This article will explore why using an expert podcast booking service can be beneficial for your brand, as well as offer considerations to keep in mind when choosing the right one.
Have you ever considered using an expert podcast booking service to reach new audiences and grow your brand? If so, you’re certainly not alone.
As the popularity of podcasts continues to rise, many businesses have turned to expert podcast booking services to help them amplify their message and increase their reach.
This article will cover the following topics.
- The relevance of podcasting in the current B2B marketing landscape
- The Power of Podcasting
- Understanding Podcast Booking Services
- Benefits of Expert Podcast Booking Services
- Case Study: Real-World Impact of Podcast Guesting on Small Business Growth
- Tips for Choosing the Right Podcast Booking Service
- Final thoughts on working with Expert Podcast Booking Services
The relevance of podcasting in the current B2B marketing landscape
Podcasting has become an increasingly important part of the B2B marketing mix.
With its ability to reach niche audiences and provide detailed information, podcasts have become one of the most effective ways for companies to establish their expertise and build relationships with customers.
However, booking a podcast appearance can be challenging due to its popularity. This is where expert podcast booking services come in.
The emergence of podcast booking services
Podcast booking services have emerged to meet the growing demand for podcast appearances.
These services help companies identify and book guests for their podcasts, ensuring a successful guest appearance. They also provide assistance with the entire process, from pre-interview preparation to post-interview follow-up.
By leveraging expert podcast booking services, brands are able to maximize the impact of their podcast appearances and accelerate their growth.
The Power of Podcasting
Exploring the popularity of podcasts
Business podcasts have become increasingly popular in recent years as more people are looking for ways to stay informed and entertained while on the go. Podcasts offer an easy way to access content without reading or watching a video.
They can also provide valuable insights into the world of business, allowing entrepreneurs and professionals to stay up-to-date with the latest trends and strategies.
The popularity of business podcasts can be attributed to a number of factors, including their convenience, accessibility, and affordability. With podcasts, listeners can access content from anywhere at any time, making them ideal for busy professionals who don’t have time to sit down and read or watch a video.
Additionally, many podcasts are free or low-cost compared to other forms of media, such as books or videos. Finally, podcasts offer an intimate listening experience that allows listeners to connect with the host in a unique way.
Podcasts as an effective tool for brand communication
Podcasts have become an increasingly popular tool for brand communication because of their effectiveness in building strong relationships with audiences. Here are some reasons why:
1. Authenticity and Trust:
Podcasts offer a unique opportunity for brands to demonstrate their authenticity and build trust with their audience. Through audio, brands can tell their story in a more conversational and authentic way, sharing insights, opinions, and experiences that can help deepen the connection with their listeners.
2. Audience Engagement:
Podcasts are a highly engaging medium that encourages active listening and deep concentration. When brands produce high-quality podcasts, they can create a loyal following of engaged listeners who are actively seeking out their content and are more likely to become customers.
3. Thought Leadership:
Podcasts can position brands as thought leaders in their industry by providing valuable insights and perspectives on relevant topics. This can help to establish the brand’s credibility and authority, which can be especially important in industries where expertise is highly valued.
4. Brand Awareness:
Podcasts can also effectively increase brand awareness and reach new audiences. By promoting the podcast through social media and other channels, brands can attract new listeners who may not have been familiar with their products or services before.
Statistics that demonstrate how podcasting can contribute to brand growth.
Podcasting has become an increasingly popular way for brands to reach their target audience. This is because the number of podcast listeners and the amount of time people are listening to podcasts is steadily increasing.
Stats on podcast listening habits
- There are 464.7 million podcast listeners globally as of 2023. This number is predicted to reach 504.9 million by 2024. (source: DemandSage)
- The podcast industry market size is $23.56 billion. (source: DemandSage)
- There are over 5 million podcasts globally with over 70 million episodes between them. (source: DemandSage)
- 42% of Americans ages 12 and older have listened to a podcast in the past month. (source: Edison Research)
- Monthly podcast listening in Australia has spiked to 40%, an increase of 3% from 2021. (source: Infinite Dial Study 2022)
- On average, Australians listen to podcasts around seven hours per week (source: Infinite Dial Study 2022)
- In Australia, Darren Rowse’s ProBlogger and James Schramko’s podcast (formerly “Superfast Business”) have achieved approx. 100,000 downloads per episode. (source: 7 Australian Podcasting Statistics That Might Surprise You)
Stats on how listening to podcasts influence buyer behaviour
Podcast listeners are more likely to take action after hearing an ad on a podcast than they would after seeing or reading an ad elsewhere.
- 95% of U.S. podcast listeners have purchased a product or looked into a brand they heard on a podcast. This percentage increases to 97% among frequent podcast listeners. (source: Acast 2023)
- 68% of podcast listeners claim to listen to podcast ads all the time or more than half of the time. (source: Acast 2023)
- 82% of listeners agree that hearing ads are a method to support their favourite podcasters. (source: Acast 2023)
As you can see from the above statistics, podcasts can be used as an effective tool for brand growth as they allow brands to connect with their target audience more personally than traditional advertising.
Understanding Podcast Booking Services
What expert podcast booking services do
Podcast booking services research and identify podcasts that would suit their clients based on the topic, audience, and podcast format. Here’s what they typically do:
- Pitch clients to podcast hosts: Once they have identified relevant podcasts, the service will pitch their clients to the podcast hosts or producers. This involves crafting a persuasive pitch that highlights the client’s expertise and why they would be a valuable guest for the show.
- Coordinate logistics: If the podcast host agrees to have the client on the show, the booking service will coordinate the logistics of the interview, such as scheduling a time, sharing information about the technology required for the interview, and providing guidance on how to prepare for the interview.
- Provide support and coaching: Some podcast booking services also provide support and coaching to their clients to help them prepare for the interview and make the most out of the opportunity. This can include tips on crafting a compelling message, engaging with the audience, and promoting the interview after it has aired.
The role podcast booking services play in small business marketing
Expert podcast booking services help their clients secure opportunities to be featured as guests on relevant podcasts.
This can help them increase their visibility, build their authority as thought leaders, and reach new audiences.
Four scenarios where a business owner might benefit from hiring an expert podcast booking service
Time Constraints
If the business owner or their team is already stretched thin with managing other aspects of operations and marketing, outsourcing to a podcast booking service could be a smart move.
These services possess the time and expertise to identify, vet, and secure podcast opportunities, saving the business valuable time and resources.
Strategic Approach Required
If the business owner has attempted to secure podcast guest spots in the past but hasn’t seen substantial results, an expert podcast booking service can help.
These services adopt a strategic approach to the process, identifying podcasts that align with the business’s target audience and crafting compelling pitches to increase acceptance chances.
Rapid Growth and Brand Visibility
If a business is aiming for rapid growth and heightened brand visibility and desires to establish itself as a thought leader in its industry, expert podcast booking services can be an excellent option.
By securing guest spots on top podcasts, the business can swiftly reach a larger, more engaged audience, thereby solidifying its reputation as an industry expert.
Launch of a Significant New Offering
If a business is about to launch a new book, whitepaper/lead magnet, product, or service and has made a considerable investment in it, it would want to present it to more people and businesses fitting its target audience.
A podcast booking service can assist in achieving these high-visibility opportunities to share and promote the new offering.
Benefits of Expert Podcast Booking Services
Saving time and resources
Booking services save their clients a valuable amount of time by streamlining the process of podcast guesting. Instead of having to spend hours researching potential podcasts and crafting pitches, they can leave it up to the experts who have already established relationships with the podcast hosts.
This even applies to clients who already have some experience in guesting on podcasts as well; expert booking services can help them find new opportunities that fit their specific niche, saving them time and energy in the process.
Access to industry-specific podcasts
Professional podcast booking services can find industry-specific podcasts that are most relevant to your message. This allows your brand to connect with the right listeners and get your message out to the right people.
They can also identify podcasts with the largest reach and most engaged listeners, so your brand can maximize its impact.
Professionalism and expertise
Working with experienced professionals for your podcast booking needs has a number of benefits.
They can provide invaluable insight into the podcasting industry, helping identify the best podcasts for your message and ensuring your pitch is well-crafted for maximum impact.
This will help you create a professional presence and leave a good impression on potential podcast hosts.
Furthermore, experienced professionals can provide additional services beyond the initial outreach process, such as helping you prepare for the interview and promoting it after the episode has aired.
This will help ensure that the most is made out of the opportunity.
Reputation and relationships
Professional podcast booking services come with established relationships with podcast hosts already in place.
This gives them a leg up in the outreach process, as they can leverage their existing connections to get your message out quickly and efficiently.
Furthermore, their reputation in the industry can give your brand an added boost. Podcast hosts are more likely to be interested in featuring you if you come with the backing of a reputable booking service.
Ensuring effective exposure
Expert podcast booking services can help ensure your appearances are well-promoted. They can guide when and how to promote your episode, which can increase your brand’s reach and overall impact.
Additionally, they may be able to secure additional promotion or press coverage for your episode on other platforms. This can help boost visibility and ensure you’re getting the most out of your appearances.
Case Study: Real-World Impact of Podcast Guesting on Small Business Growth
Meryl Johnston, the founder of Bean Ninjas, grew her accounting and bookkeeping practice by incorporating guest podcasting into her marketing strategy.
Meryl found that speaking on podcasts was an effective way to engage with potential clients and showcase her credibility within her industry.
By sharing her story and experiences as a guest on podcasts, Meryl established herself as an authority in her field and attracted new clients. As her business grew and she became more established, Meryl found that people were more interested in learning from her experiences and solutions. Overall, guest podcasting is an effective way to build credibility, establish yourself as an authority, and expand the online presence of your business.
Bean Ninjas has since pivoted to supporting 7-figure e-commerce brands with their accounting. During the second quarter of 2023, we assisted Wayne Richard, the US Director of Bean Ninjas, in securing multiple podcast appearances.
Tips for Choosing the Right Podcast Booking Service
When looking for a podcast booking service, there are a few key considerations to keep in mind:
- Look for a service that specializes in getting you on the best-fit podcasts for your brand. Not all services offer this, and it’s important to make sure you get access to the most relevant shows for your business.
- Consider their approach to outreach, including their ability to get your message across to potential hosts quickly and efficiently.
- You may want to inquire about their ability to promote the episode after it has aired and any additional promotional opportunities they can secure for your episode.
- Compare different services and prices to ensure you’re getting the best deal.
Final thoughts on working with Expert Podcast Booking Services
Not only can they help increase the reach and impact of your message, but their reputation may also give your brand an added boost.
Ultimately, leveraging a podcast booking service can effectively elevate your brand’s presence and maximize growth.
Podcast booking services can be a powerful tool for getting your brand’s message out there. With their knowledge of the industry and relationships with podcast hosts, they can help secure appearances and ensure your message is effectively promoted.
Are you pressed for time and want help getting booked on podcasts? Contact us today about our done-for-you podcast outreach service.
(Article featured image photo by Brett Sayles)
