How can you help your podcast guests promote your product or service with confidence?

It's not just about trying to find guests with most reach. You want to try and identify those with enough profile / reach but also with enough genuine interest & enthusiasm about what you're doing that they'll actually harness their reach to get your podcast out to their audience.

Select guests with not just relevance but substantial reach. Their engaged audience should align with your target demographic, amplifying your podcast's visibility. Explore post-episode collaborations, joint promotions, and events for a mutually beneficial relationship. Stay current with industry trends, inviting guests to the forefront for fresh and dynamic content. Regularly reassess your strategy to adapt to changing market dynamics and maintain your podcast's vitality.

Get started by using one of these tools to find relevant guests to your topic or niche: 1. MatchMaker.fm 2. PodMatch 3. PodcastGuests.com 4. Podchaser Then conduct research and see their potential audience reach. Don't be afraid to also ask them to reshare your post.

Podcast conversations should be planned. However, they do not need to be scripted. As a podcast host, I do not script the conversation (Q&A style). I meet with each guest a week or two before the recording to gain a perspective of a few things: 1. Their story. 2. Their talking points. 3. Thier main objective in telling their story. With this information, I can surmise if my products and/or services are aligned with what they are trying to achieve in a conversation with me. I emphasize the needs of my guest over the needs of the host (me). With that said, when there is alignment, I share it with the guest, so everyone knows what to expect at the time of the recording.

Step two involves talking with your guests before the interview. Make sure they know what to expect and what you're looking for. Be clear about how your product or service fits into the conversation. Ask your guests to share genuine stories about their experiences with your offering, avoiding a forced sales pitch. Encourage feedback or special offers for your listeners. Let them know you'll promote their work and follow up after the episode. This open communication ensures a smooth and authentic exchange, fostering a positive and collaborative relationship.

I think it’s very important to let your guests know what’s expected of them. I always let my guests know to accept collab posts on IG. This is a great way to expand both you and your guests reach! I let them know what we’re promoting if anything, and any pre/post show promo information they might need.

Be sure to share any questions or topics ahead of the podcast to keep the conversation smooth. Also, check if there are any questions they prefer not to answer. Being ready not only helps with editing later but also boosts the guest's confidence, improving your show's quality.

As a host of several different conversations, I meet with each guest days/weeks before a recording. I have conversations around people's personal stories, professional expertise, and how they make an impact in their community. Each type of conversation requires a different type of preparation. However, the key is to help each guest be mentally focused. To do this, I ask each guest to think of three words - words that will help them show up ready to have a great conversation. I ask the following types of questions to help them choose the right words for them: 1. What do you want the audience to experience as a result of the conversation? 2. What do you want to feel as a result of the conversation? 3. Or, what do you want to communicate?

This is true but at the same time remember that people are looking for authentic creators. They're more likely to support your offerings if they trust you. However, don't overdo it. Balance promotional efforts with genuine connections to maintain trust and credibility.

Creating a smooth transition from the main interview topic to promoting your product or service is essential for a successful podcast episode. The key is to ensure this shift feels natural and unobtrusive, avoiding abrupt changes that could disrupt the flow or come across as a sales pitch. To achieve this, connect your guest's expertise with the product or service you wish to highlight. Pose questions that seamlessly tie into issues your offering addresses or inquire about the benefits it provides. Share a relevant story, case study, or testimonial illustrating how your product or service positively impacted someone facing a situation similar to your guest or audience.

Emphasize your product or service's unique value, showcasing how it addresses the specific needs or challenges your listeners face. Rather than merely listing features or making grandiose claims, center your communication around the tangible benefits and outcomes your offering delivers. Illustrate the impact through real-world examples and leverage social proof, such as positive ratings, reviews, testimonials, or awards, to establish trust and credibility. Additionally, employing tactics like scarcity, urgency, or exclusivity can instill a sense of FOMO, compelling your audience to take prompt action.

Here is the best thing I've ever heard about this fact and interesting enough not every company pays attention to to this: "People don't want to buy a quarter-inch drill, they want to buy a quarter-inch hole." - Theodore Levitt Sell the problem you solve not the benefits.

Make sure to include your guest in talking about your product or service. Don't take over the conversation – let your guest share their thoughts and experiences. Ask them questions like how they use your product, what they like or don't like, and any advice they have. Also, please encourage them to recommend your product and explain why listeners should check it out. This way, you create a more authentic and engaging promotion with your guest's input.

The last step is crucial—include a clear call to action (CTA). Guide your listeners on what to do next and how to do it. Avoid leaving them confused; instead, motivate them and make the next step irresistible. Use a memorable URL, a coupon code, a free trial, or a bonus to encourage them to visit your website, sign up, or make a purchase. Emphasize the value proposition, benefits, and urgency of your offer. Express gratitude for their support, leaving them with a compelling reason to take action.

Research your guest, and use tools such as MatchMaker.fm, PodMatch, PodcastGuests, and Podchaser to help you identify them. The next best tool especially for B2B and SaaS companies is SalesNavigator. Filter your target audience and reach out to them. Make sure to check their audience reach and reputation as well.