Latest / Amplify Your Marketing Message with Christine Campbell Rapin / 180 - Turn Podcast Guesting into Warm Introductions and Revenue

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180 - Turn Podcast Guesting into Warm Introductions and Revenue · Amplify Your Marketing Message with Christine Campbell Rapin

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  If you are a B2B service based business owner and you are
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  looking to gain more clients, create more impact and more
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  revenue in your business, TuneIn to amplify your marketing
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  message with Christine Campbell Rappin.
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  Every week we're going to take you through how to build an
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  audience of buyers, mastering your marketing message and
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  making offers. One of the biggest things that
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  people choose to spend time podcast guesting for is a belief
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  that it will create leads and those leads will become paid
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  clients. You think the answer is in the
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  audience, the listeners of the show.
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  And while that may happen, it's really, really hard to control.
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  And so I want to shift your perspective and show you the
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  faster way to find clients with podcast guesting, it is through
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  creating referrals with the host.
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  I am Christine Campbell Rappin, and I have interviewed hundreds
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  of guests on multiple platforms over the years.
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  And podcasting can be a great source of lead generation.
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  But truthfully, most guests are missing golden opportunities for
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  fast, warm introductions and getting clients in the next 90
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  days. So let me break it down.
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  What can make you exceptional as a podcast guest?
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  So when it comes to introductions and finding ideal
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  leads for you, warm introductions have a faster
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  track and a higher conversion rate than every source of cold
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  traffic out there. And so I want you to be thinking
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  about where you're playing, how you're playing, and how to
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  leverage your guesting better. It all starts down to the host
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  and choosing the right shows that are appropriate for buying
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  behavior. So many people think the goal is
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  just be on a podcast and get airtime.
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  But my friends, if you are in the wrong room, in the wrong
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  audience, with the wrong message that does not tie to a program
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  or service that people will pay you for, you are colossally
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  wasting your time. Stop it.
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  Instead, I want you to think about your business need.
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  What are your programs and services and who is your next
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  buyer? You could use the word shopper,
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  client or customer. For me, I always talk in terms
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  of the buyer. The buyer audience profile is
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  what you need to be gauging when you research which shows you
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  want to be on, because you want to be in the room of buyers is
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  the best path to getting your next client in your ecosystem.
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  So do the research about the show.
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  Talk to show producers and ask them who are they targeting and
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  make sure there's a very strong overlap.
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  And I also recommend picking shows where the hosts programs
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  and services and offers are in sequence of your delivery, that
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  if the two of you come together, you get better results for the
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  buyer, shopper or the customer. Because when that happens,
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  that's magic. That's exactly what we do with
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  our show. My show is designed
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  intentionally to be a referral engine, not to be a lead
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  generator directly. And it's working spectacularly.
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  So you do your research, and when you're researching the
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  show, you are starting to engage with the host.
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  That means listening to episodes, commenting on the
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  episodes, taking Nuggets from the episodes, and putting that
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  public on social media. It means reviewing the show and
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  connecting on social media platforms, not just with the
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  show, but with the host as an individual.
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  Because my friends remember people do business with people
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  even in the world of a lot of technology and especially in the
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  world of AI. They have a personal
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  conversation that can add so much value to your bottom line.
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  So you're building the relationship with the show and
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  you understand the audience. It's an overlap with who your
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  buyers are and you start to engage with the host and say, I
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  believe I have several ideas that could be of value to your
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  show. Would you be interested in the
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  conversation around that? That is the basic details for
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  your application. And I will tell you this please,
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  if you want clients, don't outsource this relationship
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  building to an agency. 99% of agency pitches get tossed on our
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  platform because the people who are pitching are pitching a
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  concept, a topic. But I don't care so much about
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  the topic. I care about the relationship
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  referral of the guest themselves, and if the guest
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  won't engage with me, won't directly support me, I am not
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  interested in you as a guest on my show.
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  So put together a very crafted, tailored pit to support the
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  individual who is hosting the show so that they can look good
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  in front of their audience, so that they can add value to their
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  audience and so that they can add value to their network.
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  Because the only reason a host has a show is to add value to
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  their network value to their clients and to be of service to
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  the next client for them. Interesting, right.
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  So you've done some research, you're targeted with your
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  approach and that I want you to show up professional.
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  And I am gobsmacked that I have to state that.
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  But you need to be prepared to put your best foot forward in
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  front of somebody who could open their Rolodex.
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  Yes, I'm dating myself to their network, their personal
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  professional network and their audience, all of which they have
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  a very strong gatekeeping natural instinct to protect.
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  That means if I have told you for our show that it's video and
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  you need to show up looking with great lighting, great sound in a
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  professional environment, do not show up in your jammies at night
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  at 3:00 in the morning and say, oh, is that what we're doing?
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  And trust me, the reason I'm still stating this, I'm
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  gobsmacked. It needs to be said, show up
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  professionally if you expect people to pay you and you will
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  see exponential dividends and you can really stand out from a
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  crowd. So you show up professional and
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  you ask the host these beautiful questions.
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  We're here to talk about this. How best can I be of service to
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  you and to your audience, in that order, and then deliver,
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  Deliver what you promised. And after you've completed the
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  recording. It doesn't stop there.
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  You should be posting on social media that you were interviewing
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  on that podcast. You should be tagging
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  professionally the podcast and the human host across your
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  social media platforms. When the release date comes out.
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  You want to be a great promoter of the episode.
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  And here is the golden bonus point to building a great person
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  who's going to advocate for you, the host, is that podcasting is
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  a long tail strategy. You should be picking topics
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  that have a good long shelf life and that you want to be
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  associated with for years because search engines will pull
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  this content, especially if it's a video content for a long
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  period of time. I have a great personal story
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  about that. My show has been around for
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  years and we have been putting video and audio content out
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  since day one. A friend of mine halfway around
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  the world feeling a question around building reciprocity and
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  building trust with your next buyer in her business and she
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  googled ChatGPT or shouldn't Google.
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  She entered ChatGPT and ChatGPT showed my podcast in episode
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  recommendation #5 that long tail.
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  I have no idea when I recorded it two years earlier that it
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  would be in ChatGPT cause Chat GT was not a thing when I
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  recorded it and yet it was tailored, specific, valued and
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  was given as a resource when her query was entered.
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  It's awesome that human connection to the host, which
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  was me, helped her land her first client in a new geography.
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  So if you want clients think this through long tail be of
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  service be of value. So if your bonus point
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  listening, don't forget that that podcast has great value
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  well after the original air date.
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  Going back and having my past coasts or my past guests go in
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  and reshare episodes down the road is a beautiful way to
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  distinguish yourself. So let's just recap where we
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  are. If you want to build clients out
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  of podcast guesting, it is not the abstract 50,000 feet
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  listener that can be the next client.
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  It happens, but it's rare. It is actually the direct
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  relationship with the host that can add a faster path.
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  Because that host, if you do a great job nurturing the
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  relationship, being committed to the relationship long term,
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  because you guys are strategic partners, because you share the
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  same audience of buyers or you're in sequence of the buyer
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  to get better results. You don't need to be on
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  thousands of shows to see big ripples.
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  You can be on a dozen shows and see massive momentum because
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  truly the host is the key to it all.
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  Nurture the relationship with the host before show up.
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  Professional say to the host when you have wrapped the
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  episode. First off, thank you for the
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  gift of sharing me with your audience.
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  How can I be of service to you? How could it be of service,
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  particularly for your individual business that's most important
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  to the host? How can I be of service to your
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  show beyond being a great guest promoter?
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  How can I introduce potential other guests to you?
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  And are you as a host looking for other stages?
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  Because I, as a guest, have been on many platforms, maybe I can
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  introduce you to hosts. That level of care, that level
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  of human to human support has huge ripples, huge ripples.
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  And I will tell you from having recorded 300 episodes plus so
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  far in multiple shows, there's probably 5 guests that have
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  taken the time to do this. Podcasting is not a hit and run
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  exercise. It is not the fastest path to
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  cash from an audience member perspective, but it can be a
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  very direct path to cash when you build relationship and you
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  build reciprocity and you build faith, trust and confidence with
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  the hosts. The hosts are where it's at, my
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  friends. So let me conclude and just wrap
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  this up. Podcast guesting is incredible.
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  If you are not prepared to build the relationships, human to
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  human, with the host, this should not be your number one
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  strategy or even in your top three, because outsourcing this
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  to an agency loses all momentum. In the world where people do
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  business with people, people powered referrals are the
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  fastest path to cash. And one final note, if you do
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  find amazing leads that come from your host network through
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  their listener and or through their personal or professional
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  network, say thank you, Celebrate that.
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  Let the host know and personally, I always put cash in
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  their pocket as a show of appreciation.
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  My friends, I look forward to seeing you around the world of
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  podcasting. Come out, be a great guest, get
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  those referrals, and please stop treating podcast guesting as a
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  hit and run. Build rich relationships with
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  the hosts and you will have fast path to cash.
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  I'll see you on the inside. That's a wrap on another amazing
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  episode of Amplify Your Marketing Message with me, your
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  host, Christine Campbell Rappin. Be sure to subscribe on your
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  favorite podcast platform so you don't miss another great
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  episode. And be sure to visit
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  christinecampbellrappin.com/podcast to get a free resource on how to
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  master your marketing message. We'll see.