Podcasting as a Marketing Tool, with Tom Ritter

Episode 264

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This episode of Destination on the Left is a little different from the norm, and that’s because today I’m talking with Tom Ritter, Product Development Lead for the Niche Podcast Network. Tom shares why he is so passionate about podcasting as a marketing tool and why your podcast can help you build an exceptional professional network. We explore the importance of finding your niche, building an engaged audience, and how to offer value to your audience with your unique perspective. Tom also gives his insight into creating an exceptional guest experience so that you get the most out of the conversation.

What You Will Learn in this Episode:

  • How Tom got hooked into innovative ways to market
  • The importance of niching down as a podcaster and gaining authority as an expert in your industry
  • How Tom and Nicole connected and why they wanted to share their conversation on how podcasts work as a marketing tool
  • Why it’s essential to have a system in place that sets someone up to be successful on a podcast
  • How to make the guest experience positive, so you have a productive conversation
  • Why having an outline for your show helps you stay focused and get the most out of an interview
  • The digital equity of profiting from the podcast
  • How to leverage your podcast as a sales and referral marketing tool

Niching Down as a Podcaster

Podcasting is a quicker path to trust-building when you can really niche down and be that subject matter expert.

My guest on the show this week is Tom Ritter, who owns and operates Niche Podcast Network, and I’m excited to share out conversation. The show this week is a little different as we’re discussing how to set up and host a successful podcast, and Tom’s advice on gaining digital equity with your show is so valuable.

We dive deep into the idea of niching down with your podcast and moving from serving a broad audience to a much narrower yet more engaged one. Tom shares how to identify and build authority in a niche and why focusing on a particular topic within your umbrella helps you earn trust and become a legitimate subject matter expert quicker. We also discuss how a podcast can act as a signpost back to your brand when you focus your show on a consistent and frequent message that builds listeners’ trust.

Creating a Positive Guest Experience

In terms of having a productive conversation with your guest, comfort is key. As a podcaster, you have the ability to set the scene for a great interview, but you also have to have processes in place. Let your guest know what to expect ahead of time and give them an idea of the show’s format and outline what you want to talk about. Having enough information to be comfortable goes a long way in creating an environment where an authentic conversation that genuinely serves your customers can flourish.

You might envision your podcast as a candid chat as if you were having an off-air coffee, but the reality is that a great podcast takes preparation. Having an outline helps the host, guest, and audience stay focused during the show itself. Guests often feel calmer and more prepared when they can make notes before they get on the show. But, if you have an outline or questions you want to ask, give yourself the flexibility to deviate from the plan, should the guest take you in a different direction. Relaxed spontaneity often offers up great opportunities to dig deep into the juicy subjects.

Delivering Value

Your podcast delivers value to your listeners as you delve into some of those fascinating subjects, but how does it offer value for your guests? Appearing on a podcast as a subject matter expert gives people excellent visibility in their field.

The more focus you put on your guest, the more value your guest perceives, and the more value you receive as a host because you’re going to be found for your name and your brand. Create social media artwork, send snippets of the show for their LinkedIn profile, and link to guests’ social media channels so your listeners can find out more. Because what you’re also doing when you grow visibility for your guest is growing it for your show and your business.


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