How Podcasting Boosts Your Visibility and Online Presence (Even If You Don’t Have Your Own Show)
By Katy Murray of Ginger Biz the Podcast
In a world saturated with digital content, one of the biggest challenges for any business or personal brand is staying visible. You can blog, post on social media, or create video content, but even with all that effort, standing out can be difficult. That’s where podcasting becomes a game-changer for boosting your online visibility and presence. And the best part? You don’t need to host your own podcast to see results. As the host of Ginger Biz, the Podcast, I can say firsthand how much visibility it’s brought me, but even being a guest on other podcasts has significantly expanded my reach and connected me with new audiences in ways that other mediums can’t. In fact, the first podcast I was a guest on actually landed me a paying client!
Before jumping on any podcast, it’s crucial to focus on offering value to the host and their audience. Doing your homework and understanding who the listeners are allows you to serve them effectively. By bringing thoughtful, actionable insights and engaging with the host’s vision for the episode, you not only create a better experience for the audience but also establish a strong rapport with the host. This approach ensures your guest’s appearance resonates and delivers real value, making it a win-win for everyone involved.
Why Podcast Guesting Can Boost Your Visibility
Podcasts have seen explosive growth over the last few years, becoming one of the most popular ways for people to consume information, entertainment, and advice. By stepping into this space as a guest, you immediately tap into a new network of potential listeners and followers who may not have come across your brand otherwise. As someone who’s been both a guest and a host, I’ve seen how this can open doors to new opportunities and meaningful connections. I’ve made so many great connections through my own podcast, and being a guest on other people’s shows has only expanded those opportunities.
Exposure to New Audiences
One of the biggest advantages of being a podcast guest is the ability to reach audiences you wouldn’t normally have access to. Each podcast has its own community of loyal listeners who trust the host to bring on valuable guests. When you’re featured as a guest, you’re automatically introduced to these listeners, giving you a chance to showcase your expertise, personality, and what you offer.
Extended Shelf Life of Content
Unlike social media posts that may fade after a few hours, podcast episodes tend to have a long shelf life. People binge-listen to episodes, and your feature as a guest will continue to be found by listeners long after the episode originally airs. This extended exposure helps you stay visible over time, increasing the chances that more people will discover you and your business.
In fact, 50% of all podcast listening happens at least two weeks after an episode is published, according to Podnews.
Cross-Promotion Opportunities
Most podcast hosts actively promote their episodes across various channels—social media, email newsletters, websites, and more. As a guest, you benefit from this cross-promotion. Each time the episode is shared, it boosts your visibility by putting your name in front of the host’s audience. Plus, you can promote the episode across your own platforms, adding another layer of exposure. I make it a point to promote every episode I’m a part of, and it always increases engagement.
Building Relationships with Hosts
The relationships you build with podcast hosts can have lasting benefits for your visibility. Podcasting is a collaborative space, and hosts often continue to engage with past guests, tagging them in future posts or inviting them back for additional content. These relationships can open doors for future opportunities, including guest spots on other podcasts or joint projects. I’ve developed ongoing partnerships and collaborations this way, which have led to even more exposure.
Presence in a Noisy Digital World
In an online world filled with fleeting attention spans, podcast guesting allows you to carve out a meaningful presence. Here’s how it strengthens your overall brand presence:
A survey from HubSpot shows that 39% of small-to-medium businesses consider podcasting a key part of their content strategy. This is because podcasts provide a personal and effective way to engage with listeners and build trust.
Deep, Meaningful Conversations
Podcasts give you the opportunity to engage in long-form conversations—far longer than most other forms of digital content. This format allows you to share stories, advice, and insights in a way that truly resonates with listeners, making your presence more memorable. It’s not just about being seen; it’s about being heard and remembered. I’ve had some of the best, most impactful conversations as a guest on podcasts, and the connection with the audience is always deeper than what you get from a quick social media post. One time, after a particularly inspiring conversation, I had to grab my notebook and jot down the ideas that were flowing around in my head—it was so encouraging!
Engaging with Niche Audiences
By being selective about the podcasts you appear on, you can target niche audiences that are highly relevant to your brand. Instead of speaking to the masses, you’re connecting with listeners who are already interested in what you do. This makes your presence far more impactful because you’re building visibility with an audience that is likely to take action—whether that’s following you, visiting your website, or engaging with your content.
Becoming Part of Listeners’ Routines
Podcast listeners are often highly engaged, tuning into episodes while commuting, exercising, or working. This habitual listening means that when you’re a guest, you become part of their daily or weekly routine. It’s a unique opportunity to occupy “mindshare,” ensuring your presence sticks with them beyond the episode. I’ve had listeners reach out weeks or months later, remembering my appearance and wanting to know more about what I do. Engaging with listeners is such a fun part of the process! Chatting with them on and off the air, learning what they’re looking for from the episode, and hearing when they relate to something you’ve shared—those moments are so rewarding.
A Spotify for Podcasters report found that podcasts are the preferred content format for over 60% of listeners while multitasking, such as commuting or exercising.
Positioning Yourself in the Industry
Podcast guesting positions you as an active voice in your industry. It’s a simple but powerful way to stay visible in the conversation. As you appear on more shows, listeners will begin to recognize your name, associate you with valuable insights, and view you as a key player in your field. It’s been incredible to see how podcast guesting has helped solidify my presence in my industry, both as a podcast host and a guest.
When you guest on a podcast, you’re often featured in the episode’s show notes, which includes backlinks to your website or social media. Moz points out that backlinks from authoritative sources, like podcast show notes, can significantly improve your website’s search engine ranking.
How to Make the Most of Being a Podcast Guest
Getting invited onto podcasts is just the beginning. To truly maximize the visibility and presence benefits, you’ll want to make sure you approach each appearance strategically:
Choose Podcasts with Aligned Audiences
It’s not just about being on any podcast—it’s about being on the right podcast. Look for shows that speak to your ideal audience, whether it’s entrepreneurs, creatives, or professionals in your field. The more aligned the audience, the greater the impact your presence will have.
Prepare Your Key Messages
While it’s important to keep conversations natural and engaging, having a few key messages you want to convey ensures that you make the most of the spotlight. Know what you want listeners to take away from your appearance and weave those insights into the discussion.
Promote Your Episode
After the episode airs, promote it across all your channels—social media, email newsletters, and even your website. Sharing the episode gives you another chance to expand your reach, and it shows your existing audience that you’re active in your industry. I always make it a priority to promote episodes I’ve been a part of, and it never fails to increase engagement.
Engage with Listeners
Don’t forget to engage with listeners after the episode airs. Whether they comment on social media or reach out to you directly, engaging with them continues to build your presence and fosters stronger connections with your audience.
Podcasting is more than just a trend—it’s a powerful platform for amplifying your visibility and presence in a crowded digital world. And while hosting your own show can be a great tool, being a guest on other podcasts provides all the benefits without the long-term commitment. By stepping into the spotlight on relevant podcasts, you can increase your visibility, deepen your presence, and connect with new audiences who are ready to engage with your brand.
So, are you ready to hit the mic and boost your online presence? Check out the Ginger Biz podcast, or follow Katy on Instagram!
