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5 Ways Podcasting Makes You a Better Advisor

Yes, podcasting will make you a better advisor in many ways. I’d go so far as to say that podcasting makes our lives better, one idea at a time. But today, I’ll start by telling you how it can make you a better advisor. 

It Makes You a Better Communicator

Being a good podcaster not only requires you to be knowledgeable about the subject you’re going to talk about, but it also requires you to practice how you communicate your what and your why

A productive podcast draws people into your world or, better yet, you into their world. It makes you find ways to connect with your audience, understand their challenges, and find opportunities to solve their concerns. 

It’s easy to understand that improving your communication skills has benefits, while not improving these skills will keep you from advancing professionally. 

Podcasting will inspire you to implement strategies that can further develop your skill of communicating the expertise you’ve learned. Any time while producing a podcast, you will ask yourself questions like:

  1. How can I best explain this topic?
  2. How does the topic impact my target audience?
  3. What can my audience do to resolve or avoid their challenges? 

It Makes You a Better Marketer

Speaking about and understanding what your ideal clients want to hear about can make you a better marketer. Podcasting forces you to consider your ideal clients’ needs, your unique strengths, and the synergy between the two. 

Also, if you think you “sound” like everyone else, it will be more obvious when you start podcasting. Podcasting allows you to hear yourself, analyze the way you tell your story, and improve your delivery. It will inevitably push you to become better at positioning your strengths and your ideal audience’s needs. Now, that is a tremendous impact on your marketing!

A few questions that you’ll want to consider:

  1. What’s your story? What separates you from other advisors?
  2. What does your audience care most about? 
  3. Which channel(s) does your audience engage in the most when you share your podcast?
  4. Where does your podcast traffic come from?

It Makes You a Better Leader

Leaders start important conversations and then speak intelligently about them. Podcasting is steadily becoming a household-friendly media platform to discover and engage in thoughtful insights and perspectives. People are listening. In fact, 70% of Americans have heard of podcasting

Consider these ideas on becoming a financial leader through podcasting. Podcasting will inspire you to:

  1. Search for trends in society and how they impact people’s financial decisions.
    • Sign up for news alerts or social listening tools such as Google Alerts, Awario and, BrandWatch. You could track keywords such as “new retirement” and “changing retirement.” 
    • Read news, listen to clients’ stories about life, and listen to podcasts. Be a lifelong learner and use that to power your thought leadership.
  2. Stay tuned to regional and global events and their potential financial impact.
  3. Plan ahead for calendar events that have life or financial impact.

It Makes You a Better Networker

One of the best podcast tactics is to search, qualify, and invite other experts and influencers to be guests on your podcast. The process of how you do that, and the tactics you employ, will make you a better networker. You will also build a richer, larger peer network. 

Here are a few steps to finding the right people and then expanding your network.

  1. Log onto LinkedIn. Click on the search bar and select “content” from the options that appear.  Now, search for different keywords to see who’s talking about subjects your clients care about. 
  2. Create an invite message on LinkedIn that’s conversational, not promotional. No offers, just an introduction. If possible, refer to something in their profile or activity stream that brought you to them. 
  3. Consider the people who are talking about subjects that matter to your clients. Are there any trends within this group? Can you create a search to find more people like them? If yes, that’s gold right there. 
  4. Recognize that your LinkedIn audience only really cares about themselves. Find ways to add value to their lives and work and they’ll share your ideas. 
  5. Look for LinkedIn connections who have similar audiences. You don’t want to build relationships with the largest influencers; they won’t have time for you. What you want is to connect with micro-influencers who have ideal and engaged audiences. 
  6. Design a one-page promo sheet that highlights your podcast focus, ideal audience/listenership, and stats. Share this with centers of influence that you’d like to have as a guest on your podcast. 
  7. Share an onboarding email with centers of influence that outline guest expectations, podcast and promotional best practices, and potential launch episode dates. Here at Top Advisor Marketing, we provide a four-page podcast promo guide to help our guests promote their episodes. 

It Makes You a Better Human

Empowering people and communities with knowledge is one of the most rewarding experiences one can be a part of. Being a member of the podcast community makes you part of a groundswell that’s making its mark on history. While your podcast may not change the fortunes of the world, it can certainly help one family after another understand the financial realities of life events and decisions.

By participating in podcasting and sharing what you know and have experienced, you’re not just spreading your generosity, you’re building your brand. 

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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