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About Our guest
Jeremy Ryan Slate - Co-Founder and CEO at Command Your Brand Media
Command Your Brand is a podcast publicity agency that gets thought leaders on top-rated podcasts
Jeremy loves podcasting and considers it a truly life-changing medium. He’s listened since about 2009, when it was still difficult to find the shows you loved. Now he has conducted 340+ interviews with Billionaires, Founders, CEO's, Professional Athletes and Celebrities, he speaks on stages all over the world in front of hundreds of people, and he’s been downloaded over half a million times.
The Growth Of The Podcast Industry (03:13)
There was a phase in 2006 when it was very easy to attract an audience to listen to your podcast, but then over time, space got more crowded.
Right now, we’re in a phase where if you decide to start a podcast, you better be very sure about what you're talking about and who you are talking to.
If you don't have a differentiating characteristic, I would honestly hold off starting a podcast at this point.
Why Is Guesting So Effective For People Who Are Looking To Promote Their Brand (06:55)
There are over 550,000 podcasts out there, so there are a lot of opportunities right now. However, it all comes down to finding your niche and the great thing about podcasting is that you can find a very narrow niche which allows you to target your ideal customers. The ability to niche down is like no other.
Being a guest on a podcast also helps you take advantage of already established audiences, which is extremely difficult in the beginning.
The Dynamics of Getting On Other People’s Shows (09:35)
First of all, having a professional website with a media page is absolutely necessary. It also helps a lot, if it is written in the third person. Start by featuring some small pieces of media on your media page, before you start pitching to the larger outlets.
Think of your target audience and narrow down the type of podcasts you’d like to appear on. Look for the biggest podcasts in your market and create a spreadsheet of those.
Start with small shows - the ones that have less than 20 episodes and maybe less than 20 reviews.
There is a great tool that makes this process a little bit easier and it’s called Chartable. It can show you chart and reviews for any podcast you are interested in.
The Process of Reaching Out And Getting On The Show (13:43)
We advise our clients to break up their appearance in three steps - a personal story, message, and a call to action.
When you are reaching out to people, you want to find a commonality. Also, you want to mention other podcasts that you’ve been featured on. Do not send the same pitch to many shows.
Extra Tips (16:40)
Have a good microphone. A lot of our clients use the Audio Technica Atr 2100.
How To Create A Great Content For Podcasts (03:15)
We teach our clients something called personal story, your message and a call to action. We like to talk about the end goal, so we ask our clients - where do you want people to end up and what do you want them to do? We typically work out a call to action in this way. What can you give people that will actually bring them into your main line of service?
Ideally, your call to action should be something that’s going to build a relationship with your audience over time.
After your call to action, you need to craft your message and what you're going to teach people. You need to be willing to teach.
You want to tie all this into your personal story. A personal story is really some sort of emotion that people can understand and that can hook them into this whole three-part sequence.
How To Convert Podcast Listeners To Engaged Customers (09:20)
There’s no single answer or silver bullet. That's really difficult to answer because every show is different.
How Can Podcast Guests Promote The Content Themselves (10:39)
On LinkedIn, I like to do a lot of long-form content and I like to put the episode link in the comments because you get more traction that way. Another thing is embedding that episode plus your own version of show notes on your own website in a form of a blog post. This will also help your organic ranking and it will give your audience something to check out.
MeetEdgar is a fantastic tool which helps you schedule your episodes to go on various social media platforms.
We have seen that some clients had success with writing press releases to smaller local publications.
A tool like Snipley allows you to set up a pixel on the actual episode page you are sending people to and you can later retarget them.
Extra Tips For Better ROI When Guesting On Someone’s Show (14:40)
One of my favourite tools is called Headliner app. You can take 32 to 62nd audio clips. You can even use one of many transcription tools and get a transcript done out of that episode and perhaps, transform it into an article. There's so much you can do with an episode.
Advice For Younger Marketers Who Are Interested In This Field (16:07)
Go out there, find the people that are best at what they do and study how they do it. Deconstruct what they’ve done and learn some things from them.