Becoming relatable to consumers is a big part of becoming a standout brand. A recent Forbes article calls relatability the “X factor” for brand success. Brands that have it, the article says, are better equipped to build a loyal customer base.
One way brands can build relatability is by appearing on podcasts. The audio storytelling that often naturally occurs during podcasts allows brands to reveal the heart behind products and services, illuminating the human experience and the role they play in empowering it.
However, effectively leveraging podcast appearances requires some preparation. A great podcast guest will connect in a way that compels listeners to engage with the brand.
Here are some tips for coaching or being a podcast guest who accomplishes those goals.
1. Know your audience
To maximize relatability, make sure the guest has a deep understanding of who they will be speaking to when leaning into the mic. Podcasts generally focus on a particular audience.
A software company, for example, might be invited to speak on podcasts that address developers, architects, UX designers, project managers, product managers, data scientists or security specialists. If the guest doesn't know who is listening, they won’t be able to maximize their impact.
For this a PR representative and the guest will need to do some research on the podcast—ask who the audience is, the demographics and how many subscribers it has. Ask the host directly or conduct research on the internet.
2. Customize the message
After identifying the audience, craft a story tailored to their interests. Highlight the thoughts given to their unique challenges and the steps taken to provide solutions to those problems.
Listening to past episodes of the podcast will help to identify the topics speakers tend to focus on, and the ways they engage with the audience. Some shows present their top episodes on their website or a podcast platform, which can help identify the guests who were most impactful, the topics that are most popular and what contributes to a strong appearance on their show.
Communicators can reach out to the podcast host and ask if they have questions they will be asking the client. Some shows fly by the seat of their pants, but others may have a list of questions to offer. To make it easier on the host, you can provide questions for them to ask the guest.
3. Tell a great story
Consumers can get details about a brand's products or services from its website. When they tune into podcasts, they are looking for something deeper.
Great guests should be ready to share a story or two that help consumers to better understand and appreciate the brand being discussed. A great story will show what the brand is pursuing, what it has accomplished and the impact it is currently having.
When the guest shares the brand's story, they should use all the tools of audio storytelling. Set the tone and pace by taking a breath, changing inflection and adjusting voice volume to punctuate key points. This helps listeners understand what is said and the heart behind it, ensuring the brand’s voice is heard.
4. Give listeners an exclusive
One way to capture a listeners’ attention—and endear them to your brand—is to offer them something special. This could be an exclusive discount on products or services, but it doesn’t need to be something transactional.
Consider sharing something that only insiders know about the organization as a way of inviting them into the family. This will not only increase relatability, but increase a guest's value to the podcast as well.
Appearing on podcasts gives organizations access to an invested audience who is interested in getting to know a brand better. Make sure when given the opportunity that it is maximized it by doing the work needed to present an excellent guest.
Dave Purdy is a publicist at Otter PR.