How To Start A Podcast Tour For Your Brand

At the beginning of 2020, my plans for the year were vastly different from how things ultimately turned out. Originally, I had intended to embark on an in-person tour spanning ten countries, beginning with a stop at CES 2020. Unfortunately, due to the pandemic, I was unable to carry out this tour beyond the initial CES appearance. With the need to stay productive despite the change of plans, I began researching digital alternatives to in-person touring, ultimately settling on podcasting as my medium of choice. Using my prior experience as a public speaker and YouTuber, I developed a straightforward plan for how to effectively tour as a podcast guest. This is also helpful if you are starting a new company or brand and want to get the word out about it.

Step 1: Set Up a Speaker/Podcast Website

Before speaking on a subject, it's important to show that you know what you're talking about. Setting up a speaker website is one of the best ways to do this. Having a collection of articles and appearances can be incredibly helpful for anyone deciding whether to have you as a podcast guest or not. If you're just starting out, this step might be the hardest, but you can reach out to anyone you know who hosts a show or event related to your subject matter and ask for a slot. If you can put together 6-8 events where you are shown to be an authority on a subject, you can use this for your website. You might find events that are already happening and ask to join a panel as a way of building your base.

Step 2: Join a podcast connection website.

One effective way to boost your search for podcasts to appear on is to use a podcast connection website. On these platforms, you can create a profile and reach out to podcasts on the platform to request to be a guest. One option to consider is MatchMaker.FM, though it is no longer a free service. Alternatively, you may want to explore other platforms, such as Podchaser.com, to help you connect with potential podcast hosts.

Step 3: Crafting your introduction

I found a helpful video by Think Media about how to solicit events and podcasts for guest spots or gigs. The formula can be broken down into several sections, as follows:

• Start with a common connection, such as someone you both know or the platform you both are on.
• Talk about the person, their qualities, and the good they’re doing in the world, and mention their reviews. Brag about them and thank them.
• Discuss the problem you solve and how you can offer insight or a solution.
• Provide social proof that you have solved that problem.
• Create a win-win opportunity, with your win being a spot on their podcast.
• Include a call to action, and schedule a 5–10 minute time to connect for vetting.

Example:

“Hello ___________,

[Introduction and compliment]I recently came across your podcast and was really impressed with the professionalism and how clean your show’s format is. Most podcasts that I come across seemly are still trying to find their voice. ________________ has a truly developed premise and foundation so I applaud you. As your podcast is focused on trends in ______________, it falls directly into my mission to elevate the industry. [Personal information] I’ve been a content creator for 13 years in a variety of formats but my most noticeable achievement is that I created, hosted, and sold the first in VR talk show to be ordered by a social network in the same style that a high-end network would purchase a TV show. In the last 9 years, I’ve been speaking about how social media is going to evolve. These topics include XR, AI, social media, and The Metaverse. These are some incredible shifts in the social media world and topics almost no social media educator is willing to cover. [Value proposition] All things I’m sure your audience would find greatly valuable now or in the future. [Call to action] Would you be interested in having me on as a guest or taking 5–10 minutes to discuss it? Kind regards

-Eugene Capon”

Step 4: Keeping a Record

When I began planning my podcast tour last year, I contacted 60 podcasts that I felt were worth my time. To keep track of my outreach, I created a spreadsheet where I recorded all relevant information about each podcast, including the contact person, links to their social media profiles, past topics they covered that related to my message, and whether they responded to my request or not. This helped me stay organized and follow up with the ones that showed interest in having me as a guest.

Step 5: Showtime!

Many podcasts are in video format as well as audio, so I like to make sure I have a quality setup for conducting these interviews. This means having a well-lit room, a quality microphone, an HD camera, and a great-looking backdrop to tie everything together.

Step 6: Social media and follow-up

Every time a podcast I was a guest on is released, there are a few things I do to make sure I do my part for its success. I create a copy of its audio and place it into a playlist I control on Anchor.fm with links back to its original posting. If they release a video version of the podcast, I add it to a playlist I have on my YouTube channel. If they tweet me about the podcast release, I make sure to retweet it. These things will help them grow a bigger audience while helping you reinforce your established relationship with the podcast host. It might also be beneficial to send a thank-you message to the podcast host for having you as a guest on their podcast.

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