Starting a public relations campaign is a great way to get your business noticed—particularly if you’re in the early staging of learning how to how to start an online business from home. In today’s’ business landscape, there are multiple ways to spearhead a PR campaign online; blogger outreach, working with influencers, and sending pitches to journalists are all strategies that can be executed during your digital public relations efforts.
Marketing is a huge part of any business checklist, and podcasts shouldn’t be left out of the equation. After all, podcasts are rising in popularity. Washingtonian Magazine called 2015 the “year of the podcast” and studies from Edison Research found that by the end of 2016, 57 million Americans were listening to podcasts, up 23% from the year before. With these numbers in mind, it’s important to consider podcast hosts as your PR outreach begins. In fact, it might even be helpful to create a specific podcast-only outreach campaign.
Landing an interview on a podcast can provide your business with a myriad of opportunities. This is especially true if you don’t have the budget or time to create an independent podcast or hone in on a video marketing strategy of your own. By working with different podcasts, you can benefit from guest appearances without dealing with in-house development efforts. Here’s how you can get your business featured on podcasts:
Why You Should Focus on Podcast
Aside from the aforementioned reasons, you should have a thorough understanding of why you’ve decided to focus on podcasts and how you can benefit from them. Public relations as a whole can greatly benefit your business, especially when combined with other efforts like social media and influencer marketing. This is how you can get to your target audience quicker. And generally speaking, you’ll find niche podcasts with strong engagement and communities easier to penetrate than traditional publications; reaching a journalist is rarely a walk in the park.
Today, podcasts have a stronghold in the world of media and remain an integral component of public relations. By working alongside podcast founders, you can generate traffic for your business and reach potential customers and clients that you may not have been able to reach otherwise.
And lastly, people who listen to podcasts tend to be regular listeners who are loyal to the brand. These are people that sit through commercials to hear the entirety of the show. Because the listener already trusts the host, you don’t have to do much marketing for yourself; the show takes care of the hard part for you.
Start Researching Podcasts
Now that you’re convinced podcasts are the perfect PR tool, it’s time to start reaching out to the right podcasts. Start by making a list of those that are relevant to your business. Begin with a simple Google search. For example, if you owned a restaurant, you might reach out to restaurant-focused podcasts like The Garnish, an interview-style podcasts that help detail the path to restaurant success. If you owned a coaching business, you might look into podcasts that keep you motivated.
Crossover niches are important, too. For example, you could also reach out to general business podcasts to talk in-depth with hosts about running a business in the food industry. Or, you could provide recipes and cooking advice for lifestyle podcast listeners. Be creative and think outside the box when it comes to reaching out to podcast hosts.
As you conduct research, think about different use cases and scenarios where your business would be a great addition to the podcast’s roster of guests. After you’ve made a complete list, search their website for contact information and guest opportunities. Search for key information that can help you make smart decisions. For example, how active are they on their blog and social media? How many downloads do they have? What guests have appeared on their show before?
Additionally, consider checking out your competition and where they’ve been featured. This approach to competitor research allows you to reverse engineer the outreach process and makes it easy for you to gauge a podcast’s core audience.
After you’ve come up with a comprehensive list of viable podcasts, the outreach process can begin. If you really want to heighten your chances of getting a response, consider cultivating a relationship with podcast hosts long before you send them a pitch. This means commenting on their posts, following them on social media, and leaving podcast reviews on app stores.
Create a core pitch message to send to the list of contacts you’ve accrued. This core message should include who you are and what your business is about. Keep it short and simple, always. A bullet-point format is a great place to start. However, each message should be personalized to the podcast to demonstrate your interest and understanding of the podcast and their branding. This is where you sell yourself and explain why you would be a great candidate as a guest. The ability to reference previous shows will help give an edge over the competition.
As you start reaching out to different podcasts, be sure to pay attention to new and smaller podcasts, too. If you only reach out to the most popular podcasts, you risk having a low response rate. Mix it up to heighten your results.