Marketing your small business can be frustrating when you’re working hard, but not seeing results. It can also be expensive, but it doesn’t have to be. You can win new clients, increase visibility, and grow your business.

One easy and effective way to do that is with a podcast tour. It’s cost-effective marketing strategy at its best, highlighting your brand, expertise, and credibility, with the ultimate goal to increase revenue.

What’s a Podcast Tour?

Podcasts are huge right now. This year alone, more than half of American consumers listen to podcasts to learn something new, and that number increases every year. No wonder they’re a hot marketing tool!  

The term podcast tour may sound more complicated than it is. It’s when you, the business owner or expert – are interviewed on multiple podcasts related to your industry. After you find the gigs and prepare, the rest is straightforward. You show up. The host asks questions and you answer them in a way that promotes your brand, the services you offer, and how you help the audience solve their problems. Remember, the purpose of a podcast is for listeners to learn something new, so share your best tips and soundbites. 

While the podcast host is always working to promote his or her brand, they’re also committed to promoting you and what you’ll share. More engagement and buzz with a new audience, increases their reach to hundreds or thousands of new followers and potentially new customers.

Podcasts tours give you more brand exposure, increase traffic to your website, and build a lead funnel of new prospects, business, and subscribers. And, the more podcasts you appear on, the more content you’ll have to share on social media and earned media that positions you as an expert.

Ready to get started with your podcast tour?

Step 1: Find and research podcasts you want to appear on.

The easiest way to find podcasts is to search a podcast directory. Five of the biggest podcast directories are: Apple Podcasts, Spotify, Google Podcasts, Switcher, and TuneIn. Use keywords related to your industry, like “marketing” or “B2B marketing,” for example, to find relevant podcasts. Do your research on each podcast, listen to a few episodes, and find out what guests and topics have been featured. Then, create a list the podcasts and hosts you want to reach out to.

Step 2: Contact the hosts and ask to be a guest on their show.

Some podcasts link you directly to the host’s website or email. If not, a quick Google search of the podcast’s name will usually bring you to their website, LinkedIn profile, or social media. Contact 5 – 10 as a start and let them know you’re interested in being a guest on their show. Make your pitch short, simple, and to the point. Most hosts, with the exception of a few big guns, are actively looking for experts to interview. Ask in a way that’s polite but not pushy, and talk about the benefits of having you on the show; ie, you share the same audience, goals, interests, loyal social media following, top blogger, niche influencer, etc.

Step 3: Schedule multiple podcasts in a short time frame.

This part might sound scary, but once you’ve practiced (even with a friend asking you questions), there’s nothing to it. All you have to do is show up, most of the time virtually, and answer the host’s questions. Think of it as having a conversation. Be your brand. Are you warm and engaging? Fun and spicy? Strictly scientific? What does the audience want to learn, and what 3 – 5 tips can you share that are valuable and unique?

Step 4: Start tracking your results.

By this point, you’ve done the hard work and understand the process. As you continue your podcast tour, keep track of key indicators; are you looking to drive traffic, build subscribers, fill your lead funnel, get more podcast or speaking gigs, or promote a new book? If you just want brand exposure, that’s fine too – but being specific will help you measure results and identify what’s working and what’s not.

The Bottom Line: Starting a Podcast Tour

You’re still early in the game. Start researching podcasts that make sense for your brand and contact their hosts. Most experts toy with the idea of more media exposure and appear on podcasts randomly (if they fall into their lap), but not with the same intention of initiating a podcast tour.

Publicists get paid thousands of dollars a month to get free publicity and to secure strategic podcast interviews. You don’t have to spend thousands – you just need to understand no-cost marketing strategies to get attention.

Would a list of no-cost and low-cost marketing strategies be helpful? Here’s one to check out; 26 Marketing and PR Tips; it’s on the calendar to update this week. If you’d like to contribute here’s how to reach me.

Happy podcasting!

Robin Samora is a marketing consultant in Boston with over 20 years of experience creating winning marketing plans for clients. If your business needs a marketing plan and timeline, reach out online!