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What’s guesting and how it can help build your podcast audience

What’s guesting and how it can help build your podcast audience

The podcast renaissance of recent years has seen an increase in businesses using this niche market to attract new customers. However, building an audience can be challenging and it can be hugely disheartening when the hard work put in to creating a podcast doesn’t gain the desired following. So, have you ever considered how being a guest on someone else’s show can greatly enhance your own podcast’s popularity?

Guesting?

Guesting is a great way of using your field of expertise to attract new audiences to another host’s podcast. What’s in it for me I hear you ask? Well, once you have awed the listeners with your insightful and engaging interview, that very same audience that you have just captivated will likely search your name via the internet and share the results with their friends. This will inevitably result in an extra flow of visitors to your website and a new audience to your podcast.

Each host will probably have a preferred format to air their show. Therefore, before you consider guesting, it is imperative to become familiar with the differing broadcast presentations that are used. Some of the most popular formats are:

Host interview: This method is where the host is responsible for the entire production and delivery of the show and invites guest speakers onto the show to interview.

Pre-recorded episode: This is where an episode is pre-recorded and then edited. The finished broadcast is then attached to the host’s RSS feed.

Pre-recorded clip: this format is where a clip is pre-recorded and is aired during the hosts podcast.

How can Guesting benefit your business?

Entrepreneur – Richard Norton, has maximised the potential of guesting and an his success is highlighted in a Forbes’ article, stating:

About 80% or more of my current leads for business come from people who’ve heard me on a podcast”

“The real revelation that podcast ‘guesting’ is the ultimate PR came when I had a month that produced approximately $300K in bookings, and when I looked back to analyse my progress, I realized that almost all of the new business I’d closed came from podcasts

“I have people reaching out pretty much daily about the various offers I’ve made on hundreds of podcasts over the last several years.”

Top tips for successful Guesting

Select appropriate podcasts: To build your audience through guesting, it is essential that you select relevant shows to guest on. Therefore, consider your existing audience and the type of audience you are looking to attract. After you have established the profile of your ideal listener, search for podcasts that have the similar audience to the one that you are searching for.

An easy way to start is to do an online search using keywords for the industry you work in. Searching podcast directories such as iTunes is essential. iTunes has an estimated 250,000 podcasts, so your almost guaranteed to find suitable podcasts that cater for your field of expertise.

Effective Research: Before offering your services to a host, it is imperative that you are well prepared and well researched. It is advisable to listen to a few shows that your prospective host has already aired. Not only will this allow you to establish whether-or-not the show is suitable for you, it will also show the host that you have taken an interest in what they provide. This will help you to form a good first impression and help form an ongoing relationship, should your pitch be successful.

Also, be sure to establish the audience size that the show is currently attracting before proposing your services to them. Many podcasts have a modest following and therefore may not warrant your hard-work and time.

Add value: A host is unlikely to be impressed if you use their show to simply promote your own company and the services that you offer. It is imperative that you add value to the show by providing the insight that the host has acquired your services for.

To help build an ongoing relationship with the host, it is courteous to end the show with thanks to the host for inviting you onto to the show and express the enjoyment you have had.

Stay connected: After you have delivered your top-class broadcast and impressed your host, it is advised that you try to establish an ongoing relationship. For future networking purposes, this will be mutually beneficial to both parties as it will lead to introductions to new clients, other podcasting hosts and many other fruitful engagements.

Be sure to give the host a good rating on podcast directories, and offer to help them in any way possible. Invite them to speak as a guest on your podcast or introduce them to other potential guests. The greater the bond you can establish, the greater the future opportunities will be.

If you need the best advice on how guesting can benefit your business, contact the podcasting professionals at Effective Group.  Our expertise will help you to maximise your podcast potential and advise you how to get the maximum out of guesting.

 

 

 

 

Voice search is set to become the next ‘big thing’ in digital marketing

Voice search is set to become the next ‘big thing’ in digital marketing

Today’s busy lifestyle means that consumers demand that digital technology keeps up with them, and with the advent of voice search technology – are we seeing the final days of ‘at the click of a button’?

It is stated in Entrepreneur that since the launch of voice search in 2011, voice search is now being used by 55 percent of teens and 41 percent of adults, and with this figure is set to rise, businesses will have to adapt to digital marketing’s next ‘big thing’.

Voice search technology – still in its infancy

So, are we seeing the end of “at the click of a button”. Well, probably not. Many of us enjoy the almost meditative effect that typing gives us and the peacefulness of searching the internet in the comfort of our own homes, without the interruption of voice.

Not only that, but the comparative infancy of voice search technology means that it is still far from perfect. As an article written for the Guardian explains:

“The problem with using the human voice to control computers is well known and well documented: it doesn’t always work. You can find yourself adopting the aggressive tone of a belligerent tourist in a foreign land while digital assistants employ a range of apologetic responses (“I’m sorry, I didn’t quite get that”, “I’m sorry, I didn’t understand the question”). Error! Hyperlink reference not valid. We throw our arms up and complain about their shortcomings. Plenty of us have tried them, plenty of us have dismissed them as a waste of time.”

Despite those current frustrations, there is little doubt that the use of voice over technology is on the increase and this is where businesses – like Amazon – see the future. The release of Amazon Echo is testimony to this. It is estimated in GeoMarketing that an impressive 4.4 million units have been sold so far.

Voice search technology is still in its infancy and there will be a focus from developers to eradicate the issues mentioned previously. However, the growth in popularity of voice search, emphasises the enormous potential it has as a digital marketing concept.

Andrew NG, Chief Scientist at Chinese web services company -Baidu, states where he sees the future for voice recognition:

“As speech recognition accuracy goes from say 95% to 99%, all of us in the room will go from barely using it to using it all the time. Most people underestimate the difference between 95% and 99% accuracy – 99% is a game changer”

As the growth in voice search usage grows, there will be a requirement for digital marketers to make sure that their websites and other online content are optimised for SEO purposes.

4 Steps to maximise your SEO for voice search

Local voice search: The advancement in voice search technology has also seen a rise in popularity for local searches. This is especially useful for people who are ‘on the go’.  Smartphone technology has made finding a local event, restaurant or place of interest, much quicker and easier. Instead of using the small digits on a smartphone to type into the search engine – which can often lead to frustration through miss-typing – users can simply talk into their device and find their destination within seconds.

To make sure your business is at the head of search listings, it is essential that your business is listed with a physical location in geo-location in Google Local and social media sites – such as Yelp.

Common questions: It is imperative that you research thoroughly the questions that are most commonly asked by your target market. If possible, try and survey as many people as you can to find what questions are being presented. Search relevant forums as well as popular review sites such as Trip Advisor. It is also advisable to review the most common questions that have been asked on your businesses social media accounts.

Use voice search to find common questions: You can use voice search to discover which of your competitors are highest ranked, you can also use it to examine the format the answers are delivered in the search results. Try and identify answers that are not being listed and establish whether you can target these unanswered questions to gain an advantage over your competitors.

Simplify answers using social media: Always focus your answers around ‘who, where, what, when and how’. Make sure the answers you give are clear and concise. Once you have added the direct answer onto your social media site, you can then add variations around the same question such as “how do you fix?”, “How can I Fix?”. Always remember to include this on all searchable content such as blogs.

To maximise your SEO for voice search, contact the friendly team at Effective Group. Their expert team will advise you on how maximise your businesses potential for voice search.