Smaller podcasts can offer just as much value
Key takeaways:
- There are a growing number of niche financial podcasts looking for guests.
- Guesting on a podcast can help elevate awareness, address current topics and establish authority.
- Make the most of every appearance to increase the impact.
Recently I heard my spin instructor Sara share with the class that she was a first-time guest on a podcast. Which podcast?, I asked. “Oh, it’s a podcast on platform tennis. It has a really small audience, maybe five people including my mom.”
So many people have now experienced being a guest on a podcast. Maybe you have, too. Doesn’t it feel like every other person you meet is now hosting their own podcast? A quick AI search estimates there are between 3.5 million and 6 million active podcasts with upwards of 500 million listeners.
While many aspire to appear on well-known blockbuster podcasts like Joe Rogan, Dave Ramsey or Clark Howard’s shows, the truth is there is plenty of opportunity and strategic value in targeting niche podcasts that align with your firm’s experience and focus. So when you have the opportunity to be a guest on a relevant podcast, even if the audience is small, make the most of it. We think it can be worth your while.
Find your community
Many of the mid-size and large wealth management firms have launched podcasts, inviting experts from asset management firms or wealth tech providers on as guests. This can be an opportunity to not only build your relationship with a distribution partner, it allows you to educate both the host and their clients (the presumed target audience) on your investment approach. What’s more, you’ll benefit from the pre- and post-marketing of the show.
Our podcast directory includes shows hosted by financial experts who take guests. Some, like the team at the Compound whose shows include Animal Spirits, have built a huge following. But other less well known advisors may speak to only a few hundred guests. Media organizations including Barron’s, Wealth Management and Morningstar all host podcasts too and look for knowledgeable and timely guests. Smaller news or industry organizations also offer regular podcast opportunities focused on financial topics.
Build your authority and engage with new audiences
Podcasts give you an opportunity to be the authority—whether about your product, research or specialized area of expertise. If you’ve done the work to identify and craft your message, podcasts give your thought leaders the chance to practice bridging to your key points. Your podcast interview can also be used to grow visibility online. As we’ve written about before, AI search tools rely on a wide range of sources to respond to queries, and your podcast transcript may inform answers to AI searches and lead to audiences beyond those who listened to your interview.
Being on a podcast can also get you in front of a new audience, and give the host and listeners a chance to get to know you. When the interview is posted, be sure to share the appearance on your website and social profiles, tagging the host and other guests to drive listeners (hosts appreciate this).
It could be an ongoing opportunity
One thing all podcast hosts discover is that it takes work to host a podcast and build a following. One show we work with regularly is Money Life, which is recorded daily by host Chuck Jaffe. To deliver on such a robust schedule, Chuck has a recurring slate of experts and guests. Being a return guest helps you grow a connection to the show’s listeners and creates new content to share with your own clients (Chuck’s team provides an MP3 file for sharing).
Address what is current
Podcasts can give you the chance to address topics you know your clients are thinking about. This can be especially helpful when the markets are more volatile than usual. You can point to your podcast interview to address common questions and refer clients to the discussion by sharing links on your website and social.
Engage your marketing team
Ideally, your thought leader will take an active role in promoting their appearance. Even if they don’t, the marketing team can leverage the podcast appearance in all the usual ways—posting to your website, sharing with the distribution team, posting on social or including links in newsletters or client emails.
Don’t forget to share the appearance with your biggest advocates. Often the people close to you know the least about what you do. So, share your podcast interview with family and friends, and especially with your mom.
For more information on how Lowe Group helps prepare for podcast and other media appearances, send us a note.
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