In the competitive world of B2B podcasting, having high-profile industry leaders as guests can significantly boost credibility, attract new listeners, deepen audience engagement, and increase sales.
Here at LRB, we have seen how the power of bringing in the right guests can help grow business or forge new and stronger relationships.
However, attracting these influential figures requires more than a cold email and a generic pitch. It demands a clear strategy, a compelling value proposition, and thoughtful relationship-building.
As experts in bringing this to our clients, here are our tips to make this happen.
Define your podcast’s value and niche
Before reaching out to potential guests, define what your podcast stands for, what its goals are, and who can add value to what you are producing.
What unique insights does it offer? Why should an industry leader spend time out of their busy day?
Be specific about your audience demographics and what topics resonate most.
A niche, well-articulated value proposition is more likely to appeal to seasoned professionals who prioritise relevance and impact.
If you are looking to build on your current business relationships, utilise your network and social media platforms to establish yourself as a B2B podcast, and then see who you want to work with (or who your clients want to work with). Provide a professional outlet for all parties to have their say on a relevant topic.
Once you have produced a series of high-quality podcasts, it will be easier to gain new guests.
Build a reputation before you reach out to potential guests
Industry leaders are more likely to appear on podcasts that already have some momentum and ‘buzz’, within their sector.
This doesn’t necessarily mean thousands of downloads, but it does mean consistency, quality production, and a growing audience.
Start by interviewing knowledgeable individuals within your network or rising voices in the industry that you have already worked with. They can they also share it with their own network of contacts.
Both yourself and the clients can share highlights on LinkedIn and tag each other. This not only builds your visibility but creates a track record that can be leveraged later.
The best way to build a pool for podcast guests is high quality content and consistency.
Personalise your outreach
Generic pitches are a going to get ignored – that goes for everything within the B2B space.
Be original, relevant, and offer something that is of value to them (and yourself).
Research your target guest thoroughly. Reference a recent article, keynote, or initiative they led, and explain how it ties into your podcast’s mission.
Mention how their business – and their brand message – will resonate with a particular topic you plan on discussing on the podcast.
By showing them that you’ve done your homework, and care about what they care about, it will mean they are more likely to get involved with your next production.
It is important that you outline the episode format, potential discussion points, and what they can expect from the experience within the original outreach to them.
Offer value to the guest
Industry leaders are busy – and the B2B market is full of events and shows that they want to get involved in when they have time.
To make your invitation appealing, articulate what’s in it for them. Will the episode reach decision-makers in their target market? Will it be promoted through paid media, newsletters, social media, or a professional community?
Let them know how you’ll help amplify their message and strengthen their brand.
Leverage your relationships
If you’ve already featured well-known guests, name-drop them, and look for mutual connections who can introduce you other potential guests in the future.
A warm referral from someone they trust increases your credibility dramatically.
LinkedIn can be a goldmine for finding and leveraging these connections.
Make the experience simple, seamless, and successful
From scheduling to post-production, every interaction should reflect professionalism and industry-leading at every step of the way.
Organise every part of the shoot, and then keep the recording smooth and on time.
After the episode, promptly share assets the guest can use on their own channels – and provide them with any other relevant content.
Nurture relationships
Finally, think beyond the episode. Follow up with a thank-you note, engage with their content on social media, and consider ways to collaborate further.
This could be the start of a fruitful business relationship!
Long-term partnerships can lead to repeat appearances (and business).
Hire a B2B podcasting agency
Bristol-based LRB have extensive experience in B2B podcasting – and have helped businesses and individuals in many industries across the world build new business relationships.
If you would like to learn more about how we do it, or guidance on the best steps to get started – then speak to us!
At LRB, our clients have experienced the impact of our knowledge within the industry.
Call 07741 487245 to speak with our CEO, Luke, or email hello@lrb-media.co.uk to learn more.