By: Abby Salameh, Chief Marketing Officer
Published April 3, 2019
Podcasting can be an effective way to gain credibility, add value for clients, engage with centers of influence, and be discovered by new customers. That’s a lot of benefits for your advisory business. But like most anything else ‘the devil is in the details’. Starting a podcast takes discipline and planning, but when done correctly and with purpose you’ll see real results in your practice.
So, should you start a podcast? Yes, if you are ready to commit to the process. Here are a few practical tips to consider as you begin to plan your own podcast.
You Must Develop a Content Plan
There are essentially two podcast format styles:
- Interview: These are informal, one-on-one interviews contributing guest’s perspective on trending topics and issues facing the industry and listener.
- Solo: These typically tend to be shorter in length and more specific to something currently happening in the industry with some type of useful takeaways provided at the end.
For the purpose of this blog article, we will focus on the interview format.
The first step to developing a content plan is to start with an editorial calendar. Ideally, you should have about 3 episodes scheduled. While you may focus on your target audience’s primary concerns around finance, you should also think about broader topics that contribute to their overall success such as wellness, success, security, and happiness. Next, make a list of who you’d like to interview, send an invitation letting them know the purpose of the podcast with a request to schedule both a prep and recording call or in-person meeting.
The best podcasts are those that sound informal but are also well planned in advance. Although you may some very specific questions related to your subject matter expertise, the flow of conversation should touch on questions like:
- Tell us a bit about your background and what you do now (emphasizing relevance to finance)
- What are some of the biggest challenges that you see today?
- What are some best practices and trending solutions that you’re seeing address these challenges? Can you share an example?
- What actionable advice do you have for listeners in the year ahead?
Be sure to plan your questions in advance to be respectful of your guest’s time, and to glean enough material for your podcast episode. It is better to have more than you need instead of realizing at the end of the process that you don’t have enough “meat” to offer value to your audience.
Need some inspiration for your interview podcast? Check out my guest interview on the Belay Advisors ‘Between Now and Success’ podcast on with on The Surprising Marketing Strategies That Are Crushing It For Financial Advisors.
Also, make sure you get access to the following two things prior to the podcast recording:
- A brief bio on how your guest would like to be introduced at the beginning of the episode.
- A headshot photo to include on the podcast microsite and in other promotion.
Make a Podcast Recording Checklist
From a production standpoint, there are essentially two steps:
- Step 1: Recording, which can easily be handled with an online meeting software join.me or even just using a Skype.
- Step 2: Editing, and fortunately there are many DIY software like Audacity and resource services like We Edit Podcasts available.
Now that you have all your podcast elements ready, you want to make sure it goes off without a hitch. For the day of recording, here are some helpful production tips to keep your podcast as high quality as possible:
- Conduct your recording in a quiet room where interruptions are unlikely.
- Use a high-quality microphone if available.
- Use a wired Internet connection if possible.
- Speak conversationally! Unlike a webinar, this is not a scripted presentation.
- Have a glass of water handy to minimize hoarseness.
- While there are many ways to record, like Skype, you will also need to find an easy way to edit. There are many DIY software and services that will do it for you in the market. Choose one and practice with it a bit before editing your first podcast.
- Once the episode is published, make sure to thank your guest and also encourage them to share/promote the episode to their social networks including LinkedIn, Twitter, or even posting a summary on their company blog.
Branding and Promotion
Think about your favorite podcasts. Why are they attractive to you? Are you able to easily recognize them on your device or the web? Branding goes a long way in helping your podcast series communicate value to your audience. A few branding basics you’ll need are a name and image for the podcast series, intro/outro royalty-free audio clips to open and close the show, and a thumbnail and image for your website landing page. Put thought into what your image and website page communicate to your users. What is the primary message you want to get across? Other branding considerations include a podcast episode title and description, and a promotional message to encourage listeners to leave a rating or review on iTunes.
Next, you need to build a microsite landing page consisting of:
- Podcast Description
- Audio Podcast (listen/download functions)
- Transcript Link (Rev is a great service that provides transcripts from audio files with a 24-hour time frame)
- Show Notes (You can create this directly from the transcript)
- Resources & Other Links (Ask your guests if they have complementary education materials such as whitepapers, infographics, etc. to post with the podcast)
- Contact Info
- List of Archived Podcasts (sortable to date and tagged by topic)
- Feedback Form
The last, and maybe most important step, is getting the word out. Think of this like any other marketing effort and share in any and all ways: email, newsletter, social media, and even outreach to industry or local media outlets. Once the episode is published, make sure to thank your guest but also encourage them to share and promote the episode to their networks. As you progress, plan to distribute through the common podcast channels like iTunes and Stitcher. Both provide the publishing process on their websites.
We hope you found this informative. Good luck and happy podcasting!
We aren’t done yet! Come back for our next blog, Part II of “Should You Start a Podcast” where we focus on the elements of podcast promotion and metrics for success.