For many years now media publicity was pie-in-the-sky for advisors aspiring to “influencer” status. The goal was to attract attention and ultimately fill their prospect pipeline. They did this with market focused content that forced clients to focus on rates of return, which complicated the advisor/client relationship, especially for financial planners.Often times, being a getting noticed by the media required a certain amount of charisma and the ability to spout market commentary, not about the benefits of financial planning.The game has changed substantially! You need to become a thought leader by providing free and thoughtful content. Since everyone can get just about everything for free online (regardless if it is correct or helpful or not), why wouldn’t you be the one to provide them with your free information? “Everyone can get advice online for free, be the one who gives it to them.” Any financial expert willing to invest time and effort into developing and sharing their wisdom can work towards their vision of becoming an online financial influencer – and you can choose whatever niche suits you. You need a niche or those whole process will not work. You do not have the budget or the reach to provide everything to everyone. Provide great information on a specific target of clients you enjoy working with, that is laser focused.Being online has many advantages, versus having to show up at a local broadcast studio or meet at the stock-exchange for an interview. Here are 10 benefits either introduce podcasting to you or to confirm you need to start one right away.TEN BENEFITS OF PODCASTING
1. Instant, Deep Credibility That Resonates With Your Ideal Audience.
How do you achieve instant credibility? Financial Advisor credentials no longer work, there are too many. No one knows the difference between a CFP or a ChFC. A good website helps but podcast really drives it home. And you end up talking about the challenges and mindsets your best clients exhibit so your podcast is likely to resonate with and attract ideal clients. In your voice with your words, and your passion.
2. Top-Of-Mind Awareness Without Constantly Interrupting Your Audience.
Podcasts are inviting and uncommon in the financial advisor community. They are also easy and fun to produce so you are more likely to be a consistent sharer. This bodes well for top-of-mind-awareness. Place your content in places your ideal client can find you when they want to in a convenient and easily digestible manner.
3. More Referrals Than Ever Before; From Clients, Prospects, & COIs.
Have you ever considered why you don’t get more referrals? Is it because you sound like every other advisor? Clients and COIs want to be proud to refer you – it makes them look good to their network. Make them proud, start a podcast. Make it easy for them to share your thought leadership.
4. Significantly Increases Your Search Engine Results With Original Content.
Google wants new content, organically created regularly. I have no idea how their algorithm works, but that is what it is looking for. When you can create this information and post it to your site and socially, you will not need to pay for SEO, it will happen for you by creating great, fresh, content.
5. Daily Expansion Of Your Digital Network – Even While You Sleep.
When someone “likes” or “shares” your content online it’s huge – it immediately shows’ up on your 1st-degree network’s feed/page. People will see your content when it is convenient to them, even if you post at 4pm and they see it after dinner.
6. Enhances Focus On What You Do Best & How You Create Value.
When you start producing content it becomes a deep focus. You can’t help but be challenged to find new topics; challenges clients need to know more about. It not only drives your podcasts but you become acutely aware when you are surfing the Internet of having conversations with investors and peers. Some of the most inspiring podcasts may come to you from completely different industries. One of my advisor clients listens to personal productivity podcasts and gets lots of great ideas for his podcasts. It’s also a great idea to focus on lists. People love lists. You should too. It’s an easier way to develop content for you then writing concepts and paragraphs.
7. Attracts Clients Who You Enjoy Working With Most.
Podcasts make it easier for your target audience to “get” you. They can experience your personality, your style, and your professionalism all in a matter of minutes. It’s a fantastic way to get to know you. Ideally, it attracts people who you enjoy working with because they get you and value you.
8. Positions You As The Trusted Expert.
Most advisors don’t have their own podcast. It helps you stand out and when you speak, it positions you as an expert. The more dialed into your audience the better. The more you create your own ideas and explain in clear and simple terms that speak to your audience, the better.
9. Significantly Reduces Your Marketing Costs & Increases ROI.
Podcasting can be inexpensive. Promoting it takes some time but that can easily be handled in house. There are free podcast blog tools. Your only potential larger cost is getting your graphics right – don’t cheap out on this – it will really separate you from a lot of peer financial podcasters.If you want help producing your own financial advisor podcast, I highly recommend
AdvisorContentX.com. They even have a free advisor podcast interview offer.
10. It’s Fun. No really...it is a lot of fun. That is my job and I take it very seriously.
