Podcasts have grown exponentially in popularity in recent years.
With millions of listeners tuning in daily, podcasts provide a unique opportunity for accounting firms to showcase their expertise and thought leadership.
Appearing as a guest on relevant industry or topic-specific podcasts allows firms to position themselves as trusted advisors and build credibility with potential clients.
Research Podcast Opportunities
The first step is to research podcasts that would be a good fit based on your firm’s specialty areas and target clientele. Browse directories like Apple Podcasts to identify shows covering tax, finance, small business, etc.
Listen to a few episodes to get a feel for the host and audience. Note how other guests are introduced and any calls to action.
Step-By-Step Guide to Find Podcast Opportunities
Here’s a step-by-step guide to finding relevant podcasts for promoting your accounting firm:
1. Define Your Target Audience:
- Who are you trying to reach? Identify your ideal client profile: business size (e.g., startups, SMEs, enterprises), industry (e.g., tech, healthcare, e-commerce), location (local, national, international), pain points, and aspirations.
- What are their interests? Consider topics beyond accounting that align with their business needs or personal interests, such as entrepreneurship, marketing, technology, or personal finance.
2. Brainstorm Relevant Keywords:
- Industry-specific: Accounting, bookkeeping, tax, finance, CFO, small business, [specific industry] accounting, etc.
- Business-related: Entrepreneurship, startups, marketing, sales, operations, leadership, etc.
- Target audience: [Specific job title], [industry], [location], etc.
3. Utilize Podcast Directories & Search Engines:
- Apple Podcasts: Use the search bar with your keywords and filter by category (e.g., Business, Finance). Browse top charts and explore related shows.
- Spotify: Similar to Apple Podcasts, use keywords and filters to discover relevant podcasts in their “Business & Technology” category.
- Google Podcasts: Search using your keywords and explore recommendations based on your listening history.
- Listen Notes: A comprehensive podcast search engine with advanced filters for categories, countries, languages, and even specific topics within episodes.
- Other Directories: Explore niche directories like Podcast Charts, Chartable, or Podchaser, using relevant categories and keywords.
4. Leverage Social Media & Online Communities:
- LinkedIn: Search for groups and discussions related to your target audience or industry. Look for podcast recommendations or mentions.
- Twitter: Use hashtags like #podcasting, #[industry]podcast, #[topic]podcast, and follow relevant accounts that share podcast recommendations.
- Industry Forums & Blogs: Explore online communities and blogs frequented by your target audience. Look for articles, discussions, or resource lists mentioning podcasts.
5. Analyze Potential Podcasts:
- Relevance: Does the podcast’s content align with your target audience’s interests and your firm’s expertise?
- Audience Size & Engagement: Check the podcast’s download numbers, website traffic, social media following, and listener engagement (comments, reviews).
- Host Personality & Style: Listen to a few episodes to assess the host’s interviewing style, tone, and whether it aligns with your brand.
- Guest Quality & Topics: Review past guests and episode topics to gauge the podcast’s focus and audience interests.
6. Contacting Podcast Hosts:
- Follow Submission Guidelines: Most podcasts have specific guidelines for guest pitches on their website or show notes. Follow them carefully.
- Craft a Personalized Pitch: Tailor your pitch to each podcast, highlighting your expertise, proposed topic, and value for their listeners.
- Be Professional & Concise: Respect their time with a clear, concise, and engaging message.
- Follow Up: If you don’t hear back initially, a polite follow-up can be helpful.
Remember: Finding the right podcasts takes time and effort. Be patient, persistent, and strategic in your approach to maximize your chances of getting featured and reaching your target audience.
Reach Out to Hosts
Professionally contact the host via email with a brief introduction, your relevant experience, and why you’d make an interesting guest. Reference a specific, recent episode as an “in” and highlight any mutual connections.
Offer value by providing a thoughtful, well-written guest blog post they could potentially publish and promote. Be prepared to follow up respectfully if not hearing back right away.
Cold Outreach Templates for Reaching Out to Podcast Hosts
Here are a few cold outreach templates accounting firms can use to connect with podcasts for potential guest appearances:
Template 1: Highlighting Shared Audience Value
Subject: Guest Pitch: Helping [Podcast Audience] with [Your Expertise]
Hi [Podcast Host Name],
I’m a big fan of [Podcast Name] and always enjoy your insightful conversations on [Specific Podcast Topic].
As an experienced [Your Title] at [Your Firm Name], I help [Target Audience] navigate [Specific Challenge/Pain Point] and achieve [Desired Outcome]. I noticed your listeners often express interest in [Related Topic] and believe I could offer valuable insights on:
- [Specific Talking Point 1]
- [Specific Talking Point 2]
- [Specific Talking Point 3]
I’m confident my expertise would resonate with your audience and spark engaging discussions. I’m available for an interview at your convenience.
Thanks for your time and consideration.
Best regards,
[Your Name]
Template 2: Leveraging a Recent Episode Connection
Subject: Guest Request: Inspired by Your Episode on [Specific Episode Topic]
Dear [Podcast Host Name],
I recently listened to your episode on [Specific Episode Topic] and was particularly intrigued by your conversation on [Specific Point from Episode].
At [Your Firm Name], we often encounter similar challenges when helping our clients [Briefly Explain Your Work Related to the Episode]. I’d love to share my insights on [Specific Subtopic] and how [Target Audience] can [Benefit/Solution].
I’m available for an interview and happy to tailor my discussion to your audience’s interests.
Thank you for considering my request.
Sincerely,
[Your Name]
Template 3: Offering a Unique Perspective
Subject: Guest Pitch: A Fresh Take on [Relevant Industry Trend]
Hi [Podcast Host Name],
I’m [Your Name] from [Your Firm Name], and I’ve been following [Podcast Name] for a while now. I appreciate your dedication to providing valuable content for [Podcast Audience].
I’m reaching out because I believe I can offer a unique perspective on [Relevant Industry Trend/Challenge]. While many discuss [Common Perspective], my experience working with [Your Client Type] reveals a different angle: [Your Unique Perspective].
I’d be happy to discuss this further and explore how my insights could benefit your listeners.
Thanks for your time and consideration.
Best,
[Your Name]
Remember to:
- Personalize: Tailor each message to the specific podcast and its audience.
- Highlight Value: Clearly articulate what you bring to the table and how it benefits their listeners.
- Keep it Concise: Respect their time with a brief and engaging message.
- Include Relevant Links: Provide links to your website, LinkedIn profile, and any relevant work samples.
- Follow Up: If you don’t hear back initially, a polite follow-up can be helpful.
Prepare for the Interview
Once booked, prepare as you would for any important client meeting. Have concise, impactful stories and examples ready to illustrate your points. Think through likely questions and craft clear, client-focused answers.
Practice your delivery to come across naturally yet professionally on air. Confirm logistics like equipment, recording time, and any pre- or post-show promotion.
Share the Episode
When released, promote the episode through your own networks. Update your website and social profiles with the new content. Send a targeted email to relevant contacts with a short write-up and direct link.
Thank the host publicly for having you on and continue engaging with their audience afterwards. Track any new leads or increased website traffic that results from the exposure.
Leverage Repeat Appearances
Stay top of mind by occasionally checking in with hosts to offer fresh insights on emerging issues.
Volunteer to come back as new seasons start for related “year in review” discussions.
Maintain professional relationships with other repeat guests as potential referral sources. Consider sponsoring episodes in exchange for a dedicated promotion of your firm’s services and expertise.
FAQ
Q: How do I choose the right podcasts to target?
A: Research directories to find shows relevant to your specialty areas and target clientele. Listen to get a sense of the host, audience and discussion format. Aim for mid-size podcasts (5k-50k monthly listeners) as a good balance of exposure and engagement opportunity.
Q: What if the host doesn’t book me right away?
A: Respectfully follow up after a reasonable period if not hearing back initially. You may need to establish yourself first by contributing relevant blog content, social shares or comments on their posts. Be patient – it takes time to build rapport.
Q: How long should my interview be?
A: Most podcast interviews range 15-30 minutes. For a first appearance, aim closer to 15-20 minutes to allow natural discussion without feeling rushed. As a repeat guest with established credibility, you may be given longer slots.
Q: What other promotion should I do?
A: In addition to notifying your contacts, promote the episode across all your owned channels – website, blog, social profiles. You can also write and share a short article recap on your website or a relevant industry publication site.
Q: How do I follow up with new leads?
A: Send a personalized email within a week thanking any listeners who reached out. Offer a complimentary consultation or relevant content they may find useful. Follow up phone calls 2-4 weeks later can help qualify leads and move discussions forward. Track all engagement for future nurturing.
Conclusion
Used strategically, podcast appearances offer accounting firms an impactful way to demonstrate thought leadership and build credibility with potential clients.
With thorough preparation and ongoing promotion, firms can leverage episodes for qualified lead generation and strengthening their position as trusted advisors in their niche.
