Episode 284 | Insider Secrets to a Top 100 Podcast | Courtney Elmer

Why Your Podcast Guest Spots Aren’t Growing Your Audience (And What to Do About It)

You’ve probably heard that podcast guesting is a great way to grow your audience—until you try it and end up with the same size audience you had before (and zero ROI to show for it). Sound familiar? You’re not alone.

This is one of the biggest frustrations I hear from podcasters and clients who spend hours preparing, pitching, and showing up as guests, only to see no growth or new leads for their podcast or business. That’s exactly why I brought in Kelly Mosser, founder of Hell Yes Media, to break down what’s really going wrong — and, more importantly, how to fix it.

In this conversation, we’re unpacking why most guest interviews won’t actually deliver an ROI (especially on the big shows), the biggest mistakes people make when using podcast guesting to grow and get seen, and the magic formula for framing your CTAs so every appearance you do translates into real audience growth.

So if you're ready to stop wasting time being interviewed on podcasts that don’t convert and start turning every guest spot into more listeners and leads for your business, keep reading.

The Mistake That’s Costing You Leads Before the Interview Even Starts

When it comes to podast guesting, most people think the work starts when the mic turns on. You show up, deliver your best insights, and new listeners will rush to hit ‘follow’ on your podcast, right? Unfortunately, that’s not exactly how it works (and it’s why most people who guest on other podcasts wind up disappointed when they see no measurable ROI).

One of the biggest mistakes people make when podcast guesting is rushing to get on as many shows as possible — especially aiming for big-name podcasts — without first aligning their message to match their current business goals and meet the specific needs of the audience they’re speaking to. 

They spend a lot of time pitching, getting booked, showing up, and answering whatever questions the host throws at them, without guiding the conversation back to what they actually offer — or worse, trying to fit their expertise into a show’s topic in a way that feels forced. For example, if you're an expert in business growth but find yourself on a wellness podcast, you might talk about "growth mindset" or "mental wellness for entrepreneurs," which could leave listeners confused about what you really do.

How to Nail Your Message So Your Guest Appearances Actually Convert

When it comes to podcast guesting, the goal isn’t just to show up — it’s to stand out. As Kelly puts it, “You’ve got to stop trying to fit into someone else’s podcast. Think about the value you can bring that aligns with your business and your audience, and then find the shows that are open to having that conversation.”

There’s a common podcast guesting belief that landing spots on bigger podcasts will automatically lead to more growth. But it’s not about the size of the show — it’s about how well your message connects with the audience. Or in other words, it’s not about adjusting yourself to fit the podcast. It’s about showing up with a clear message that makes the listener think, I need more of that. This is what turns casual listeners into dedicated fans and leads them back to your show.

“Before you even pitch yourself,” Kelly says, “You’ve got to get clear on your signature conversation. What is the one conversation you can bring that’s going to provide the most value and align perfectly with your business goals?”

If you’re winging it without a clear strategy for how your message connects back to your business, you’re missing the chance to guide listeners toward becoming clients or subscribers. Landing the spot as a podcast guest isn’t enough. What you say during the interview has to naturally lead listeners to your podcast or your offers. The goal is for them to think, I need more of this person, so they’re eager to follow you after the episode wraps.

Why Your Call to Action Isn’t Working (And How to Fix It)

Even if your message is perfectly aligned and the interview goes smoothly, there's one crucial piece that can make or break whether your podcast guesting spots leads to results: your call to action (CTA). (Spoiler: It’s one of the most overlooked areas in podcast guesting.) If you’re ending with something vague like, “Follow me on Instagram” or “Check out my website,” you’re leading listeners to a dead end.

As Kelly points out, “So many people waste the opportunity at the end of an interview. If you don’t give listeners a clear next step, they’ll walk away thinking, ‘That was great’ but then they do nothing.” 

So instead of sending people to a generic website or social media, Kelly suggests giving them a specific action that ties directly into the conversation you just had.

“The most important thing you can do is start with the end in mind,” Kelly explains. “You want to know exactly what action you want listeners to take and make sure it’s super clear and easy for them to follow through, then frame the conversation so that your CTA is the natural next step.”

The goal is to make the next step obvious, easy, and valuable — think booking a call, downloading a free resource, or registering for a live training or webinar. “When your CTA flows naturally from the episode and offers real value,” Kelly says, “listeners are much more likely to follow through. But if your CTA isn’t specific, you’re missing out a huge opportunity to turn listeners into leads.” 

Why a Podcast Tour Delivers Better Results than Ongoing Podcast Guesting

I asked Kelly, "If someone’s podcast guesting here and there but not seeing traction from their interviews, what should they do differently?" Kelly’s answer? A dedicated podcast tour.

“A podcast tour is like an intentional sprint,” she explains. “You take the same content strategy to multiple shows in a short time, making it easier to measure your results and create a bigger impact faster.”

If your podcast guesting strategy looks like a couple interviews one month and another interview or two a month later, it’s going to take longer to see results. And as Kelly points out, “By the time you realize something’s not working, you’ve wasted months on interviews that could’ve been better optimized.” Instead, batching your appearances around a specific goal (like launching a program or growing your email list) lets you track what’s working, adjust your messaging, and see results faster.

But the real key to a successful podcast tour? Having one clear focus. Kelly explains that sticking to a single theme allows you to have the same conversation, centered around the same CTA, across every show on your tour. “When you repeat the same signature conversation across multiple shows, your message sharpens with each interview,” she says. “Listeners hear you everywhere, which builds momentum and makes them more likely to take action.”

This approach also helps you iterate faster. “With a focused theme, you’re able to adjust and refine your messaging as you go, seeing what resonates and what doesn’t, without starting from scratch every time,” Kelly points out. This consistency not only builds recognition but also makes your guest appearances far more effective.

Kelly’s point is clear: you’re not just guesting for visibility. A well-structured podcast tour with a unified theme helps you leverage that visibility to drive real growth, turning guest spots into measurable results.

Time to Stop Wasting Time on Guest Spots That Don’t Convert

If you’ve been putting in the time guesting on podcasts but aren’t seeing the growth or leads you expected, it’s time to rethink your strategy. It’s not just about getting on any show — it’s about showing up with a clear, focused message, speaking to the right audience, and delivering a hyper-specific call to action that leads listeners exactly where you want them to go.

By aligning your message, nailing your CTA, and being intentional about how and where you guest, you can start turning those podcast appearances into new audience growth.

And if you’re looking for more free podcasting advice on launching and scaling a bingeworthy top show that listeners can’t get enough of, follow Insider Secrets to a Top 100 Podcast on your favorite app so you never miss a new episode.

Or, if you're ready for a proven strategy and hands-on guidance to help you create a Top 100 podcast that grows your business and turns listeners into clients, we’re here to help. Book a free strategy call with our team to find out if PodLaunch® is the right fit for you.

Up Next:

In the next episode, I’m bringing Kelly Mosser back to dive into a side of podcast guesting that doesn’t get talked about as much as it should — how to get the most out of the guests who appear on your show. Kelly will share what’s really going through your guest’s mind before, during, and after the interview, plus how you can help them overcome any unspoken concerns so they’re confident to co-create an episode they’re practically begging you to share (like, they’ve got the link copied and ready to post the second it’s live).

If you want to learn how to conduct interviews that make your guests feel like rockstars (and get them so excited they can’t wait to show off their interview) don’t miss the next episode!