Benefits of Podcasting for Financial Advisors: From Bland to Brand

03.13.23 | Graham Gardner | 0 Market Scale post img

SUMMARY: Podcasting for financial advisors is an easy way to start building trust and credibility, expand reach, create personal connections, repurpose content, and stay top of mind with clients. By releasing regular episodes, advisors can remind their listeners of their expertise and the services they offer, and provide valuable insights and advice on a regular basis to build a loyal following of listeners who trust their expertise. To get started, financial advisors should identify their target audience, choose a compelling topic, plan the structure and outline of their podcast, practice and refine their approach, and promote their podcast through various channels.

In our world of financial advisory, the importance of communication cannot be overstated. Being able to effectively ease client angst through communicating investment strategies, market trends, and financial planning advice is a crucial skill for any advisor. While traditional methods such as seminars, webinars, and newsletters are still prevalent, if you have followed Model FA for any period of time you know there is one medium near and dear to our hearts – podcasting. The power of podcasting for financial advisors has forever changed how advisors communicate with clients.

So how can podcasting benefit financial advisors? Here are some of the ways in which podcasts can be a powerful tool for financial advisors:

5 Benefits of Podcasting for Financial Advisors

Build Trust and Credibility

Podcasting for financial advisors allows advisors a way to build trust and credibility with their audience. By sharing their knowledge and expertise, advisors can establish themselves as thought leaders within their niche. This can be especially beneficial for advisors who are just starting out or who are looking to expand their client base. By providing valuable insights and advice on a regular basis, advisors can build a loyal following of listeners who trust their expertise.

Expand Your Reach and Build Awareness

Podcasting can help financial advisors reach a wider audience. With over 100 million Americans listening to podcasts regularly, there is a large potential audience for financial advisors to tap into. By providing engaging and informative content, advisors can attract new clients and build awareness for their brand.

Create a Personal Connection

Podcasting allows financial advisors to create a personal connection with their audience. By speaking directly to their listeners, advisors can establish a rapport and build a relationship with their audience. This can be especially important for financial advisors, who often deal with sensitive and personal financial information. By creating a connection with their listeners, advisors can build trust and create a safe space for their clients to discuss their financial goals and concerns.

Repurpose Content

Podcasting also allows financial advisors to repurpose content. Advisors can turn blog posts, articles, and other written content into podcast episodes. This not only saves time and effort in creating new content but also makes the information more accessible and engaging to the audience. Additionally, advisors can use podcast episodes to promote their other content, such as upcoming seminars or webinars.

Stay Top of Mind

Podcasting allows financial advisors to stay top of mind with their audience. By releasing regular episodes, advisors can remind their listeners of their expertise and the services they offer. This can be especially important in a crowded market, where it can be easy for an advisor to be forgotten. By providing valuable and engaging content on a consistent basis, advisors can ensure that their audience remembers them and considers them when they need financial advice.

Tips to Get Started Podcasting as a Financial Advisor

Here’s my simple seven-step model for creating a successful podcast:

  1. Identify your target audience (niche): Determine who your listeners are, what topics interest them, and what they hope to gain from listening to your podcast.
  2. Choose a compelling topic: Select a topic that aligns with your audience’s interests and provides value. Consider conducting research or reaching out to your audience to find out what topics they would like to hear more about.
  3. Plan your structure: Decide on the format and structure of your podcast. Will it be an interview-style show, a monologue, or a panel discussion? Map out the order of segments and ensure a clear introduction, middle, and conclusion.
  4. Create an outline: Develop an outline for each episode that includes key talking points, transitions, and any supporting materials or resources.
  5. Practice, practice, practice: Practice delivering your content to ensure it flows well and is engaging. Continuously refine your approach by soliciting feedback from your listeners and making necessary adjustments.
  6. Be consistent: Stick to a regular schedule for releasing new episodes to build a loyal following and keep your audience engaged.
  7. Promote your podcast: Promote your podcast through social media, email marketing, and other channels to increase visibility and attract new listeners.

Is a Podcast Right for You?

If you’re a financial advisor looking to build your brand, expand your reach, and establish yourself as a thought leader in the industry, then podcasting may be the perfect medium for you. With the power of podcasting for financial advisors, you can share your knowledge and expertise with a wider audience, build trust and credibility with your listeners, and create a personal connection with your clients.

To see if podcasting makes sense for you, we invite you to schedule a podcast discovery meeting with us. During this meeting, we’ll discuss your goals, your target audience, and the topics you would like to cover in your podcast. We’ll also talk about the equipment and software you’ll need to create a professional-sounding podcast.

Graham Gardner

Graham Gardner is a passionate marketer with expertise in creating, managing and delivering metric-driven marketing initiatives. Focusing on relationships and personal connections, Graham advocates for providing clients with meaningful content to create long-term relationships. Graham previously served as an Executive Member (Treasurer) on the Board of Directors for the Society of Marketing Professional Services (SMPS) of Atlanta. Graham and his wife spend their free time watching sports and enjoying nature with their dog Murphy (@Murph_The_Doodle on Instagram!)