After work, I went to this Mexican restaurant that just opened near my office. Place was dead. Like, two customers on a Friday night dead. The owner was working the register himself, and I could see it in his eyes… that look of “what am I doing wrong?”
I almost said something. Almost told him about the three local podcasts within a 10-mile radius that interview business owners every week. Almost mentioned how the taco truck guy down the street got featured on one and now has lines around the block. But I was tired, hungry, and honestly? Most business owners don’t want to hear it anyway.
They want the silver bullet. The one weird trick. They’ll drop five grand on Facebook ads that nobody clicks on, but suggest they spend an hour talking on someone’s podcast? Suddenly they’re too busy. Which is insane because podcast appearances are basically free marketing that works.
Look, I’ve been in SEO for years, and I’m telling you: local podcast appearances are the most underutilized visibility hack out there. While everyone’s fighting over the same Instagram hashtags and Google ads, there’s this whole ecosystem of local podcasters desperate for guests. And their audiences? They actually care about local businesses.
Why Local Podcasts Matter
Everyone’s obsessed with going viral. They want Joe Rogan numbers. They want to be the next whatever. But here’s what kills me: you don’t need a million downloads to transform your business.
The barbershop down the street from me went on a local entrepreneurship podcast. Guy has maybe 300 listeners per episode. Know what happened? His appointment book filled up for three weeks straight. Not from some algorithm. Not from paid ads. From actual humans who heard him talk about why he started cutting hair.
Podcasts create this weird trust thing that other marketing can’t touch. When someone listens to you talk for 30 minutes about your business, your story, your struggles… they’re not just hearing an ad. They’re getting to know you. And people buy from people they know.
The Local Podcast Landscape Is Wide Open
I did some digging recently for a client. Found 17 active podcasts in their metro area that regularly feature local business owners. Seventeen! Most get between 200-2000 downloads per episode. That might not sound like much if you’re used to thinking in internet numbers, but those are real people. In your area. Who listen to the whole thing.
The topics are all over the place too. Business podcasts, obviously. But also parenting podcasts that interview local service providers. Food podcasts looking for restaurant owners. Health and wellness shows wanting fitness professionals. Hell, there’s probably a true crime podcast in your area that would love to interview a security company owner.
Most of these podcasters are begging for guests. Seriously. Content creation is hard, and finding interesting people to interview every week is exhausting. You showing up with your business story is doing them a favor.
Getting On Local Podcasts Is Easy
This is where I lose most people. They think you need a publicist or some fancy media kit. You don’t. You need an email address and the ability to write three paragraphs.
Find the podcasts first. Google “[your city] podcast” and start making a list. Check Apple Podcasts and Spotify for location-based shows. Look at your local newspaper’s website… lots of them have podcasts now. Local radio stations too.
Then just… reach out. Send an email that says who you are, what your business does, and why their audience might find your story interesting. That’s it. Don’t overthink it.
Actually, you know what? Most people will overthink it anyway, so here’s what I send:
“Hey [name], love what you’re doing with [podcast name]. I run [business] here in [city] and we’re doing some interesting things with [unique angle]. Would love to share our story with your audience if you’re looking for guests. Happy to cover [specific topics that fit their show].”
Half the time they’ll book you just because you bothered to reach out.
What To Talk About
“But I’m boring.” “My business isn’t interesting.” “I don’t have anything special to share.”
Nonsense!
You started a business. That alone makes you more interesting than 90% of people. You have stories. You have failures. You have that one customer who changed everything. You have opinions about your industry that nobody else is saying.
Stop trying to sound smart. Stop trying to be perfect. The best podcast appearances are when someone just talks like a normal human being about what they do. That plumber who went viral talking about finding wedding rings in pipes? He wasn’t trying to be clever. He was just telling stories from his actual job.
Your behind-the-scenes stuff is gold. How you source products. Why you chose your location. The disaster that almost killed your business. The employee who saved your ass. Real stuff. Human stuff.
The SEO Benefits Nobody Talks About
Okay, let me put on my SEO nerd hat for a second. Podcast appearances create backlinks. Good ones. The kind Google likes because they’re natural and contextual.
Most podcast websites create a page for each episode with show notes and links to guests. That’s a backlink to your website from a real, regularly updated site. Some podcasts transcribe episodes, which means your business name and expertise get indexed by search engines with relevant context.
But forget the technical stuff for a minute. You know what really matters? When people search for your business name after hearing you on a podcast, Google notices. Those branded searches signal that people want to find you specifically. That’s huge for local rankings.
Plus podcast platforms themselves are search engines. People search Spotify for “Denver restaurants” or “Phoenix accountant” and find podcast episodes. Your appearance becomes evergreen content that keeps working months later.
Converting Listeners Into Customers
Being on a podcast is great. Having those listeners find your business afterward? That’s what matters.
First, make it easy. Spell out your business name. Mention your neighborhood or cross streets. If your business name is hard to spell, acknowledge it and spell it out slowly. I’ve heard too many podcast appearances where I wanted to check out the business but couldn’t figure out how to find them.
Have something specific for podcast listeners. Not a discount code… that’s played out. Maybe it’s a free consultation where you reference something specific from the episode. Maybe it’s a special menu item named after the podcast. Something that creates a connection between the conversation and the action.
Update your website before the episode airs. Create a simple landing page or blog post about your appearance. When people Google you after hearing the podcast, give them something that continues the conversation.
Handling the Actual Interview
Most business owners freak out about the actual interview part. Don’t. It’s a conversation, not a deposition.
The host wants you to succeed. They’re not trying to trip you up or make you look like an air head. They want good content, and that happens when guests are comfortable and authentic.
Prepare, but don’t over-prepare. Know your main points, have a few stories ready, but don’t script everything. The best moments happen when you’re just responding naturally to questions.
Technical stuff matters less than you think. You don’t need a professional microphone. Your iPhone headphones work fine. Just find a quiet room and make sure your internet doesn’t suck.
And please, for the love of all that is holy, don’t spend the whole time pitching your business. Tell stories. Share opinions. Be helpful. The host will give you chances to mention your business naturally.
Building Long-Term Relationships
Here’s what most people miss: the podcast appearance isn’t the end. It’s the beginning of a relationship.
That podcaster is now part of your network. They know other podcasters. They know other business owners. They’re active in the community. Stay in touch. Share their content. Send them referrals.
I know a coffee shop owner who went on one local podcast three years ago. The host loved him so much, he’s been back four times. Each appearance brings new customers. But more importantly, that host mentions the coffee shop constantly in other episodes. Free advertising forever because they built an actual relationship.
Some podcasters become genuine friends. Some become customers. Some introduce you to other opportunities. But none of that happens if you treat it like a one-time transaction.
The Compound Effect
What really gets me fired up about podcast appearances is how they compound. Each one makes the next one easier.
After your first appearance, you have proof you can do it. You can tell the next podcaster “I was just on X show talking about Y.” Suddenly you’re not a random business owner. You’re someone who does podcasts.
The content multiplies too. That one hour conversation becomes social media posts, website content, email newsletter material. You can pull quotes from yourself (weird but effective) and create graphics with key points.
Other media notices too. Local journalists listen to local podcasts for story ideas. I’ve seen podcast appearances turn into newspaper features, TV segments, speaking opportunities at events. It snowballs if you let it.
Why This Works When Other Marketing Doesn’t
Traditional advertising interrupts people. Social media algorithms bury you unless you pay. But podcasts? People choose to listen. They’re doing dishes, commuting, working out, and actively choosing to hear conversations about local businesses.
You can’t buy that kind of attention. You can’t force it. You can only earn it by showing up and being real.
And unlike paid ads that stop the second you stop paying, podcast appearances live forever. Someone can discover that episode two years from now and become your best customer. Try getting that ROI from a Facebook campaign.
Start This Week
I’m serious. This week. Pick three local podcasts and send emails. Don’t wait for the perfect pitch or the perfect story. Just reach out.
Most of you won’t do this. You’ll read this article, think “yeah, that makes sense,” and then go back to whatever marketing tactics aren’t working. That’s fine. Less competition for the business owners who actually take action.
But if you’re tired of fighting for visibility in an oversaturated market, if you want to connect with actual humans in your community, if you want marketing that doesn’t feel like marketing… local podcasts are sitting there waiting for you.
Your community is already listening. Question is: when are you going to start talking?