Close Close
Popular Financial Topics Discover relevant content from across the suite of ALM legal publications From the Industry More content from ThinkAdvisor and select sponsors Investment Advisor Issue Gallery Read digital editions of Investment Advisor Magazine Tax Facts Get clear, current, and reliable answers to pressing tax questions
Luminaries Awards

Practice Management > Building Your Business

The power of podcasting for agents and advisors

Your article was successfully shared with the contacts you provided.

Here are four reasons why I love podcasting and you should, too.

Related: The competitive advantage of long-tail keywords

No. 1: I used a podcast to make me a leading authority in a ferociously competitive niche.

No. 2: I used a podcast to get me in front of 361,868 prospects a month.

No. 3: I used a podcast to create two best-selling books without writing them.

No. 4: I used a podcast to generate 24 new referral partners who send me leads and business every single month.

Let’s back up a second and start at the beginning.

What is a podcast?

Basically, it’s a radio show on your phone or tablet. There are many places to listen to them, but iTunes is the 800-pound gorilla in the space.

Why should a local insurance agent or financial advisor want a podcast?

There are over one billion people listening to podcasts right now, and by 2020 that number will triple to 3 billion listeners. How? Thanks to a deal with every major car manufacturer, the iTunes podcast interface will come built into your car. That’s a lot of potential prospects for your practice.

Why wouldn’t you do a radio show instead?

Radio is expensive. Radio takes time to build up an audience. Radio is way too broad in its reach, meaning there is no way to segment the people you want. In radio, you also pay for all the people the show could reach, not just for the people who might actually be right for your business.

Podcasting is cheap in comparison to traditional radio. Making a single podcast episode only takes 20-30 minutes. And podcasting allows you to target exactly the audience you want.

What about the technology?

That’s the best part. You don’t need any! No more fancy equipment or expensive studio setup. All you need is a phone, or free video chat software.

How does it work for a local agent or advisor?

You could interview centers of influence — like attorneys and accountants — who would then share the show with their networks, thus generating referrals for you.

Or you could interview prospects you want as clients, and build a relationship with them in a way nothing else can.

Or you could interview people who you want to learn from you, or be mentored by you, and pick their brains during the podcast.

What do you do next?

Turn it into content! If you do a video interview, the video goes to YouTube. The audio goes to iTunes as your audio podcast. And the transcript becomes a blog post, social media content or a chapter in your book on the topic!

Then, when you have the book published, and hold a book launch party so everyone in the book can come out and sign copies of it… They’ll bring their clients with them!

See also: 10 sales behaviors that prospects hate

According to 2016 survey data from Edison Research, 21 percent of Americans age 12 or older say they have listened to a podcast in the past month. (Photo: iStock)According to 2016 survey data from Edison Research, 21 percent of Americans age 12 or older say they have listened to a podcast in the past month. (Photo: iStock)

How did I learn all this?

When I first created my podcast into book service, I used it for myself. It wrote my book, “Cutting Edge Marketing Magic,” with 18 amazing guests including the CEOs of marketing firms that handled the likes of the NFL, AT&T and MTV. These are folks I otherwise never would have gotten in front of.

Then, the first book got me in front of dozens of public relations professionals, which enabled me to generate the content for my upcoming book, “Public Relations Marketing Magic.”

My 6th book, “Market Domination for Podcasting,” worked the same way, and got me in front of top podcasters whose audiences are in the millions. That’s when I knew I was on to something, and started offering this service to other clients.

Here’s how it works: We create a completed podcast for you. We do the research and the marketing campaigns to book you great guests. We produce the show including the audio intro, audio episode and cover art. We manage the submission and ranking process in iTunes. Then we transcribe and edit every episode, until we have enough “chapters” to make a book. We write the introduction, forward, conclusion and chapters about you and your business. We then do the graphic design, layout, publishing, and launch of the book.

It’s a completely turnkey, done for you service. All you have to do is the interviews, which we even script for you.

Having a podcast and book will do some amazing things for you.

It can get you in front of your ideal referral sources, A+ level potential clients, people you look up to and admire, people you want to be mentored by and learn from, and anyone else you want to get your foot in the door with. It will help make you famous to the people you want to be famous to. It increases your visibility and credibility. And it makes you a published author without the hard work of writing.

It also works as a great client retention strategy. If you feature your clients on various podcast episodes and tell their success stories, they are going to get more exposure. They will love you even more for putting them on the show, and will want to stay longer.

Click here to get a free download of my new book, “Market Domination for Podcasting,” and access to a live training with me where I show you the step-by-step process.

See also:

Did your prospect open that email?

When prospects go silent, here’s how to get a response

What does Google tell your prospects about you?

We’re on Facebook, are you?


© 2024 ALM Global, LLC, All Rights Reserved. Request academic re-use from All other uses, submit a request to [email protected]. For more information visit Asset & Logo Licensing.