by Deborah A. Bailey
Still somewhat under the radar compared to other social media tools, Internet radio is an inexpensive way to market to large numbers of potential clients. In fact, I’ve had such good results that I wrote an ebook, “Boost Your Marketing & Your Visibility with Internet Radio” so that I could help others achieve the same results for their marketing.
Begin by doing a search for the shows that are a good fit for your topic. You can find them by doing an Internet search or by searching Internet radio platforms such as Blog Talk Radio and TalkShoe. In addition, search the various podcast syndication sites and iTunes to see what shows exist that focus on your target market.
Once you’ve identified the shows that you’re interested in, listen to individual episodes and get an idea of what the show format is. Who are the guests? What are the topics? Make sure the show is a fit for you and your business.
After you’ve found suitable shows, send a query which should include a brief bio and a link to your website. Provide enough information so that the show host can determine if you will be a good guest.
If you get a favorable response and you’re asked to be a guest, pay attention to the guidelines and promptly return any requested information. Usually you’ll be asked for a bio, an introduction (to be read on the air or posted on a website) and a picture of you or your product. If you are regularly sending queries to the media, you should have those materials ready to go.
Request the questions beforehand or confirm what the talking points will be – that way you’ll be prepared and can determine how to present yourself during the show. Often the guest will be asked to send in their own questions.
When it comes to the show date and time, be on time and be enthusiastic. Once you’re on the air follow the host’s lead. Some hosts may let you do most of the talking; others may only expect you to respond at certain intervals.
The bottom line is that if you’re prepared, you will already know what points to make about your product or service. You may be on a one-time interview, but that interview may have thousands if not millions of listeners. What feelings do you want the listeners to come away with when they hear you?
What will make you a great show guest?
- You’re prepared with a professional bio and pictures
- You promote your appearance on the show
- You communicate well and don’t just reply in one- or two-word answers
- You take your appearance on the podcast seriously – just because it’s an internet
show doesn’t make it less important than any other media appearance
What are the things you shouldn’t do if you want to be a great guest?
- Assume that you can send a query in today and be scheduled on the show right away
- Have no familiarity with the show’s format
- Leave it up to the host to do the marketing for YOUR appearance
- Send in requested information (such as bios) late or not at all
After your show is over ask about getting a copy of the recording post it on your site or blog. You can take that one interview and use it to market it over and over. Many people seek out guest appearances on Internet radio, but most of them don’t promote their appearance other than a few mentions on here and there.
Don’t waste your time getting interviewed if you aren’t going to leverage it after the show is over. Link to your interview, post it on your site, promote it to your friends and followers.
One mistake I see some of my guests make is underestimating the effect of being on Internet radio. They believe that since it’s not a traditional media outlet with millions of potential listeners, it’s not as important. However, consider the fact that even on a traditional media show, those millions of people won’t hear you if they aren’t tuned in when you’re on the air. There usually aren’t repeat broadcasts or reruns of interviews. Once you’re spot is completed, it’s over. You may get a clip to share, or you may not. But with Internet radio your broadcast will be available forever – as long as that show is available online, your recorded interview will be available.
Copyright © 2009 – 2011 Deborah A. Bailey
Connect with the Author. Writer and communications expert Deborah A. Bailey is the author of “Think Like an Entrepreneur: Transforming Your Career and Taking Charge of Your Life.” She specializes in helping entrepreneurs create relationships with their ideal clients. She’s the host of “Women Entrepreneurs – The Secrets of Success,” an Internet radio talk show.Visit her website http://www.dbaileycoach.com and her blog http://womenentrepreneursecrets.blogspot.com.