Podcasting for business promotion
As we continue to journey along with the ever-changing world of technology, the need for private psychotherapists to stay on trend with these updates is imperative for their businesses. The rise of podcasting over the past several years certainly piques the interest of any therapist looking for exciting new ways to promote their business.
Does this mean you have to start your own podcast? You certainly could, however a better place to start may be marketing yourself as a potential guest on an already existing podcast. Offering to be a guest on a podcast can be beneficial for you both; existing podcasters need guests to keep their show going and you need a platform on which to share about your services.
A simple search within your favorite podcast listening platform can help you find a list of the most popular podcasts related to your work. Search cues such as “self-help” or “psychotherapy” will result in you finding podcasts that align with your work with just a click of a button.
You can also search for podcasts that have published episodes in your area of expertise. These shows may promote your upcoming talks or lectures, or your latest publications.
Podcasts with an interview format are generally looking to line up guests for future episodes. Lesser-known podcasts may be most accessible as a starting point, but you may also ask your professional network for additional leads to connect with well-known podcasts.
With any podcast, you will want to listen to several episodes to ensure that the host’s agenda and point of view are in accordance with your ethics and philosophies. An internet search on their reputation and reading the podcast reviews will help you do your due diligence.
When you find a podcast with which you align, you can usually find the show’s contact information in the show notes for individual episodes or shared within the episodes themselves. In your proposal letter, consider including your credentials, talking point suggestions and your expressed openness to hear about how they work best with their guests.
Most podcast interviews will take place over Zoom or phone call, so the only technical equipment needed will be a good internet or phone connection in a quiet, uninterrupted space.
While some practitioners love to conduct interviews sitting outdoors or in a space that feels reflective of their work (like a wide-open studio), being conscientious that noise and echo reduction, along with the ability to control interruptions, is much more important to a podcast editor than your visual space.
Although some podcasts may record video clips of your interview to include in promotional material for the episode, consider keeping your visual representation simple, clean and with a focus on good sound technology rather than your favorite aesthetics.
As you prepare yourself for your first podcast interview, it is important to set appropriate expectations for your guest appearance. Will your podcast episode go viral? Will you have an influx of clients after the episode release? Not likely.
Instead of expecting immediate gains from your episode, remember you are playing a business long game. Your episode will serve as free, long-term advertising which allows the host and listeners to learn more about you and the services you provide.
While podcasting is a creative advertising modality for your business, the results may not be apparent right away. A good rule of thumb is to remember that any investment in your business is an investment in yourself.
Continue to look for additional gains that come from podcasting, such as feeling re-invigorated in your work after speaking to an interested interviewer.
Additionally, you may see your growth as a public speaker over time or find that you acquire valuable learning from the podcasts hosts themselves. Finally, you may take pleasure in seeing your network grow as you meet a wonderful new community in the world of podcasting.