Sunday, May 3, 2020

Using Referrals to Establish Your Expert Status in Podcasting

I have been sharing (in previous articles) about how to find guests for your podcast and how to become a guest on other podcasts.
These methods will serve you well in taking the necessary steps to becoming an expert in the eyes of others. Those methods will definitely move you forward in this area.
But there is another way that I have used that will generate additional traffic in your direction. It is through the use of referrals.

Think about this for a moment. Who would you rather hire to do some work for you. Someone you just found in the "Yellow Pages" or someone who was referred to you by a person you trust?
It will work the same way for you concerning podcasting and your expert status for your main subject matter!
You have had other guests on your podcast or have been a guest on other people's podcasts. Do not let those contacts fade into oblivion. Stay in the forefront of their thought processes. Keep you name in front of them!
Do not do this by spamming them. Do not try to convince them how great your new product line is. Do not try to talk them into sharing your information with their followers, either.
How do you do this?
You do this by waiting for them to post something YOU have already covered on your podcast, in a training or possibly in a book you have published.
Just reach out to them via email or private message and say something to the effect of "Hey Joe, I seen you answered this question (or were asked this question). I actually covered this a few weeks back (or "I wrote an e-book about this a couple months ago" or "I published a book about this last year").
I would be happy to share these points with your listeners. In fact, I'll give your listeners the e-book for free if that would help you out."
If you've done your job correctly up to this point, "Joe" is probably going to say, "Heck yeah!"
If he should say "no" - do not take it personally. Just acknowledge it and say something like, "No problem, Joe. I understand the timing may not be right. But it's a standing offer. Just let me know if the occasion should ever come up."
But you need to continue interacting with Joe! Keep sharing value with his audience. It may take another six months, but eventually, Joe will come around.
And, you can always ask Joe to be a guest on YOUR podcast (if you have one). Then, it becomes something of a "reciprocal" guesting arrangement. And that works too!
But, you need to make sure "Joe" is a right fit for your audience. Joe has to bring value to your listeners just like you wanted to bring value to his listeners. But, don't stop with just the podcast!
You have prepared for your interview (either as a guest or as a host). You've provided great value and service. You've sat down with an industry icon or expert for 30 minutes, 45 minutes or even 60 minutes.
If you were a guest on their podcast - you've provided great value to their audience and the host is really appreciative. If you are the host, the guest has blown away your audience with their expertise, tips and value as well.
Either way, both of you are pleased with the results!
Now, the biggest mistake you can make is to say the normal things everyone else says. Such as, "Thank you for your time. I'll share this episode with my social media. I hope you do the same, blah, blah, blah... GOOD-BYE!"
You have just tapped the mind of an industry expert! This person set aside perhaps an entire hour of uninterrupted access for you!
They would charge hundreds, in some cases thousands of dollars for someone to take an hour of their day just to ask them questions. Do not waste that connection!
If you have done your job well and prepared properly for the interview, they are IMPRESSED with you! Your job now is to continue to build that relationship!
What should you do after the interview is over (the recorded portion)?
Ask if you can have their mailing address (or if have it already - from your research and prep, you can skip this portion).
Send them a physical thank you card. This is something that is not normally done today.
With email being so easy, everybody gets an email. But to receive a physical card two or three days later will bring you to their remembrance again.
You are doing something that hardly nobody else has done for them! That small effort will stand out in their mind.
You can also send them a physical copy of your book (if you have one). I do not do this as often as I should, but I'm getting better at.
Just make sure it is a fit for the person you are sending it to. Either way, it is something that other podcasters usually do not do. This will also keep you in their memory on a positive note.
Once the recording part is over and you are in the process of closing the interview down, tell them how much you enjoyed it, rave about the info they provided, etc. Then ask them if there is something you could help them with! And mean it!
Sometimes, they just may take you up on your offer. In those cases, go out of your way to help them. That will stick in their mind as well.
It may be something simple. Something you could do in 10 minutes. If it is something that is beyond your ability, tell them you wish you could help, but you are not able to.
It's OK!
But do not promise to do something and then NOT do it. That will stick in their memory as well.
By doing all of these things, you have already impressed this person by doing things not many others have done. But, before you hang up, ask them one more, very important question!
Ask them if it is OK if you refer them to another podcaster that you feel would be a good fit for them.
You do not want to refer them to just anyone. This should be someone you would trust to make a good impression on this person (and for their audience).
It could be someone in their niche. It could be another podcaster who does interviews. Just make sure it is a good fit with this person's expertise and level of authority.
If the expert you asked says "Yes" (and they normally will), you will know you have accomplished a huge step up in expert status in this person's mind!
Simply send an email introducing the expert to the person you want them to "virtually meet."
I usually say something like, "Hi John, I would like to "virtually" introduce you to Jack. I interviewed Jack on my podcast last week. Jack is an expert in X, Y, Z. He completely blew my listeners away with the value he provided. I thought about you and how you would be a great fit to interview Jack. So, Jack, meet John. John, meet Jack! (If only virtually)!"
Then, stay in touch from time to time. If you see them interviewed in an article, on TV or whatever, send them an email. Post it and tag them in Facebook, etc. Don't do it every single day, but from time to time.
These things will keep you in their mind and they realize you are providing value to their business and their audience (without asking for anything in return).
That elevates your relationship to a level they usually do not experience with others they have interviewed with.
Send them another referral from time to time. Just nurture that relationship that you have established. Don't let it go to waste.
If you want to be guests on other podcasts, there are numerous lists you can get on that will provide you with that information. Some are free and some charge a small monthly fee. Something like $6 or $7 a month.
I have about a few that I'm on and it keeps me filled with guests. I spend about $20 per month total. But it keeps my scheduled filled for interviews.
On a couple of those lists, I have even a profile set up to be a guest on other podcasts. I usually get several inquiries every month to do so. This system works great!
Podcast listenership is estimated to be increasing about 15% annually. It is huge right now. It may not be that way in 5 years.
Use the popularity of podcasting, right now, to build your business. When the "next thing" comes along, you'll be in position to transition to the "new thing" at that point in time.
But until then, use the popularity of podcasting to build your audience, build your contact list, build your expert status, build your brand and build your business.
Robert Thibodeau has been in online media since 2010. Between his online radio programs and his podcasts, he has accumulated more than 3,500 episodes and conducted more than 500 interviews in that time as well. He has helped many people to launch their own podcasts (many of which have earned numerous podcasting awards). He has a complete podcast training program, taking you from "Concept to Launch and Into Monetization." You can read more information on his training program at You can also download his "Podcast Creation Checklist" for FREE under the "Services" tab on his website.

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