Why It's Key for Business Leaders to Get On Podcasts

“Podcasting has really changed the entire cultural landscape of work.” – Ryan Estes

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In this episode of “The Business Power Hour,” Ryan Estes speaks with host Deb Krier. Estes discusses his journey in developing Kitcaster. The interview also covers his career change from musician to entrepreneur, where he starts all kinds of conversations through his business. He also highlights the importance of social media and why it's important for business leaders to get on podcasts.

“Building a podcast is very different from being a podcast guest.”

The Business Power Hour with Deb Krier - Get on Podcasts

In This Episode, You Will Learn: 

  • The steps to making your own podcasts 
  • Common mistakes that people make when they’re new to podcasting 
  • The various reasons why a business might want to make podcasts 
  • How much effort goes into planning a podcast before interviews
  • Why it’s critical for savvy business leaders to get on podcasts

“Yes or no questions can be a conversation killer.”

Deb Krier: Let’s talk about some of the basics. Why should a business leader get on podcasts? I mean, what is the appeal to it? And why should they do it?

Ryan Estes: Our clients have different reasons they want to do it. But the outcomes are central to what we’re doing. So, when we begin a campaign, we’ll have a discovery call where we start with, “Hey, what are the ideal outcomes of this campaign?” We work primarily with funded startup founders, entrepreneurs with exits, and C suite executives, so usually, they have a pretty good idea of what’s lacking.

Everybody wants prospects, so we want to move the needle in a business where we can with podcast interviews. But then there are other varying kinds of stuff. There’s probably just straight brand differentiation. People are like, “Hey, I’m in a competitive market; we all have various flat blue logos; how will we make a difference for our brand in a podcast becomes a great opportunity. Particularly if there is a high demand in differentiated markets.” But getting to know the company’s founder a little bit or the CEO of the company a little bit, may be the reason you pull the trigger. So, just brand awareness is a huge one.

We also see a lot of folks looking for recruiting, particularly in SaaS and tech. Everyone’s competing for the same engineers, and there are a lot of perks. So, talking about your culture and the kind of people that work well at your company. Because we work with a lot of SaaS and startups, they’re always looking for fundraising. Using podcasts specifically to speak to audiences looking for early to mid-stage investment opportunities has been really successful.

So really, we sit down and say, “Hey, what do you want?” and then that leads us to an audience, and from understanding the audience, that leads us to various categorical podcasts to start pitching to. 

“If you’re a rude person, then a podcast probably isn’t a good idea for you.”

Deb Krier: What are the steps to making a podcast? 

Ryan Estes: It’s an easy three-step process. The first step is to identify the outcomes and the podcast’s audience that we’re going to pitch. The second step is to build media kits, specifically for podcasting. It’s a web page. It has the mission, identity, and the all-important one-sheet. The one-sheet gives opportunities for hosts to know what you want to talk about, so not only topics that you want to talk about but also what questions you’d like to be answered; we want to tee up their best stuff, give them the best opportunity and give the podcast host a lot of opportunities to talk about different things that might be intriguing to them.

So we got the media kit together. And then the third step is really what we do every day. There are 18 of us here in Denver that manage the pitch, the pre-production, and scheduling the show. So basically, from the information that we’ve gathered, we’ve galvanized that into the media kit. And then, we go in pursuit of excellent podcast placements. The engagements are usually six months, and we put people on about three shows per month. 

Additional topics discussed:

  • How business leaders can get on podcasts 
  • How being on a podcast can benefit your business
  • How to get on podcasts as a guest
  • How the podcast generation is more conversational 
  • The services that Kitcaster provides as a podcast booking agency
  • How making mistakes is acceptable 
Host / Podcast Bio:

In The Business Power Hour, host Deb Krier talks with the experts twice a week in a wide range of business fields. Here, guests share the latest trends, up-and-coming changes, and best practices in their area of expertise. As a result, her guests and listeners are immersed in a show fueled by knowledge, tips, and advice. 

Moreover, listeners can take actionable strategies and apply them in their businesses. New episodes are uploaded every Monday and Thursday, 11:00-Noon (ET), on their website and also on C-Suite Radio. Additionally, all episodes are archived on their website.

Links & Resources from the show:

Kitcaster website:

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Business Power Hour website:

C-Suite Network website:

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