Podcast guesting
Why is podcast guesting a better visibility strategy than social media for experts?
The short answer
Because social posts disappear in a day or two, and a podcast episode keeps working for years. Every new show needs expert guests, smaller targeted shows often convert better than big ones, and each appearance can feed your entire content strategy. The key is approaching it strategically and consistently.
Is social media the best way for experts to get visible?
Not on its own. I first said this on The Business Power Hour with Deb Krier, and it ruffled some feathers: social media isn't the golden ticket most experts think it is.
A lot of experts are stuck on what I call the content creation hamster wheel, constantly creating posts that disappear within 48 hours. There's a better way to reach your ideal clients and build thought leadership. I call it OPP, other people's podcasts.
Isn't podcasting oversaturated?
Yes and no, and the saturation actually works in your favor as a guest.
Every new podcast needs guests, and more importantly, it needs expert guests who deliver value to its audience. That's a steady stream of opportunities. And unlike social posts, episodes are evergreen. The interview you do today can generate leads months or years from now.
Are bigger podcasts always better?
No. It's often better to be on three smaller, targeted podcasts than one major show.
When you speak directly to your ideal clients about their specific challenges, they're far more likely to act. Fit beats download counts. Right-fit podcasts, where your buyers already listen, are where conversations turn into contracts.
What mistakes do experts make as podcast guests?
- Showing up unprepared. Expertise isn't enough. Research the show, understand the audience, and shape your message for them.
- Skipping the follow-up. Treating an appearance as one and done wastes the content and the leads it could produce.
- Chasing quantity over fit. What matters is appearing on the right shows with the right message.
What's a simple framework for every podcast appearance?
- Know your Visibility Power Points™. Three or four topics you can discuss in depth that show your unique perspective.
- Choose shows strategically. Go where your ideal clients already listen, even if the audience is smaller.
- Prepare. Learn the host's style, listen to past episodes, and plan the stories that will resonate.
- Make every appearance count. Use a tracking link, and turn the interview into social content, blog posts, emails, speaking reel clips, and LinkedIn articles.
That last step is how you build a content library that keeps working long after the interview airs. Consistency on right-fit shows is what makes it compound.
Frequently asked questions
Is it better to start my own podcast or be a guest?
Guest first. Guesting borrows an audience that already includes your buyers, and it builds citations faster than starting a show from zero.
How many podcasts should I guest on?
Enough to repeat your core ideas in front of your buyers consistently. Our Engine clients are booked on 3 to 5 shows a month.
What should I do after a podcast episode airs?
Share it, send it to your email list, and turn it into an article and clips so it keeps working for you.