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Content is king and this has been true for a long time now. However, it has never been more evident than after 2020. The world went completely digital, and creating strong content to connect with prospects and clients become even more important.
And there are many ways to get your word out there and connect with others, but podcasting has been growing in popularity. In fact, there are currently over 850,000 active podcasts with over 30 million episodes. Podcasts are a great way to reach millions of people by showcasing your expertise and providing them with lots of information, but how do you cut through the noise and stand out against the competition?
In today’s blog, we’re covering 8 ways to promote your podcast plus some awesome examples of advisor podcasts.
8 Ways to Promote Your Advisor Podcast
So, you’ve put in the work to create your podcast but how do you reach your audience and start promoting? The tips below can help.
1. Promote Your Podcast on Social Media
There are 3.78 billion social media users worldwide in 2021, so if you aren’t using social media to reach your audience, you are missing out on a huge opportunity to connect with others. At the bare minimum, you should be posting a link to your podcast on your social media accounts with an eye-catching graphic and an intriguing caption. It only takes a few minutes, and it’s a great way to engage your audience. You are providing them with useful information, and they are subscribing and listening to your podcast. It’s a win-win for everyone!
We encourage our clients to at least utilize “The Big Three” when it comes to social media, which is Twitter, LinkedIn and Facebook, so if you are on those platforms, then promote your podcast across the board. Tailor your messaging to fit each one, as there is a different audience on each, so figure out the type of messaging that would resonate the best.
Twenty Over Ten client, Plectrum Advisers promotes their podcast on Twitter with a short description, image and link to listen.
Another thing that is great about sharing on social is that you can share posts leading up to the podcast, as a teaser, you can share on the day it goes live and you can continue to repurpose and share snippets even once that time has passed.
2. Release 3 or more Episodes on Launch Day
You know the feeling when you watch a show on television, only to be left on a cliffhanger until the following week. The same is true for your podcast! When you put out your first episode, make sure you have others teed up and ready for listeners. Nobody likes to be left hanging, so publish 3 to 5 episodes at your first launch.
The multi-launch strategy is a great way to get started on the right foot and provide your audience with a continuous flow of information so they’re never left hanging.
3. Leverage Your Guest’s Audience
Did you have a guest on your podcast that has amassed a fairly large following? Even if they are not quite as established yet, that doesn’t mean you can’t leverage their audience!
Make it easy for your guests to share your podcast by creating images and snippets from the podcast. On the day that the podcast goes live, you can send them a series of shareable media:
- Quotes
- Images
- Links
- Prewritten tweets and status updates
Packaging this up nicely makes sharing incredibly simple for them, making them much more like to help you out.
FMG Suite’s podcast, Market in Motion Podcast for Financial Advisors by FMG Suite, does a great job of including guests on the podcast, which provides another perspective while also opening up the opportunity to connect with the audience of their guests and potentially go on any podcasts that they may have.
4. Repurpose your Podcast
You work hard to create your podcast, so don’t you want to get as many miles out of it as possible? Repurposing your podcast is a great way to do this. You can start out the name of your podcast with “Interview with…” which can help you boost your SEO rankings. Additionally, when you add it to your YouTube channel, you get a bunch of benefits, including:
- Video to share on social media
- Closed captioning and transcripts automatically from YouTube
- SEO benefits
Twenty Over Ten client, WealthKeel, LLC who specializes in Financial Planning for Gen X and Gen Y Physicians. Financial Planning for Gen X and Gen Y Physicians. Founder, Chad Chubb, CFP® does a great job of recording podcasts and then putting each one on their YouTube channel, which helps to boost SEO rankings.
5. Transcribe the Audio
You never know where somebody might be listening to or “watching” your podcast, as many times they may not be able to listen to it with volume. For that reason, it’s a great idea to transcribe your podcast so that the information is accessible with or without volume. A transcription is also great for SEO benefits, so including this is wise. You can easily add captions with Headliner, where it’s easy to upload your content, add captions and then export it for easy sharing.
6. Work to Get Ratings/Run a Contest
Obtaining positive reviews and ratings is a significant factor when it comes to driving your podcast rankings. The first two weeks of the launch of your podcast are the most crucial, so there are some things that you can do to get more listeners and ratings.
- Throw a virtual “launch party”
- Run a giveaway, as people love for the chance to win “swag” (if the budget allows it, that is)
- Publish podcast-themed blog content for two weeks leading up to the launch day
- Get your team members to share content on their social media pages
7. Find Partners That Can Mention You
Just like on social media and obtaining backlinks, if you mention other businesses or people in your podcast, they may return the favor! This is a way to market yourself and connect with an audience that will ultimately open you up to more like-minded individuals. Do you think that a certain brand will align well with your business? Sending them an email asking if they wanted to align or come on the show might be the trick.
8. Be A Guest on Other Podcasts
Booking guests regularly can get difficult and can be a tedious process, especially with everything else that you have going on. Many podcasts are likely to appreciate the proactive outreach. Anyone who accepts the offer to go on your show will make for a great promotion opportunity for your new show.
Luis F. Rosa, CFP®, EA of Build a Better Financial Future, LLC spoke at NextGen Gathering and is a mentor through NextGen. This is a great way to make connections and find future partners, etc. that you can invite onto your podcast.
Key Takeaways
Are you ready to launch your podcast and start promoting? We hope that this blog has provided you with some helpful information so that you can start growing your brand and showing your audience how awesome your podcast is. Continuously creating content is such an important part of your inbound marketing strategy, and podcasts are a great way to “mix it up” and connect with your audience in a different way beyond blog content.
Related: 8 Ways Financial Advisors Can Effectively Increase Email Opens