Podcasting has rapidly become a go-to marketing channel for B2B professionals looking to capture attention and generate qualified leads. As Christina Lenkowski reflects, “If you would have gone back maybe five ten years ago I don’t know that podcasting would have come up in the top five mind ideas of what I need to be doing … But clearly it is one of those top-rated things that today we ought to be considering”. In this article, we’ll explore how to leverage podcast marketing to educate your audience, build unshakable authority, and turn listeners into loyal customers.
Meet the Guest: Christina Lenkowski
Christina Lenkowski is a publicist and educator who has specialized in podcast guesting since 2019. After 13 years in PR, she pivoted to become a podcast strategist for entrepreneurs, speakers, and authors—helping them move “from best-kept secrets to go-to experts” by securing high-value guest spots. To date, Christina has appeared on over 65 shows, including Empire Builder, Brand Gravity, and The Heather Sager Show, and has guided private clients onto more than 900 top-rated podcasts.
The Rise of Podcasting as a Marketing Channel
Podcasts afford the rare opportunity to hold a listener’s attention for 30–60 minutes—timeframes unheard of in traditional advertising. Studies show that 70 percent of podcast listeners feel a personal connection to their preferred hosts, dramatically heightening the “no-like-trust” factor that accelerates the sales cycle. For industries like accounting and finance, where trust is paramount, podcast guesting can be a powerful way to showcase expertise and build rapport before a prospect ever picks up the phone.
Educating Audiences & Establishing Authority
A service-first mindset is critical: the goal is not self-promotion, but delivering genuine value. As Christina advises, “service over self-promotion”—focus on teaching listeners about why podcasting works for financial professionals—and borrow the host’s credibility to reinforce your own authority . This approach positions you as a trusted expert, priming prospects to view your services as the natural solution to their challenges.
Evergreen Content & Repurposing Strategies
Each podcast appearance is a goldmine of marketing assets. You can turn every interview into:
- Blog posts with backlinks to the host’s show
- Email series featuring episode highlights and direct answers to listener questions
- Social media snippets scheduled weeks or months later to maintain momentum
“Turn every blog or interview you do into a blog post and backlink to the host—that is such a great SEO strategy,” Christina emphasizes . By repurposing content across channels, you generate evergreen SEO value and keep your brand top-of-mind long after the episode airs.
Strategic Podcast Guest Pitching & Niche Targeting
Effective pitching starts with clarity on your ideal-client verticals. Rather than sending generic requests, develop a concise one-sheet and email pitch that proposes 3–4 topic ideas uniquely tailored to a specific niche (e.g., hairdressers, photographers). Christina’s process:
- Identify your favorite client segments
- Craft niche-specific topics (e.g., “Top Tax Mistakes Hairdressers Make”)
- Pitch the same core expertise across multiple shows to reinforce your message
This targeted approach ensures hosts—and their audiences—instantly recognize your relevance and expertise.
Designing High-Impact Calls-to-Action & Landing Pages
Every guest appearance should drive listeners to a dedicated landing page on your website. Christina recommends including:
- A free resource (checklist, e-guide, sample episodes)
- Your social media links for audience engagement
- A discovery-call scheduler or direct contact form
“I highly recommend you have some kind of free thing … and what I really really want you to have on that page is a way for them to book a discovery call” . This structure captures listener interest immediately and converts curious prospects into actionable leads.
Overcoming Podcast Nerves & Best Practices for First-Timers
Even self-professed introverts can excel in one-on-one podcast interviews. Christina reassures first-timers that most shows are not live and that hosts want you to succeed. “If something goes wrong … you have the opportunity to say, ‘Can we redo that?’” she explains. “The first couple you’re going to sweat through, but then you’ll get more comfortable. The worst thing that can happen is you don’t put yourself out there” . Embrace the learning curve and focus on conveying value—your confidence will grow with each appearance.
Conclusion
Podcasts offer an unparalleled platform to educate audiences, establish authority, and generate high-quality leads. By integrating podcast guesting into your marketing mix, you’ll move seamlessly From Listens to Leads, positioning yourself as a go-to expert and driving sustainable business growth.
For more insights, check out the full podcast episode below and remember to subscribe to Universal Accounting for more on Building the Premier Accounting Firm.
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Understanding your publicity
https://www.publicityxchristina.com/quiz-landing-page
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