In today’s world, for a business to thrive, it needs to produce engaging content that will attract people’s attention and keep them interested. Without content, all your business will become is an afterthought, which means that consistent content publishing is essential.
When the topic of content comes up, blogging immediately comes to mind, but there are other forms of content that businesses can rely on. You can use social media posts, publish a book or appear on podcasts.
Appearing as a guest on podcasts is an effective way of getting more eyes on your business. One reason why this tactic works is because listening to podcasts is a convenient way to learn and acquire knowledge. With podcasts, the audience doesn’t need to read through countless paragraphs to learn about something. You can easily consume information even when you’re on the go – while you’re driving, having your morning coffee or even when you’re at the gym.
As a business owner, this convenience is something you can capitalize on. By getting on some of the top podcasts in your niche, you’ll be giving your business a competitive advantage through greater exposure, as well as a host of other benefits.
What Is Podcast Marketing and How Does It Work?
Becoming a guest on a popular podcast can benefit your business in a lot of ways. For one, you’ll be able to leverage the podcast’s hundreds of thousands or millions of followers, which can help bring your business in front of a lot of new eyes (or ears, as the case may be) and potentially gain them as followers of your brand, too.
But more than improving your viewership and following, podcasts provide you with a platform to share your story. It gives you the opportunity to let people know what your business is all about, what your products and services are, and how people can benefit from them.
The huge advantage of all this is that you’re able to market your business practically for free. This is a fantastic opportunity considering the exposure that your business will get just by speaking for a few minutes. The information you’ll share can make a big difference in people’s lives, and if it can help them solve their problems, it will definitely put you in a position of authority.
How Podcast Guesting Improves Your SEO Ranking
Another great benefit that podcast guesting brings is that it helps improve your business’ searchability. We all know how important SEO is to any business, and if you’re still not convinced, here are some of the ways that this tactic helps your rankings:
1) High Domain Authority Links Back to Your Site
Podcast hosts create show notes for every episode they complete which include a summary of the conversation or even a full transcript. This is where the audience finds links to your website, your product offers, and social media profiles, like this example of a The Marketing Syndicate Podcast episode:
It is through these backlinks that people find their way to your business, especially those who do not actively follow you yet.
Another benefit that these backlinks bring is that they make your business more attractive to search engines, especially if the episode is on YouTube and the page is page optimized. Appearing at the top of search results makes a huge difference, especially if visibility and searchability are your business’ weaknesses.
These natural backlinks provide people with an easier way to discover your business and learn more about it instead of having to manually searching for it. It’s basically free promotion that is not too salesy — something people appreciate.
2) Consistent Referral Traffic over Time
Podcast show notes are evergreen, which means they don’t have an expiration date and will always be accessible to anyone. What does this mean for your business?
For one, it means that those backlinks will always be available for people to click on and visit your website or social media channels. If someone is an avid fan of the podcast, for example, he or she can still listen and find you in the show notes years from now.
Whatever SEO juice these show notes get will keep on driving traffic and rankings for as long as the page is live. This will help bring consistent referral traffic to your page even if you did the actual podcast guesting five or 10 years ago. Appearing on more than one podcast is, of course, highly recommended because the footprints you leave on the show notes will continue to serve you for as long as the pages are active.
3) Ability to Pitch other Sites to Get Backlinks and Opportunities
What makes appearing on podcasts great for brands is that apart from the backlinks and free promotion, you’ll also get the opportunity to pitch other sites so you can get more backlinks in the process.
If you have other businesses or partner sites where you have existing backlinks, referring them to these podcasts will also benefit you in the long run. If you have co-sponsored promos or collaborations with other brands, the exposure the other business will get means added exposure for you as well. People who discover them via show notes will also find their way to you because you’ve already got backlinks with that business.
The bottom line is that you’ll be helping other business and getting something back, too. That’s a total win-win however you look at it.
4) Authority and Improved Credibility
Becoming a podcast guest automatically puts you in a position of authority. There’s a certain prestige that goes along with podcast appearances because it gives the impression that you are an expert on the product or service you offer.
As we can all expect, being an authority on something helps build trust. It helps make people regard you as someone above your competition. This is good for you and your business because it almost guarantees an immediate following.
This increases the potential of generating more sales as well as popularity, which can lead to more opportunities in the future. This can lead to possible collaborations, new products, or additional business ventures you didn’t know were possible.
It’s natural for us to follow a name we can trust. This is probably the reason why we will most certainly follow and buy a product that was promoted by someone who was interviewed on your favorite talk show. The fact that the show trusted them enough to invite them on assures the audience that they’re competent. Following someone after hearing them via a podcast isn’t much different.
5) Audience Leverage
One of the biggest benefits of podcast guesting is the additional audience you’re bound to reach. By appearing on one of the top podcasts in your niche, you’ll be leveraging that podcast’s current audience, which can be at the millions, depending on the show’s popularity.
Can you imagine what that additional exposure can bring to your business? Not only will you become more visible online, but you’ll also be seen by the podcast’s legions of followers who may not have heard about you before you were featured. This alone puts your business in a better position because finding a new audience and getting your business in front of fresh eyes (or ears) is never easy.
Is improving your SEO ranking proving to be a struggle? Is acquiring new audiences something you’ve been targeting for a while?
If the answer is yes, then maybe it’s time to start reaching out to the top podcasts in your niche so you can get on their show. By being featured as one of their guests, you’ll be able to shoot both birds with the same stone and open your business up to more opportunities than you’ve ever imagined.
SEO and traffic are essential to business success and podcast guesting is one sure way of achieving both.
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