In a perfect world, you’d start your podcast along with a team with specific roles to ensure all areas are covered.

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Among them, there’d be an outreach expert.

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That one person tasked with building relationships and persuading potential guests to come on the show. Or desirable investors. Or even networks that might pick it up.

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But, in reality, it’s likely that –if you have any at all– your team will be as small as possible. And outreach is one job you can probably do yourself.

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But how?

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Making use of your network

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Start with the connections you already have. 

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Reach out to colleagues, industry peers, and friends who have interesting stories, expertise, or connections to potential guests. Personal connections often lead to high-quality guests more likely to accept your invitation. 

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Where to look:

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• Colleagues and friends: Again, find people you know who will bring valuable insights to the table or who can bring the right person along. This might also take looking for old relations you remember being connected to your subject matter.

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• Professional associations: Reach out to professional associations related to your podcast’s topic. They often have directories of members who are experts in their fields.

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Social media and online communities

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Social media platforms are treasure troves for finding potential podcast guests. 

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Follow thought leaders in your industry, participate in discussions, and join relevant groups and communities. 

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Engage with content from the people that interest you and build relationships before making an invitation.

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Where to look:

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• Twitter and LinkedIn: Follow thought leaders and influencers in your niche. Like, comment, and share their posts to build a relationship before reaching out.

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• Facebook groups: Join groups related to your podcast’s topic. Engage in discussions and pinpoint active members who might make good guests.

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• Instagram: Use hashtags related to your topic to find influencers and experts. You can send them direct messages to invite them as guests.

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• Reddit: Join related, relevant subreddits. Look for members who frequently post and reply with interesting ideas and reach out.

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• Quora: Identify experts who regularly answer questions related to your topic. Invite them to do the same, just on your show.

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• Industry-specific forums: Participate in forums and look for active members who could be valuable guests.

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Industry conferences and events

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These summits bring together experts, thought leaders, and influencers who are passionate about your niche. 

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You’ll come in contact with exactly the people you’re looking for.

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After the event, follow up with potential guests you’ve met. Send a personalized email or LinkedIn message to continue the conversation and extend an invitation.

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Where to look:

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• Panelists and guests: Introduce yourself to speakers and attendees, and pitch your show as a platform for them to share their expertise.

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• Speaker lists: Reach out to speakers who align with your theme and invite them to be guests.

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Publications and blogs

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Go through the authors of influential articles, books, and blogs in your industry and find out more about them. 

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Writers and researchers often make excellent podcast guests because their knowledge is deep and specialized. Plus, they tend to have an ability to articulate complex ideas, don’t you think? 

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Reach out to them through their websites, social media profiles, or email to invite them to your show.

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Where to look:

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• Amazon and Goodreads: Search for books related to your topic and reach out to authors for interviews.

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• Blog searches: Use Google to find blogs related to your niche. Contact the top bloggers who produce high-quality content and invite them to be guests.

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• Academic journals: Seek researchers who have published papers in your field. You can discuss their findings on your show.

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Using podcast guest matching services

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There are services literally designed to connect podcasters with potential guests. You can search for guests based on their expertise and interests. 

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These platforms streamline the process and give you a pool of individuals who are actively seeking podcast appearances. Now it’s just about finding the perfect match.

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Where to look:

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• Podchaser: Search for guests based on their expertise and past podcast appearances.

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• MatchMaker.fm: Create a profile and browse potential guests who match your criteria. This platform allows you to send invitations directly.

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• Podcast Guests: Post a listing about the type of guests you’re looking for and review applications from interested individuals.

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Leverage previous guests

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If you’ve already had guests on your podcast, use their participation as a selling point. 

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Highlighting past guests adds credibility and shows that your podcast is respected in your industry.

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These former guests can also help you more directly by speaking highly of your show or sharing their experience with you.

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Where to look:

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• Referrals: After recording an episode, ask your guest if they know anyone who would be a good fit for your podcast.

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• Guests’ network: Your guests might introduce you to their network, giving you a new range of potential guests you will already have a link to.

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• Testimonials: Use testimonials from previous guests to build credibility when reaching out to new potential guests.

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Offer value to your guests

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Consider what you can offer your guests in return. Most people are more inclined to do things if there’s something in it for them.

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It could be something indirect like exposure to your audience, promotion of their latest project, or a high-quality recording they can keep.

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Or, if you have the means, you could actually give them something. Merch, a discount from one of your sponsors, just money. Whatever.

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Make sure the relationship is mutually beneficial. Quid pro quo increases the chances of securing high-caliber guests.

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Building your outreach web

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Sure, we all wish we could have someone we can delegate this task to.

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And, with time, you’ll probably have just the right person!

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But until you manage to assemble the dream team, put your social mask on and be ready to become as charismatic and personable as ever. It’s up to you to make the right connections.

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Look within your own network. Scan social media and communities. Attend industry events. Search for featured authors. Use platforms specifically destined for guest matching. Leverage previous guests. Offer them something in exchange.

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And don’t forget the easiest place to look may be in related podcasts. If a guest is making the rounds and is trusted by fellow hosts, why not invite them to your show?

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This task will require extra creativity. So, put your thinking hat on, and let’s network!

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‍Ever thought about creating your own thought leadership content? At TOP Thought Leader, we amplify new and established voices so they can become pioneers of their generation. Get in touch with us and embark on your journey!