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The Business Power Hour with Deb Krier

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Ryan Estes


Ryan Estes


Deb Krier


January 6, 2022


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“Podcasting has really changed the entire cultural landscape of work.” – Ryan Estes

“Building a podcast is very different from being a podcast guest.” – Ryan Estes

“Yes or no questions can be a conversation killer.” – Ryan Estes

“If you’re a rude person, then a podcast probably isn’t a good idea for you.” – Ryan Estes

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The Business Power Hour with Deb Krier

In this episode of “The Business Power Hour,” Ryan Estes speaks with host Deb Krier. Estes discusses his journey in developing his podcast booking agency, Kitcaster based in Denver, Colorado. The interview also covers his career change from a humble musician, into an entrepreneur where he starts all kinds of conversations through his business. He also highlights the importance of social media in the technologically-powered age in which we live. 


In This Episode You Will Learn: 

  • The steps to take toward making your own podcasts 
  • Common mistakes that people make when they’re new to podcasting 
  • The various reasons why a business might want to make podcasts 
  • How much effort goes into planning a podcast before interviews


Good Question & Answer 1:

Deb Krier: Let’s kind of talk about some of the basics. Why should a business leader, you know, even think about being on a podcast? I mean, what is the appeal to it? And why, you know, why should they do it?

Ryan Estes: You know, our clients have all kinds of different reasons they want to do it. But the outcomes are totally central to what we’re doing. So, when we begin a campaign, you know, we’ll have a discovery call where we start with, like, “Hey, what are the ideal outcomes of this campaign?” You know, we work largely with, you know, funded startup founders, entrepreneurs with exits, C suite executives, so usually, they have a pretty good idea of what’s lacking, you know, everybody wants prospects, you know, so we definitely want to move the needle in a business where we can with podcast interviews, but then there are other varying kinds of stuff, you know, there’s probably just straight brand differentiation, where people are like, “Hey, I’m in a really competitive market, you know, we all have various flat blue logos, you know, how are we going to make a difference for our brand in podcast becomes a great opportunity, because particularly if there is like, highly on in-depth in differentiated markets, but getting to know the founder of the company a little bit or the CEO of the company a little bit, maybe the reason you pull the trigger.” So you know, just brand awareness is a huge one, we also see a lot of folks looking for recruiting, you know, particularly in SAS and tech, you know, everyone’s like competing for the same engineers, you know, and there’s a lot of perks. So, you know, talking about your culture, and like, the kind of people that work really well, your company has been, has been great for that. You know, because we do work with a lot of SaaS and startups, you know, fundraising, they’re always kind of on that wheel. So, you know, using podcasts specifically to speak to audiences that are looking for early to mid-stage investment opportunities has been really successful. So really, it’s just, you know, we sit down, “Hey, what do you want?” You know, and then that kind of leads us to an audience, and from understanding the audience that leads us to kind of a various categorical podcast to start to pitch them to you. 


Good Question & Answer 2:

Deb Krier: So if I tell you that, what are the steps (to making a podcast)? 

Ryan Estes: You bet. So it’s an easy kind of three-step process. First step is to really identify the outcomes, the audience in the podcast, we’re going to pitch kind of covered. Second step is to build media kits, specifically for podcasting. Deb, I’m sure you’ve seen a bunch of them; they all kind of look really cool. It’s a web page. It has kind of the mission identity, all-important one sheet, the one sheet, you know, and it gives opportunities for hosts to know what you want to talk about, you know, so not only topics that you want to talk about what questions you’d like to be answered, we really want to tee up their best stuff, give him the best opportunity and give the podcast host a lot of opportunities to talk about different things that might be intriguing to them. So we got the media kit together. And then the third step is really what we do every day. There are 18 of us here in Denver that manage the pitch, the pre-production, and scheduling the show. So basically, from the information that we’ve gathered, we’ve kind of galvanized that into the media kit. And then we go in pursuit of great podcast placements. The engagements are usually about six months, and we usually put people on about three shows per month. 


Additional Topics Discussed: 

  • How podcasting is now something that business leaders can do for their companies 
  • How the podcast generation is more conversational 
  • The services that Kitcaster provides 
  • How making mistakes is acceptable 


Host / Podcast Bio:

In The Business Power Hour, host Deb Krier talks with the experts twice a week in a wide range of business fields. Here, guests share the latest trends, up-and-coming changes, and best practices in their area of expertise. As a result, her guests and listeners are immersed in a show fueled by knowledge, tips, and advice. 

Moreover, listeners can take actionable strategies and apply them in their businesses. New episodes are uploaded every Monday and Thursday, 11:00-Noon (ET), on their website and also on C-Suite Radio. Additionally, all episodes are archived on their website.


Guest Bio: 

Ryan Estes is the mastermind behind Kitcaster, a podcast booking agency based in Denver, CO, where he played a key role in thousands of engaging conversations. Apart from sharing free knowledge through the various podcast networks available today, he aims to heal our ailing culture while encouraging kinder, more accepting businesses throughout the country. 

The team behind Kitcaster are compassionate people dedicated to having a good conversation, where many volunteers over 300 hours annually at local nonprofits such as Project Angelheart, Commún, and Same Cafe.


Resources and Links Mentioned in the Show:

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