#659 Podcast Guesting for Business Growth: Build Authority Through Interviews with Victoria Bennion

What if a single podcast interview could open doors to new clients, visibility, and authority?

In this episode of Talking with the Experts, host Rose Davidson sits down with podcast strategist Victoria Bennion to reveal how business owners, authors, and experts can leverage podcast guesting as a powerful marketing tool for sustainable business growth.

Victoria shares insider tips on how to identify the right podcasts for your niche, craft stories that resonate, and deliver interviews that build genuine trust and credibility. Learn how to repurpose your interviews for maximum reach, turn guest spots into long-term relationships, and design clear calls to action that drive real results.

Whether you’re just starting out or ready to scale, this conversation will help you transform your voice into your greatest marketing asset.

🎙 Tune in to learn how to become the go-to expert in your field—one interview at a time

🔗 CONNECT WITH VICTORIA

LinkedIn: https://www.linkedin.com/in/victoriabennion/

Facebook: https://www.facebook.com/thebestpodcastguest

Instagram: https://www.instagram.com/thebestpodcastguest

Website: https://thebestpodcastguest.co.uk/

📌 PROMOTION: 

I’ve created a special page just for your listeners:
https://www.thebestpodcastguest.co.uk/experts

Here, you’ll find free resources to help you shine as a podcast guest which
includes a Canva Podcast One Sheet template, a checklist on how to prepare,
deliver, and make the most of every interview, plus easy ways to connect with
me.

▼ ▼

Transcript

Intro | 00:00
Business insights on talking with the experts. Hosted by Rose Davidson. 

 Rose | 00:10
Do you want to learn about harnessing the power of podcast interviews for your business growth? My guest is Victoria Bennion and she is going to be discussing with us how business owners, authors and experts can use podcast guesting as a strategic marketing tool to grow their audience, build credibility and generate leads. Victoria is a returning guest, talking with the experts, which I'm very pleased to say. And Victoria is the founder of the Best Podcast Guest Booking Agency, where she partners with expert business owners, coaches and authors to amplify their authority, grow their audiences and accelerate business growth all through the power of podcast interviews. She has over 20 years experience in marketing and communications and has discovered the unparalleled impact of podcast guesting and made it her mission to help others harness this powerful medium. Over the past six years alone, she and her team have secured more than 1,000 podcast interviews for clients worldwide, helping them become known in their industries and share their stories on a global stage. Victoria is the host of the Best Guest podcast and co-host of the Autism Mums podcast with her sister, where she supports parents navigating life with neurodivergent children. And she has authored the book, The Most Amazing Marketing Book Ever by Mark Schaefer and Friends. I remember that from last time. Victoria, it's such a pleasure to have you again. Thank you so much for are going to come back on. 

 Victoria | 01:50
Thank you for having me back again, Rose. It's lovely to be here. 

 Rose | 01:54
I remember, I think that's how we met was through your agency and we got to talk about why being a podcast guest is so important and some of the ways that not to show up as a guest. 

 Victoria | 02:14
Yes, that's right. That's right. And I'm sure you've got plenty of experience of that with the number of interviews you've done on your podcast. 

 Rose | 02:23
So what is the best way to turn up as a podcast guest? 

 Victoria | 02:28
Always be on time. Well, early is ideal when we say on time and be prepared to So, No. Know a bit about the show, listen to the show before you're going to be a guest, get a sense of the rhythm of the show. Understand if there's any advanced questions. It's a good idea to know if you are going to be on video, if it's just audio. That might be obvious from checking the host channels. But, you know, if not, ask the question, because you absolutely don't want to show up expecting audio. Find out you're on video with wet hair or, you know, you're washing, hanging up behind you or something awful. 
 So that they're pretty key. Have some basic equipment and make sure that you know how to use that equipment. 
 So we always recommend our clients have an external microphone, a camera, ring light and wear headphones or earphones of some sort just to make sure that their audio is as clear as possible. Because you don't want the host or the host's team to go into editing and then find out that the audio is not as good as it sounded when you were on the interview. 

 Rose | 03:39
Yeah, I have done that. The interview sounded really great. And now I've gone to edit the video. And honestly, I can't. Out of, Deference to the guest idea, there is no way that I would... Ever published that episode at all because it was just sounded so bad or the video looked great while we were recording that you go through the video and you know it stops and starts and you know there's some glitch in the system somewhere and you know I'm a bit of a perfectionist I wouldn't allow any of that to go out and it's disappointing because you know the guest has given up their time and you know sometimes it They can come back and rerecord, but, you know, quite often they don't like to because it's just a waste of time. But, you know, you're right about that. It's just making sure the equipment's right, isn't it? 

 Victoria | 04:37
Yeah. Yeah, that's right. That's what we tend to do with our clients now is they have an audio consultation just to run through it with a sound expert just to Because once we had a client and he was a trucker, so he was always in a different location as well. 
 So he definitely needed extra support to make sure that wherever he was recording, he knew how to check that his internet was OK and that, you know, his setup was going to be all right. And he needed to plan locations and things like that. 
 So people's situations vary so much, don't they? 

 Rose | 05:10
Absolutely. So how can guests identify and secure interviews on the right podcasts and reach their ideal audience? 

 Victoria | 05:19
I think this comes back to the work that you need to do before you start pitching yourself, before you start reaching out to hosts. So you need to know why you're doing it. What are your goals for being a podcast guest? Who is it that you want to connect with? Because As you know, shows can have really niche audiences. You can really drill down and speak to the people that you want to connect with. 
 So you need to just think that through at the start and then... Go ahead and do your research. 

 Rose | 05:52
Research is really important. That's what my talk was about. I was telling you about that. I was recording this talk and mine's about being a great guest. I'm trying to find the happy medium between nine and a half minutes and 11. 11 is the shortest amount of time it can go for. 
 So I've got to try and stretch it out for another two and a half minutes. And that can be really challenging too, because you don't, as a guest, don't want to be waffling on or, you know, going on for 10 minutes and the host can't get in a word edgeways. And I've had those types of guests and it's, Like... 
 Yeah it wins my turn. 

 Victoria | 06:29
Yes yeah absolutely I think yeah you definitely don't want to be waffling on and on for ages and the host can't get a word in you want a bit of back and forth don't you not a monologue. 

 Rose | 06:41
Yeah, being a host, you know, you meet all types of guests. And I found the ones that are most engaging are the ones that have listen to at least one episode. As you say, it's best to listen to at least one. Engaging you know they don't Pog the microphone. They speak clearly. They know their topic. 
 You know, even if they have to read from a script or keep notes on the side of the computer, you know, that's perfectly fine. But, you know, don't waffle. It's, And, you know, fill out the paperwork that the host sends you. That's really important, I think. 

 Victoria | 07:25
Yes. I think you've always got to allow that time to send over what the host asks for when they ask for it. And the same, you know, if you're presented with a calendar, the host says, yes, come on the show. Get that booked in. Don't wait. 
 You know, a week or a month because you can look disinterested. But those slots may have gone. A lot of shows, you know, like yours are very busy. 
 So. Yeah, it's worth, I think, having pulled together some... A media kit for yourself before you start going on podcasts. 
 So have that headshot to hand, have biography, a long one and a short one that you can send out to hosts because most hosts are going to ask for those basic things. So if you've got them to hand, You're going to make a better impression, aren't you, before you even meet the host on the interview. 

 Rose | 08:13
That's it. What are some of the ways that, you know, guests can deliver more engaging, value-packed interviews that build that trust and credibility? 

 Victoria | 08:23
So I think it's, We remember our stories more than we remember facts. So we always say to our clients that think through your talking points. What are the different things that you can talk about on a podcast? 
 And then think how you can illustrate those to make it engaging. Further tips I think is to use the host's name, know the show that you're going to be on. 
 Cause that helps with rapport and that helps you become a more engaging guest. And I think. On the don't do part, I'd be interested to know your thoughts, but don't show up and sell. Add value. Don't be, for example, if you're an author, buy my book, or get that's in the book and go and read my book. Try to deliver value to the listener so that they come away having learned something and want to connect with you further. 

Rose | 09:21
Yeah, I agree. I mean, I had a guest on recently who just didn't want to answer any of my questions, basically, but just wanted to sell his service. And he actually gave, I think, a three-minute ad at the very end. And I thought, that was a bit disconcerting. But, you know, that was him and he's just starting his business by the looks of it. 
 So I thought, yeah, I'll let him have a pass, you know, And then there's others where I've had, you know, selling their books and they won't give you anything, you know, it's in the book. So you have to buy the book. 
 So what's the point of being on a podcast if you're not going to share it? 

 Victoria | 09:58
Exactly. It's better that the guest comes away thinking, the guest, the listener comes away thinking that you're an interesting guest and somebody they'd like to connect with further or they'd like to read the book and listen. We always suggest to our clients that You know, you gave your guests that opportunity at the end, but send them ideally somewhere free that they can connect with you. 
 And then you can nurture that relationship. See that podcast as the first step in your relationship, not the one we want to go in and sell. 

 Rose | 10:30
Yeah, you know, I agree. And I mean, selling is probably the last thing you want to be doing. 
 So when the guest, when the host says to the guest, you know, do you have anything else you want to share? That's when you know, give your call to action or you know, offer your freebies or unless the host gets in first and says it, but, you know, but always offer something of value, whether it's, you know, if you've got anything to finish off with, you know, if it's a quote or a sentence or something, it's really important. 

 Victoria | 11:00
Yes, yeah, absolutely. Sometimes it can be just words of wisdom on what you talk about something that's It's helpful for the listener, for sure. I think we've always got to think about that. In terms of just not pushing whatever it is that you're selling. 

 Rose | 11:15
Yeah i agree i think you know I mean, there are good guests and bad guests. And, you know, it's, up to the guest I think to do the research and not have to leave it all up to the host to do all the research because I've had people you know the form I have is extensive I admit that but it gives me the opportunity to be able to ask relevant questions rather than having to flounder around and do all that and you know a lot of podcasts post do pre-production so you know you've got to have an interview first before you get on and you know there's lots of things you need to prepare yourself for. 

 Victoria | 12:01
Yeah, that's right. You as the guest need to make the host's job as easy as possible to interview you. 
 So it's really important to fill in those, to fill in the forms and provide what's been asked for, because it makes the interview best. And that's in everyone's interest. 
 That's why you're showing up to do the interview. So, yeah. And you want to respect that. Respect that relationship with the host. 
 I mean, what we found and I found myself is sometimes the host is someone who is not is a really great connection for you. It could be in terms of just networking. 
 Sometimes hosts introduce our clients to other hosts or other people who might want to work with them or invite them back on the show as you've done, which is great. And sometimes they become the clients. I was on a show, one of the first podcasts that I did. And the host actually then said, actually, can you tell me a bit more about your service? Because I think we could use it. 
 So you always want to be respectful of that relationship. 

 Rose | 13:02
Absolutely. And I think, you know, there are some strategic ways to turn a podcast appearance into tangible results for the guests. Can you perhaps elaborate on those? 

 Victoria | 13:13
Yeah. I think, as I just touched on really, sometimes the host, it could be your ideal client. 
 So we work for a company in the health industry and they sell a course, for example, and it's quite a high ticket course. And they will go, Their team, it's their leadership team, do a lot of podcasts. And again, they turn up and they add value. But a lot of the times, the hosts of these shows are the ideal client. They're the ones who are going to be interested in joining the course. 
 So some of the shows that we bit them on that they've been fairly small shows but the conversion rate you know can be huge if that host signs up which sometimes they do So that's one way. Another way, some of our clients have affiliate schemes. 
 So again, That can be with the host. So we have a client in finance industry and she gives the host a percentage of, so if anybody comes through, a listener becomes a client, they get a percentage of that first month of, of fees and I know she said that one host I made about 30,000 in the year just from that one interview that she did. It's a very high to high ticket. 
 So it's, And there's so many different ways that you can profit from podcasts. You know, sometimes people will say to me, I don't know about you, but will I get paid for being a guest? Not usually, but the way that you can monetize your interviews, I guess, is there's so many ways. 
 So yeah. Being a guest on podcasts, you often get a backlink to your site. 
 So if you're going on several podcasts, , It can help you with your authority. So once you're speaking on podcasts about your subject, if somebody searches you or your topic and you show up in search, That helps your credibility and that helps your authority. And they can click on that podcast. It doesn't matter when they recorded it. 
 You know, when you recorded it, people can listen to it months or even years down the line and still become a client. They can all join your world and you can nurture them, become a client. I think some people will be ready to buy from you when they hear you. 
 Some won't, but they want to join your world where you can nurture them and let them know about your offers and things like that. And that's what we see all the time. 

 Rose | 15:52
Yeah. Tell me a little bit about your agency, Victoria. How does it work? How do people sign up to it and what do they get? What benefits do they get from it? 

 Victoria | 16:02
Okay. So we work with clients in a couple of different ways, really. 
 So our main services are done for you package. So they will come to us and we will offer a number of guaranteed bookings. We start quite small because some of our clients just want to But they're new to podcasting, fairly new. 
 So they just want to do, say, six. Some of our clients are more absolutely podcasting as part of our business of marketing process, you know, and they want to go on. 50 a year or something like that. 
 So we've got all, yeah, I know, we've got all different options, really. But we spend quite a lot of time on that strategy at the beginning. 
 So when someone joins us, as we touched on, we spend time helping them with their goals, who it is they want to reach, coming up with what they can talk about, how they can illustrate that. And they get session with a speech coach, making sure that they know how to deliver with impact. They get the audio and video consultation to make sure that they are comfortable with their equipment. We help them purchase their equipment if they need. 
 And then they get a practice interview on our podcast the best guest which can offer a fresh example to send to hosts because i don't know about you but some hosts will say do you have any examples of what they actually sound like on an interview and then you can provide that or it can be helpful if the client is talking about something else and then we research the podcast obviously that we think we could pitch them to. And usually our clients would like to approve the list. 
 So they're happy to start. You know, at the beginning with the shows that we're going to pitch them to. 
 And then we go out and we pitch the shows and we get them booked in. And then we follow up with the hosts. 
 So. 

 Rose | 17:54
Yeah, I know I've had a couple of your clients on the podcast. And it's been, you know, it's always been a very smooth process. 
 So that's good. Yeah, it is very good. And it's been, been really great guests as well so that that's always a bonus when you book when you get podcast guests through an agency it can be a little bit challenging because you know there's a bit of toing and froing but i think for the main part i'm happy to get you know pictures from agencies as long as they've got genuine hosts and that they you know, align with the business goals that I'm setting for this podcast. 
 So, yeah. Anyway, you can find Victoria on LinkedIn, on Facebook, on Instagram and on her website is thebestpodcastguest.co.uk. And she's created a special page just for our listeners. It's called thebestpodcastguest.co.uk. Www.co.uk forward slash rose. And here you'll find free resources to help you shine as a podcast guest, which includes a Canva podcast one-check template, a checklist on how to prepare, deliver and make the most of every interview available. Easy ways to connect with Victoria. And so you really want to take advantage of that. It's a free resource and it will get you on any podcast and use that to enhance your credibility within the podcasting industry. Victoria, final words. 

 Victoria | 19:36
Final words. If you're hesitant about getting started as a podcast guest, my advice would be to just start and. Get some experience because if you're nervous, you'll be surprised once you've done a handful of interviews, those nerves tend to go away. 

 Rose | 19:53
They will do. Yes, absolutely. Victoria, it's been an absolute pleasure meeting you again. Thank you so much for joining me here on Talking With The Experts. 

 Victoria | 20:03
Thank you so much for having me again, Rose. 

 Outro | 20:07
You've been listening to Talking with the Experts with Rose Davidson. The podcast that brings you real stories, bold insights, and strategies that work. Be sure to subscribe on YouTube or your favorite podcast channel so you never miss an episode and dive into our full library anytime at talkingwiththeexperts.com. Until next time, keep learning, keep growing and keep talking with the experts.