Go On Podcasts

“There's something innately baked into us to hear conversation and stories and be drawn into them, especially in podcasting” -Ryan Estes

Estes Headshot

By Ryan Estes

If you’re looking to grow your brand through podcasts, hear from Ryan Estes, co-founder of the podcast booking agency Kitcaster, on how to go on podcasts and spark real, meaningful business growth.

“It has to be of service because bringing meaning to our work is personally important to me.”

Utilizing Podcasts for Growth – Go On Podcasts

Podcast host Kriste Goad speaks with Ryan Estes, co-founder of the podcast booking agency, in this episode of “a Podcast for Curious Marketers.” Ryan Estes discusses how to use podcasts for business growth. Ryan goes into greater detail about how came to be and who they work with.

In this episode, you will learn:

  • How Ryan Estes and his co-founder launched Kitcaster, starting with each of them having a PR agency and a digital marketing agency, and how they started with the pilot program that brought Kitcaster to where it is now.
  • About utilizing podcasts for growth and how you can leverage a podcast booking agency like to help grow your brand.
  • About emotion-friendly business strategies and emotional attraction in the role podcast play.
  • How to get on podcasts.

“There's something innately baked into us to hear conversation and stories and be drawn into them, especially in podcasting.”

Kriste Goad: Awesome. Well, how about we dive in and you just tell us a little bit about kick caster and how it came to be? Tell you a little bit about yourself?

Ryan Estes: Yeah, let’s do it. So Kitcaster is a podcast booking agency. We work largely with funded startup founders, entrepreneurs with exits, and C suites, execs, and we book them on the world’s top podcasts. There’s about 18 of us on the team now. And our job is to basically be the best in the world at booking podcasts for our clients. And I think we’re, we’re getting close to that mark. It never ends. But I think we’re close to that kick caster started two years ago, we launched September 6, 2019. Basically, as a collaboration with friend of mine, Brandy Whalen, who’s our co-founder. She has a PR agency and I had a PR agency for 10 years. And I had a digital marketing agency for about the same time. And I had a podcast for about nine or 10 years, it started out being called the Denver business podcast, and it became a podcast called Talk launch. And it was a founder’s podcast. So I interview same kind of folks, tech founders, stuff like that. And Brandy would bring her clients to my show. And so we’re getting coffee, and just kind of like, hey, let’s do a project together. So we kind of went through a process of validation looking for a project in podcasting, and kind of came to this idea of a booking agency. And I think what we liked about it, is the way you scale, a service, like this kind of a productized service is old school, it’s like having an HQ and putting butts in seats, and like creating a company culture. And both of us with kind of software tech startup kind of background, it was kind of the flip side of what we’ve been doing, kind of lean and mean teams with 90% margins and explosive growth or catastrophic destruction. This is this was kind of more like… kind of building a team. We started out with the pilot program that went really well, and kind of put everything into it. And two years later, here we are.

Kriste Goad: But I’m also curious, why would I work with a podcast booking agency? Tell me the pluses of it.

Ryan Estes: From both sides, I think what we’re saving people’s time and money. If you’re podcast hosts and let’s say you reached out to your network on LinkedIn, you realize that that takes a lot of time to book guests. So, working with podcast agency like us, if you’re podcast hosts, it’s totally free for you. Like, tell us which podcast about, let us feed you great guests. For podcast hosts, we say that they make great guests because one, they like to talk, so they’re on podcasts. But two, they’re also already comfortable with kind of the emotional material that will come up from doing podcasts, big emotions. It’s kind of shocking at first, maybe.

if you’re podcast host, you’ll get in a rhythm of making people comfortable. It’s your job is like, “Hey, I want to bring out the best for you so that we can have a great conversation here”. And you get better and better and better at that. Now when you turn the table, and now you’re the guest, you start to understand maybe why those guests were a little uncomfortable. I mean, because big emotions do arise. You look at the podcast, you’re like, “Man, am I good enough for this show?” Or maybe “I’m too good for this show”. Or “look at the guests that were on the show.” “What am I going to talk about?” “What are they going to ask me?” Like all of these things, just being plain nervous bubbles up and in figuring out, like, how to work with that, as that’s coming up and get comfortable with it. So largely podcast hosts have kind of dealt with that already. So they can kind of really hit the ground running on that side. 

“Buddhism is important to me as a technology, as ways to kind of bring peace and structure to our minds and explore consciousness.”

Additional topics discussed:

  • Ryan’s journey of being an American Buddhist entrepreneur.
  • How Kitcaster determines which podcast to target.
  • About conversion rates, and how Ryan typically thinks about that with a podcast.


Host / Podcast bio:

Kriste Goad is an innovative, analytical, and disciplined consultant, strategist, and brand builder with a track record of driving leads, sales, reputation, revenue, and profitability. She is the host of the “How It’s Done” Podcast. 

Guest bio:

Ryan Estes is the co-founder of Kitcaster, a podcast booking agency. Ryan owned a media and marketing agency for the last 10 years. He hosted the founder’s podcast Talklaunch. Consistently ranked in the iTunes “Top 100” podcasts and have recorded 300+ interviews with more than a quarter-million downloads.  He also attributes $1M+ in revenue as a direct result of podcasts.

Resources and links mentioned in the show:

Let's go on podcasts

Are you ready to go on podcasts and be represented by the world’s best podcast booking service? Our podcast guest service provides a precise podcast match to achieve your desired outcomes. Please, apply here now to speak on podcasts. 

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How does Kitcaster facilitate growth for brands through podcasts?

Kitcaster assists brands by booking their founders and executives on relevant podcasts, providing a platform to share their stories and expertise. This exposure helps to enhance brand recognition and credibility, which can lead to business growth.

What led to the creation of Kitcaster?

Kitcaster was founded as a collaboration between Ryan Estes and Brandy Whalen, who both had backgrounds in public relations and digital marketing. They started with a pilot program that successfully established Kitcaster, leveraging their experience to create a service that productizes podcast guest booking.

What are the advantages of using a podcast booking agency like Kitcaster?

Using a podcast booking agency like Kitcaster saves time and money for both podcast hosts and guests. For hosts, it provides a steady stream of quality guests without the need to personally reach out and vet each one. For guests, it offers a platform to share their message effectively, handling the logistics and emotional preparation involved in podcast appearances.

How can appearing on podcasts benefit business founders and executives?

Appearing on podcasts allows founders and executives to articulate their business vision and share their industry insights, which can attract potential customers, partners, and even investors. It also helps in personal branding, making them thought leaders in their respective fields.

What emotional challenges might guests face on podcasts, and how can they overcome them?

Guests might experience nervousness or self-doubt about their suitability for a podcast or the value of their contributions. Becoming familiar with the podcast environment as a host can help in understanding and managing these emotions, as it provides experience in making guests feel comfortable and valued during the conversation.


How can podcast interviews work for you?