Ever finish a podcast interview and wonder, “Did I really make the most of that?”
You go through the list:
✅ Connected with the host
✅ Told some great anecdotes
✅ Gave helpful advice
❌ Made a strong call-to-action
Problem alert! When you’re using podcast guesting as a marketing strategy, by the end of the episode, listeners should have a clear understanding of what you offer and how to connect with you. If you’re not using effective CTAs throughout your interview, you’re leaving opportunities on the table.
Table of Contents
Why use a CTA in your podcast interview?
A podcast interview CTA nudges listeners to take a step toward you. That might include booking a consultation, downloading a playbook, or even making a purchase.
Every podcast appearance is an opportunity to generate leads, grow awareness, and drive sales. Without a CTA, you're missing that chance.
How to choose your guest podcast call-to-action
There isn't a one-size-fits-all podcast CTA. But think of it this way, listeners will be more inclined to take action if they understand the value you offer and how you'll help solve their problems.
Let's look at some best practices for an effective call-to-action.
Before the interview
Identify your podcast guesting goal
You need to understand what you want to achieve by appearing on the podcast before you can write an effective podcast call-to-action.
For example, do you want to:
- Build influence and thought leadership?
- Sell a product or service?
- Build relationships and grow a community?
Do your homework
Then, study the podcast demographic. Who are their listeners, and what motivates them to listen to this podcast in particular. Don't just look on the surface, try and go a little deeper.
Are they business owners, for example? Do they sell products or services? Do they have a brick and mortar business (for example, gym owners?) Are they looking to take it online? Are they PR agencies? Entrepreneurs?
What are they trying to achieve? And where exactly are they on that journey? Your whole interview should speak their language, showing you as the expert who can help them achieve their goals, and this will make listeners more receptive when you encourage them to act.
Make sure you listen to at least one podcast episode (several episodes would be even better.)
What questions does the host tend to ask their podcast guests at the start? And, will they set you up to share your CTA at the end?
Of course, you should have done most of this research before even pitching the podcast. However, you may not have thought specifically about your call-to-action when pitching, so make sure you've done your homework well in advance.
Brainstorm CTAs that help you achieve your goal
Think of CTAs with varying levels of investment, i.e., time, effort or money. If you need help, ask your colleagues to contribute ideas. If you're a solopreneur, ask an AI for help.
For example, imagine that you're a social media marketing expert. You're appearing on a podcast whose audience is predominantly gym owners who are looking to grow their business.
Your podcast guesting goal is to drive revenue by selling your services to these gym owners. What actions could you encourage listeners to take?
Low-investment CTAs are free and don't call for too much time and effort. They're usually (but not always) ways to connect with you. For example:
- "Subscribe to my YouTube channel"
- "Connect with me on LinkedIn"
- "Download a free playbook"
- "Check out my podcast"
High-investment CTAs ask for significantly more of the listener's time, effort or money. For example:
- "Sign up for my workshop"
- "Book a consultation"
- "Buy my book"
- "Enrol on my course"
Choose one CTA of each type
Which higher investment CTA best aligns with this particular show's audience?
In the case of the gym owner audience, you might decide that encouraging them to sign up for your social media marketing workshop is better that booking a consultation because you've figured out that this audience generally has a low marketing budget.
Make sure your CTA is measurable, so you can track its effectiveness. That way you'll know whether it's working, or whether you should try something different.
Then, choose the low-investment CTA that the audience going to be most receptive to.
The strategy is to hint at your high-investment CTA during the episode intro, leave breadcrumbs for your low-investment CTAs throughout the conversation, and close the interview by presenting both a low and high-investment CTA.
Let's explore this strategy in more detail.
During the interview
Generate curiosity at the start
On interview-style podcasts, the host often asks their guests to mention who they are and what they do, to give the audience some context before the discussion begins.
This is your opportunity to sell yourself as the expert and also generate some curiosity in what you do and what you have to offer.
Here's an example of an intro by Evy Pompouras on The Diary of a CEO. Her goal is for people to buy her book. When the podcast host asks her why listeners should stick around and listen, Evy responds with:
"I think for each person, it's different, but why should you listen? At the core, we're always trying to become something better. I wrote my book, Becoming Bulletproof, and I think the essence of that was, I'm trying to become more than.
And how about this? The day you think you know everything is the day you become obsolete. I live by that because I am never at my peak. I'm always becoming more. So if you're looking to become more and you don't know what that is exactly, then listen."
Leave breadcrumbs in the middle
Be ready to casually mention your low-investment CTAs in the middle of the episode. For example, if you’re discussing a marketing strategy, you could mention, “I recently posted a YouTube video on this exact topic.”
While it’s a soft CTA, it can still drive traffic to your content. Listeners will think "oh nice.. they've got a YouTube channel. I'll go check it out".
Give a clear call-to-action at the end
At the end of the episode, the host will usually invite you to share your CTA. Be clear and specific. If you want listeners to sign up for a workshop, tell them where they can do that.
Using our gym owner example, you could say something like:
"I've got an upcoming social media marketing workshop that you can register for at [link]."
Pair this with a low-investment CTA, like subscribing to your YouTube channel, but make it engaging:
"Subscribe to my YouTube channel and comment on my latest video about your biggest social media struggle - I’ll tackle the most common issue in my next video!"
Bonus tips
It’s vital to give a call-to-action during your interview, but it works even better if you follow up with clickable links. So, ask the host to add those links to the show notes.
You could even offer an incentive, such as 10% off with promo code XXX. You could make the incentive time sensitive, or leave it evergreen to entice people listening to the podcast backlist.
Examples of podcast guest CTAs
Host: "Your book offers, in my opinion, a thoughtful approach to game development and I'm sure it will be an essential resource for anyone passionate about this craft. So, again, please tell me, what is the title of your book and where can people get it?"
Guest: The book is called 'How and Why We Make Games...' and it's available on Amazon.
Here, the podcast host sets up the CTA and the guest answers the question. An interested listener can go straight to Amazon and search for the book title.
Host: Alex , thank you so much for being here with us today. Where can people find you if they want to connect with you online or maybe book one of your or attend one of your writing classes?
Guest: Yes, go to my website alextemblador.com. You can find a lot of information on there. I even include discussions such as this on there so that people can hear about what I've said about writing an identity not your own... and see my events and classes that I teach.
Again, the podcaster starts the CTA and the guest supplies the information. In this case, she directs people to her website and says what they'll find there. Listeners who've enjoyed the interview and want to learn more know exactly where to look.
Host: "And we definitely want to get in touch with you and connect. Are you on LinkedIn?"
Guest: "I am on LinkedIn, of course...If anybody listening is out there and wants some of the templates that I built, I'd welcome your thoughts on those too, because we're all in this together."
The guest doesn’t directly ask people to contact him on LinkedIn. Instead, he mentions his templates and invites engagement there by asking for their input.
Host: "That's great. I always love a good recommendation of something to listen to. Connor, where can people learn more about you and your work?"
Guest: "Yeah, I think the biggest part is just my website, cmooresound.com. So it's the letter c mooresound.com. I mean, that's the main place where, you know, all the work is and also some of the process and some thought pieces as well. Also, you know, I have a LinkedIn profile for my business, CMoore Sound, and then an Instagram page as well."
Final thoughts
Being a guest on a podcast is like getting a special introduction to people who already want to like you because the host has deemed you worthy to be on their show. So, make the most of that advantage by crafting CTAs that will resonate with the podcast's audience.
Looking for your next podcast guesting opportunity? Try Rephonic for free! It offers access to over three million shows, complete with listener stats, social reach, contact details, and more - everything you need to land your next podcast interview.
