How to Land Big-Name Guests on Your Podcast Even Without a Huge Audience

Landing a big-name guest is a dream come true for many podcasters. These sought-after experts can boost your show's credibility, expand your audience, and position your podcast as a reputable brand.

However, securing big-name guests on your podcast can feel like a daunting task, especially if you’re just starting or don’t yet have a massive following.

In episode 36 of PodcastingTech, Podcast expert Stefan Lubinski, creator of Audience Builders, shared strategies on how to secure influential guests, even if your show is still growing.

“My background has been in sales for most of my professional career, spanning industries from restaurants to real estate, technology to television—always in business development. One of those experiences was with a company that owned two television networks. We were the first social television network, and Mark Burnett was an investor.

One day, I got an unexpected opportunity to take on a producing role. We had lost someone, and the CEO—who had known me for many years and was aware of my creative side—said, ‘Guess what? You’re now the producer of this show.’ I had no prior experience, and suddenly, I was producing a television show in an interview format. That’s how I accidentally became a podcast producer.” said Stefan on his journey from sales to podcasting.

Here’s how you can make it happen.

1. Rethink What a "Big-Name Guest" Means and Focus on Strategic Connections

Many podcasters immediately think of celebrities or industry giants when considering high-profile guests. However, according to Stefan, true "needle-movers" aren’t always famous figures. Instead, they might be senior executives, CMOs, or key decision-makers in industries relevant to your audience. These guests can provide valuable insights and open doors to meaningful business relationships.

2. Position Your Podcast as a Thought Leadership Platform

Your podcast doesn’t need millions of downloads to attract great guests. What matters is how you position it. If your show establishes itself as a go-to resource in a niche industry, the right guests will see value in being featured. For example, Stefan’s show became the leading thought leadership platform in Medicare Stars, making it attractive for executives in that space.

“Rising Stars is now the most recognizable media brand in the Medicare Stars space. We're invited to speak at conferences." Stefan told host Mathew Passy.

Also Check Out: How PodMatch by Alex Sanfilippo is Revolutionizing Podcast Guest Matching

3. Start Small and Build Up Gradually

One common mistake many podcasters make is aiming too high from the get-go. As Stefan advises, it’s crucial to “ladder up” when building your guest list. Instead of immediately targeting well-known figures, begin by inviting guests who are more accessible but still bring credibility to your show. These guests will often be happy to share their story, and you can use their appearance as a stepping stone to attract bigger names. Over time, as your podcast builds momentum, you can start targeting more high-profile guests.

“Start small and build momentum—don’t aim too high too soon. Begin with guests who are eager to share their stories, provide them with a platform, and package their insights in a way that benefits them. As you establish credibility, you can gradually work your way up to bigger names." said Stefan.

4. Leverage the Power of Credible Guests

After securing a guest with credibility in your industry, use their appearance to your advantage. Stefan shares a strategy where you can tell potential future guests, “We had X person from Patagonia, and now we’d love to have you on.” Mentioning previous high-profile appearances in your outreach can create a "fear of missing out" (FOMO) effect, making your podcast seem like an essential platform within the industry.

5. Offer Value to Your Guests

One of the biggest factors in attracting high-profile guests is the value you can offer them. Make sure your podcast isn’t just about interviewing famous people; focus on how you can make their appearance worthwhile. Since influential guests often ask, "How big is your audience?" you need to highlight other compelling reasons for them to join your show. Consider emphasizing:

• Your podcast’s industry influence
• The quality of your guest list
• Opportunities for them to repurpose the content (e.g., social media clips, blog features)
• The relationship-building aspect

By shifting the focus from audience size to value, you increase your chances of securing key guests.

6. Be Transparent and Build Trust

Finally, transparency is key when reaching out to potential guests. Be upfront about your podcast’s size and audience, but emphasize how appearing on your show will be beneficial to them. Building trust with guests, especially when you don’t have a massive following, is essential. By offering genuine value and showcasing your podcast’s potential to expand its reach, you create a win-win situation that leads to long-lasting relationships.

Landing big-name guests on your podcast is definitely achievable, even without a huge audience. Growing a podcast with influential guests takes strategy, patience, and persistence. By repositioning your guest outreach, building credibility over time, and emphasizing value beyond downloads, you can successfully land big-name guests—even without a massive audience.