Podcast guests shouldn’t disappear once the episode goes live – they should be a brand ambassador for what you do and what you stand for.
When nurtured through the full podcast experience, they can become some of your strongest long-term brand advocates.
This means that they can amplify your reach, strengthening your authority within your sector, and open doors to new opportunities.
Here, the B2B podcasting experts at LRB show you how to do it effectively.
Nurturing relationships before the podcast
Advocacy begins before you record anything – and before you publish that first episode.
Set the tone by making your guests feel valued and supported throughout the process from introduction, through the planning stage and then what to expect on the day you shoot the podcast.
Communicate clearly, respect their time, and be genuinely prepared for the conversation about the chosen topic.
After recording, send a thoughtful message and let them know when the episode will go live.
When guests feel seen and respected, they are far more likely to stay engaged, work with you in the future, and potentially have greater commercial outcomes.
A great experience creates emotional buy-in – which is essential in modern business within the B2B space.
People naturally advocate for brands they trust and enjoy working with.
Stay connected after the podcast airs
Once the episode is published, don’t disappear, make them feel valued as a partner.
Share the episode with them first, along with ready-made assets like clips, creatives, blogs/press releases, and graphics.
Make it easy for them to promote the conversation without extra effort.
More importantly, continue engaging beyond promotion of the podcast.
Comment on their posts on social media, respond to their updates, and celebrate their milestones.
These consistent touchpoints keep your brand within their sphere of thinking and show that your interest extends beyond downloads, sales and other similar metrics.
Sharing your content online
Cross-sharing is one of the simplest ways to extend the life of your episode while strengthening relationships.
Tag guests when resharing clips, quote them in newsletters and blog posts, as well as reference their insights in future content and B2B marketing strategies.
This reinforces their expertise while aligning them with your brand.
Take it a step further by inviting past guests back for roundtable episodes, follow-up discussions, or collaborative content such as webinars, live streams, or co-authored articles.
This is especially useful if they were a great guest for views and other relevant content.
Build brand authority
Your past guests are living proof of your podcast’s credibility and authority within your industry.
Create a featured guests or case studies page on your website.
When respected voices continue to associate themselves with your podcast, it signals trust and expertise to your audience.
Consistency is key
By consistently delivering value, staying engaged, and elevating your guests’ voices, you create relationships built on mutual benefit.
You get the views and commercial benefits, and they are seen by a larger audience.
When guests feel genuinely supported, they’ll promote your podcast organically, recommend it to others, and proudly align themselves with your brand.
Treat every guest on a podcast as a potential long-term partner.
The result will likely be that you podcast will grow not just in audience size, but in influence and authority.
B2B podcast partner
If you are looking to get involved in the world of podcasting, then why not partner with a UK-based expert within the B2B industry.
At LRB, our clients have experienced the impact of our knowledge within the B2B podcasting world.
Call 07741 487245 to speak with our CEO, Luke, or email hello@lrb-media.co.uk to learn more.
