The Networking with Podcasting Class with Matt Johnson
In this class, I’m joined by Matt Johnson, a podcast expert who gives you valuable strategies on how to leverage podcasting as a networking tool to build your freelance business, land more clients, and ultimately increase your visibility. We’ll talk about it from a couple different angles – either hosting your own podcast or being featured as a guest on podcasts where your ideal client audience is hanging out. You’ll also learn about profitable opportunities available for freelancers and virtual assistants seeking to add podcasting services to their business.
Matt Johnson is a marketer, entrepreneur, podcast expert, and musician. As founder of Pursuing Results, a podcast PR & production agency based in San Diego, Matt runs a worldwide virtual team helping business coaches and agencies break in and dominate their niche through podcasting.
Matt currently hosts niche business podcasts such as YouX and Real Estate Uncensored, and recently launched the Podcast Pitch Assistant training to help experts get pitched to podcasts consistently by their internal staff. He is a frequent podcast guest and event speaker to audiences around the US, Canada, and Australia.
[0:00] – Opening thoughts
[0:53] – Introduction to Matt Johnson
[1:57] – Matt shares his Freedom Story and what he’s up to now
[4:26] – Matt describes his background as a musician
[5:19] – The challenges of tapping into too many niches as freelancers
[5:44] – Introduction to the topic of podcasting:
– The history of podcasting
– Why and how the trend is shaping now
– What makes podcasting unique:
– It’s long-form content.
– It’s portable and easy to consume.
– You can share your expertise in a less vulnerable format than video.
– It can be used as a networking tool by introducing people to each other.
[12:28] – Craig shares his experience with podcasting
– How podcasting can position you as a credible business
– How a partnership developed from a podcast interview
[13:45] – How freelancers can use podcasting to grow their brand and attract more clients
– [14:22] – Use podcasts to get yourself featured.
– Reach your ideal client.
– Remember that podcast hosts are starving for good guests with expertise.
– Use a good story hook.
– [20:02] – Two different types of people you’re reaching:
– The audience
– The podcast hosts themselves
– Find 25 people that already have the trust of the clients you want to work with.
– Develop a strategic network of referral relationships.
– [23:37] – The importance of referrals and tracking the number of strategic introductions being made
– [24:19] – Making the podcast host your friend:
– How to be a magnetic guest:
– Get out of your own head and think about the podcast host and their audience and what they want.
– Have an attitude of contribution.
– Mirror and match the podcast host.
– Build some rapport before hitting record.
– If you’re talking to someone of a high level and you’re feeling intimidated, ask very simple (high-network) questions:
– Next trip or travel?
– Workouts, experiences?
– Upcoming conferences or speaking gigs?
– Mention people you’re both connected to on LinkedIn.
– After a podcast episode, ask one question: “If I could introduce you to someone right now that would make a difference in your business or your life, who is that? What does that person look like?”
– [27:25] – The benefits of positioning yourself as a podcast guest or as a podcast host
– [28:25] – Running your own podcast show as a way to build visibility and attract clients:
– Imposter syndrome can hold people back from hosting.
– Three things you can share publicly that give other people the impression that you’re an expert while you think you’re faking it:
– What you know
– What you’re learning
– What you’re doing
– Make a list of all the different opinions that you would tell a client about how you believe your thing should be done.
[31:31] – How podcasts are not about volume and number of visitors
[34:13] – How podcasting resolves the credibility problem
[35:50] – How it takes a while to shed the imposter syndrome
[38:26] – How to get to know Matt Johnson more and suggestions for how to expand services to podcasters
[42:27] – Closing thoughts
Resources and tools discussed in this episode:
Access Podcast Pitch Templates
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