Podcast guesting turns someone else’s audience into your audience. You gain instant credibility, generate qualified referrals from engaged listeners, and build relationships with hosts—with zero hosting overhead. When we pitched the CEO and USA Director of Bean Ninjas onto a series of shows, they got recognised at industry events—people approached them saying they’d heard them on specific podcasts. This guide walks you through finding the right shows, pitching hosts who’ll say yes, and converting listeners into customers.
- Why is podcast guesting powerful for small businesses?
- What are the key benefits of guest podcasting for small businesses?
- Identifying the Best Podcasts for Your Small Business
- Crafting the Perfect Guest Podcast Pitch for Your Small Business
- Networking Strategies for Becoming a Podcast Guest
- Outreach techniques for being a guest on podcasts
- Promoting Your Small Business on Podcasts
- Building Lasting Relationships with Podcast Listeners
- Building a Community Around Your Small Business
- The Best Recording Equipment for Small Business Podcasts
- Podcast guesting FAQ
- Should you start your own podcast?
- What do hosts look for in ideal podcast guests?
- What should you do before appearing on a podcast?
- Any tips for podcast guests to win over hosts and their audiences?
- Should I only focus on shows that are on Apple podcasts?
- What do you do if you're about to send a pitch and then notice that a former podcast guest does the exact same type of work or runs the same type of business that you do?
- Final thoughts on podcast guesting for small business growth
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Want to increase your brand exposure and connect with potential customers through podcast guesting? Our free podcast outreach tracker template can help! Download it today and start landing more guest spots on podcasts.
Why is podcast guesting powerful for small businesses?
Podcast guesting positions you as an expert in front of an engaged audience. You build credibility instantly, generate referrals from listeners, and create relationships with hosts. The effort is minimal compared to running your own show, yet the reach is enormous.
Podcast outreach is one of the most overlooked content marketing tools for small business, and something I believe should be considered in any marketing strategy. It’s not just about visibility—it’s about being heard by people actively listening to your niche.
There’s an extra upside most people miss: a sixty-minute conversation gives you direct feedback from potential customers and partners. It reveals what your market actually needs, the kind of thing you can’t get from analytics alone.
And it costs almost nothing. You show up, share what you know, and borrow an audience that someone else spent years building. (More on the full list of benefits shortly.)
Case study: How Meryl Johnston grew her accounting and bookkeeping practise with guest podcasting
In her article titled “How to Guest Podcast” Meryl shared the following:
“As part of our marketing strategy at Bean Ninjas we focus on sharing content both on and off our website. Since I personally prefer speaking to writing, I decided that podcast interviews would be the most effective way for me to interact and engage with our current and potential clients.”
Meryl adds:
“Once you’ve been on a few podcasts you’ve amassed a body of evidence that points to your credibility within your industry. Credibility leads to trust, trust leads to referrals and ultimately sales. The field of bookkeeping is a high trust industry and at Bean Ninjas we’ve discovered that if someone’s heard us interviewed on a podcast, they’re more inclined to work with us.
As your business grows and you become more of an authority in your field, your story becomes more interesting. People want to learn from your experiences, your failures, your triumphs, hacks and solutions. Guest podcasting is a perfect way to share your story in a valuable way while simultaneously expanding the online presence of your business.”
Side note: since Meryl shared this, Bean Ninjas has pivoted to supporting 7-figure e-commerce brands with their accounting. I later worked with Wayne, Meryl’s business partner, to get him booked on a series of podcasts—the same appearances that led to people recognising him at industry events.
Real businesses that grew through guesting
Bean Ninjas isn’t the only proof. Here are two well-documented examples, from two different sources, of companies that used guest appearances to grow.
Levels (health tech startup). When Levels was still in closed beta, the team put their founders on more than 100 podcasts in six months instead of buying ads. The results, documented in First Round Review: website traffic more than doubled (from about 18,000 to 40,000+ monthly users) and their waitlist grew from 16,000 to 67,000. Their honest caveat is worth repeating: the podcast push ran alongside other marketing, so it wasn’t the only driver. But they credit it as the backbone of their early awareness.
ConvertKit (email software). Founder Nathan Barry leaned heavily on podcast interviews and teaching to build ConvertKit’s audience, appearing on show after show to reach creators where they already were. In his Indie Hackers interview, he describes growing the business from around $5,000 a month to over $600,000 a month in roughly two years. Guesting was one channel among several, but it put him in front of exactly the people who’d become customers.
Notice the pattern. Neither started with a huge audience. They got in front of the right listeners, gave real value, and let that compound. (Both results are self-reported by the companies and published on independent sites, not booking agencies.)
What are the key benefits of guest podcasting for small businesses?
Guest podcasting delivers lead generation, brand awareness, and strategic partnerships in one activity. You get to be the expert in front of a warm audience, borrow other people’s listeners, and skip the grind of hosting your own show. For most small businesses, that’s a lot of upside for very little cost.
Show up on the right podcasts and you can expect:
- Lead generation. Podcasting puts you in direct conversation with potential customers, plus cross-promotion with other like-minded hosts.
- Brand awareness. Leads discover you on a show they already trust, so you inherit some of that trust straight away.
- Strategic partnerships. Relationships with hosts and fellow guests often turn into collaborations, referrals, and joint ventures.
- Networking on steroids. Sixty minutes chatting with a host is worth a dozen coffee dates.
- Be the expert. You just show up and teach what you know. No hosting your own events or other time sinks.
- Borrow other people’s audiences. Guesting complements the work you’re already doing to build your own audience, without starting from zero.
- Skip hosting your own podcast. As appealing as it sounds to become the next Tim Ferriss, running your own show takes real effort and money, and it can become a huge distraction. Guesting gets you the reach without the production headache.
The return can be substantial: more visibility, more conversions, and a body of work that keeps paying off long after the episode airs.
Identifying the Best Podcasts for Your Small Business
How do you find the right podcasts to pitch?
Research podcasts by niche, audience size, and guest history. Listen to past episodes, review previous guests, and check if their audience matches your ideal customer. Shortlist 50–100 shows rather than blast 200 generic pitches.
If you’re a small business owner, podcast research should be the foundation of your outreach strategy. The goal is straightforward: get booked on shows that reach your actual customers, not just any show with a microphone.
Appearing on relevant, authoritative podcasts lets you speak directly to prospective clients and partners. You become the expert, not a random pitch in someone’s inbox.
5 places to find podcasts looking for guests
1. Podcast Directories:
Search Apple Podcasts, Spotify, and YouTube Music for shows in your niche. Look for contact info on their website or social media.
2. Guest Booking Platforms:
Use guest booking platforms such as PodMatch, MatchMaker.fm, and PodcastGuests.com to connect with podcast hosts who are actively seeking guests.
3. Social Media:
Join relevant Facebook and LinkedIn groups (like I’ll Guest For That Podcast or Clubhouse Room!) and engage with podcast hosts and other members in your industry. Follow hashtags like #podcastguests.
A quick search on X (formerly Twitter) or LinkedIn for “podcast guests wanted” surfaces fresh opportunities daily:
4. Podcast Networks:
Identify networks in your industry and pitch them as a hub—they often manage multiple shows and can fast-track you across several.
5. Personal Network:
Ask colleagues and clients if they host podcasts or know someone who does. Personal referrals convert at much higher rates than cold pitches.
How to identify the best podcasts for your niche
It’s tempting to make a list of two-hundred potential podcasts and attempt to book a guest appearance on all of them.
However, this probably isn’t the best use of your limited time and resources. The goal is to schedule interviews with your industry’s most relevant and authoritative shows.
In other words, getting booked on podcasts allows you to appear in front of prospective clients and partners and be seen as the expert.
So I suggest you shortlist fifty or one hundred podcasts you want to appear on.
Tips for conducting audience analysis and outreach techniques to get on targeted podcasts
If you want to connect with podcasters and get your name out there, audience analysis and effective outreach techniques are important steps to success.
To perform audience analysis, you’ll need to research the podcast – look into the topics they cover, their guest list, and the style of their material. Once you know what kind of show it is, you’ll want to learn more about who’s actually listening.
Tune into past episodes, carefully observe the topics discussed and get a sense of who their guests are.
Review the previous guests and companies they represent to determine how you could be similar to them and their businesses.
If a podcast often features big-name guests like Gary V, Brene Brown, or the equivalent high-profile influencer in your industry, it’s unlikely that you would be suitable if your business and profile aren’t at their level. That’s OK.
When starting out, seek podcasts that feature stories and businesses with a similar journey to yours.
The research process can be time-consuming, but it’s usually worth the effort. If you’ve put in the effort and done your homework, you’ll improve your chances of getting booked as a guest and give hosts the confidence that you’ll impress listeners.
Crafting the Perfect Guest Podcast Pitch for Your Small Business
What makes a podcast pitch actually work?
A winning pitch is short, personal, and specific. Reference past episodes, show you understand the host’s audience, mention your credibility, and clearly explain what value you’d bring. Podcast hosts get dozens of pitches weekly—yours needs to stand out in sixty seconds.
Including all the important details in your pitch is what separates a yes from a delete. But don’t mistake “detailed” for “long.”
Five principles for crafting a pitch that gets responses
- Keep it simple. Don’t make assumptions about what the host wants. Ask yourself: does this show feature guests like me? If yes, move forward.
- Keep it short. Podcast hosts are busy. If your pitch is longer than five sentences, you’ve lost them.
- Show credibility. Hosts want interesting guests who can educate and engage listeners. Mention results, achievements, or awards you’ve earned. Link to a podcast episode you’ve already been on, if you have one.
- Be clear about your value. Reference a past episode where someone discussed a similar theme. What angle or position can you bring that’s different?
- Be relevant. Show you’ve done research. Reference a specific episode or guest. Explain why you’re interested in this show, not just “any show.”
Dos and don’ts of pitching your business to podcast hosts
Knowing what to say (and not say!) when reaching out to podcast hosts is a key step in successfully pitching your business.
As an expert in the field, you may think what you have to say is interesting, but if it doesn’t align with the podcast host’s interests, they will likely pass your pitch up.
Guest podcasting do’s:
Do some research and ensure that your business is right for that particular show.
Do be clear about the value you can bring and why you’d make a good podcast guest
Do listen to a few episodes and reference them in your pitch
Do focus on helping hosts to produce high quality interviews
Guest podcasting don’ts:
Don’t forget to give specific examples related to their topic in order for them to better understand how you can help their audience.
Don’t be too pushy: It can come off as desperate and make podcast hosts uninterested.
Don’t focus on taking from guest podcast appearances. Instead, focus on giving and sharing valuable tips, insights, and unique stories.
- Don’t use a copy & paste template without personalizing and customizing it for each podcast host you’re pitching to. That’s lazy, and hosts don’t respond kindly to such pitches.
Remember these tips, and you should be able to nail your pitching!
For detailed steps on crafting your podcast pitch, including a pitch email template, refer to our step-by-step guide.
Networking Strategies for Becoming a Podcast Guest
The importance of building relationships with podcast hosts and influencers in your niche
Making strong connections with podcast hosts and influencers in your niche is one of the best ways to increase your brand’s visibility. This would be a smart strategy even if you weren’t trying to appear on podcasts.
You benefit from their influence and knowledge when actively seeking out and building relationships with podcast hosts in the same industry.
Establishing a mutually beneficial relationship is an incredibly valuable opportunity that opens up even more doors for your creativity, marketing strategies, and growth.
As you build these relationships, ensure that you are respectful, authentic, and genuine – this will help foster stronger connections between you two that are likely to last beyond any single podcast episode or guest podcast interview.
Tips for building relationships with podcast hosts and influencers in your niche
Building relationships with podcast hosts and influencers in your niche doesn’t have to be overwhelming or intimidating.
Here are some tips that have worked well for us and our podcast outreach clients:
Offer value first and then suggest opportunities for collaboration. Offer something that works for both of you (even if it’s just a phone call).
Instead of diving straight into promotion, include bits of helpful content in your communication. Examples of this could range from a blog post you’ve written that adds value to their audience or a connection between you two that may increase the host’s or influencer’s reach.
Introduce and connect hosts to other podcasters and relevant guests. This shows you care about the host and not just trying to get something from them.
Show genuine interest in what they offer – comment on their social media posts, build a connection, and share their content as often as possible.
Here’s a real-life example of how sharing an insightful comment about a host’s podcast episode led to them asking for a referral.
Relationship building this way can take time but can have rewarding results.
Outreach techniques for being a guest on podcasts
Making a mark in the podcast world requires an organized outreach strategy.
Define your ideal podcast criteria
Just like you would define your ideal client before you start a lead generation campaign, you should do the same for podcasts.
Identify the type of podcast you want to appear on, that is relevant to your target audience. Podcasts come in all shapes and sizes, even niche topics.
Create your podcast outreach list
It’s a great idea to make a list of 50-100 podcasts and create a spreadsheet with all the information so you can keep track of your progress. (You can also use our free template, or your CRM software to do this)
Make sure to keep this list updated, so you can send pitches to different podcasts when the need arises.
You can find podcasts using any popular podcast platform like Apple Podcasts, Spotify, Stitcher, Youtube, etc.
Each of these platforms will display categories so you can quickly navigate to the relevant ones and find ideal hosts to connect with.
Leverage podcast matchmaking websites
Sites such as Matchmaker.fm, PodcastGuests, and Podmatch provide a directory of hosts looking for potential guests. You can sign up and speak directly to hosts via these websites.
Add any podcasts you identify through these sites to your spreadsheet.
Connect via social media
To catch the attention of key players in the industry, connect with them on social media, join their Facebook groups, and discuss topics relevant to their audiences.
Create engaging social media content related to their topics, watch their shows, and interact – before you even make a proposal to have them feature you on their podcast.
Send pitches via email
Once you’ve established some kind of rapport with a podcast host, you can ask for the host’s contact information (our preferred option) or use a tool like hunter.io to find the host’s email address.
Draft an email that speaks directly to the host and clearly outlines why you’d make a great guest on their show.
Include any other relevant information in the email, such as links to your website, podcast episodes you’ve been featured in, and more.
Be sure to keep the email concise and to the point – include helpful content but don’t go overboard with long emails.
Follow up
Podcast hosts are busy people, so it’s best to follow up after a few days if you don’t receive a response right away. Use your tracking spreadsheet or CRM to keep track of your follow-up dates and stay organized.
When you get a response, make sure to thank the host for their time and respond quickly to any requests they may have. Hosts or their admins will typically ask you to schedule interviews directly using their scheduling link.
Be flexible with timings, and do what you can to cater to the host’s schedule. You may not get a second chance.
Promoting Your Small Business on Podcasts
Once you’ve scheduled your guest podcast appearance, your job is far from done. Remember that your #1 goal with all this is to generate new leads and sales for your business.
Why it’s important to promote your small business as a guest on podcasts
As we discussed earlier, promoting your small business by being a guest on podcasts is a great way to lead generate, build brand awareness, and show thought leadership.
Where many business owners go wrong when guesting is they fail to effectively promote their business during a podcast interview. Don’t make the same mistake!
Tips for promoting your small business while being a guest on podcasts
Promoting your small business while being a guest on podcasts can be incredibly effective and engaging.
Get the most out of your podcast appearance by teaching listeners to want your service or product.
You can do this by sharing case studies and stories about how other businesses have used your services – this helps establish trust in you as an expert. Telling stories in this way is also engaging for listeners.
At the end of your segment, let listeners know how they can find more information about you and your services.
Pro tip: When a host asks, “how can our audience get in touch or find out more about you?” rather than just responding with your website or social media handles, direct listeners to a relevant lead magnet or a podcast bonuses page you’ve prepared beforehand.
Content creation, engagement techniques, and other promotional tactics to consider
After you’ve appeared as a guest on a podcast, what comes next?
Remember that guest podcasting is only one part of your content marketing strategy. To get the most out of your guest appearances, leverage content creation and engagement strategies to spread the word about your interview. Check out the below visual from Nathan Barry for ideas on what you could do with each recording.
Building Lasting Relationships with Podcast Listeners
The importance of building lasting relationships with someone else’s podcast listeners
Building lasting relationships with someone else’s podcast listeners is critical for growing your business.
Think of each guest podcast interview as the first date with someone’s podcast audience.
As with meeting anyone for the first time, that’s often not enough for them to become a paying customer of your business.
The good news is that they’re now a part of your audience! So you’ll need to continue adding value through value-added lead nurturing.
Tips for creating content that resonates with your audience (after they’ve discovered you on someone’s podcast)
One great strategy to take is creating buyer journey-specific content that leads prospects from awareness to action. To do this, offer a lead magnet on the website or landing page related to the topic touched on during the podcast so viewers are compelled to opt in for more.
Finally, use lead nurturing techniques such as email campaigns and retargeting campaigns that reach out to prospects at each stage of their buyer journey to ensure each visitor gets the support they need before making a purchase.
Techniques for keeping your audience engaged over the long-term
Keeping your audience engaged over the long term is always a challenge. But by utilizing a few key techniques, you can maintain their interest and loyalty.
Here are some ideas for continuing to engage your new audience members:
Invite them to join an online community such as a private Facebook group and invite open discussion of relevant topics.
Host events that take place in person or virtually, run special offers on key products or host contests to mix things up.
Post high-quality content frequently to keep everyone interested, including blog posts, podcasts, or videos.
All these strategies will help ensure that your audience remains engaged with your brand over the long term.
Building a Community Around Your Small Business
Building a community around your small business can help you create a loyal customer base that can provide valuable feedback on your products or services.
How to leverage appearing as a guest on podcasts to create an engaged community around your small business
Appearing as a guest expert strengthens your credibility, builds trust, and establishes your business as a key player in the industry.
This also provides new relationships with potential partners or customers.
Use these conversations to present your services, discuss new innovations, share brainstorming ideas, and expand your reach into niche markets that were previously inaccessible.
Invite fans of the podcast who have inquired about your service to join virtual events or purchase products on special offers created for them exclusively.
Make sure to promote every appearance on social media outlets like Twitter, Instagram, etc., so people interested in what you do can find it easily and react quickly – this further broadens your customer base and grows the community of fans around your business.
Strategies for building a tribe of passionate supporters
Building a tribe of passionate supporters doesn’t happen overnight. Still, with the right strategies in place, you can create a thriving online community and wield the power of your supporters to reach common goals.
Some proven ways to build your tribe include:
Focusing on finding ways to engage your followers online,
Offering incentives for participation,
Creating paid levels of membership that reward loyal supporters with exclusive access and resources,
Leveraging strategic partnerships.
Creating a sense of community among your audience
Creating a sense of community among an audience is one of the most important things you can do as a content creator.
After all, it’s the interactions between people that help build connections and forge relationships.
It doesn’t have to be hard, though – simple steps such as introducing yourself in the comments, encouraging conversations by asking thoughtful questions, and reacting genuinely to what your followers post are just some of the things that can help cultivate a sense of belonging and create an engaged online community.
The Best Recording Equipment for Small Business Podcasts
Why it’s important to select the best recording equipment for being a guest on small business podcasts
If listeners can’t hear you clearly during your guest appearance, it’s a waste of time for all parties involved.
Selecting the right audio recording equipment ensures that your message is delivered to your audience in the clearest possible way.
Tips for selecting the best recording equipment for your needs
When it comes to selecting recording equipment, there are plenty of options out there.
Some factors to consider when selecting recording equipment include:
budget,
sound quality,
portability, and
ease of use.
It’s also important to think about the environment you’ll be recording in and whether you need accessories like a pop filter or shock mount.
Options for microphones, video cam, lighting
Cameras, microphones, and lighting have improved drastically over the years, but there are still many options out there that can enhance your content.
Depending on your budget, choosing a microphone could be as simple as a basic USB or lapel mic or as complex as a high-end condenser setup for recording live music.
If you’re into video production, look for DSLR cameras with audio inputs and built-in image stabilization features.
Finally, don’t forget about lighting! Understanding what type of light best suits your projects is key to setting your shots apart. From LED lights to studio kits with adjustable power and color temperature controls, there are lots of affordable ways to add professional-level illumination to any shoot.
Podcast guesting FAQ
Should you start your own podcast?
Starting your own podcast can be an exciting and rewarding experience. Podcasts can be a powerful tool for connecting with your audience, delivering content, and growing your business or brand.
If you’re looking to increase visibility, generate leads, and build relationships within the community, then starting a podcast may be the right move for you.
Despite some of the challenges of creating a podcast, plenty of resources and tools are available to help you get started.
Podcasting can effectively reach your target audience, so it’s worth considering if you have the time and resources for it.
A word of warning: Podcasting is an art form and requires dedication, consistency, discipline, and the right equipment. Be sure to set realistic expectations before starting your own podcast.
What do hosts look for in ideal podcast guests?
Podcast hosts typically look for guests who can provide a unique perspective, bring an interesting story to the table, and have something thought-provoking to say.
Podcast hosts also look for guest speakers with established reputations in their field or those who possess special knowledge and expertise that listeners will benefit from hearing.
Podcast hosts want their shows to be engaging and entertaining, so they look for guests that can convey their message in an energetic and captivating manner.
What should you do before appearing on a podcast?
We suggest that you don’t “wing it” when it comes to podcast guesting. Podcasts are a great way to get your message out and build relationships, but you need to do some preparation to make sure you’re making the most of your appearance.
Before you appear on a podcast, practice introducing yourself, research the show, and familiarize yourself with the host’s style and content.
Also, prepare two to three stories that are relevant to the topic of discussion so that you’ll have something interesting to share during your guest spot.
Any tips for podcast guests to win over hosts and their audiences?
The last thing that any host or listener wants is a boring episode or one where the guest is obviously there just to pitch their business.
Podcasts are meant to be engaging and entertaining, so make sure you’re putting in the effort to keep your audience engaged.
Be personable and conversational, don’t just give a rehearsed answer. Also, avoid monotone delivery; vary your tone and add inflection where necessary. Listeners like hearing stories, so if you have a personal experience to share, use it as an opportunity to give your answers more depth.
Finally, when answering questions, always provide value and leave the listeners with something valuable or interesting.
Should I only focus on shows that are on Apple podcasts?
While Apple podcasts are the number one platform for podcast streaming, there are plenty of other podcasting platforms worth exploring.
Keep in mind that podcast listeners aren’t all using Apple devices, so it’s important to find shows on other podcasting platforms as well.
Spotify, Stitcher, Google Podcasts, and even YouTube offer great opportunities to reach your target audience. In addition, you can also look into guest appearances on radio or web shows.
These outlets can broaden the reach of your content and help you connect with a potentially larger audience. Podcasting is growing rapidly, and there are many outlets available to explore, so don’t restrict yourself to just one platform.
What do you do if you’re about to send a pitch and then notice that a former podcast guest does the exact same type of work or runs the same type of business that you do?
This question came up in a recent tweet that I saw:
“TFW you finally find a local podcast your target audience listens to and you’re about to send them a pitch to be a guest, and then today’s new episode is with someone who’s already doing just what you’re doing”
Here’s my take:
I see that as good news. It means that the host feels that what you do is interesting enough for their audience. You can pitch:
– related topics that haven’t been discussed yet
– an alternative/counter-perspective: are there things the guest said you disagree with?
Final thoughts on podcast guesting for small business growth
Podcasting is an excellent way to spread your message and build relationships with potential customers.
You now have the steps and have seen examples of how to start a podcast, find relevant shows, and pitch yourself as a guest. You also have some tips on being great on podcasts and how to use them best for your business.
Our free podcast outreach tracker can help you stay on top of your podcast guesting efforts. Download it today and start landing more guest spots on podcasts.
No matter what you do, you are sure to succeed with patience and practice.
Are you pressed for time and want help getting booked on podcasts? Contact us today about our done-for-you podcast outreach service.
