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If you’ve been wondering whether you should start a podcast, consider this your sign. Podcasting is a great way to connect with audiences and share your interests and passions. As a business owner or marketer, a podcast is an extension of your content marketing strategy. Creating an informative and entertaining series introduces your brand to new potential customers and enhances your credibility.
Adding guests into the mix helps you keep your podcast fresh. It also lets you share different perspectives on your topic. The right guests highlight your industry from multiple angles, which can help you appeal to an even broader customer base. So, how exactly do you find podcast guests? Stick with us and learn.
Understanding the Importance of Podcast Guests
Hosting your podcast alone is a perfectly reasonable option. However, adding a guest or two drums up interest and adds more value for your listeners. If you’re podcasting as part of marketing, potential podcast guests will bring their listeners to your show, exposing your brand to a new target audience.
Quality guests keep your listeners entertained while offering valuable insights. They help enhance your reputation as a thought leader. They can even trigger multiple ideas for new content.
How To Find Podcast Guests: Top 10 Ways
Not just any guest will do. You need to understand where to find podcast guests who appeal to your target audience. You should also look for people who are entertaining and capable of having a natural conversation. Start with these resources to identify your potential podcast guests.
1. Leverage Your Personal Network
Your network likely contains people who have been in your industry for a long time. Look through your contacts list and LinkedIn profile to find ideal guests for your show. If you’ve been podcasting for a while, review your roster of previous guests and find those who interested your listeners.
You can track your podcast metrics to identify which guests and subjects resonated most with your audience. Brainstorm topic ideas around your most successful shows and search for subject matter experts within your network to cover those topics. You can also bring former guests back for a deeper conversation.
Using guests from your personal network can be beneficial because you know them. Your listeners will be more entertained by a natural conversation than a discussion that sounds more like a job interview.
2. Engage With Your Audience for Referrals
Podcasting lets you build a community of people with similar passions. You already know you should use social media to enhance this community and connect with listeners. Your social media family is also an excellent resource for finding new guests.
Post polls to find your audience’s most desired topics. Ask them for guest recommendations through a social media post or a blog post on your podcast website. Do your homework before inviting the guests on your show. Your aim is to build your brand credibility. You don’t want to diminish it with an uninformed or controversial guest.
3. Explore Social Media Platforms
While on social media, peruse your favorite platforms for experts in your niche. Start with the usual relevant keywords and hashtags and note any people who appear in the top results. Check out your competitors to see who they are interviewing. You can also look through their social media to see who engages with their posts.
Take advantage of Facebook and LinkedIn groups. Read through various posts and comments to see who is interested in your upcoming topics. If you find someone with a unique spin, check out their online presence and ask them to come on your show if they seem like a good fit.
4. Attend Industry Events and Conferences
Industry events are a goldmine for finding podcast guests. Big conferences and trade shows are made for mingling. Attend sessions that align with your best topics and introduce yourself to the other attendees.
Many of these events publish programs with contact information for guest speakers. If any sessions stand out to you, contact the speakers and ask if they'd be willing to appear on your show. When chatting with people after a session or at industry events, exchange business cards with people who have thoughtful perspectives on topics your audience will be interested in.
Although industry events are often smaller than conferences, they still connect you with fascinating topic experts. Sign up for webinars or smaller events related to your best podcast topics and introduce yourself to the host and fellow attendees. When you’re online, pay attention to the chat and note anyone whose insights pique your interest.
5. Consider Podcast Guest Matchmaking Services and Platforms
The most influential people in your industry are likely booked and busy, but they aren’t your only resource. Sign up for a service like PodMatch or MatchMaker FM. These agencies have an extensive database of fellow content creators and previous guests from popular shows.
All you have to do is tell the agency about your podcast and let them know what kinds of guests you would like to interview. They pass your information along to quality guests they deem a good fit for your show and share the list with you. As a business owner or a marketer, these services are also great for connecting you with other podcasts that align with your messaging. You could apply to be a guest on another show.
6. Direct Outreach to Other Authors and Content Creators
You’re already reading books and articles to round out your industry expertise. Reach out to your favorite authors, bloggers, journalists, and other content creators and invite them on your podcast. Many of these personalities welcome discussing their ideas with a broader audience.
Go beyond your personal library by visiting a bookstore or perusing books online. Look for books with great reviews or familiar authors. If someone has an upcoming book to promote, they are likely looking for opportunities to reach audiences. Browse upcoming releases to find topics that appeal to your target audience.
Inviting popular authors and content creators onto your show also boosts your reach. Create a personalized message and highlight the potential benefits of appearing on your show. If you can’t find the author’s contact information, head to their website and see if they have a booking agent or publicist. Then, send your inquiry. You may need to reach out multiple times before you get an answer, so be persistent.
7. Ensure Potential Guests Align With Your Podcast’s Goals
Before reaching out to potential guests, consider your overall podcast goals. Your goals drive your overall podcast strategy, which includes determining who to interview. Your ideal podcast guest should help you meet those goals.
For example, if your goal is to drive leads, look for guests who appeal to your target audience. Think about their needs and pain points and invite guests who speak to them.
If your goal is to build up your reputation as a thought leader, reach out to respected personalities in your field. If you want to improve customer relationships, invite your best customers and record an episode that also serves as a case study.
8. Search Online
Type various topic ideas into your favorite search engine and spend an afternoon seeing where the results take you. Don’t limit yourself to the top search results. Dig deep into the search engine results pages (SERPs). Read websites, blogs, and articles.
Make a note of your mind’s tangents and search on those topics. Each branch of your main subject will connect you to more potential resources and possible podcast interview topics. You may also end up brainstorming podcast episodes that never crossed your mind before.
As you deep dive into your upcoming podcast topics, interests, and industry, you will come across multiple experts in your field. Note your favorites so you can vet them when you’ve emerged from your rabbit hole.
9. Use a Public Relations or Marketing Agency
Publicists and agents are always trying to find exposure for their clients, making them an excellent resource for connecting you to subject matter experts in your field. One potential drawback to approaching publicists is that some will try to book anyone on your show regardless of whether or not they fit your brand. Once you’ve built a relationship with a publicist, read each pitch carefully to make sure the guest and the suggested topic align with your show.
Start by looking for industry-specific PR agencies. For example, if you host a podcast to promote your restaurant, look for an agency that represents food bloggers and other chefs in your area.
If your industry is super niche and lacks specific agencies, use Google to search for popular content creators. If any use a PR agency, add it to your list and reach out.
10. Go to School
You don’t actually have to enroll in school to find guests for your podcast. However, academia is home to an array of researchers and subject matter experts. Look through academic journals and research papers within your field to find potential guests.
Attend professional development courses in your industry and approach the professor or your fellow students to see if they would like to appear on your show. Non-credit classes and workshops often help seasoned professionals keep their skills current and can give you new material for a great podcast episode.
If you don’t have time to fit a continuing education course into your schedule, check out course catalogs in your field. For example, if you’re an architect using your podcast to share your love of the industry, look at catalogs from design and architecture schools. Research different professors in the program and contact those whose courses seem interesting.
Create a Diverse Guest Pipeline
Having a diverse guest pipeline lets you access more guests to keep your show relevant and interesting. Diversifying your pool of potential guests is also important because it gives you more flexibility.
When you have a variety of guests to choose from, you can appeal to audiences of different backgrounds and interests. Your target audience is likely not homogenous, so you need multiple guests of varying ages, ethnic backgrounds, and levels of expertise so that more of your listeners can relate.
A broad guest pipeline also helps you explore your subject from different viewpoints. Even if your potential podcast guests agree about each topic, they probably look at the subject from a unique perspective. Exploring your topic from many angles keeps your audience engaged.
Best Practices for Cold Email Outreach
Many people shudder at the thought of cold calling. Thankfully, we have email to help us avoid those awkward silences that happen when speaking with people we don’t know. Follow these cold email tips and put your best foot forward to increase your chances of getting a “yes” when you ask someone to be your guest on your podcast.
Do Your Homework
It really seems like we want you to go back to school. Again, you don’t have to, but you do need to be familiar with your potential guests. Compile some background information on people before reaching out. They will be more open to your pitch if you can connect with them in a meaningful way.
Give specific examples of their work and how it relates to your podcast.
Personalize Your Subject Line
Unless you nail the subject line, your cold email will probably end up in the trash unopened. Keep it short and to the point. Consider this subject line: “Podcast Invitation: XYZ Restaurant Chef’s Corner requests John Smith’s Expertise.”
This way, your recipient knows what the email is about before opening it.
Sell Your Value
Limit your cold emails to two paragraphs, max. Start by explaining how your audience fits the potential guest’s previous work. List your unique values and perspectives. Then, delve into why you think the guest is a good fit for your show. Based on your research, explore potential discussion points.
Add a Call to Action
Close your email with next steps that encourage your potential guest to act. Use action words such as “contact me this week.” If you don’t get a response, follow up.
Building Relationships With Potential Guests
Many podcasts are more entertaining when the host and the guest have an established relationship. While you can still put on a great show with a total stranger, it’s easier when you know each other.
Keep in touch with your previous guests. Tag them on your posts and engage with their content. If you’re scouring social media for potential guests, be active in groups and on your potential guests’ social media pages. Keep it professional and respectful.
If you are interviewing a guest you have never met, do some extra preparation before recording. Familiarize yourself with your guest’s work so you can ask thoughtful, open-ended questions that drive a discussion. If they have been on other podcasts, listen to the episode to get a feel for their expertise and how they communicate with an audience.
Stay interested and engaged throughout the interview. A warm and welcoming demeanor puts your guests at ease and improves your chances of scoring a repeat interview. Most people wouldn’t want to return to a podcast with a host who had not prepped adequately and was disengaged throughout the interview.
Preparing for Guest Interviews
Start by developing an understanding of your guest's previous work and how their expertise fits into your show. Listen to their past interviews and read their content to get a feel for what they will offer as a guest. Use this information to develop your questions.
Ask your guests if they have any topics or projects they would like you to cover or promote. Then, incorporate them into the discussion where they naturally fit.
Set a schedule with the guest and stick to it. Use a calendar app so they can suggest alternate dates and times if your initial request doesn’t work.
Before recording, take some time to prepare your guests. Tell them what to expect during the process and provide an overview of your questions. Walk them through the technical aspects of your show to ensure a good recording experience. Different hosts use various podcast formats. Make sure your guests know if they will be on video so they can prepare accordingly.
If you’re hosting them in a studio, you can explain how to use all the equipment before starting the interview. If you’re recording remotely, tell them how to set up before their scheduled interview time. Advise them to do the interview in a quiet space with good acoustics and minimal background action. For better sound quality, suggest a supplemental microphone instead of relying on their computer mic.
Elevating Your Podcast and Content Strategy
Knowing how to find podcast guests is only half the battle. To succeed in podcasting, you need a solid podcast strategy that fits your overall content goals. Listen to Compose.ly’s Content Matters podcast to generate ideas for your show and other content.
This show offers insights into marketing and content creation. You will learn how to create content, including podcasts, that resonates with your audience and helps you achieve your goals successfully. Tune in to better understand branding, meaningful content creation, and more.
Subscribe on Apple Podcasts or Spotify.
