243: What Even is a Podcast Tour & How to Actually Use it to Market Your Business

In this solo episode I'm tackling a question that I was assuming people knew the answer to... What even is a podcast tour? 

I was asked this on a guest interview I was doing and I was like, "Ooo this needs to be a podcast episode!"

So here it is:

• What is a podcast tour?
• How many shows is the magic number to guest on?
• Why you didn't see results the last time you guest spoke on a podcast?

➡️ Listen to the full episode and then book your Podcast Tour here -> https://stan.store/CandaceDudley/p/podcast-accelerator26

Podcasting for Authority: signature group program
🎟️ Learn more here: https://stan.store/CandaceDudley/p/signature-group-program

🎙️Hosts + Guests -> Join the Matchmaking Community [HERE]

Transcript

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SPEAKER_00 0:19

I'm not sure why I don't have an episode about this already. What actually is a podcast tour didn't really occur to me that people didn't know truly what it was until I was asked it on a podcast that I was guesting on, Andy Smiley's podcast. Go check her show out. She's phenomenal. And actually, her guest episode for my podcast, we did a little swap, is airing next week. So stay tuned for that. She's diving in on how you can use Pinterest pins literally to grow your podcast and your business as another visibility platform that is growing and building and not requiring you to be dancing on reels and grinding out the social media train. Anyways, this one's about what actually is a podcast tour. To me, it's two things. One, it's the name of my offer because I wanted my offer to be super clear. So in that case, it is specifically exactly 10 to 15 line podcasts that I find, all the contact information for the host, all the things put in a tracker, deliver to my clients, they're matched up perfectly to what my clients' speaking topics, episode, strategy, speaking points, all of that I lay out, pitching template. I do that whole thing for them and I map all that out, then find the shows that match that, because that's really important, and then I deliver it to them. So to me, that's that's the offer. That's that's one thing that it is. But plain and simple, the way people are using that phrase now, podcast tour, is that they're intentionally choosing to go and speak on podcasts, go book themselves on other people's podcasts to grow their business, to market themselves, to promote a launch coming up. It's being intentional. To me, it's really important to find aligned shows. If you've been here a while, you already know that it's not a quantity game, it's a quality game, always trumps it. But it's about going out, finding shows to get booked on. And then you're intentionally speaking about topics that relate back to your offer and what you're doing in your business, or if you're trying to be increasing your exposure because you're launching a cooking show or something like that. There's a lot of different reasons why you're gonna go on a tour, why it will benefit you, and all of it can be true. Whatever it is for you, that's that specific part, that timing that you're you're going out and choosing to use this as a visibility and marketing strategy. And then you're likely turning around and sharing the podcast episode, sharing it as content on your feed, sharing it as an email to your list, sharing it out, promoting that as well to showcase your authority so much more than you have been, because this is quite a jump going from posting on social media, maybe doing reels, maybe doing lives to literally speaking on someone's podcast and actually being recorded and put out there like as if you know what you're doing in your business, and don't get caught up in thinking, yeah, but somebody probably knows more than me, and I don't know. Right, right. We've talked about this before. Other people do know more than you, other people know more than me. That's okay. The people you're gonna help, you're gonna know the exact right amount for them. They want to know how you got here, and you're the expert for that. So don't freak out. You are worthy and credible and have enough value to bring to a podcast. So, a podcast tour, you start by knowing what you're gonna talk about. You have to know what you're gonna talk about. If you don't know what you're gonna talk about, just stop. Stop, stop, stop. You're wasting your time, you're finding shows, and you're gonna just leave the topic up to chance, up to the host to guess from your profile, from your bio. Don't do that. Lead with the topics because that's how you make sure the conversation is in your wheelhouse, in your zone of genius, and reflects back to what you do in your business that you actually get paid for. It seems like people don't want to outright say that, but we're going on a podcast tour to make money, right? Ultimately, we have families, and yes, I am big on value and heart-led business and want to be genuine. I also want to put food on the table for my three kids. I also want to be able to sign them up for basketball camp. You know, things cost money. And we're not doing this just to be nice. We are being nice along the way, we are bringing value along the way on a podcast people can listen to for free. We're providing value, we're serving literally constantly with our content, with our emails, with everything that we're putting out, and we'll be serving more when we're on the podcast, but also you're doing this to get paid. So make sure you're being strategic. Make sure that your speaking topics go back to your offer. Because if they don't, then you're not gonna get paid. You're not gonna have clients come because what they're gonna do is you're gonna have be speaking about a topic that's like kind of sorta not exactly your offer, not exactly what you do. They're gonna jump over to your social media and be excited to follow you and then be confused. That's where your tour will end, that's where the results will end, that's where you're not gonna see any new lead magnets being downloaded. That's where people say, Oh, yeah, I've tried podcast guessing, it just didn't work for me. Well, okay, well, it works. So if you didn't like it, that's one thing. If podcasts aren't your jam, great. Find the avenue that works for you. There's a lot of options. Pinterest is gonna be talked about next week. If you love Pinterest, go listen to that episode. Because honestly, I'm thinking about starting that after chatting with her and editing that episode and listening to it twice. She has me sold. But if you liked it, but you think nothing or no real results happened, you're missing some strategy. Did you have speaking topics? Did you lead with those when you booked with the host? Did you give the host some questions that would help you get to talk about different myths, doubts that people have before working with you? Because that's how you're shifting the listener's mindset in real time as they're listening, so that then they're ready to consider what you share then about your method and your framework and your actual expertise and allow them to then take action. Or you might be dropping the ball and you're not sending them anywhere after the show, you don't have a lead magnet ready. Maybe your lead magnet doesn't match the buyer journey, right? If they're done listening to your podcast episode, and I have an episode about lead magnets, go find it. But if you're done with your podcast guesting and your lead magnet isn't the next step in the buying process, that's a problem. That I had as a problem for myself. When I switched it, everything changed. My new lead magnet popped off. It's at this point, it's over 450, close to 500 people in it for hosts and guests, the podcast matchmaking community, right? I'm always talking about it where people are connecting, doing podcast swaps, doing podcast guestings, getting connected and making connections in real time over in that space. It's been awesome to be part of. But that was the next step in the buyer journey. You listen to the podcast, you're all in on podcast tours, you're like, yeah, but that does sound pretty good. Being visible while I'm sleeping, and someone's listening to my episode sounds pretty good. A host tagging me six months later, because now she's turned all the episodes into a blog that happened to me. And now that's boom, double dipping. Like this is working in the background, it's searchable content, it's long form, it's evergreen, it's out there, and that's different than a lot of other things that we're spending time and energy putting out into the world. So if you're excited about that, then yes, a podcast tour is right for you. If you have a launch coming, if you're new to business and you need to borrow other trusted audiences, these are all great reasons to do a podcast tour. I'm gonna wrap this up because plain and simple, all a podcast tour is is choosing to go speak on people's podcasts while being intentional and using it as a tool to grow and market your business. Period. No, there's no specific number, there's no magic number to hit, and then you're gonna see these things happen or these results that you want happen. It's about being consistent, making sure it's strategic and aligned to your offers and what you actually do in your business and continuing to show up even in the seasons that it's hard, even in the month you didn't make any sales, even then, even now, even whenever, and you just keep doing it as your schedule allows, as you can fit these guest things into your schedule. And that's that. That's a podcast tour. Like I feel like I am on an ongoing podcast tour and I don't see an end in sight because I like this avenue and this visibility strategy. All right, and if you want to go on a podcast tour, you want me to find the shows, you're sick of searching for the shows, you're sick of the social media grind, you want to get more visible more strategically. The podcast tour is for you, and the link is in the show notes. I'm booking tours this week as this airs.