How to start a podcast tour
At the start of 2020, my plans were very different from how the year actually played out. I was expecting to do an in-person tour in10 countries with a stop first off at CES 2020. Unfortunately, CES was my only stop that actually happened due to the pandemic. With a need to be productive, I sought out digital methods of touring. Podcasting became the obvious choice. I did some research and created a simple plan on how to tour as a podcast guest relying on my past experiences as a public speaker and YouTuber.
Step 1: Setup a Speaker/Podcast Website
The first step before speaking about a subject is showing proof you know what you are talking about. A speaker website would be one of the best way to illustrate this. Having a collection of articles and appearances would be incredibly helpful for anyone deciding to have you as a podcast guest or not. If you are just starting out this step might be the hardest to do. I would call anyone you know who does a show or runs an event related to your subject matter and can have 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.
Step 2: Create a MatchMaker.FM account
A great way to supercharge your search for Podcasts to be on is to find a podcast connection website and then create an account. Here you will create a profile then send messages to podcasts that are on the planform asking if you can be a guest. When I started soliciting podcasts I used Matchmaker.fm but since then they are no longer a free service. There are alternatives to Matchmaker like podchaser.com.
Step 3: Crafting your introduction
I found this wonderful video by Think Media about how to solicit events and podcasts for guest spots or gigs. The formula basically broke down into several sections as the following:
- Start with a common connection like someone you both know or the platform you both are on,
- Talk about them, quality, and the good they’re doing in the world and their reviews, bragging on them and thanking them.
- Talk about the problem you solve and how you can offer insight or a solution
- Social proof you solved that problem.
- Create a win-win opportunity, your win being a spot on their podcast
- Call to action and you schedule a 5–10 min 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 8 years in a variety of formats but my most noticeable achievement is that I created, host, 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 4 years, I’ve been speaking about how social media is going to evolve itself. These topics include XR, virtual influencers, and how to future-proof your brand. These are some incredible shifts in the social media world and topics almost no social media educator is willing to cover. [Value propposition] 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 take 5–10 minutes to discuss it? Kind regards
-Eugene Capon”
Step 4: Keeping a record.
When I started setting up my podcast tour this past year I reached out to 60 podcasts that I thought were quality enough for my time. I kept a spreadsheet with all the relevant information about the podcast I had reached out to like; who was the contact, links to their social media, what related topics they previously covered that related to my messaging and if they had replied back to me.
Step 5: Showtime
Many podcats 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 a well-lit room, a quality mic, and an HD camera as well as 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 being a guest on their podcast.
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