How to Land Podcast Appearances - Link Building + PR Tactics

PHASE 4 - LEARNING
HOW TO GET
FEATURED ON
PODCASTS

The “5 Phases” of a Campaign
PHASE 1
LEARNING
Breaking down our evergreen approach
PHASE 2
IMPROVING
PHASE 3
BUILDING
PHASE 4
PROMOTING
PHASE 5
EVALUATING

PODCAST
OUTREACH
A great way to promote
your (or client’s)
business
More than half the people in the United
States have listened to one, and nearly
one out of three people listen to at least
one podcast every month. Last year, it
was more like one in four.

5
They’re great for PR, ads and link building...

PODCAST
OUTREACH
How to build it into your
practice
They’re great for B2B.
Always good for marketing, business, tech,
entrepreneurship (huge opportunity in
niches like finance, law)... but lifestyle
(fashion, culture) podcasts are hot right
now.
Podcasts are the new radio shows.
Except they’re MUCH easier to get an
appearance on. Sound outreach tactics
crush it here. Still, this is not a good tactic
for everyone.
They key is scaling the outreach.
Getting on 1 podcast (unless it’s HUGE)
won’t move the needle for PR or links.
Need to build a system to land a bunch.

The podcast outreach process.
Develop strategy
(targets, pitches)
Find
opportunities
Clean / organize
opportunities
Pitch
opportunities
Manage, scale
OFFSHORELOCAL
LOCAL
OFFSHORE
LOCAL OFFSHORE

It’s a hacked PR campaign
In order to get featured on a podcast, you need to be interesting. You
need to know what interesting means for differing industries (i.e. the
difference between pitching for an attorney vs a marketing agency vs
an ecommerce store).
Interesting comes in a number of ways:
● Having clout. Are you (or your client) well known? Social
following? Important in certain circles? Are you funny?
● Having a story to tell. Overcame something crazy in life? Built a
business against all odds?
● Verified expert in a field. Being able to go deep on a topic
(finance guy on Tim Ferriss).
● Unique point of view to present (data). Being able to present
unique findings to an audience.

9
So we need to build different pitches...

I like to write pitches first...
By knowing the value you add, we can streamline prospecting and
outreach. It will tell us the exact types of podcasts we need to target.
● You’ll need multiple pitches with different angles. An
attorney could pitch a podcast about the law, or a podcast
about entrepreneurship.
● Start by listing out accolades, pieces of interest. Essentially a
long form bio to flush out all possible pitch angles.
● Get to the point and do the work for them. Get right into it -
take the work off their plate by telling them what you will talk
about (but also leave it open…)
● Build a “platform” based on what you can offer. It’s what
speakers do - they pick a topic and pitch it over and over. Look
for ways to build mini platforms based on their bios.

Determine targeting...prospecting keywords.

● Business
● Entrepreneurship
● Marketing
○ SEO
○ eCommerce
○ Facebook advertising

● Entrepreneurship
● Sneakers
● Fashion

Find and record relevant opportunities.
● Using the strategy keywords, prospect
through listennotes.com (or itunes) and
record into a spreadsheet
● These require an additional level of review
(after prospecting) because of the personal
nature of the pitch. We don't want to attach
names to spam outreach (especially for
clients), whereas something like a guest
post pitch doesn't matter.
● For that reason we prospect into a scratch
Sheets file (stored in the client’s folder) that
we can scrub before migrating into our
Outreach Tracking file.

17
Over the shoulder prospecting...

18
Over the shoulder prospecting...

Clean the file and migrate
● Go line by line to make sure who the pitch
prospect would actually be receptive to a
pitch. Remove anyone that...
● Is too big (i.e. Gary Vee)
● Doesn’t do interviews on their show
● Wouldn’t be receptive to the pitch
we’re going to send
● This should take about an hour to go
through 50 or so prospects.
● Migrate the approved ones into the Link
Outreach file in the “CONTACTS” tab

Load up your pitches and fire away
● Make sure to match up your pitch type
based on the opportunity list, segment
campaigns based on the pitch.
● You can send emails 1 by 1 or use Pitchbox
to send them at scale (HIGHLY
recommended).
● These pitches should be sent from an email
attached to a domain (i.e. the client’s of
yours), as there needs to be a high level of
trust and credibility.

24
Using Pitchbox for outreach...

25
Drop the pitch in and you’re done...

26
Automatic follow up sequences...

27
Tracking and managing mass campaigns...

Manage the ongoing campaign...
● This requires a little more work than a
traditional link building response, you have
to coordinate with your client’s (or your)
calendar to schedule the podcast.
● Also keep in mind podcasts take about 1
hour to record, you need to be mindful of
people’s time when scheduling.
● It’s important to understand how to fit in
podcast outreach into an overall campaign.
● This method works best for people with a
brand, authority or a story. If you (or your
client) don’t have these, make it a low
priority

30
A peak into our project management system...

How to Land Podcast Appearances - Link Building + PR Tactics

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