Most people waste their podcast interviews. They show up, share their story, and hope someone in the audience magically turns into a client. No follow-up, no clear strategy, just wishful thinking.
But that approach? It rarely works.
Today, I’m gonna show you why most people get ZERO leads from podcasts and how to fix it.
By the end of this, you’ll know how to turn your podcast interview into paying clients even if you don’t have a big audience or if you hate selling.
Don’t neglect your existing audience
While your main goal with podcast guesting might be to reach new audiences and generate fresh leads, it’s easy to get discouraged when you don’t see an immediate spike in your email list or sales after an interview.
But here’s an important reminder: You already have an audience following you, and it almost definitely includes people who haven’t bought from you yet.
How often do you buy something the first time you hear about it? Most of us don’t make purchases right away. We need to hear about a product, service, or brand multiple times before we’re ready to take action.
The same applies to your audience. They may not buy from you after hearing one podcast episode, but if you continue to engage with them and remind them of your value, they’ll be more likely to take that step when the time is right.
That’s why you should never underestimate the importance of sharing your podcast interviews with your existing audience. This is your opportunity to show them that you’re actively connecting with other experts, positioning yourself as a thought leader, and reinforcing your credibility as the go-to resource in your niche.
Do you have several interviews on a specific topic? Consider creating a Spotify playlist and sharing it with your followers. For example, May is Mental Health Awareness Month, and if you have interviews related to mental health issues or solutions, this is a perfect opportunity.
You could say something like, “I’ve gathered my top interviews with expert hosts on mental health for you—check them out here.” To make it even more valuable, consider turning the playlist into a lead magnet by offering it in exchange for their email addresses.
Build stronger relationships with podcast hosts
Building strong relationships with podcast hosts can have a far greater impact than simply being a guest on their show. Let me share a couple of real-life examples that highlight why these connections matter so much.
Take our client, Anna Rahe, for instance. Following a podcast interview we booked her on, she built a solid relationship with the host, who has an impressive 840,000+ Instagram followers. This connection didn’t just result in one interview.
It led to Anna being invited for an Instagram Live session, which gave her a 5% boost in followers in just one hour. Moreover, she was invited to be a guest teacher in the host’s private coaching program, creating even more opportunities for exposure and growth.
Then there’s Dr. Maria Sophocles, another client of ours, who truly understands the power of networking and has built strong relationships with experts in her field. Because she recognizes the potential future opportunities from each interview, when we book her on a podcast, it’s often just the beginning.
At the end of each interview, she’s consistently able to secure follow-up interviews. In fact, even nine months before her book launch, she had already lined up multiple repeat interviews.
How do you build a relationship with podcast hosts that goes beyond the interview?
It starts with thinking about them first. Who do you know that would be a great fit on their show? Consider not only your own goals but also how you can add value to them.
For example, if you’re in a position to make valuable introductions or help them in some way, you’ll become a go-to resource. Hosts will remember you for being someone who goes beyond the transactional nature of interviews and adds true value to their network.
A great way to deepen your connection is by collaborating with hosts. You already have a rapport—why not do something live together? Consider inviting them to join you for a joint Instagram Live, a workshop, or even a panel discussion. This gives you both the chance to engage with each other’s audiences and further strengthen the bond.
Finally, don’t forget the simple yet effective step of staying engaged with hosts on social media. Follow them, comment on their posts, and engage with their content. This shows that you care about their work and want to support them long after the interview. It keeps the relationship alive and shows that you’re not just in it for the one-off interview.
Facts tell, but stories sell
Most people talk about their journey on a podcast like they’re reading out loud from a resume. They’ll say something like, “I started here, then I did this, and now I do that.” But let’s be honest—no one really connects with that. It’s dry, linear, and forgettable.
Keep in mind that people take action when they feel understood. That’s why one of the most powerful things you can do in an interview is create a moment where the listener thinks, “That’s me.” That emotional connection builds trust. And trust is what drives people to reach out, follow you, and eventually buy from you.
Need more podcast interview prep tips? Check out our blog on Common Podcast Interview Questions and How to Answer Them to help you craft your best responses and ace your next interview.
Promote your podcast interviews more than once or twice
If you share the episode once and never mention it again, you’re missing out on long-term visibility. Podcast episodes have a long shelf life, and new audience members might discover you weeks or months later. Here are a few ways you can do it:
Set up a media page on your website
This might sound obvious, but it’s easy to overlook: make it easy for people to find all of your podcast appearances in one spot. Having a dedicated page on your website where people can listen to past interviews means that new visitors can quickly see your expertise. It’s also a fantastic way to show off your credibility—think of it as your own personal podcast portfolio.
Bring it up in conversations
Your podcast interview doesn’t have to just live online. If you’re talking to a potential client, mention your latest interview. Explain how it ties into something you’re currently working on or how it offers advice they might find useful. This can help you connect in a meaningful way and remind them why you’re the expert they need.
Share snippets that spark curiosity
People don’t always have time to listen to a full episode, but they will pay attention to a short, punchy clip. Whether it’s an audio snippet or a video highlight, share these little gems on your social channels. Pick something that shows off your personality or a killer piece of advice. This is an easy way to get someone to click over and check out the full episode.
Turn the episode into a blog post
Writing a blog recap is a great way to connect with people who prefer reading over listening. Plus, it’s a chance to dive deeper into your episode’s themes or break down the key takeaways in a new way. Link to the full podcast at the end to keep the conversation flowing, and before you know it, you’ll be giving people another way to consume your content.
Mention the episode in your emails
Your podcast appearance doesn’t need to be a one-time shout-out. Bring it up in your email newsletters, especially if you’ve got new listeners or subscribers who may not have caught the episode. You can tease a few insights or lessons from the interview and include the link so they can dive deeper.
Follow them on social media
This might sound obvious, but not everyone does it. You can comment on their posts and continue to remind yourself. Keep the relationship alive by engaging with their content, supporting their work, or sending updates on your projects.
Don’t bark up the wrong tree
If none of the previous tactics I’ve mentioned are working, it might be time to step back and revisit the basics. Ask yourself: Am I truly investing my time in finding the right shows, or am I simply chasing big social media numbers and overlooking quality?
It’s easy to get caught up in the idea that bigger is always better, especially when it comes to podcasts. But here’s the thing: If you’re spending all your energy trying to land spots on big-name shows without considering whether they’re the right fit for your message, you’re likely missing the mark.
Let’s say you’re a menopause coach. Landing an interview on a massive podcast like Mind Pump might sound impressive—after all, it’s one of the top shows in health, fitness, and nutrition. But here’s the thing: their audience probably isn’t made up of women actively looking for menopause support.
You’d have way more impact by showing up on podcasts like Well Beyond 40, The Midlife Makeover Show, or A Certain Age, shows that already speak to the exact women you help.
Where do you find the right shows?
Start by heading to iTunes or Spotify and searching keywords that match your niche, such as “burnout coach,” “perimenopause,” or “parenting stress.” This will surface podcasts that are already focused on the kinds of conversations your ideal clients are tuning in for.
Once you’ve found a few, dig a little deeper. Look for niche podcasts that speak directly to your audience. These shows may not be chart-toppers, but they’re often the most valuable because they attract listeners who are highly interested in your topic.
Next, check for signs of engagement. Are people leaving comments and reviews or sharing episodes on social media? A smaller podcast with an active, loyal community is often more powerful than a huge show with a silent, disengaged following.
Lastly, take a look at past guests. If the podcast has hosted other coaches, practitioners, or businesses similar to yours, that’s a strong clue that the audience will be interested in what you have to say, too. Alignment is everything when it comes to turning listeners into leads.