How To PR Your Way To Podcast Success

There is no denying that as a marketing vehicle, podcasts are hot.I've written recently about the strategy of PR through podcast guesting. I've also written, further back, about the tips for building an audience by starting a show of your own.  Regardless of your strategy so far, if you listen to at least one per month, you’re in good company with the 57 million Americans who are listening, too. It's a medium that can give you increasing exposure. Smart entrepreneurs are using podcasts to increase audience, to position themselves as authorities in their niche and to leverage the influence of notable guests. Whether you're already participating or still just thinking, here are a few tips on the ways to PR your way to podcast success.

Television personality Khloe Kardashian pauses during a Bloomberg Podcast interview in New York,  Photographer: Christopher Goodney/Bloomberg

.Double Down On Quality. Let’s be honest. Quality matters. Sometimes what you say isn’t as important as the way you say it, so double down on the quality of your equipment before you begin. Invest in the right sound equipment, recording software and a pop filter for additional voice clarity.

According to research by Edison, podcast listeners tend to be well-educated and to have a disposable income. But to hook these customers, you’ll need to provide them with interesting content and actionable advice.

According to Daniel Gefen and Jeremy Slate from podcast booking agency Get Featured, being a guest on targeted podcasts is by far the quickest and most effective way to build your self brand and grow your following. Says Gefen, who also hosts a top rated show called Can I Pick Your Brain?,  “podcasts are becoming a really useful sales tool and an effective way of marketing today, with around 25 percent higher conversions than blogs.”

But you’ve got to get your topic right. “The 3 key ingredients are a compelling story, a clear message and a convincing call to action. Once you know your audience, it’s super important to nail down your content before seeking exposure on top rated shows,” Gefen adds.

Leverage the Influence of Guests. Popular podcaster Jason Horton, understands the importance of leveraging the influence of your podcast guests in his popular series Friends Without Benefits on iTunes. Not only does he provide valuable insight and inspiration to up-and-coming business owners in their fields, but by changing guests each episode, he gains extra exposure.

Horton explains, “Interviewing a guest on your show is a great way to team up on marketing resources. They’ll promote the podcast on their website and social media channels as well and help your show go viral.” You’ll also get a bucketload of inspiration and fresh content to keep regular episodes going.