
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