How to Leverage the Billion Dollar Podcasting Industry Right Now – Episode 80

Leverage Podcasting

Podcasting is such a powerful tool in so many different ways. It may open up so many opportunities and connections for you and your business. Today, I’m thrilled to bring you Jessica of Interview Connections to talk about how you can leverage the billion-dollar podcasting industry to help you with your own business growth. We’re also going to chat about the types of entrepreneurs who should be leveraging in podcast interviews, its key benefits for business growth, and the big question – should you start a podcast or just leverage on others’ podcast interviews?

Important Links Mentioned in the Show:

Interview Connections

Profit Pillars

Women in Business Retreat 2020

Business Masterclass – The Ultimate 4-Step Framework for Creating a Sustainable and Profitable Business

Angela Henderson Active Business Facebook Group

Angela Henderson Website

Angela Henderson Facebook Business Page

Angela Henderson Instagram

Prefer to read How to Leverage the Billion Dollar Podcasting Industry Right Now? Here’s the transcript:

ANGELA:

You’re listening to the Business and Life Conversations Podcast with Angela Henderson, Episode 80.

Hey there, you’re listening to the Business and Life Conversations Podcast. My name is Angela Henderson and on this show, we talk about improving your business, life or both, by having amazing and rich conversations with brilliant guests who will inspire you and who will give you tips and tricks to help you grow both in life and in business. You don’t need to do business alone. Join the conversations. Be part of my community. Get inspired and let’s rock together. www.angelahenderson.com.au.

Well, hey there and welcome back to another awesome episode of the Business and Life Conversations Podcast. I am your host, Anj, from Angela Henderson Consulting where I am a Business Consultant and Coach who has helped hundreds of women business owners get all the pieces in place to have consistent 5-figure months and then on to six-figure years without burning out in the process.

Podcasting is so powerful in so, so, so many different ways. I know with starting my own podcast 80 weeks ago. Gosh, 80 weeks ago seems so long ago. But starting this podcast, I’ve seen so many benefits, but I’ve equally seen amazing benefits from being a guest on other podcasts. It has opened up doors, it has created connections, it has created opportunities, and I’ve started to be able to impact my mission by 2025 is I’ll be able to support and guide over 2,000 women business owners. And the podcast allows me to do that by being one of my mechanisms or tools. So it is, podcasting is just simply amazing.

And I’m thrilled today to have Jessica on the show from Interview Connections talking about how to leverage the billion-dollar podcasting industry right now to help with your own business growth. Jessica is an absolute legend. She’s been in podcasting for a very, very long time and I can’t wait to get into this episode where we’re going to chat about what types of entrepreneur should be leveraging in podcast interviews, what are the key benefits of leveraging podcast interviews for business growth, and should businesses start their own podcasts, or could they leverage off of the back of other people’s podcast interviews? And there’s so much other juiciness that’s going to happen. So stay tuned.

But before we hop straight into this amazing episode, I’d like to remind you that if you enjoy this episode, I would love for you to share your key takeaway, a fun fact, or anything you’d love to share about the podcast over on your Instagram stories and tagging me, @angelahendersonconsulting.

Also, this episode is sponsored by my 12-month group coaching program, Profit Pillars, my 12-month group coaching program for women business owners who are ready to take action to grow profitable businesses. The program includes my complete profit pillar training systems with videos, PDFs, guides and more; monthly live strategy sessions, monthly hot seat sessions, monthly masterminds with guest experts, 24/7 access to a private Facebook community, world-class members support and special bonuses and secrets along the way. To learn more about my 12-month group coaching program, simply head to angelahenderson.com.au and click on the button that says I want to hit 5K months.

Welcome to the show, Jess.

JESSICA:

Hey, Angela. Thanks for having me.

ANGELA:

Thank you so much for being here today. Now, I know it is night time over the United States. What time is it there for you?

JESSICA:

It’s just after 7:00 o’clock here tonight.

ANGELA:

After 7:00 o’clock. And we’re just giggling before we press record, there’s a lot of listeners out there who know the struggle is real with the juggle of motherhood and businesses. We’re catching up and we probably could have kept talking for a very long time, but then you’re like, “Anj, my babysitter. We got to roll here. 7:45 and she’s going to be out.” So for those moms out there, just realize that as business owners, we’re always juggling, alright? And it’s okay and it is part of the normal, wouldn’t you agree?

JESSICA:

Oh my gosh. Yeah. You got to have kind of your little, like your book of babysitters. And originally, I was like, “Oh, 7:00 o’clock. It’s fine.” But then, I looked at, my husband and I share our Google Calendars and I was like, “He has a meeting at 7:30, which means he has to leave at 7:00 and I have to start this interview at 7:00.” So I’m texting my babysitter, “Hey, Michelle. Can you come over at 7:00?” 

ANGELA:

So yes, so we always make things work. But just know that you’re not alone out there if you’re feeling the pinch or you’re feeling the struggle. Now listen, you and I have only kind of been introduced to each other and it was through a random Facebook group that I actually found you. It was like someone tagged something, and then tagged something, and then I found out about this amazing business that you have that we’re going to talk about shortly. And it’s a super powerful topic that I want to talk about today about how to leverage the billion-dollar podcasting industry because podcasting is such an untapped resource by so many business owners. And so, having you today to really shed some light on it, I think is going to open up a few eyes for people.

JESSICA:

Yeah. I’m excited because it is so; it’s such an incredible medium. I’m so passionate about the power of it, not only for business and lead generation but really the impact that sharing your story has on people. I mean, honestly, in the first five minutes of this podcast, I guarantee there’s a mom in the audience that’s like, “Oh my God. I’m not alone with this.” So I just am so passionate about this strategy and this medium, so I’m so excited to be here.

ANGELA:

Now, before we get into kind of the nitty-gritty about what we’re going to be talking about today, the billion-dollar podcast industry, I always like to ask a little bit of a fun question so that the audience can get to know you a little bit more, Jess. And so, my question to you is even though it’s podcast-related, I’d love to know what is your top podcast interview that you’d either done or guest interview that you’ve appeared on.

JESSICA:

Oh my gosh. You know what the first one came to mind is; I’ll just go with that. I don’t know if it really is my favourite, but the most fun appearance that I had on a podcast was on The Walking Dead Cast. And it was my favourite because it was totally out of the realm of what I normally talk about. I’m good friends with the host of the Number One Fan! Podcast for The Walking Dead. 

ANGELA:

Wow. That’s super fun.

JESSICA:

And yeah, I met him at a podcasting; no. Well, yeah, I did meet him at a podcasting conference, but I like kind of connected with him just over at social media, and then, we met and became friends. But I actually don’t watch his show anymore because it’s been off like forever. 

ANGELA:

Yes.

JESSICA:

But, yeah. He was like, “Oh, do you want to come on and like break down the show with me like on an episode?” So that was just so fun. And then, somebody through business was like, “I heard you on The Walking Dead Podcast.” So that was really fun.

ANGELA:

So Walking Dead Podcast. And like you said, it was probably just so out of the realm and just so new, that again, how could you not have fun on it? 

JESSICA:

Yeah. It was just, it was a very different type of show. And he was like, “Oh, you’re pretty good at like breaking,” because you have to watch the show and like take notes. Like, I had to come prepared for that episode. So I did my homework.

ANGELA:

And so, obviously, you appear on podcasts, you have your own podcast, so can you tell us a little bit about just you, where you’ve come from and what you’re currently up to?

JESSICA:

Yeah, absolutely. So I started my business in 2013 as a virtual assistant. And I know, Angela, we’ve been talking about how you’re going to be doing like more Pinterest and stuff. So I don’t know if I mentioned this to you; I think I probably did. But I did Pinterest as a virtual assistant; that was like the first thing that I did when I started my business back in 2013. I took a course on Pinterest and that was like the first kind of area of expertise that I established myself is when I was first starting out. Because like, to grow in online business, you really need to establish yourself as an expert.

So I started my business doing that, and personally, did not feel super passionate about Pinterest. So I did keep doing that, but then I was booking people for interviews on podcasts. And that was something where I was like, “Okay. This is awesome. Like, nobody else is doing this. People really like it. They’re seeing results. Everyone is always excited when they get connected for an interview.” And I’m like, “There’s something here.”

So I created my business, Interview Connections, in 2013 and it has just grown so much. I started my podcast in 2014 and started speaking on my podcast and I spoke at Podcast Movement that first year on business. And it’s just grown exponentially since then. So I guess, at least four shows a month, I guest on another show. My business partner and I co-host our show called Rock the Podcast. So every Monday, we have an episode, which just teaches entrepreneurs how to leverage podcast guesting. So that’s a little bit about my business story in a nutshell.

ANGELA:

Gosh. And so again, Pinterest. I mean, again, two platforms, right? Pinterest and podcasting, again, as you know, I’m testing both of these. Oh, I mean, listen, I take that back. Podcasting, I’ve obviously been doing my own now. We’re about to hit episode, I don’t know, etc. so that’s going crazy. Episode 100 will come up very shortly, so that’s really cool. I hear you. I’m on about, I think I had this week, I had six podcast guest interviews this week alone. So listen, I’m all about podcasting.

But I also, because I want to break into the US market, and you all love Pinterest over there, alright? Not so much the Aussies, okay? It’s another mechanism that we’re testing, right? We’ll see what happens. But again, Pinterest is quite complex, right? I think it’s important if you’re thinking about that.

Podcasting, you literally just have to like have some headphones; have a microphone and be ready to chat about whatever your expertise is. Pinterest, again, I’ve had to hire a Pinterest Expert; we have to have different titles. Like, because I’ve got so much content, I think we’ve got to get 400 graphics done.

JESSICA:

Yeah, it’s a lot.

ANGELA:

It’s going to be SEO-optimized, like, it is a lot; ton has to go in for potentially, ROI. Yes, but it’s a long term, I think. Whereas podcasting, you’re getting access to an audience like A.S.A.P once that air episode drops.

JESSICA:

Yeah. Totally. I mean, this is a strategy where; like I talk a lot about consistency and momentum and really like going all-in on your podcasting strategy because you really do need to be appearing consistently on at least a show a week to really see those results. Because for me, if I’m on a show every single week, and maybe once a month, someone says, “Hey, I heard you on this podcast and I would love to learn more about how we can work together,” or, “Can I learn more about your services.” For me, if one person reaches out from a show, I’m thrilled because they’re usually super high qualified, they know my message, they get it, they are enrolled, they trust me.

So that really is how podcast guesting works, but if you’re only on one show every other month, it takes forever to really be heard enough, to have people reach out and want to work with you. And that is the thing about podcast guesting is that when people do reach out, they are ready for a sales call; for the most part.

I talk a lot about like consult with my clients on what kind of course action and getting people into your community and everything. But for me, my experience is when I’m on a podcast and somebody reaches out, they’re ready for a sales call.

ANGELA:

And I agree. Like I know, my last; I just signed six new one-to-one coaching clients just last week. But two weeks before that, I’d signed three new coaching clients. And when I asked them where had they found me, like what was the primary thing? And they said, “Listen.” One said, “You’ve been like my virtual mentor for the last six months, and I knew finally like I was ready to step up.” And the other two is they heard me on a guest podcast and the other one, they’d heard me on my own. And I was just like, “Listen,” and they actually; they all consistently said because I said the word, “Fuck.” They were okay with me, they were okay to hire me.

And some people like it, some people don’t, right? And I don’t use that word often, but it does come out either I get super excited sometimes, I’m like, “Ohh,” you know? So interesting, right? Because again, they can feel your personality. They can go, “Yes.” You repel people and you attract people. And again, you can’t get that when you’re reading a blog post or a Pinterest because you don’t put that emotional component to it.

JESSICA:

Oh my God. I love it. And we just did, on an episode recently, on our show about our core values, and one of our core values is authenticity. And I think like, I feel like that’s a perfect example of what you just shared; like you show your authentic self. You don’t like come all out buttoned up. Like you just, if you want to curse every now and then because it likes make an impact or whatever reason, like people hear that and they’re just like, “I like her. Like, she’s real.” And that’s your authentic self because authentic is like kind of a buzz word that gets turned around.

ANGELA:

I agree.

JESSICA:

But that is a really good example of like that is you being authentic. And for me, it’s just being honest. It’s about like, “You know what? I didn’t get a babysitter at 3:00 o’clock because I freaking forgot to check my husband’s Google Calendar.” Like, that’s just me being authentic. So I think, and that’s power; people hear that and they’re like, “Oh, I can relate to her.” It’s like honest, so… 

ANGELA:

And not to mention that you’re building that, I mean, the authentic piece but you’re also building your trust, credibility and authority so much quicker on that buyer’s journey. Like, you’ve already kind of taken multiple steps before, having to warm them much longer on the runway with different platforms. So super, super love podcasting.

So my question to you now is when you think back to when you first; you created really the podcast booking company when no one else was doing it. Why did you do that? Obviously, yes, you were doing Pinterest and you liked it, but did you see a gap in the market? Like what was it initially that kind of nudge you, like we need to do this?

JESSICA:

Yeah. So I got to give my dad a lot of credit. He’s an entrepreneur and a business coach and he was my first client. So when I was a new mom and I wanted to be home with my baby, who is now six and a half years old, when I wanted to be home, my dad recommended that I start a virtual assistant company. And so, really, as I was doing that, I was doing some client support work for him, he already had his podcast, so he’s been podcasting for like 7-8 years. And so, he actually told me, like, “Why don’t you book this on some podcasts? Why don’t you find guests for my show?”

And so, as I was doing that, I saw that there is a gap in the market place. So I started doing it for clients, like kind of on an hourly basis. Like as a VA, I’d bill them for how many hours I was working. And it really; about May of 2013, so I’ve been doing my business for a couple of months, I realized, “You know what? I really want to scale my business and I don’t just want to be sending my clients an invoice for $300 a month.” Like, it was not working for me.

And I remember my dad coach to me. He was my business coach for many years and he said, “Listen, what of the services you’re doing,” I was doing Pinterest, I was doing podcast booking and client support; he goes, “What is the most profitable for you? What do you enjoy the most? Where would people find the most value in? Where’s the demand?” So he asked me these questions and I’m like, “Honestly, everything I’m doing, booking in podcast interviews kind of meets all of those criteria.” So then, we really spent the summer and created my business and came up with packages.

So there was the opportunity to be profitable. Like, if you can charge x amount and get it done in less time, you can then grow your profit. And that’s like, that’s an important thing with the service-based business is giving yourself the opportunity to be profitable. So that’s really how I got started in it, and for at least a year, if not more, there were no competitors. It was crazy and it just grew like rapid fire.

ANGELA:

And did you see it grow more in the US than other parts of the world? Looks like the US kind of like the early adaptors leading the way.

JESSICA:

Oh, yeah. Totally. I mean, I don’t know of any booking companies that are outside the US. So as far as like my industry and the kind of company that I have, it’s all based in the US. And then, as far as podcasting, yeah. I mean, the vast majority of shows that we’re booking on and the vast majority of clients that we have are in the US. So yeah, it’s interesting to see. But I do know that people are listening in all different countries, so I think that it’s only a matter of time before people start really leveraging it more as a host and a guest in other countries.

ANGELA:

I mean, you look at them at the time people are spending in their cars because not everyone is out of the corporate world yet, right? Or they’re sitting at their corporate world, putting their headphones, listening to you on this podcast today or listening to it on their way to work, right? Like it is such an easy; it’s like just transferable, right? You can go on an airplane, you can be anywhere listening to it. Whereas again, you’ve got to have either a phone to read the blog post or on Pinterest doing this, right? Like, there’s so much more complexities.

JESSICA:

Yeah.

ANGELA:

Now, for those listeners that are out there, like I know what a podcast booking company does. But can you kind of explain what the role of a podcast booking company is so that other people can start to put the pieces together?

JESSICA:

Yeah. So we’re like; do you guys have match.com in Australia? 

ANGELA:

Gosh, I think I should be able to answer that, but is that the one with the dating scene? 

JESSICA:

Yeah. This is like a high; so think about like a high-end dating. So not like a Tinder where it’s just like swipe and shoot. But like, we’re like a high-end matchmaking service. But we do it for podcasters and entrepreneurs.

ANGELA:

Ok. Gotcha. I like the analogy.

JESSICA:

Yeah. I feel like that’s like an easy way because I could say a really good PR boutique agency and I do use that analogy for some people that I’m talking to. But it’s really; because with PR agencies, there’s a whole other complexities, like retainers and all these different mediums. And so, we’re really, like we are a matchmaking company for entrepreneurs who are doing podcasting. So our clients are entrepreneurs who want to be booked as a guest on podcast.

We do have a service as well for host who need help finding guests and we’re typically doing that for hosts that; like they need really interesting guests that aren’t like actually pitching them. Because so many business podcasters, I’m sure you get pitches all the time if they want to be on your show. So there is not as much of a demand for the service of hosts needing someone to find them guests, unless again, it’s like a really good niche though.

So that’s what we do. So yeah, our clients pay us to get them placed as a guest on shows that are in their niche, speaking to their target audience.

ANGELA:

Dude, fantastic. And for those that are also out there going, “Oh, this isn’t for me. This isn’t, oh, I don’t know.” Talk to me, what types of entrepreneurs should be leveraging podcast interviews?

JESSICA:

Yeah. So this is a strategy that is perfect for service-based entrepreneurs, so if you’re a business coach or any type of coach or a consultant, an agency, you are performing a service for your clients, this is going to be fantastic for you. And the reason being, your clients, if they are getting a service from you, they need to trust you, they need to know you, they need to know that they can get along with you. So it’s perfect for a service-based entrepreneurs and I will also say it’s even better for service-based entrepreneurs whose clients are worth multiple thousands of dollars.

So they might not come in investing thousands of dollars upfront, but if you have sort of an essential model where you know, “Okay. They buy my course for 200 bucks, but then, I know I can upgrade them into my coaching program, which is spend a thousand dollars.” So over the course of a lifetime, one client is worth multiple thousands. And I say that because podcast listeners, they’re really engaged, but they’re also a little bit passive.

Like, they’re not going to reach out to you usually until they’re ready to buy. They might reach out and they might download your e-book that you promote or they might follow you on social media, but until they are ready to talk to you, they’re a little bit quiet. So to see an ROI, you want a price point that is high enough that just a couple of listeners seeking action makes it a strategy that’s worth doing long term. 

ANGELA:

Yup. And I know even for myself, we’ve done some data around, and on average, it’s taking people anywhere from 4½ to 6 months before they’ll have a strong touch point with me. And so…

JESSICA:

Yeah.

ANGELA:

And that’s for my own. I’m not talking about guest appearances or anything, but that’s just for my own. And it is, and I would assume it would equally be relevant for some, too, that you’ve got to keep showing up, you’ve got to be appearing, and then post it in your socials. Like, I was on this podcast this week, I was on this podcast last week. And they’re like, “Damn, they’re on that many podcasts, then like, they must have something to say, they must be valuable.”

JESSICA:

Oh, yeah. Absolutely. I mean, I’ve heard at 16 touch points in general before someone buys from you. And you just have to; this is also a strategy that I would recommend, I know that your listeners are kind of in like the first few years in business. So really look at this as a long-term strategy; when you are guesting consistently on podcasts every single month, number one, you’re short putting your message, which is incredibly important.

I mean, when you’re first starting out, you’re getting clear, like, “Okay, what is my message? What is my approach to my business?” And that, you can’t just know that on day one. You just have to start, and then, the more you speak and the more you get interviewed, the more clear you become in what your message is, and it gets better and better every time.

ANGELA:

And I couldn’t agree more. And I guess that kind of leads into my question about those key benefits; like what are they when leveraging those podcasts interviews? And we’ve talked a little bit about it; you got that trust building, that credibility, the authority. And then obviously, again, you’re getting clearer and clearer on what you do, your messaging. Would you say like we’re missing any of those other benefits?

JESSICA:

Yeah. I mean, it’s definitely just amazing for lead generation. Like, and I guess we already talked about that a little bit, but that, I mean, that is the biggest benefit of it is that not only are you generating leads, but you’re generating really qualified leads. So you’re actually getting people who hear; anyone who’s heard you talk for 30 minutes and reaches out is so qualified. Like they know they want you because people will self-qualify themselves out.

ANGELA:

Totally.

JESSICA:

Yeah. If they hear a full interview and they realized, “Oh, you know what? She kind of talked about who this is right for. I’m not really…” Like, they won’t reach out, but if someone hears this, especially with questions like, “Oh, who is this right for?” If that, if who I’m describing fits you, the listener, then there’s just a higher likelihood that you’re going to reach out and be right. So that’s the power of podcast interviews is that leads you generate come to you feeling like they already know you and then they’re ready to work with you.

ANGELA:

And I also know a little bit one further that, too, is not only the leads, but I also have found in my experience of just not only holding this podcast but being on guests, is that the connections and long-term relationships that are there for you to make. So like today, we were talking about, “Oh, I’ll connect you with this person. I can help you with this.” And you’re like, “Yup. And I can help you with this.” And then, it’s just like, from there, relationship starts to build. And then, when relations start to build; like I can help you, you can help me. And then like, it becomes this ecosystem that just keeps growing and growing. Would you agree?

JESSICA:

Yeah. Oh my gosh. Yes. That is something that we talk about a lot in our business. We just did a podcast guesting master class and we’re going to be doing another one real soon, depending on when people hear this. But yes, 110%, that’s one of the things that I love to just share with people, like, what would your life look like if every week, you got on Zoom with somebody you had not met before but is a good connection, and you just talk for an hour, and they interviewed you.

Like, how would that transform your business? It would be incredible. And guess what? You don’t have to put on a pantsuit and go to a chamber meeting. But you could actually be in your pyjama pants.

ANGELA:

Yes. 

JESSICA:

And share your message and have an impact, it’s incredible.

ANGELA:

And you talked a keyword there, impact. And I’ll tell you a funny story. I was at We Are Podcast here in Australia and I was speaking. And I was on a panel with Pat Flynn, myself, Steph, and I’m trying to think of the other person; Steph Taylor, a good friend of mine was in there. I actually just started my podcast, so I think it was only episode 9 or something. And then the question for us is an impact; it was actually an impact panel. And Pat Flynn, he spoke before me, and he was like, “I’m making this impact and I work with Pencils for Promise or Promises for Pencils,” one of those one. “And I do this, and I do that.” And I was thinking, “Shit,” like, “Dude, you’re Pat Flynn, right? Like, you’re making a much bigger impact.”

So I started talking and I said, “Listen. I’ve only had episode 9 and I’ve only done this,” and Pat actually was like, “I’m going to call you out here, Anj.” And I was like, “Oh, God,” right? I was like, “No. Not now,” right? But again, it was a very powerful conversation because what he then talked about was impact, and he goes, “Take the podcast away,” he goes, “Think about impact, collectively.” So we were talking about that, it’s like a room, right? And basically, there’s like one stage where there is this particular person who was going to be harming her child because of a mental illness, right? “And because of your voice, Anj, because of your platform, you potentially saved that mom and baby.” Right?

So we’re talking about not minimizing like, “Oh, I’ve only been on one podcast episode. I’ve only released 9.” Is that every podcast interview you’re on, every podcast that I release; whatever that is, you’re touching people’s lives in so many ways. It could just be something very subtle, like today, those moms that are listening, going, “Oh, thank goodness. I’m not the only one.” So I do think it’s important about realizing the impact, not only from a strategic point but just indirectly that people are making.

JESSICA:

Oh my gosh. I could not agree with you more. Yes. And it’s easy to look at people like Pat Flynn and say, like, “Well, I can afford to build a school.” But I will tell you another story of one of my favourite clients, Oscar Trimboli, who is also an Australia; he is an expert in deep listening. I mean, his expertise is amazing and has helped me so, so much. Like the tips that he gave are so simple but so profound and so impactful. And he had a listener right into the host of the show that he was a guest on, and said, “I heard Oscar’s tips on how to be a better listener, how to be a more deeper listener. And I applied those tips.”

And it would have an amazing positive impact on her marriage because she was able to listen and hear her spouse in a way that she wasn’t able to before hearing the interview with Oscar. And then she’s like, “Oh my gosh,” like, the impact that his podcast interview had on that household, that home, is just; I mean, it was moving. It was so moving. And it’s like the ripple effect that that has then, if they’ve got children, and then mom and dad are getting along better because they’re listening better, it’s like, it’s a lot. So yeah, building schools is amazing. But like, just communicating better is a very positive effect.

ANGELA:

Exactly right. So never minimize every episode that you’re on. And again, as you know, that’s what you do is there’s impact everywhere and I think it’s important. Podcasting or not, there’s impact. And if you got a platform, if you got a business, I think there’s almost a duty of care that you’re utilizing those platforms with a complete full list. So yes, so I can go on on that for a whole another podcast.

JESSICA:

Yeah.

ANGELA:

Now, we’ve talked about the benefits, we’ve talked about what is a podcasting agency do, etc. Now tell, how can businesses, like businesses out there going, “Oh. Well, should I just start my own or should I do this? Or should I just get on podcast interviews?” What are your thoughts about that? Because I mean, there’s pros and cons of both, but again, in a world where super time core; like I know how much time it takes me to produce a podcast. Trust me. And I actually outsource everything out. 

It’s like, for you, I prepared, I probably spent 30 minutes back-and-forth, us, trying to find a time together. Then I researched specific questions to ask you, and then I’ll do the intro once this is done. So all of it, I probably spend about an hour on each guest, myself, and I don’t outsource that to my team. I do that because I feel like you’re coming on my show, I should take the time to get to know you. 

Then it goes to my team to produce, and then my team then kicks it back to another part of my team. And then, they distribute that. So there’s a lot of work that goes into starting a podcast, whereas, I’m going to assume, you’re going to say with podcast interviews, just got to show up. So what are your thoughts about that?

JESSICA:

Yeah. I mean, as you said it yourself, like producing and hosting a podcast is a lot of work, it’s a lot of time, it’s a fair amount of money, especially when you’re hiring in and investing in podcast producers and stuff like that. So being a guest is a lot easier because you do show up; it’s really easy if you work with a booking agent who just connect you with the show, and then you show up. If you’re doing it yourself, it is a fair amount of time; you’ve got to figure out what shows who are going to fit for you, you’ve got to pitch them and follow up.

So on either side, there is work. I will say, it’s probably less work to be a guest on podcast and it’s also very beneficial because podcasters, their show is the centrepiece of their marketing. And I will credit Kelly Roach for really putting it that way. She came into our Facebook group and really shared why podcasting is the centrepiece of her multi-million-dollar marketing strategy because she does her podcast and then all these other content, videos, live trainings, everything comes out of what she talks about in a podcast, when you go on somebody else’s podcast, you are literally stepping into the spotlight of the centrepiece of their marketing strategy.

So it’s incredibly effective and powerful and efficient. Ultimately, I would love to see everyone do both because it’s great to go on other shows and get in front of new audiences, but you do want a place for those listeners to come hang out with you every week. So I love going on other shows, but then, I love it when people hear me on another podcast and then like what I have to say and then come listen to my podcast.

Because when you have your own show, you have the freedom to say whatever you want and to promote whatever you want. You know what I mean? Like, you’re not in somebody else’s house where you want to be mindful of the fact that it’s their show, you know what I mean? And this is for their business. So there are a lot of benefits to doing both. When you’re getting started, being a guest is a lot easier. 

ANGELA:

Yes, I would totally agree. I would totally agree. But I equally agree in what you said though, is that if you can leverage both as part of your overall strategy. So I just was working actually with a good friend of mine, Steph Taylor; she’s a big podcaster, too, over here in Australia. And she had hired me to do a two-hour strategy session with her last time and we just mapped everything up. And she’s got her own podcast; it is such a tool, but she equally does an enormous amount of guest podcasting; like both of them go hand in hand in that overall strategic plan. So it is, it’s super powerful.

Now, some listeners out there will be going, “Alright, yes, but will I see the ROI right away? Or what does ROI look like?” And I’d like for you just to talk a little bit about do they see the ROI right away? Is it long-term? And ROI, is it just financial ROI or are there other elements that people forget about?

JESSICA:

So I really want to set clear expectations because I don’t want to, we’ve talked a lot about how amazing podcast guesting is and podcasting and everything. But I don’t want people to walk away and start doing it and then be disappointed. Will you see an ROI right away? Probably not. You probably won’t. Like, you’ll do this for, you’ll probably be in your first two months doing it, and you’re like, “This isn’t working. Nobody is reaching out to me. I’m not hearing back from anyone. This is not working.”

Okay. Just keep doing it. Like, you’ve got to keep doing it. One of our core values is going all in. Like, you got to dedicate, I would say a year to your strategy to really know if it works because it takes time. People might hear you once, they might, somebody might hear me, I’m sure. People are going to hear me on this episode, and they’re not going to be ready. And they’re going to put me in the back pocket, they’re like, “I’m not ready for you.”

And in a year, they’re going to be like, “You know what? I think I heard you on some podcast.” They won’t even remember, but they’ll probably join the email list or they’ll join the Facebook group. So that’s, you’ve got to think about that. People are not likely going to be ready for you as soon as they hear your episode, but you need to keep showing up if you want them to buy from you when they are ready.

ANGELA:

And I also think that it’s not just about them buying from you, in my opinion, I think it’s a component, yes, because everyone wants more sales, right? Everyone wants higher profit margins and revenue. But I also think people forget about the indirect ROI, which is increasing your brand awareness. And it’s not just about by being on there, but it’s also what happens after that episode goes live. 

It’s a lot of responsibility on you as the business owner. Where are you sharing it? Do you have it on your website as a separate page about, “These are all of the podcast interviews I’ve been on.” 

JESSICA:

Yes.

ANGELA:

Or do you have like a featured spot on your homepage, which again, adds that credibility? And that leads to also, again, some of the ROI is that authority building, the credibility, the brand awareness, and just being able to have that social proof. 

JESSICA:

Yes.

ANGELA:

So it might not be that tangible in the bank ROI, but it will come if you remain consistent.

JESSICA:

Yeah. I am so glad that you brought that up because the social proof is so key, because as a new entrepreneur in your few years, you’re likely going through word-of-mouth, through referrals, and let’s just say, for example, somebody goes, “Hey, my friend told me about you. They said I should look into what you do you.” You could say, “Awesome. I would love to meet with you. Hey, you know what? Why don’t you check out this interview that I did on this podcast? You can get to know me more and then let’s have a call.”

So you can utilize it in your conversations with prospective clients and then it boosts your credibility and social proof so they see you; you’re then positioned as more of a celebrity guest or a celebrity expert as opposed to just that person their friend told them about.

ANGELA:

Yup. 100%. And I think, yeah, it’s you. And I also think for businesses who are starting off and then really want to go personal brand on something later on, too, like you can use it as a two-pronged approach for your current business, and again, if you are going off on that personal brand later on. So there’s so much leverage, so just don’t underestimate things. And sometimes also, I think people just overlook things. People have choices. Be proactive and have a strategy or don’t. That’s okay, but don’t whine about it if you choose not to do it, right?

JESSICA:

Yes.

ANGELA:

So now, for those listeners out there that are like, “Okay. I probably need to; you guys have convinced me. I need to probably start looking at some form of podcasting in my business strategy.” Where, how can businesses connect with you?

JESSICA:

Yeah. So we have a free Facebook group. It’s called Guest Expert Profit Lab. This is a group for entrepreneurs who are over the six-figure point and they’re looking to really leverage their strategy to see results in their business. So you can go to interviewconnections.com/group to find us on Facebook. And we also have, if that’s not quite you yet, then listen to our podcast. It’s called Rock The Podcast.

ANGELA:

Very, very fun name. Now, my final question to you is what do you know now that you wish you knew when you first started out in business?

JESSICA:

Oh my gosh. I wish I knew that I should have hired someone for sales and marketing before team. And this is literally something that I’ve learned within the past year or so that when you start hiring, a lot of times, people will start hiring for a service, for the operations part of their business. But you really want to make sure you’re bringing in people to the sales and marketing side, so in that way, you are not the only sales driver. And this is what I learned from Kelly Roach who is one of our business mentors. So yeah, that is a big thing that I would have loved.

ANGELA:

It is, I mean, because if you don’t have sales, then you’re going to end up with nothing right? Or not necessarily nothing, but it’s going to be harder to scale potentially. Or some people, yeah, so it’s like again, sales are a key component. Something that I talked about with my clients all the time, why are we bringing the sales in? So many people think that they just get the structure with shiny objects. No, focus, you need sales for growth. So, yes. 

JESSICA:

Yeah.

ANGELA:

Now, and before we sign off, I just want to remind you that my team and I will also be putting together this whole transcription for this episode at angelahenderson.com.au. And as I mentioned earlier, if you enjoyed this episode, I would love for you to share it especially over on Instagram just by tagging @angelahendersonconsulting. Or really, you can share it wherever. I’m cool with that. I’d also love for you to subscribe and/or leave a review. It’s super great, not only for me but equally to be able to again leave that impact for other people who might be struggling in their business.

I hope you have a fabulous day and I look forward to you joining me next week for another awesome episode of the Business and Life Conversations Podcast. Thanks again, Jess, for everything.

JESSICA:

Thanks, Angela.

ANGELA:

Thanks for listening to the Business and Life Conversations Podcast with Angela Henderson, Leverage Podcasting. www.angelahenderson.com.au 


Angel Henderson Consulting

I'm Ange... proud Canadian, Nutella eating lover and pink is my favorite colour with a splash of glitter. I'm a business consultant/coach who has helped hundreds of business owners get all the pieces in place to have consistent 5-figure months and multiple 6-figure years... without burning out in the process.