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4 Reasons Your Podcast Doesn’t Need iTunes Syndication

Podcasts offer an incredible medium for consumers (i.e. investors) to develop relationships with potential advisors.  Remember, sourcing a new financial advisor is a massive decision for consumers to make. In the same vein, podcasts provide advisors the opportunity and platform to influence those consumers’ buying decisions.

The reason for my post is, more than anything, to help advisors understand the expected outcomes of their podcast. Your greatest outcomes do NOT require you to syndicate your podcast through iTunes

It would be nice to think that once you’ve created your podcast, you can simply syndicate it to iTunes and your pipeline will immediately fill up. But this is not a “build it and they will come” situation. iTunes and other podcast communities are busy marketplaces. I wouldn’t say they are saturated, but they are busy. Consequently, you’re not likely to find ideal listeners effortlessly.

The good news is —the financial podcast space is undersaturated, which presents advisors with a great opportunity. But the gold is not in the existing communities, it’s in building your own community: a highly engaged group of people who are connected to each other and the ideas your present in your podcast. 

Isn’t it incredible to think that you could have access to your own community by using a marketing tactic that’s affordable, fits your business and life, and builds sustainable momentum for your business? 

Here are five reasons you don’t need iTunes to build a successful podcast community that translates into sustainable opportunities for your advisory practice.

1

YOU ALREADY HAVE A COMMUNITY TO MARKET TO

Your existing network (i.e. community) is a great place to share your podcast. In fact, it’s where your biggest outcomes should be generated. You know people who understand you, are already working with you, have considered working with you, or have referred people to you. Those are the people most likely to engage in and share your podcast right now. Leverage them daily.

 

2

YOU CAN PROACTIVELY GROW YOUR COMMUNITY

Most advisors have less than enviable digital networks. Often times these networks have many peers, not ideal prospects and centers of influence. Most of the time this reality limits advisors’ early wins and lengthens their path to success. It’s more difficult to grow your audience and grow by influence. 

Boost your network size by consistently inviting ideal prospects to connect with you on LinkedIn. You’ll need a conversational introduction (i.e. invitation-to-connect message) so you don’t come across as needy or pushy. Once you have your ideal prospect’s attention, make sure they know about your podcast — send them a link to the episode you’re most proud of. Few advisors are pushing their podcast because few have one. We’re talking .0001% if I were to guess.

iTunes will NOT help you grow your listenership with an ideal audience. LinkedIn absolutely will. You can try other social networks if that’s where your preference lies. 

My company has a LinkedIn Connection Boosting service. We invite 300 ideal prospects (validated through Sales Navigator’s Advanced Search, especially their boolean string). Our advisors typically get 20% of ideal prospects accepting invitations to connect. We typically see 1-3% conversation engagement too; these are people who ask a question or book an appointment. 

This proactive approach keeps seeing results while they patiently wait for the better results: ideal referrals and a growing listenership that will turn into sustainable opportunities over the next 2-3 years. Yup, great marketing takes time but that’s where the best results are — in owning expertise in a specific audience and in a specific region. 

 

3

YOU INSTANTLY BECOME MORE REFERABLE

Guess what, your podcast is likely the “coolest” marketing you’ve ever done. Share it daily and through every medium you control: email, face-to-face, voice-to-voice, events, your newsletter, and any speeches. People will start talking about you — finally. You’ll get more ideal referrals than before all because you’re conversation-worthy now.

 

4

YOU WANT TO OWN THE MEETING PLACES

When you syndicate your podcast, prospects will get introduced to your brand on whichever digital platform it resides on; in this example, iTunes. Consider that your iTunes profile is nowhere close to the powerful marketing they’d see on your website, and, to a lesser degree, your podcast channel. 

Obviously, it’s a good thing to gain listeners via iTunes, but you’ll have less control over the experience they have. Is it worth the trade-off? More listeners, less brand experience control. The best answer is, it depends. 

If you expect the podcast community to search for your podcast’s topic and you’re not particularly concerned about who those people are, I’d lean towards using iTunes versus not. Right now Apple does not allow podcasters to target listeners outside of search. However, they do allow you to pay to have your podcast featured. 

 

 

BUT, SYNDICATING TO iTUNES DOES HELP

There are three reasons, albeit not incredibly powerful, that could merit iTunes syndication. 

 

1. SEARCH ENGINE OPTIMIZATION (SEO)

iTunes is a powerful hub for users and providers. Search engines, no doubt, give you better search scores if you’re listed there. That’s worth something, especially over a few years. But, there are plenty of other free ways to create positive SEO outcomes. 

Plus, people search within iTunes for financial podcasts and don’t necessarily use Google. I don’t know the number of searches because Apple doesn’t share those stats  (hopefully they will sooner than later). 

 

2. CREDIBILITY

“You can find my podcast on iTunes.” has a nice ring to, it doesn’t it?

 

3. WHY NOT?

Syndicating your podcast to iTunes is easy to do once you have your RSS link. The point of my article isn’t to keep you from syndicating to iTunes, it’s to manage expectations. I find advisors’ expectations play a large role in their long-term marketing success and how efficiently they get there from a cost-and-efficiency standpoint. Not sticking with marketing because your expectations were misaligned or inflated typically means jumping from one thing to the next, which is not only expensive, it’s time-consuming.

 

“Fragmented marketing is the leading cause of poor marketing performance. It’s akin to an investor buying high and selling low.” - Kirk Lowe

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Podcast Uncategorized

Ep 179 – The Power of Podcast Marketing — with Ben Jones

Nobody knows the power of a podcast like a podcast host.

Today, Matt Halloran welcomes Ben Jones, the host of the Better Conversations. Better Outcomes podcast and the managing director and head of intermediary at BMO Global Asset Management. At BMO, Ben leads a team of sales and service professionals to deliver investment solutions to intermediaries such as RAI’s, broker-dealers, and other investment managers.  

To get the word out about the great work his team does, Ben hosts a bi-weekly podcast called Better Conversations. Better Outcomes, where he provides listeners with actionable content to help propel their practice in different areas of wealth management. Today, Ben shares more about his strategies behind his podcast, and how he makes it as valuable as possible for listeners.

In this episode, you’ll learn:

  • About Ben’s role at BMO
  • Why Ben believes that better conversations lead to better outcomes for advisors and their clients
  • Three areas of conversation Ben and his team aim to enhance
  • The importance of putting the content you’re marketing first
  • Why Ben believes financial services is a noble profession
  • And more!

Tune in now to learn more about Ben, BMO Global Asset Management, and the power of podcasting with great content!

Resources: Top Advisor Marketing /  BMO GAM/Better Conversations/ Tickle Monster

Brought to you by: Iris.xyz

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Podcast

Episode 181 — How to ask for Referrals without Begging — Referrals Mini-Series Part 2

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Podcast

Ep 178 – Show Your Clients How to RetireReady — With Ed Dressel

Today, Matt shares the mic with a guest who has a substantial amount of experience in the finance industry and ideas to help you solve problems and make your life that much better.

In this episode, Ed Dressel, president and owner of RetireReady Solutions, shares how his company helps advisors educate their clients about what retirement can and will look like. Most importantly, you will find out how Ed’s processes can be applied to your experience.

In this episode, you will learn:

  • How the reports that Ed’s company provides breaks down retirement plans in a way that everyone can understand
  • What it means to take a smaller step towards retirement and other important questions to ask your financial advisor
  • What Ed likes to do for fun to blow off steam
  • Ed’s go-to piece of advice or life insight
  • And more!

Tune into this episode of the Top Advisor Marketing Podcast and learn how to help your clients RetireReady!

Resources: RetireReady Solutions

 

Brought to you by: Iris.xyz

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Podcast

Ep 177 – 7 Steps for Strategic Risk-Taking — with Craig Hersch

Today, Matt welcomes back a known thought leader Craig Hersch, estate planning attorney and founder of The Freedom Practice.

Craig is here to share how he’s grown his business to the point where he’s able to spend time focusing on his highest and best use. In this episode, Craig also uncovers seven steps for strategic risk-taking so you too can overcome your obstacles and start generating great ideas.

In this episode, you will learn:

  • Craig’s seven steps for following through on your ideas
  • How your personality traits affect your ability to generate and carry out great ideas
  • The importance of looking back at how far you’ve come
  • Why you should be doubling your costs when doing a cost-benefit analysis
  • The importance of delegating tasks so you can carry out your highest and best use
  • And more!

Tune in and learn how to start putting your ideas into practice!

Resources: The Freedom Practice | The Estate Planner’s Practice Development Podcast | Kolbe Personality Test | The Blueprint Program

Brought to you by: Iris.xyz

 

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Podcast

Ep 176 – Uncork Your Productivity: Part 2 — With Patty Kreamer and Michelle Donovan

Many advisors tend to have difficulties in the area of referrals. How much is too much? And why isn’t your COI reciprocating with client referrals?

In part 2 of uncork your productivity, Matt discusses the ins and outs of referrals with Michelle Donovan. They go on to answer many questions around referrals that plague the minds of many financial advisors.

In this episode, you will learn:

  • Where financial advisors can begin with getting referrals.
  • How the fear of sounding desperate is a self sabotaging belief.
  • Way to deal with the fear of sounding desperate when asking for referrals.
  • How to set clear expectations with your COIs and other existing clients.
  • The influence having a niche has on a financial advisor’s ability to get referrals.
  • How Michelle helps advisors find their niche.
  • What the communication training by Michelle and Patty to their clients looks like.
  • And a lot more!

Need some help with asking for or receiving referrals from your COIs? Let Michelle Donovan help you get uncorked and get results. Tune in now!

Resources: Productivity Uncorked

Brought to you by: Iris.xyz

 

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Podcast

Ep 175 – Uncork Your Productivity: Part 1 — With Patty Kreamer and Michelle Donovan

Welcome to part one of this mini-series with our friends Patty Kreamer and Michelle Donovan, co-owners of Productivity Uncorked!

Today, Matt speaks to our special guests about productivity. They bring you actionable advice, covering topics from managing to-do lists and getting rid of brain clutter to calendering and cutting out email-stress once and for all.

In this episode, you will learn:

  • What it means to be truly productive
  • How to go about creating and managing a to-do list
  • How Patty teaches people the time blocking system
  • What it means to be unproductive and how to get ahead of it
  • Some of the biggest time wasters financial advisors deal with
  • Tips for reducing the stress that comes with handling emails
  • What the productivity coaching program by Patty and Michelle entails
  • And more!

Are you ready to uncork your productivity and become more effective? Then tune in to learn how!

Resources: Productivity Uncorked

Brought to you by: Iris.xyz

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Podcast

Ep 174 – Start Creating Documented and Repeatable Systems — With Dean Soto

When Matt gets this excited about a guest, you know it’s going to be good!

Today, Matt chats with Dean Soto, president of Pro Sulum, about scaling your team and saving time by enlisting virtual assistants to document your systems. Dean also explains why rescinding control can be a good thing. In fact, Dean firmly believes that 95% of what we do can be done by someone else if there is a process in place.

In this episode, you will learn:

  • What drove Dean to start his own business
  • Which essential and time-consuming tasks virtual assistants can do for you
  • Who the most important person is to have in your organization
  • How to make standard operating procedures easier to put together
  • Why virtual assistants will save you time and money
  • Where the name Pro Sulum came from
  • And more!

Listen in now to find out how to document your systems and free up your time!

Resources: Dean Soto via LinkedIn | Pro Sulum

Brought to you by: Iris.xyz

 

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Podcast

Ep 173 – Cracking the Code to Customer Devotion — With Shawn Moon

Today, Matt welcomes Executive VP of Global Sales and Delivery at FranklinCovey, Shawn Moon to the show!

In this episode, Matt steps outside of the finance industry to get Shawn’s fresh, new take on how to cultivate fierce loyalty in your customers. As it turns out, it all starts with your employees — 70% of your customers are influenced by your frontline employees! Today, you will learn how to help your employees strengthen their sense of empathy, responsibility, and generosity.

In this episode, you will learn:

  • Why the finance industry is practically tailor-made for the leading loyalty framework
  • Why it’s imperative to influence frontline employees
  • About the 11 huddles to have with your team
  • Ideas for using a powerful emotion —  surprise — to inspire customer loyalty
  • The satisfaction metric pitfalls to avoid
  • And more!

Tune in and learn how to influence your frontline employees and build customer loyalty!

Resources: Leading Loyalty |  FranklinCovey  

Brought to you by: Iris.xyz

 

 

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Podcast

Ep 172 – Make Your Brand Powerful and Consistent Across Locations — With Austin Schmitt and Elijah Kovar

Great Waters Financial has truly achieved branding excellence. And today, Matt is bringing you some behind-the-scenes insight into just how they did it.

In today’s episode, our friends Austin Schmitt and Elijah Kovar, partners of Great Waters Financial, are here to share their secrets, starting with how they stay in control of their brand message while operating several locations accross the state of Minnesota.  

In this episode, you will learn:

  • An exercise to help you answer: What kind of story do you want to have told about you?
  • How to get down to the core of your brand message
  • Which part of the branding process usually trips people up
  • Why a mission statement is not a marketing message
  • Ideas for building your mission into your culture (even if you have a big team)
  • What percentage of Great Water Financial’s annual revenue is spent on marketing
  • Why your marketing budget should be the last thing you cut
  • And more!

Tune in now to learn tried-and-true strategies for uncovering your brand message and making it shine across several locations!

Resources: Great Waters Financial | Great Waters Financial Facebook Page | Iris.xyz