There’s a ton of misinformation floating around about how to actually conduct great interviews with marketing experts, which can make the process seem daunting. But it doesn’t have to be! This article busts common myths so you can unlock valuable insights from the best minds in marketing.
Key Takeaways
- Secure expert interviews by offering specific value upfront, such as promoting their latest book or project to your audience.
- Prepare thoroughly by researching the expert’s work and crafting open-ended questions that encourage detailed, insightful responses.
- Promote your interview widely on social media and industry platforms, tagging the expert and using relevant hashtags to maximize visibility.
## Myth 1: You Need a Huge Platform to Attract Marketing Experts
The misconception here is that only established publications or podcasts with massive audiences can land interviews with marketing experts. Not true. While a large existing audience helps, it’s not the only factor, and frankly, it’s not even the most important.
What is crucial is offering something of value to the expert. Think about it: these people are busy. They’re not going to give you their time just because you have a microphone. Instead, consider what you can offer them. Are they launching a new book? A new product? A new course? Frame your interview as a promotional opportunity.
I had a client last year who launched a brand new podcast with zero listeners. Zero! But they managed to snag several interviews with well-known marketing consultants by focusing on promoting the consultants’ new online courses. They offered to dedicate specific segments of the interview to discussing the course and even created custom graphics for social media promotion. The consultants saw it as a low-risk, high-reward opportunity.
## Myth 2: Winging It is Fine Because They’re “Experts”
The myth is that because your guest is a marketing expert, you don’t need to prepare extensively. Just show up, ask a few general questions, and let their brilliance fill the airwaves, right? Wrong. This is a recipe for a boring, shallow interview that benefits no one.
In reality, thorough preparation is paramount. You need to deeply understand their work, their perspectives, and their recent projects. Read their articles, listen to their podcasts, and follow them on social media. This allows you to ask intelligent, insightful questions that go beyond the surface level.
Instead of asking “What’s your favorite marketing strategy?”, ask “I noticed in your recent article on Search Engine Land that you advocate for a shift towards topic clusters. How has that strategy performed for your clients in the B2B SaaS space?”. See the difference? Specificity shows you’ve done your homework and invites a more thoughtful, valuable response. You might even reverse engineer organic growth with this approach!
## Myth 3: The Interview Ends When the Recording Stops
Many believe the only important part of interviews with marketing experts is the conversation itself. Once you’ve gotten the content, you’re done. Not so. The real value comes from what you do with that content after the interview.
Promotion is key. Share the interview widely on social media, tagging the expert and using relevant hashtags. Repurpose the content into blog posts, short video clips, and even infographics. Make it easy for people to discover and consume the insights shared in the interview.
We recently conducted a series of interviews with local Atlanta marketing agency owners for our blog. We didn’t just publish the interviews; we created short, shareable video clips highlighting key takeaways and promoted them on LinkedIn and Instagram. As a result, we saw a significant increase in website traffic and lead generation. Thinking about organic growth strategies? This helps!
## Myth 4: All Marketing Experts Are the Same
There’s a misconception that all people who work in marketing have the same knowledge and expertise. This is a dangerous assumption that can lead to generic, uninspired interviews.
The truth is, marketing is a vast field with numerous specializations. Someone who specializes in SEO will have a different perspective and set of insights than someone who focuses on social media marketing or email marketing. Tailor your interview questions to the specific expertise of your guest.
For example, if you’re interviewing a marketing expert who specializes in paid search, focus your questions on topics like Google Ads campaign optimization, conversion tracking, and bidding strategies. Don’t waste their time (or yours) asking about content marketing or social media trends. According to Google Ads Help Center, using automated bidding strategies can improve conversion rates by up to 20%.
## Myth 5: You Need to Agree With Everything They Say
Some interviewers believe they must be agreeable and avoid challenging their guests, especially if they’re perceived as “experts.” This leads to bland, uninspired conversations.
A good interview isn’t about agreeing with everything the guest says; it’s about exploring their ideas, challenging their assumptions, and uncovering new insights. Don’t be afraid to respectfully disagree or ask tough questions. Consider how a founder-led marketing approach might influence their viewpoints.
Now, I’m not saying you should be combative or disrespectful. But a well-placed “That’s an interesting perspective. Have you considered X?” or “Some studies suggest Y. How do you reconcile that with your approach?” can lead to a much more engaging and informative interview. Just be sure to back up your counterpoints with actual data. A Nielsen study found that consumers are more likely to trust recommendations from experts than from celebrities.
## Myth 6: Quantity Over Quality is a Good Strategy
The myth is that the more interviews with marketing experts you conduct, the better. This leads to a focus on quantity over quality, resulting in rushed, superficial conversations.
Frankly, one deep, insightful interview is worth more than ten shallow ones. Focus on securing interviews with experts who have unique perspectives and valuable insights to share. Then, invest the time and effort to prepare thoroughly and conduct a thoughtful, engaging conversation.
We decided to focus on a smaller number of high-value interviews to coincide with the Digital Marketing World Forum held annually at the Cobb Galleria Centre. Instead of trying to interview everyone who attended, we targeted a handful of speakers known for their innovative work in AI-powered marketing automation. The results were far more impactful than if we had simply tried to churn out as many interviews as possible. Are you ready for marketing automation?
There are a lot of bad interviews out there, but yours doesn’t have to be one of them. By debunking these myths and focusing on value, preparation, promotion, and quality, you can create interviews that are both informative and engaging – and that benefit both you and your guests.
How do I find marketing experts to interview?
Start by identifying thought leaders in your niche. Look for authors, speakers, and frequent contributors to industry publications. Use LinkedIn to connect with potential interviewees and send personalized outreach messages.
What are some good questions to ask marketing experts?
Focus on open-ended questions that encourage detailed responses. Ask about their experiences, their perspectives on current trends, and their predictions for the future of marketing. Avoid yes/no questions.
How long should a marketing expert interview be?
Aim for 30-60 minutes. This provides enough time to explore topics in depth without overwhelming your audience. Be respectful of your guest’s time.
What equipment do I need to conduct a remote interview?
You’ll need a good quality microphone, headphones, and a reliable internet connection. Consider using a platform like Zoom or Google Meet for video conferencing.
How can I promote my marketing expert interview?
Share the interview on social media, tag the expert, and use relevant hashtags. Repurpose the content into blog posts, short video clips, and infographics. Email your list. Consider paid promotion to reach a wider audience.
So, what’s the single most important thing you can do to get started with interviews with marketing experts? Start with the end in mind: define exactly what you want your audience to learn and what you can offer your expert in return. That clarity will guide every decision you make, from choosing your guest to crafting your questions to promoting the final product.
