How to Turn Podcast Guest Appearances into Powerful Business Connections

In the world of business, Podcasts rival many platforms when it comes to connecting with people. Podcasts are effective advertising platforms because of the trust listeners have in the medium and the ability to target specific audiences. This has led business personalities to seek out podcast appearances as a way to humanize their brands.

According to the latest Magellan AI quarterly benchmark report, there are more ads in podcasts than ever. On the other hand, podcast hosts can also benefit from featuring big-name guests. These sought-after experts can boost your show's credibility, expand your audience, attract more listeners, and position your podcast as a reputable brand.

But the real success isn’t just hosting these guests—it’s turning their appearances into meaningful relationships that drive business growth.

Podcasting as a Relationship-building Tool

In episode 37of PodcastingTech, Stefan Lubinski, creator of Audience Builders, shared strategies for using podcasts as a powerful tool for business networking and growth. His insights highlight how to go beyond downloads and leverage podcasting for strategic connections.

Also Read: Match and Find Your Next Podcast Guest Automatically for Interviews via PodMatch

Stefan is a podcast coach, producer, and consultant with a diverse background, having held senior roles in sales, marketing, and consulting. As a former professional sales trainer, speaker, and producer/host across television, radio, and online media, he now helps clients grow their businesses by expanding their audience, credibility, and visibility.

Why Nurturing Relationships Matters

Podcasting isn’t just about downloads—it’s about trust and long-term business growth. 

"Deliver value to that relationship over time, and you’ll find people wanting to do business with you—or referring business your way."  said Stefan Lubinski.

Here’s a guide to the Do’s and Don’ts of leveraging Podcast appearances for Business.

Do’s: How to Make the Most of Your Podcast Appearances

Identify Key Guests & Podcasts

Prioritize shows that align with your industry and audience. Stefan Lubinski advises starting small before aiming for big podcast shows. Choose guests and podcasts strategically to ensure valuable, long-term connections.

"Who are the 10 people in your industry that will move the needle for you?"

Do Your Homework

Research the podcast, host, and previous episodes. Prepare talking points that not only highlight your expertise but also align with the show's core topics.

Focus on Building Genuine Relationships

Treat your podcast appearances as “relationship acquisition vehicles”. Engage meaningfully with hosts and guests, ask insightful questions, and show genuine interest in their work.

Deliver Real Value

Make your appearance memorable by sharing actionable insights, compelling stories, and practical advice. Position yourself as a thought leader rather than just another guest.

Follow Up & Stay Engaged

After your episode airs it is essential to keep in touch with the host, engage with the podcast’s community, share and promote the episode on social media and show appreciation by publicly thanking the host.

Don’ts: Mistakes to Avoid

Don’t Be Too Salesy

It's tempting to launch into a sales pitch the second the host hits live, however, you should avoid this. Focus on adding value first, not making a sales pitch.

"You do not use this strategy to bring on a guest and then immediately sell your services. If you’re thinking, 'Oh, I love this idea. I'm a company, I sell this widget, so I'm going to bring on prospective customers of this widget under the guise of being a guest and telling me what great stuff they're doing,' and then you turn around—whether it's at the end of the show, the next day, or the next week—and say, 'Oh, by the way, did you check out my widget and my thingy and my whatever?' That’s not the way to go. Because then the sense is, 'Oh, this wasn’t really about my expertise or establishing a relationship; this was just a sneaky way to sell me your thing.” warned Stefan.

Don’t Show Up Unprepared

Failing to research the podcast or its audience can make your appearance disorganized and forgettable.

Don’t Mislead Guests or Audiences

Be upfront about your approach. As Stefan warns: "Disclose [your model] right up front."

Don’t Ignore the Audience

While building relationships with the host is crucial, remember—the listeners matter too! Speak directly to their interests and needs.

Don’t Drop the Ball After Your Appearance

Once the podcast show is over and the recording stops the relationship shouldn’t end there. Keep the conversation going, engage on social media, and nurture connections over time.

“The best way to use this is what I call at the beginning, a relationship acquisition vehicle. It establishes a relationship, you nurture that relationship, deliver value to that relationship over time, and then you will typically find those people are asking to do business with you or referring business to you,” Stefan advises.

By applying these strategies, you can turn podcast guest spots into lasting business opportunities and strong industry connections.