How to Start Your Podcast From Home

Many financial advisors want to start podcasting since they are working from home and tend to have extra time.  

Here are tips to help you start your podcast during these self-quarantine times. 


1) How to make it high quality but inexpensive: 


Record your podcast on a smartphone, which has a pretty amazing mic. Your smartphone also has noise-canceling qualities and you’re probably used to talking on it. 

Here are two more tools to get you started:

    1. App to record: Podbean app does it all for you; it will syndicate, record, and help you sound great! $10 is all you need to spend annually.
    2. Choose a title for your podcast with the help of a name generator. Even if you don’t use any of its suggestions, it might jumpstart some ideas: Podcast Name Generator


2) How to record in your home office: 


You can use your computer to record your voice. Most computers have a pretty good mic. But keep in mind that if you have an older computer, your mic will probably pick up fan sounds. Another option is to use your Podbean app for recording your podcast. 

If you want to step up the quality of your recording, consider using the following:

    1. A great plug-and-play mic: Blue Yeti USB Microphone
    2. Free software for editing and mastering: Audacity
    3. Tutorial video to help you edit: Audacity Basics: Recording, Editing, Mixing

Also, remember to tell your family what time you will be recording at and for approximately how long. Ask them to be as quiet as possible and close your office door, if possible, while you’re recording. 


3) How to record in your business office: 


Choose a dedicated space to set up your office studio. You can use the equipment, software, and programs listed above. Once you’ve set up your equipment, don’t touch those settings again; resist any urges to experiment with the settings on your mixer or the volume on your USB mic. I’m giving you this advice because we’ve had clients change their settings only to end up with poor-quality recordings. 

Again, ask everyone in your office to be as quiet as they can during your recording times. 


4) How to record while traveling:


Even though most people aren’t traveling right now, knowing how to record a podcast while you’re on the road can come in handy later. You never know when a great idea will spark. 

Whether you are in an airport, doing some windshield time, or at a hotel, here is what you can do:  

    1. Record on your smartphone, but use Apple wired EarPods. Apple must put fairies in these mics, considering how great they are.  
    2. Use the Podbean app to record, edit, and syndicate your podcast. 


5) How to write show notes:


I highly recommend that you write show notes (i.e. episode summaries) to go with each episode you record. Show notes offer SEO value to drive people to your podcast website on Podbean, give listeners a preview of what they will learn, and serve as a spot for providing listeners with more details about guests and links to resources that are relevant to your episodes, such as white papers, blogs, or websites.  

Publish show notes alongside each episode by copying and pasting them from a Word or Google document or by writing them in the episode summary field within your podcast channel.

Use these resources to help you get started:

    1. Title generator: Blog About
    2. Examples of show notes: Top Advisor Marketing Podcast

Now you’re on your way to starting your podcast from home! Have fun and know that you’re launching a medium that’s ideal for initiating and strengthening relationships with your listeners, building your credibility, and sharing your expertise widely. 



Answers to Financial Advisors’ Top Podcasting and Compliance Questions

What’s keeping you from starting your own podcast? For many financial advisors, the resounding answer is “compliance!”

You might consider compliance to be “the business prevention department.” I used to feel that way. I can remember times when a client and I would come up with a great idea for a podcast only to get a lengthy delay for approval or, even worse, a big “NO” from compliance. 

What I’ve learned is that compliance is practically a non-issue if you know how to work within their rules. 

To help you learn the rules and clear away your compliance concerns, I’m answering advisors’ top questions about compliance and podcasting.

Let’s get to it…


Question #1: Before I record a podcast, do I have to submit a full script to compliance for their approval?

Answer: No, you don’t need to submit a script for approval. However, most compliance departments want to have an outline of what you will talk about before you record so they can guide you on which topics (if any) to avoid.

In your outline, include your main topic and then list your subtopics. A super organized outline is more likely to get your compliance’s stamp of approval quickly.

Question #2: How do I archive a podcast?

Answer: If you use our done-for-you podcasting service, we will provide you with a transcript of each podcast episode for you to submit to compliance for archiving purposes. 

Giving compliance access to transcripts also gives them the ability to point out anything that they want to be edited out. Let’s say you slip up and say something compliance doesn’t like. They can then tell our editing team to edit out that section of the audio. If we can remove it and still make that part of the podcast sound smooth, we do it! If not, we find the best edit-point and take out even more — and compliance won’t complain about that!


Question #3: How do I get a podcast episode turned around quickly if I need to talk about something that’s timely?

Answer: Many of our clients podcast about current events or seasonal topics, like tax planning, Medicare, and new laws. If needed, our team can rush your podcast episode through editing and post-production so it can be released as soon as humanly possible. Hopefully, by this point, your compliance compartment has gotten into the flow of reviewing and approving your podcasts in a quick timeframe. 

Do keep in mind that podcasting isn’t a substitute for picking up the phone and updating your clients. For the most part, podcasting is for timeless, evergreen material. 


Question #4: How do I stop people from commenting on my podcast and potentially saying negative things about my company? 

Answer: Certain podcast channels, as well as YouTube, will allow you to turn off the commenting function. Since we have produced hundreds of podcasts, we know which players allow what level of listener interaction. We have the ability to turn off comments and ratings on different players for you.


There you have it — your answers to the top compliance and podcasting questions. I hope you feel encouraged to pick up that podcasting dream again and don’t let compliance-fears stop you!


Should Advisor-Podcasters Talk Only About Financial Topics?

When you start your own advisor podcast, what approach will you take as the podcast host? 

More specifically, should you position yourself as the financial expert who then talks only about financial topics, should you interview other financial experts, or should you interview people that are not financial experts but whose expertise will add value to your audiences’ lives? 

This is a multi-faceted but important question that I will help you answer in this blog. 

Let me start by introducing three shorter questions that I will walk you through:

  1. What are your goals: leads or relationships?
  2. What format will work best for you: interviews or solocasts?
  3. How frequently do you want to record: monthly or weekly? 30 minutes or 60 minutes?

What are your goals: leads or relationships?

Your first thought is likely, “What’s the difference between a lead and a relationship?” 

Leads are typically the outcomes of a quick connection and offer. They are the result of “ask-based” marketing. 

Marketing is about finding people and then making them an offer. When that offer doesn’t work, those “prospects” typically drop off. 

Relationships, on the other hand, are “give-based” marketing. Give-based marketing seeks to add deep and ongoing value whereas ask-based marketing dangles value in front of people and then quickly switches to the “ask.”

What you should focus on.

If you want leads If you want to build relationships
  • Stick to financial topics and guests. 
  • Have a clear audience, advice, and calls-to-action. Make it easy for people to listen and say yes. 
  • Have a paper or checklist with podcast topics) that listeners can access by giving you their contact info, and then work the lead. 
  • Find a balance of financial and non-financial topics and expertise. 
  • Assess which topics and episodes get more plays and better social engagement, and then do more of those types of episodes. If that happens to be more non-financial podcasts, then run with that when it makes sense. 
  • Engage listeners in other content such as blog posts, papers, books, and checklists. Find ways to be their go-to source for advice in keys areas that relate back to financial planning. 

What format will work best for you: conversation or solocast?

Personally, I prefer conversational podcasts. Solocasts can be engaging but can also seem ranty and also require the podcaster to be well-seasoned and well-organized to pull it off. 

Two-person podcasts work best because they can read off each other’s verbal cues. When there are three people in a podcast, it can be tricky to time verbal cues unless the two guests are in the same room and can read off each others’ body language. 

What you should focus on.

If you prefer a solocast format If you prefer a conversational format
  • Stick to financial topics unless you have expertise in other areas. You can combine financial and non-financial topics but don’t go solely non-financial, as you may end up being known more for that than financial —unless that gives you an obvious vertical marketing opportunity.
  • Be incredibly organized so you can stay on topic and be intriguing to your listeners. That’s not easy to do alone. 
  • Have complementary content available as a companion to your podcast topics. 
  • Find a balance of financial and non-financial topics and expertise. In most cases, the guest should be the expert. 
  • Share an outline of the episode in advance so you can keep each other on track during the recording.
  • Relate non-financial topics back to financial planning when it flows. Don’t push it. 

How frequently and how long should your podcasts be: monthly or Weekly? 30 minutes or 60 minutes?

There’s some debate about this subject. 

Standard frequency protocols suggest that the more frequently you podcast, the shorter your episodes should be. If it’s a daily podcast, 10-15 minutes would be an appropriate length. If it’s monthly, 60-90 minutes would be enough. 

Meanwhile, standard lifestyle protocols suggest that podcast length shouldn’t be determined by how often the podcaster podcasts, but by how much time the listener has to listen. Commutes average 30-45 minutes. With this in mind, 25-30 minutes is a valid best practice. I’m in the 25-30 minute camp but while we aim for that length in our Top Advisor Marketing Podcast, Matt and I often go over by 5-10 minutes. 

The topic and dialogue will ultimately decide the length of your episodes, but from the outset, aim for shorter as opposed to longer to keep people interested and to fit with their busy lives. I’d rather someone have the opportunity to listen to a second and third episode than one long one.

There is also a debate about the frequency of podcasting. 

There are more factors at play here than optimizing for your audience. Most podcasters have to juggle time commitment and budget when thinking about establishing a podcast frequency. One can’t forget about their podcast supporting other marketing tactics, such as social media, either.

Recording weekly is a lot of work but puts advisors and companies in better positions to create awareness and excitement. At the same time, finding guests and producing, publishing, and promoting episodes on a weekly basis might put a strain on your time and budget. 

Doing a podcast bi-monthly can alleviate some of the demands on your time and budget. If you podcast at this frequency, your audience won’t be waiting too long between episodes, you will have enough episodes to establish yourself as the expert and bring on expert guests, and you will be publishing enough new episodes that you can continuously promote your podcast on social media, which is critical to your success. 

Yet, if you want to expedite your podcast and brand awareness, try podcasting weekly or four times per month. It’s the perfect frequency for keeping your audience, social media and area of expertise happy.

What you should focus on.

If you prefer monthly frequency If you prefer bi-monthly (every other week) frequency
  • Stick to financial topics because you’re not podcasting frequently enough to dabble outside of your core topic. Maybe over the course of a year you can branch into other topics once or twice. 
  • Create an editorial calendar of timely topics since you need to maximize each episode (e.g., tax episode in March, charitable giving before year-end).
  • Aim for episode lengths of 45-60 minutes. 
  • The more frequently you podcast, the more topics and varied expertise you can introduce. You can also bring on more guests and create hype around getting onto your podcast as a guest. 
  • With this frequency, you generate more content, which builds you greater credibility. 
  • To shorten prep time, have go-to questions for each guest and make sure the topics and expertise don’t become redundant. 
  • Aim for episode length of 20-30 minutes.

As you can see, there is no set way of approaching your podcast. Take the best of what you have learned here and apply it to yours. Aim for quality over quantity. Be as consistent and interesting as possible. Keep your audience top of mind when planning your podcast format and theme. And, have fun.


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. 


How to Plan Your Podcast Topics (And Never Run out of Ideas!)

Have you made the exciting decision to start your own podcast? Or maybe you’re a little hesitant. Many aspiring podcasters wonder how much work will be involved — specifically, how will they ever come up with enough topics for every single episode? 

I have written this short guide to provide you with useful tips so you will never run out of things to talk about on your podcast.

Let’s jump right in…


Listen to the people around you

Are your clients asking you the same questions frequently? If so, address those questions on your podcast. If your clients are often asking about mutual funds, for instance, plan to have a “Mutual funds 101” episode. As another example, if your clients are constantly asking you about the differences between wills and TODs, build an episode around that topic. Of course, you can also ask your clients directly about what they would like to learn and use those requests to form topics.

Topic ideas abound outside of the office too. Think about the industry events you’ve attended recently. What were the presentations and workshops about? Grab those topics and run with them! And you don’t even have to have attended the event; check out an upcoming conference’s website to see what topics they have lined up. Those ideas are yours for the taking.

Now think about networking events. What were the hot conversations topics amongst your centers of influence? Are they offering a new service or product? What client challenges are they solving right now? Consider having COIs on your podcast as a guest and let those hot conversations unfold.   

Use your expertise

Part of what makes you a great advisor is the vast array of financial knowledge you possess. If there is a particular area of financial planning you enjoy the most and have solid expertise in, use it as inspiration. For example, if you specialize in estate planning, think about what you enjoy the most about that aspect of planning.

What do you offer your clients that other advisors don’t? What do you excel at? What makes you different? Share that knowledge with your clients. People love to know what other people are passionate about.

Keep an eye on current developments and new laws

Tax season, new bills, and other developments will generate many questions from your podcast audience. Put yourself in their situation and think about what questions you would have about that subject. Next, plan a podcast episode that answers these questions and offers solutions during times of change. 

On a similar note, consider how people need to prepare for significant personal-finance events, like tax season. Develop a checklist for your audience, lay it all out during your podcast, and become your audience’s go-to source for getting prepped.

Think outside the box

What do you and your clients have in common outside of financial services? If you enjoy golfing and you know your clients do too, talk about that in your podcast. How does golf resemble financial planning or business opportunities? What lessons can you learn from golf that also apply to your financial life?

Another idea: Have you watched any of your acquaintances make bad financial decisions due to market volatility? Make a podcast about the emotional cycle investors experience and how to make better decisions.

Organize topics and subtopics as you go

Topics like budgeting, 401(k)s, and retirement are pretty broad. These are examples of main topics that you can draw millions of subtopics from. 

For example, if you would like to talk about budgeting in your podcast, here’s an example of how you can make the most of that topic:

Main topic: 



    Benefits of budgeting

–     5 reasons people hate budgeting (and how to overcome them)

     Top 10 things a budget should include

    How to balance savings vs. fixed expenses

    How to manage debt (does the debt-snowball method work?)

To stay organized, plug your main topics and subtopics into mind maps through MindMeister. Alternatively, you could simply keep a list on your computer or in a notebook.


My parting words for this guide? Whatever method you use to brainstorm podcast topics, always keep your audience in mind. This is your opportunity to educate people, help them solve their biggest challenges, and showcase your expertise.


Related: 4 Things Really Great Podcast Hosts Do


4 Things Really Great Podcast Hosts Do

A while ago, I was given the gift of interviewing Celeste Headlee for our Top Advisor Marketing Podcast. Celeste is a well known public radio journalist, news reporter, podcaster, and author. Considering that her book Heard Mentality has been a go-to for me — my reference manual to being a podcast host — you can imagine how excited I was to interview with Celeste!

During our podcast, Celeste gave our listeners advice on how to be a great podcast host. She started by saying that just because someone is generally a great conversationalist or public speaker, doesn’t mean they will be a great host.

So what makes a podcast host great then?

Read on to find out! Celeste had a lot to share with us! And it’s all good stuff.

Practice these 4 techniques:

1. It is never about you.  

You should not talk a lot as the podcast host. If you cannot remember when you started talking, you have been talking for too long. Your goal is to shine the light on your guest. If you’re getting long-winded, end your point and re-direct with a question or statement for your guest to take and run with.

2. Listen with more than your ears.  

Don’t be limited to using only headphones and a mic for communicating with your guest. Video conferencing is a great way to help you focus on their facial expressions, gestures, and micro-expressions. But, if you do not have access to the bandwidth or they don’t want to turn on their camera, there are other things you can do: Visualize them during the recording and gesture along with the gestures you imagine they are making. 

3. Make them comfortable before you hit record. 

Setting clear expectations after a polite conversation is an effective way to set your guest at ease. I have a script that I use to demonstrate our professionalism, preparation, and to help guests overcome common mistakes that guests tend to make. I would be glad to share them with you if you email me directly. 

4. When the interview is over, ask them for feedback on how the podcast went.

Ask your guest if there was anything you could do better and what they liked about the interview. Showing humility and a willingness to improve will help your guest continue to feel like the expert, and if you want them back as a returning guest, they will be more likely to accept. 


What is the greatest thing about being a podcast host? You always can learn, always get better, and hone your craft. Be encouraged! 

Practice these four tips from my interview with Celeste Headlee and listen to the full episode here to get more proven techniques. 


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.



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.




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. 




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.




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. 




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



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). 



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



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

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:


Podcasting Stats Every Advisor Should Know

Podcasting is an engaging medium and the recent advancements in podcast analytics are confirming what many have thought —it’ll be a cornerstone tactic in any relevant marketing strategy for advisors and fincos for many years to come. 

Here are some of the most important podcast stats you should pay attention to.

There were 550,000 podcasts as of June 2018
There are 750,000 podcasts as of June 2019
There are over 30 million episodes as of June 2019

Podcasting is here to stay. Podcasting has experienced steady growth for many years now. It’s become a safe marketing tactic and is slowly but surely taking its rightful place as a part of powerful marketing strategies. 

Podcasts aren’t a bubble, they’re a boom—and that boom is only getting louder. (2)

While 750,000 podcasts and 30 million episodes are big numbers, podcasting truly is unsaturated at this point, especially financial podcasts.

49% of podcast listeners tune in at home
22% of podcast listeners tune in from their car

Podcasts Listening Statistics

Where people listen to podcasts is a game-changing marketing breakthrough for businesses and, specifically, financial firms and professionals. Imagine having the opportunity to talk and share ideas with your ideal audience while they are sitting in their living room, walking their dog, or cooking dinner. Your favorite client fully immersed in listening to you.

Advisors have spent years and lots of money vying for the attention of their ideal audience. It’s never been easier. It’s never been more appropriate that the most valuable advisors with the best communication skills now have a distinct advantage over their less experienced or less comprehensive peers. You can’t fake a podcast. It’s proof that you are the expert your marketing says you are. Your podcast is proof that you get your ideal audience. 

80% of podcast listeners listen to ALL or MOST of the podcast

Over 80% of podcast listeners are listening to most of the podcast. Even though they could easily turn off or move on without the social pressure that’s so evident in live seminars or webinars, podcast listeners keep listening on their terms and, for the most part, are prepared and happy to listen to most of each podcast episode. This is just one more validated reasoning that supports the podcast marketing enthusiast and their (our) push for better financial marketing. 

47.9% of podcast listeners also follow the podcaster on social media

I wouldn’t say this stat is surprising or earth-shattering, but it points to the power of podcasting’s dynamic nature; podcasts are perfect social content. Podcasting provides what social engagers want — rich, authentic content. Research shows that LinkedIn is by far the best place for professional-content engagement: LinkedIn users are 11 times more likely to engage professional content than users of any other social network. 

41.3% of podcast listeners have made a purchase as a result of a sponsored message

There is a small percentage of financial podcasters I’ve worked with that aspire to having a revenue-producing podcast. Regardless of the current podcast revenue model, it’s good to hear that sponsors are seeing podcasts’ advertising activity. 

Podcasting Ad RevenuePodcast ad revenue as of 2016 was $119 million
Podcast ad revenue as of 2017 was $314 million
Podcast ad revenue as of 2018 was $402 million
Projected to be $659 million in 2020 

It can’t hurt that sponsors are lining up to spend money on podcast advertising to engage these audiences. This trend certainly expands the opportunities for advisors as they build their podcast audience and expected outcomes. 

70% of Americans are familiar with podcasting, and 50% have listened to a podcast

Do you remember back when investors didn’t necessarily research advisors’ websites? I predict podcasts will be almost as important as a website within the next five years. As podcasts become more accepted, they will be heeded for their credibility and easygoing nature. The cost of doing business will soon have to include having your own financial podcast. And guess what, the best time to start a podcast was four to five years ago. The second best time is today. 

Podcast listeners are 45% more likely to earn $250,000+ income 

This stat confirms what most advisors want to hear: that podcast listeners are higher-income earners. This generally means that listeners are also more educated and probably more willing to look for and accept professional advice. It’s yet another positive for podcasting being part of your financial marketing strategy.

In summary, podcasting is an incredible medium for advisors that is unsaturated, brings your voice into your clients’ and prospects’ worlds, captivates a high-earning listenership, is ideal content for a LinkedIn audience, and shows no signs of slowing down in popularity. Podcasts are a boom that is only getting louder. Now the question is — are you ready to start podcasting?


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