Popular marketing wisdom proclaims everyone should be a guest on a podcast. More than one. Even better! A moment of reflection should make it obvious this statement cannot possibly be true. Being a podcast guest can't achieve all goals or solve all problems. Life isn't that simple. (By the way, this also applies to the related wisdom that everyone should host a podcast.) The good news is a little thoughtful preparation goes a long way towards ensuring a guest appearance is a good use of your limited time.
START AT THE BEGINNING
Simply ask yourself, "What do I want to accomplish by being a guest on Podcast X? What does winning look like?" You could be promoting a book, bolstering your credibility as an expert or simply supporting a friend. There is no wrong answer other than not having a pretty good idea in advance what winning looks like for you.
ANALYZE FIT
Once you have a clear idea about what you are trying to accomplish, ask yourself, "How does Podcast X and its community support my goal?" For instance, it doesn't make much sense for Hilary Clinton to go on The Joe Rogan Experience to promote her new book.
Check Out Podcast X's Website and Social Media. Are they polished and professional? Is the content regularly updated? Does Podcast X's brand compliment your brand and goals?
Listen to One or Two of Podcast X's Episodes. How is the production quality? Is the podcast's tone consistent your brand and goals?
Talk to Podcast X's Host. Is the host organized? Does the host have a solid understanding Podcast X's audience? Who typically listens to the podcast? Where are they located? For instance, if you are promoting an event on the East Coast, how valuable is a podcast audience primarily located on the other side of the country?
Most important, does the host seem interested in what you are trying to accomplish? Is the host more interested in having content for the show or having content for the show and supporting your goals? They aren't always the same.
Kick the Tires on Podcast X's Community. At the end of the day, how helpful is a well-crafted interview if no one listens to it? Ask the host to share basic metrics like downloads, listens, audience size and consumption. These metrics are readily available for free from most podcast hosting platforms. Basic audience demographics are also generally available.
Ask the host how they built their community. Did the host purchase listeners and social media followers or did the host grow Podcast X's audience organically? Big numbers look sexy, but, if they aren't backed up by meaningful engagement, does it really matter? Similarly, if a host frequently grows followers with giveaways, are Podcast X's listeners more interested in Podcast X or not missing out on the next opportunity for some free gear?
Again, there is no wrong answer to these questions per se other than not aligning your appearance with your goals.
FOUND A GOOD FIT? THEN, DO YOUR JOB! BE A GOOD GUEST
Be Prepared. In addition to being ready to have fun and share your story, spend a few minutes to optimize your recording environment. You don't need to go out and buy a new microphone, but, if you have one or a pair of AirPods, definitely use them. Try to find a relatively quiet spot free from interruptions. Put your phone on Do Not Disturb. And, try not to fiddle with stuff on your desk. You would be surprised how time consuming it can be to edit your fidgeting out of an episode.
Promote Your Interview. Once your episode drops, share it with your community. This may sound obvious, but you would be surprised how infrequently this actually occurs. Good podcast hosts will tag you on social media and even send you an email with all of your episode's details. Do your part! Remember one of the main reasons to be a podcast guest is to cross-pollinate your community with Podcast X's community. Spend a few minutes to maximize the return on your interview!
CONCLUSION
Your time is your most precious resource. If you don't value it, no one else will. Doing a little homework on the front end and being a good guest will maximize the return on your interview.
Marvin Cash is the host and producer of The Articulate Fly. He also offers consulting services to influencers, manufacturers, guides, shops and other fly fishing industry professionals. He is always up to to discuss podcasting, podcast advertising or fly fishing, just reach out.
