Bonus material: Get The 3 Step Podcast Promotion Playbook
If you’ve been podcasting for a while, you probably know how difficult it is to get your content in front of new listeners continuously.
But the truth is, this does not have to be difficult.
Let me tell you about the most impactful (and most fun!) way to reach a new audience over and over again.
Collaborating with fellow podcasters and industry leaders opens up the opportunity to reach an entirely new audience and share your valuable insights with them.
In this article, we’ll go into the two types of partnerships that we have seen work time and time again:
- Guesting on podcasts
- Partnering with industry leaders
Why This Strategy Works
Think about when your favorite podcast host appears as a guest on another show. If they promote it, you’re likely to listen because you trust and enjoy their content. Hearing them on another show gives you extra valuable content to consume.
Alternatively, consider the impact of seeing a book with an endorsement from your favorite author on the cover. You’re more likely to choose that book because you trust and value the author’s opinion. The same concept applies to podcast collaboration.
By partnering with industry leaders or popular podcasters in your niche, you gain access to their established and loyal followers. When they recommend your show or feature you as a guest on their podcast, your content reaches their audience.
As you share valuable insights and engage in meaningful conversations, audience members who resonate with your ideas will be inspired to check out your podcast and become part of your growing audience.
To get started with podcast collaborations, this guide will provide you with valuable insights and actionable steps to leverage the immense potential of these collaborative partnerships.
Identifying Potential Collaborations
Before you do anything else, it is essential to identify the industry leaders who align with your podcast’s niche and values.
Do not reach out to just anyone with a podcast or a platform.
This will not help you gain a loyal following of ideal clients.
Here is how to identify the right collaborations:
Consider Your Target Audience
When it comes to collaborations, one of the key factors to consider is your target audience.
Identify potential collaborations that align with your target audience by analyzing your audience demographics, interests, and listening habits.
You want to partner with individuals or brands that resonate with your listeners, complement your content, and provide added value.
Research
Dedicate time to thoroughly research podcasts, websites, and social media platforms such as LinkedIn, Instagram, or Facebook groups that cater to your target audience.
Explore their content, engagement levels, and audience demographics to gain insights into their influence and reach.
Alignment
Look for industry leaders whose audience aligns with your target audience.
Consider their content’s themes, topics, and the value they provide to their listeners.
Identifying commonalities and shared interests is essential for establishing a strong foundation for collaboration.
Expertise
Seek out those who possess substantial knowledge and expertise in your podcast’s niche.
Their expertise can complement and enhance your content, providing additional value to your audience.
Take note of their track record, achievements, and contributions to the industry to ensure their authority aligns with your podcast’s goals.
Compatibility
Evaluate the overall brand compatibility between your podcast and potential collaborators.
Assess their style, tone, values, and messaging to determine if they will align with your podcast’s identity and resonate with your audience.
Collaboration should feel authentic and natural, enhancing the experience for both sets of audiences.
Following
Take note of the engagement levels and following of potential collaborators.
Look for individuals or brands with an active and dedicated audience.
High engagement indicates that their content resonates with their listeners, which increases the likelihood of your collaborative efforts being well-received.
Do’s And Don’ts When Reaching Out
Now, as we mentioned before, there are two different approaches to take with collaboration:
1. Collaborating with other podcast hosts and guesting on podcasts.
2. Collaborating with industry leaders who have a big platform elsewhere.
With this in mind, there are distinct approaches for reaching out to podcast hosts versus industry leaders with a large following on another platform.
For podcast hosts, focus on building connections within the podcasting community, emphasizing shared value and mutual support.
When reaching out to industry leaders, highlight the unique content and expertise you bring, showcasing the benefits of a collaboration that expands their reach and grows your podcast audience.
Tailor your outreach to each opportunity, showcasing a clear understanding of the mutual benefits.
Let’s take a deeper dive into what this might look like:
Collaborating with Other Podcasts
If you’re new to podcast interviews, aim to share your expertise with a targeted audience that recognizes its value.
Step 1: Research
The first step is identifying the right podcasts to guest on, which you have already done.
Next, it is time to make the connection.
Step 2: Connect
Crafting a compelling pitch is crucial to grab their attention but you don’t want to make it too salesy.
It should be simple and focused on how this will benefit them.
If you’re feeling uncertain about where to begin, here’s a template to help you get started:
Subject: [Their Name]
Hey [Insert Name],
Just finished listening to your latest podcast episode, and the part about [Insert Specific Example] really connected with me. I decided to finally reach out.
I specialize in helping [your target market] achieve [specific result] and would love to share the insights and specific strategies I’ve developed with your podcast audience if you’re interested in having me as a guest.
Do you think that [getting X result through your area of expertise] might be a worthwhile topic for your listeners?
If you’re interested, shoot me a reply and we can figure out the timing.
[Your Name]
Remember to tailor this template to the specific person and their content.
You have what you’re going to say, who you’re going to say it to and now you need to figure out how you’re going to say it.
There are three main choices that we suggest for reaching them:
- LinkedIn Message
- Facebook Message
Visit their websites and check out their contact pages to see if their email addresses are listed.
If you find their email address, fantastic. Send them an email.
If you can’t find an email address then move to step two: LinkedIn.
If they don’t have a LinkedIn account and you can’t find their email address, try finding the hosts’ personal Facebook and sending a message there.
if you haven’t heard back in 4 – 7 days, send a friendly message to follow up.
Step 3: Engagement
Your work does not stop when you have that interview scheduled in your calendar.
Once you have scheduled a podcast interview (or multiple), your responsibility is to deliver valuable insights and knowledge to the host’s audience.
Your goal is to provide helpful advice and share your expertise, offering real value throughout the interview.
As you approach the end of the interview, it’s time to maximize audience engagement and make the most of the opportunity.
The interviewer will ask closing questions like, “Where can listeners find out more about you?” or “What’s next for you?”
This is your chance to strategically promote your show or your business.
Frame it as a way of providing additional helpful information to the audience free of charge.
For example:
“Thank you, [HOST’S NAME], for inviting me and allowing me to share my thoughts with your audience. I’m thrilled about the knowledge we’ve shared in this interview. If listeners are interested in learning more about [THE RESULT YOU HELP THEM ACHIEVE], I have a complimentary resource available on my website that will guide them to the next step. Alternatively, they can find me at [YOUR WEBSITE DOMAIN].”
Offer something of genuine value to the podcast’s audience, such as a PDF guide, a helpful checklist, or any resource that aligns with their needs and interests.
By providing value to the audience rather than solely promoting yourself, you can expect an engagement rate that is higher than your average interview.
Collaborating with Industry Leaders
Your game plan to have community leaders in your industry recommend your show to their followers is a bit different.
Here’s a simple step-by-step guide on how to connect with these leaders and get them to share your content:
Step 1: List The Communities In Your Space
Identify online communities where your target listeners gather.
This can include forums, Facebook groups, LinkedIn groups, meetups, paid membership sites, newsletters, email lists, blogs, YouTube channels, and other podcasts.
Step 2: Connect With Leaders
Reach out to the leaders/owners of these communities through email, social media, or any appropriate method.
In your message, convey the following key elements:
- Admiration for their work and the community they manage.
- A problem or gap in your industry that your podcast aims to address.
- Links to your show on your website and popular podcast platforms like Apple Podcasts or Spotify.
- Invite them to check out your show and ask if they would be willing to share it with their community if they find it valuable.
Here’s an email template you can use as a guide to contact community/group leaders:
Subject: Hoping to help [INSERT THEIR COMMUNITY NAME HERE] members
Body:
Hey [NAME],
Hope you’re doing great!
I wanted to reach out and express my admiration for what you’re doing with [INSERT THEIR COMMUNITY NAME HERE] and your contributions to the [YOUR INDUSTRY] industry.
In the [YOUR INDUSTRY] field, I’ve noticed a recurring gap/problem/issue among [MEMBERS OF THE INDUSTRY] where they [STATE THE PROBLEM HERE].
I wondered if you have also noticed this among your audience members?
To address this issue, I recently started a podcast that focuses on [STATE YOUR PODCAST’S PURPOSE AND HOW IT WILL HELP LISTENERS].
You can check it out on Apple Podcasts here: [INSERT Apple Podcasts LINK]
The first episode is also available on our website: [INSERT LINK TO SHOW NOTES POST FOR EPISODE #1]
Given that my show’s intention is to [RESTATE YOUR PODCAST’S PURPOSE], I wanted to share it with you directly as you have such a positive influence in the community and industry.
If you find our content valuable and believe your audience would benefit from it, I would be honored if you could share it with them.
Of course, if not, no worries at all, and I wish you all the best!
Best regards,
[NAME]
Repeat this process regularly to continuously expose your podcast to new audiences and fuel your audience growth.
What’s Next?
The key to growing your podcast audience through collaborations is to implement these strategies on an ongoing basis.
By partnering with industry leaders and fellow podcasters, you can continuously attract new listeners and expand your reach.
Keep identifying potential collaborations that align with your target audience and reach out to the right people.
Craft personalized pitches to reach the right audience.
Remember to offer value to the audience of the collaborations you engage in, and utilize opportunities to share your expertise and opt-in offers.
By consistently seeking collaborations and actively promoting your podcast, you can keep getting new eyes on your podcast over time and experience steady audience growth.
Looking for more fill-in-the-blank templates to promote your podcast?
Founder and Chief Podcast Educator at Cashflow Podcasting. Ben specializes in helping thought leaders and entrepreneurs amplify their impact through podcasting. He’s a world traveller, outdoor sports junkie and future enthusiast!