Most underrated podcast marketing strategy
This little unknown tactic created a flywheel of attracting and winning new deals with large agencies for my client.
Here’s how..
Imagine you are a guest on a podcast. You hop on, give your interview, and then wait for the show to be released hoping that you attract a new audience and some customers.
But imagine if you could start attracting your ideal customers before the show is even released.
How?
Well if you are being selective about the podcasts you are guesting on (and you should be), then many of the guests on the show are potential clients. Right?
So, here is what I did when I was consulting as an evangelist at OptiMonk - a SaaS company targeting eCommerce brands and Shopify agencies.
Step 1
Within a span of 9 months, I went on as a guest on 40+ eCommerce related podcasts to talk about the benefits and pain points OptiMonk solves.
For each of those podcasts, I looked at all the previous guests for that show. If a guest was someone who worked at a Shopify related agency or was an eCommerce owner, I would log their name onto a Google spreadsheet.
For good established podcasts that I went on, I could find 20-30 people who could be potential clients.
Afterwards, I would send them a LinkedIn connection request with the following message:
“Hey, I was recently on the [name of podcast] as a guest and noticed you were a guest too. Would love to connect with you.”
Around 90% of people I sent this connection requests to would accept.
Step 2
A couple of weeks later, I would message the guest and ask them if they would like to be a guest on OptiMonk’s podcast that my colleague hosted. About half the people I invited would say yes.
So now they are going to be a guest on our podcast. As you can see here, they’ve gone from stranger to connection to podcast guest which is a great way to get to know them and for them to get to know us.
Now you may be thinking, oh, this is where you would pitch them. Nope. We did not pitch slap them at this stage.
Step 3
A few days after the podcast recording goes live, I would forward them a message from my CEO that went like this:
(from Niki, OptiMonk’s CEO)
“Hey Eric, I noticed that John Doe was recently a guest on our podcast. He’s doing some pretty cool things at (name of company) and I think we would be a good fit for them.
Can you let him know that I would be happy to give him a personal demo and extend our normal 30-day free trial to 90 days if he’s open to trying out OptiMonk”
Niki
Nike would send me this message from her inbox and I would then forward the message to John with a note like:
“Hey John, Eric here. The podcast episode with you was great!
Please see the message below from Niki.
In case you are not aware, more than 40,000 brands use OptiMonk to increase website conversions and we have over 600 5-star ratings on Shopify.
Look forward to hearing from you,
Eric”
Because the recipient felt they were getting VIP treatment from the CEO of the company, they were happy to oblige and learn more about OptiMonk. Around 20-30% of people I sent this “CEO email” to would result in having a demo with Niki or myself thus creating a flywheel of high value leads. 👊
By the way, if you'd like to generate more high quality leads and grow your brand awareness through podcast ads, B2BPodPros helps you execute a smart podcast marketing campaign without you lifting a finger. But hurry because unlike Google or LinkedIn ads, podcast ad sponsorships are limited.
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👉 Strategies for Maximizing Return on Investment (ROI) in B2B Podcast Advertising Campaigns
