Podcasts have absolutely exploded in popularity over the last few years. It’s like having a conversation with a friend in the car, on a walk, or while you’re working. 

It’s an authentic way to connect with people, so I’m not surprised it seems like every business owner has a podcast nowadays!

I personally don’t have a podcast, but I LOVE guest podcasting. I enjoy sharing my expertise with hosts and their audiences, but I also appreciate that it’s an underrated marketing strategy that’s been amazing for my business growth.

Interested in guest podcasting? This blog has everything you need to know!

Key Takeaways:

• Benefits of guest podcasting
• Finding podcasts to be a guest on
• Writing a pitch + a free template to use
• Preparing for your episode
• Promoting your episode

4 Reasons Guest Podcasting Works for Website Traffic

Why should you invest time in another marketing strategy? Guest podcasting comes with a lot of benefits for your SEO and your business growth.

1. Podcast audiences are highly engaged and targeted.

Podcast listeners are super loyal to their favorite podcasts. They have no problem listening to an hour-long episode, but reading a blog post for 2 minutes is out of the question. 

As a guest, you tap directly into a pre-built community that trusts the host and whoever they bring on as a guest (i.e., you!). You’re introduced to new audiences every time you guest podcast.

2. Build authority and trust in your niche.

Listeners are more likely to trust and follow someone endorsed by a host they already admire. This positioning drives organic traffic from curious listeners who want to learn more about you. 

They’ll visit your website or follow you on social media, and that’s your chance to continue nurturing them to hopefully become clients.

3. Long-form content allows for storytelling and a deeper connection.

Podcasts allow you to share your story, insights, and values in detail. People hear your voice and how you explain things, which will probably resonate with them more than a social media post.

Audiences form a stronger personal connection with you because it feels like they’re part of a genuine conversation. This increases the chance they’ll visit your website. Because they feel like they know you after listening to the episode, your CTAs will be more effective.

4. Opportunity to link back to your website in show notes or resources.

Most podcasts include guest bios with links to their website, social media, and resources in their show notes. Optimized show notes can also continue sending traffic long after the episode airs. You never know when someone will find your guest episode!

They’ll also probably promote the episode on social media and to their email list, allowing you to collaborate with the host and get exposure to even more new people. 

Whenever the host links to your website, you receive a backlink, which increases your site’s visibility and domain authority. This is one of the primary reasons business owners choose guest podcasting as a marketing strategy.

Bonus: Relationship building with the host.

You never know what opportunities can come up by networking with a podcast host. I’ve had hosts become clients or refer me to their clients for a project. Recently a host of a podcast I was a guest on invited me to do a paid guest training for their coaching clients, which allowed me to connect with more ideal leads and even pitch my offer to a warm audience.

Getting on a call and talking to people about your expertise is the best way to explain the value you can bring to their business!

How to Find the Right Podcasts

So, how do you find guest podcasting opportunities? You don’t want to pitch just any podcast—you want to find ones that align with your audience.

Start by researching podcasts in your niche and see if you can find how many listeners they have each month. However, don’t count out the smaller podcasts! They can be just as valuable as larger ones.

Check how much the host promotes episodes on social media and if they collaborate with other guests. This is a great sign that they’re open to doing the same with you!

Here are some places to start your search:

• Listen Notes: Search by topic, niche, or keyword to find thousands of shows.
• Podchaser: Browse categories and see guest history.
• Apple Podcasts and Spotify: Use keywords to find relevant podcasts your audience already listens to.
• Competitor Research: Research where your peers or competitors have been featured.
• Social Media: Search LinkedIn, Threads or X (Twitter) with hashtags like #PodcastGuest or #PodcastHost.
• Facebook Groups: Join Facebook groups dedicated to connecting hosts and guests.
• Your Network: Ask your existing business connections if they’ve guested on podcasts.

There are a lot of ways to find and connect with podcasts!

Writing a Compelling Pitch

Once you find some podcasts you want to be a guest on, it’s time to pitch them!

Some hosts will have a dedicated podcast landing page with a link to apply to be a guest. Others will require you to fill out their contact form or DM them on Instagram.

Either way, make your pitch personalized to the host and show. Reference specific episodes or other guests you enjoyed listening to. 

Highlight your expertise and what value you bring to their audience. You’re answering the question: Why should they bring you on as a guest?

The most important part of your pitch is including topic ideas. Don’t make the podcast host do this for you—they don’t know you or your expertise! Propose 2-3 ideas and let them choose.

Again, this is where research comes into play. Don’t propose topic ideas they’ve already done before. Make them unique to the show and its audience.

Pitch Template

Here’s a pitch template you can use for your next guest podcasting opportunity!

Hi [Host’s Name],

I’m a fan of your podcast, [Podcast Name]—especially the episode with [mention specific guest/topic], where you [highlight something you found valuable]. It really resonated with me because [personal connection].

I’d love to contribute to your show as a guest. I specialize in [your expertise/industry], and I believe your audience would find value in [specific topic you can speak on].

Here are a few potential topics I could bring to the table:

• [Topic Idea #1] – [1-sentence explanation of value to their audience]
• [Topic Idea #2] – [1-sentence explanation of value to their audience]
• [Topic Idea #3] – [1-sentence explanation of value to their audience]

If this sounds like a fit, I’d be happy to send over more details and work around your schedule.

Thanks so much for your time, and for creating a podcast that provides so much value to [their audience type].

Best,

[Your Full Name]

[Your Website or Landing Page]

[Your LinkedIn / Social Handle]

Preparing for Your Guest Appearance

Yay, you’ve booked your first guest podcasting appearance! It’s time to prepare for your episode.

Sometimes hosts will send a list of questions to help you prepare. This gives you an idea of what they want you to talk about, but also know that they’ll probably ask follow-up questions to keep the conversation natural.

Other times, you’ll have to do that work on your own. Use ChatGPT to help you outline the episode and identify the key points you want to discuss. I also find it helpful to prepare some examples so I’m not trying to think of things off the top of my head. The same goes for stats if that applies to you!

There’s a lot to prepare, but remember that podcast listeners want authenticity and a natural conversation. You don’t need a script, but talking points and notes can be helpful while you’re recording.

A few other things to prepare before you record your episode:

• Be in a quiet environment to reduce background noise
• Have a high-quality microphone and camera if the host requests video

Then just be yourself—their audience is going to love you!

Promoting Your Guest Appearance

It’s not all on the host to promote the episode—it’s your job, too! Share the episode on your website, email list, and social media. Tag the podcast host so they can reshare your content and promotional materials.

Encourage your audience to listen to the episode and share it with their audience.

The host might also ask for your guest profile to help them promote the episode. This typically includes:

• Your bio
• A headshot
• Any links you want to share
• A freebie or special offer for their audience

Measuring the Impact

We want to ensure that your efforts are worthwhile. Track traffic from show notes and unique URLs. 

• Did you see a spike in freebie downloads after your episode?
• Did you get more followers the day it aired?
• Did anyone use the promo code you offered at the end of the episode?

You get to decide what success looks like. I think it’s a success to even be on a podcast because you’re building your backlink profile. That’s super valuable to me!

Binge My Guest Podcast Episodes!

If you’re looking for some amaaaaazing podcast episodes to binge, here are the ones I’ve been on: 

Some popular topics I’ve talked about are:

• Websites, SEO, and Blogging
• Boost Your Reach with Pinterest Hacks
• Elevating Your Wedding Business: A Deep Dive into Showit
• SEO Doesn’t Have to be Scary (Spilling the SEO Secrets)

There are so many benefits of guest podcasting. Take some time this week to start identifying podcasts and crafting pitches. 

This slow growth technique will be worth it!

FAQs About Guest Podcasting

How much to pay a podcast guest?

Podcast guests typically aren’t paid. You’re doing it for the exposure. Famous guests may require a fee to appear on your podcast.

How to be an interesting podcast guest?

Be prepared—know the audience you’re talking to and what matters to them. Bring a fresh perspective or tips they can implement right away. 

What equipment do I need to be a guest on a podcast?

A high-quality microphone is crucial, as podcasting is an audio-only medium. You’ll also need a quiet environment with reliable internet. You don’t want to accidentally drop the call in the middle of the episode!

The host might ask you to appear on camera, so be prepared with that and have a distraction-free background.