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Sales Leadership
Aug 14, 2017 | Canadian Professional Sales Association lock

Today’s best social sellers know how to engage audiences and leverage opportunities to reach new audiences using new channels.

While podcasting is not exactly a new channel of communication, it has really only been in the last few years - since smartphones became powerful enough to provide smoother playing experiences synced to iTunes, Stitcher, Google Play and the other big networks - that podcasting as a form of marketing has exploded. And boy has it has exploded!

Podcasts of all types - B2C and B2B - have enjoyed exponential growth over the last few years. Indeed, the Washington Post, recently suggested that podcast downloads passed 1 billion mark last year and monthly podcast listeners are at the 75 million per month mark and rising!

So can you position yourself so that you’re seen as an industry or product expert so that you can then pursue opportunities to be interviewed and featured on podcasts which reach your target audiences?

The CPSA has written lots about ways to get recognised as a thought leader so, for the purposes of this article, let’s suppose that you’ve done the basics. You’ve already developed a reputable personal online and offline brand, you’re regularly sharing valuable content, you’re actively having two-way dialogue with your social communities and maybe you’re even networking and putting yourself out there as a speaker. Now what? How can you leverage your recognisable personal brand to get in front of the mic?

Research and Create a List of Podcasts Which are Reaching Audiences You Care About

Begin by doing your homework and identifying which podcasts are covering topics and focused on demographics which tie in with your ideal targets. If for example, you sell into tech markets, then be sure to use search tools within iTunes, Stitcher, Buzzsprout and others to identify lists of shows which could help you be heard by new potential buyers. Factors to consider include size of the podcast’s audience and subject matter.

After your lists are created the next step is to find contact details of the show hosts or editorial teams. If possible, this should include email but also social media contact details.

Make Contact with the Host or Editorial Team

Once you’ve identified the best shows and the top channels to reach the producers, it’s time to reach out. Unless you’re prepared to back up your ask with sponsorship dollars, do not go in with an overly promotional pitch. Editorial pros and show hosts, in the main, hate being sold to.

Instead, we’d suggest sending a short email / DM / InMail introducing yourself, pointing to examples of your credentials as a thought leader in the space and perhaps a few (in bullet point format) suggestions for topics you could talk about on a podcast interview.

Demonstrate How Choosing You as a Guest Can Generate New and Bigger Audiences

While trying to avoid sounding pushy, don’t be afraid to mention to the show how you, and your company brand, can help to distribute the podcast once aired.

If you have a big social media following, for example, or if your company can help share the podcast with its big email mailing list then be sure to mention that to the podcast host or editorial team when pitching your ideas.

Good, original content coupled with a guest’s ability to help spread the podcast to wider audiences if a difficult proposition for any podcasting team to turn down.

Distribution and Measurement

Be sure to check on syndication rights and, with the show’s permission, share the podcast episode multiple times on social, in your blogs, through email and you could even add pictures and upload to YouTube as a WAV file.

Don’t be shy in checking that the show producers are doing everything at their end to help to promote the show and use tracked links and other analytics tools such as Google Analytics to check the results. 

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