Being a guest on podcasts lets you have a real conversation in front of an audience that already cares about your topic. Unlike ads that people skip or articles they skim, podcast listeners often hear every word. They are driving, exercising, or doing chores while listening, so they actually pay attention.
For early-stage companies, podcast appearances are especially valuable because they let you explain your thinking, share your story, and build credibility in a way that is hard to achieve through other channels.
Why podcasts work for early-stage companies
Podcast hosts are always looking for interesting guests. They need to fill episodes, and they prefer guests who can speak knowledgeably about topics their audience cares about. This is actually easier for smaller companies because you do not need to go through corporate approval to share your perspective.
Listeners develop a kind of relationship with podcast hosts and guests. They hear your voice, your personality, your stories. This creates trust in a way that reading text on a website cannot.
Podcast episodes also stick around. An episode you record today might be discovered by someone a year from now. The content compounds over time.
Finding the right podcasts
Start by searching for podcasts in your industry or topic area. If you are building a tool for marketers, search for marketing podcasts. If you are solving a problem for developers, look for developer-focused shows.
Check what podcasts your target customers listen to. Ask them directly or look at what gets shared in communities where they hang out.
Look at where competitors or similar companies have appeared. Search their founder's name plus "podcast" and see what comes up.
Start with smaller podcasts. Shows with thousands of listeners might seem more appealing, but they are also harder to get on. Podcasts with smaller but engaged audiences can be just as valuable and are much more accessible.
Pitching yourself as a guest
Most podcasts have a way to suggest guests, either through their website or by emailing the host directly. Look for a "be a guest" or "contact" link.
Your pitch should focus on what you can offer their audience, not on what you want to promote. What do you know that their listeners would find valuable? What stories can you tell? What perspectives can you share?
A good pitch might look like: "Hi, I am building [company] and have spent the last two years learning how [specific thing works]. I have made every mistake possible and have some stories and lessons that I think your audience would find useful. Happy to talk about [specific topics] without making it a product pitch."
Include a brief bio, links to any previous podcasts you have been on (if applicable), and a few specific topic ideas.
Preparing for the interview
Once you are booked, ask the host what they want to cover. Some hosts have a specific angle in mind; others want you to suggest topics.
Prepare stories and examples, not talking points. Podcasts are conversations, and the best episodes feel natural. Having a few good stories ready is more useful than rehearsing what you want to say about your product.
Think about what makes you interesting beyond your company. Your journey, your failures, your unexpected insights. People listen to podcasts for entertainment and insight, not for product information.
Test your audio setup beforehand. Use headphones and a decent microphone if possible. Bad audio is distracting for listeners.
During the interview
Be conversational. This is a chat, not a presentation. Respond to what the host says rather than just waiting to deliver your points.
Share specific examples and stories rather than generic advice. "We tried X and it completely failed because of Y, so then we did Z" is much more engaging than "you should always do Z."
Be honest about what you do not know. Admitting uncertainty or failure makes you more credible and more interesting.
Do not pitch your product unless the host specifically asks. If they ask what you are working on, explain it briefly and move on. If you spend the whole episode talking about your product, listeners will tune out.
After the episode
Promote the episode when it goes live. Share it on your social channels, send it to your email list, and mention it wherever you have an audience.
Send the host a thank-you note. If the episode does well, they might invite you back or introduce you to other podcasters.
Create clips or quotes from the episode to share on social media. This extends the life of the content and gives people a taste of what the full episode offers.
Track the results. Use a unique URL or ask new signups where they heard about you. Not everyone will mention the podcast, but you should get some signal about whether it is worth doing more of.