Lancez votre podcast de conseiller en 5 étapes simples

Afternoon, everyone, and thank you so much for joining us today. We’re gonna give everybody just another minute or so to sign on, but you are in the right place if you came here today to learn about launching your podcast in just five simple steps. Mhmm. We are excited to talk with you, and, let us know in the chat while you’re signing on because it would be helpful for us to know, do you currently have a podcast already?

And if so, are you looking for tips to help promote it, or, have you you just starting to think about launching one, or are you getting pretty close? Like, you have an idea. You know who your maybe cohost would be. Where are you on this podcast continuum?

It would be great for us to know, so that we know who we’re speaking to today. We wanna get a poll of the audience here. So, Susan, what do you see people saying?

Yeah. I was gonna say my bad. And, you know, we should we have to get our poll technology in on these so we can get actual vote stuff. But I think most people are just saying they they want to do one and are looking to understand how to start. We have a couple that are saying, yes, just promotion, some that are close, but I’d say just scanning.

It’s researching, want to, not there yet.

Okay. But there are some that have one and are just thinking about optimizing.

Well, the good news is even if you do have one, stick around because we will have ideas for promotion. And, also, there will be some tech tips, tips about content, and things you can share that will be helpful to you no matter what. And for those of you who are not anywhere near starting, you are in the right place because we really are gonna talk about soup to nuts, how to get started to demystify this for you. So, again, I’m Samantha Russell with FMG, and we’re gonna go ahead and get started.

Little housekeeping. If you want to chat with all of us, here, you can do that in the chat. If you wanna ask a question where only the panelists, see that, go ahead and put that in the q and a. And to answer answer the question, all of you will ask yes. You will get the slides after today’s session as well as some other great, giveaways that we have for you, which we will share here in just a second. So let me get my screen going.

And can you all see that? Yep. Okay. So FMG and ProudMouth present Launch Your Advisor Podcast in five simple steps. So joining us, we are so excited to have Matt Hollerin, the podcast guru to advisers, I would say. Matt, thanks so much for being here.

I’m happy to be here with you guys.

Oh, see. He sounds better. I think he has different mic than we do.

He’s and he has the podcast voice.

Very sure does.

I do not. And Susan.

Hi. I’m Susan Peter, the chief marketing and experience officer and sidekick to Sam.

Sidekick to each other. Love it. And I’m Samantha Russell, the chief evangelist here at FMG, and thank you all so much for being here. And so let’s just jump right in, get to the good stuff.

Oh, and we wanted to mention that for those of you who are just thinking about getting started or if you already have one, we wanted to give you something to make it even more helpful to you. And so, we have a podcast script with everything from how to think about getting a cohost, what questions to ask exactly, you know, the flow, coming your way for everybody who is on today’s, webinar.

And just a little plug, this is what we, are doing for our do it for me marketing customers at FMG every month. So, more on that later on, but let’s get into it.

Alright.

So, Matt, we’re gonna start with you since you are, you know, amazing at helping people actually launch their podcast. So we went to you and we said, what do you actually need to get started? And Susan and I might play devil’s advocate a little bit because we’re definitely less is more when it comes to technology.

I feel like my husband always wanted all of the gadgets up front, and I was always, let me ease into them. So let’s go through the equipment checklist, if you would.

Yeah. So I well, first off, I really do think people overthink this substantially. And and I’m gonna just use my microphone as a great example.

I just got off the phone with an adviser a little while ago. He’s like, we spent thirty thousand dollars to build a podcasting room.

Wow.

And and that’s what I said. I was like, oh, okay. Well, you spent too much, because here’s the deal. Everybody is so concerned about making sure that their room has, like, sound dampening panels. Here here’s a great example.

Hard to hear me at all.

So if you actually have the right microphone, which is called the condenser dynamic microphone, right, which only picks up the pattern right in front of you I never write that in the thing.

Condenser?

Actually, I think when you go to one of the other slides, the exact microphone that we recommend, that one right there. Right? So, basically, what it does, it just has a vocal pattern to pick up what what’s right in front of you. Now I I really do think you need to have a a boom arm, right, which was another thing that was on there.

And and the reason why is just because then your hands are free. Right? So so we need to or you can have, like, a mic stand. I like the boom arms.

I think that those are the best things to do.

Depending on how hard your p’s and s’s are, depends if you need a pop filter or a windscreen.

Almost every, yeah, almost every microphone nowadays, guys, comes with one of the little spongy things.

But there’s another thing that’s, like, you know, it’s that little circular thing that’s Yeah. Yeah. Okay. Almost every microphone will come with those nowadays, and that really does help some. But some people has have really hard p’s and s’s will actually want a pop filter. That actually is a a circular thing that goes here. I have I have actually never used one, but there are people who they really have issues with that.

But this microphone, this thing right here, you can get it on Amazon.

It’s, like, sixty nine dollars. It’s everything that you could freaking need to start your own show because this one has got a USB setting so you can plug it directly into your computer. Or if you go to the next slide, you can actually plug it into a mixer.

And now yeah. Okay. Yeah. I know.

Where you kinda lost me when I started Like, look at that thing.

I don’t know about all of that. Alright.

I I would say, guys for the VHD podcast.

This is the next level. It really is the next level, because you can have two microphones. So if you’re in the same room, right, and you’re trying to record two people at the same time, you really do have to have a mixer, guys. If not, there’s gonna be also yeah. You really do.

What if you’re, so our recommendation for a lot of advisers in the common use cases, they would be potentially doing this virtually with a guest. And I know we’ve done a lot of podcasts, but we’re not in the room.

Right.

You don’t need a mixer if you do that.

Not even close. No. No. You don’t. In in fact, almost every system, Zoom, Teams, Riverside, wherever you’re recording, they’ll actually do a lot of the stuff with software that that mixer will do. But if you are doing it in person and you do because there are a lot a lot of the clients that we’ve set up, there’s, like, two advisers, so they wanna be in the same room. And I know this looks really overwhelming, guys, but but it’s it’s not that bad to use at all.

So But I think the biggest takeaway is you don’t need it right away if you’re not in the same room as someone.

No.

And could could you do could Sam and I do a podcast together, which we’re thinking about doing Mhmm.

If we both got the mic and we had it on the stand and we just zoomed in together and recorded ourselves?

Yes. So so Riverside dot FM is the best place for you to go ahead and do that. It’ll it’ll look a lot like this. It’ll be side by side.

Riverside what?

Riverside dot f m is the name of the the program. We’ve really, oh, thank you. You’re putting that in chat. That was very nice of you. So Riverside dot dot f m. So no matter where you are, you can go ahead and, use that and have two separate computers or phones, iPads, whatever, and then you can still go ahead and record.

I was gonna say, I’m I’m I’ve been guests on a lot of podcasts in one sec. They’ll have me call in too. Yep. And I don’t have any of the fancy equipment, but I’ve been able to, you know, deliver on that. So okay.

I know we could talk about the equipment forever, but let’s keep going. So for camera Yeah. Like, right now, Susan, I have just my MacBook Pro camera in some good lighting.

The what tell us about this one, what you suggest.

Right. So so by the way, seventy five, eighty percent of what I shoot here is on my MacBook Pro camera.

Okay.

It’s it really, guys, most of this is about your lighting.

I I can’t stress that enough. Almost every camera is gonna have the right resolution. This, again, is an upgrade. Right?

So you want the the Sony is a mirrorless camera. It does allow you to have a lot more like like Sam. It’s hard for us to zoom in and zoom out. We don’t have a lot of camera control.

And if you want multiple cameras, which a lot of people are moving to that, then you wanna have one or two of these, and then you can go ahead and there’s this neat little switcher, which I didn’t put on here, that will allow you to switch between cameras live during the show.

Okay. What do you do for lighting?

Yeah. So if you don’t have glasses, it’s really easy.

It’s circle light. Right? You wanna get the a wide, like, an eighteen inch circle light? They’re amazing. They’re amazing. And, Sam, what are you using?

I’m just using the window in front of me right now.

Oh, well, that’s probably why you have such a heavenly glow. Yeah. But, for a lot of people, if you don’t have glasses, just that circle light is the best of the best. And and and do not overpay for them. There’s no difference between the forty nine dollar one on on Amazon or the hundred ninety nine dollar one. It’s just a it’s like so now but I have a little different setup. I’ve actually got light bouncers all over the place.

I’ve got two major boxes pointing away. I’ve got a light above me.

I’ve got another light over there because I can’t use a circle light because all you’ll look like an alien because, It is funny, though.

I’ve been, again, on many podcasts in this setup, and people will say, oh, what light are you using? Or can’t like, camera.

So I do think, again, if you have a MacBook or, you know, the the built in camera on your machine is pretty decent and you can find some good natural light, that can be good enough to start Oh, yeah.

Get to start you going.

And I’m gonna throw in because, you know, podcast is all, you know, audio.

So do you have to have a camera? Do you have to be live and have it have the visual too?

Yeah. Okay.

I would say yes. Absolutely.

Yeah. So so here’s the thing.

We were really hoping podcasting would win. Today, it hasn’t.

Video is still king, Right? Or queen depending on how you wanna say that. So so, and YouTube is the second largest podcast player in the world.

So you have to have video assets.

But but I think people overthink the video assets too. So so, you know, those of us I mean, Susan, you’ve been on a bunch of podcast too.

Using the video, it you just need it there really to have it there because most people aren’t watching it.

Right.

Right? So they’ll have it on their second screen at work with their headphones and playing it on YouTube because Spotify is actually, not allowed in a lot of workplaces where people can get past it with the firewalls on YouTube. That’s why that works.

But then we took that to the next level, which is creating YouTube shorts.

And, oh my god, our numbers went through the roof. YouTube Shorts are they’re just unbelievable, and they’re very easy to execute.

I was just gonna say, I think the number the thing about video is when then when it comes time to promote, and we’re gonna show you some examples Yeah. Having the faces of the people that are talking makes such a big difference in your promotion.

Yep. Come in.

Alright.

So I’m gonna start sharing again. Alright. So I know we’re already getting questions about, like, publishing and syndicating. We’ll get to that soon. But before you can do that, you actually have to name and brand your podcast.

So Yeah. You can’t start sharing it until you’ve got it. And, you know, I I think there’s some people that just come up with a catchy name and they love it, and then there’s other people who’s, and they don’t spend enough time thinking about it. And then there’s other people who they let this be the thing that prevents them from getting started.

So you need to find a happy medium of, you know, what will resonate. And I think the tip about being searchable is really important. And, you know, I know for me, I search Apple Podcasts all the time for stuff, and it is not the best search engine. I mean, it really there leaves a lot lacking.

You can put your keywords in and a show that you wanna find will not come up. So, that can even be tricky there. And some people will find your show by searching whatever the search term is podcast on Google and then then land on it.

Well, so what what what do you think? You’re you’re a marketing maiden here. How how would you help people come up with the title of their show?

Well, I think I’m kind of with Sam that I I I think it can become the barrier to moving forward, and I don’t think it is a make or break. You know, there’s it’s it’s a brand, and lots of people have very clever ones, but other people just have pretty basic ones. And it’s really just about the success is not gonna be dependent on the name. It’s gonna be dependent on your content and your ability to promote it. So come up with a name and then get the design and move forward.

I think from a search perspective, and you guys correct me if I’m wrong, but it’s gonna be the topics that you’re talking about and and how searchable those are way more than just the name of your podcast.

I think a lot of people overthink it, and I think you guys are both spot on with that.

Just doing a just googling, you know, what are or you can use AI for this, by the way. But, finding out really what your ideal target market, is is constantly searching for and title and make the show description, descriptive of that using that language is you know, when Sam, when you look at, you know, Apple podcasts, the it’s not just searching the title. It’s actually searching the description of the podcast too. So it’s not just naming your podcast as how you’re gonna describe the show.

Four words or last, by the way, is really what we have found is the sweet spot there. And in the examples that you have on here are just they’re fantastic, you know, examples.

Please please don’t always have it have the word investing or money or or whatever.

The the best ones are ones that hint towards that, because first off, if you see something like this one, the wealthy investor or wealthy investor, I don’t know who that person is.

I’m gonna think it’s about the markets.

Right? I’m not gonna actually think it’s about maybe how to become wealthy or or something along those lines. I I would rather have that be a little bit more general. But the other thing too, and this is just a total just cover your butt here, everybody.

You come up with a name. You have to do three things. Right? The first thing is is Google it with the word podcast, like you said, to see if it it comes up in any searches.

K? And then the second thing that you have to do is you go to podcast players. I would go to Spotify personally because it’s actually the number one podcast player. Search that name in quotes to see if anything comes up, but then you’re not done.

You have to go to the USPTO, so the US Patent and Trademark Office. K? And you have to do a simple Boolean search for that title specifically.

We we have actually gotten cease and desists before before we implemented this into the price, so very early on in problem house life.

Because advisors had marked something for education purposes, and podcasts, according to the government, actually consider podcasting as education, and so they got cease and desists.

What is the link that they’re asking?

So it’s USPTO dot gov.

So here here’s a wonderful example of of of one of our clients here. It’s u yeah.

PTO. Yeah.

PTO backup.

So this this is a this is a wonderful example, and and I wanted this as one of the highlighted examples is because, first off, nobody’s relaxed about retirement. Right? So I thought this is a really great name. But he crowdsourced this.

So when he was preparing to launch a show, he went out to his network and said, hey, Rudy. I’m launching a show. Here are three names.

Vote on it. And all of a sudden, he’s getting this unbelievable level of engagement. And so when he launched his show, he probably had four to five times the downloads that most of our clients get when they launch their show because he did the work ahead of time.

Yep.

It was in public.

It works. Yeah. So that’s I think we have two more.

Yeah.

So one of the reasons why I wanted to highlight this is is how important it is to have a niche with your podcast.

You have to have a very, very focused niche.

You are never gonna outspend Ken Fisher. Just you you’re just not. You’re never gonna outspend Ameriprise. You’re never out gonna spend Raymond James, you know, any of those people because they’re marketing to everybody over the age of sixty five with two hundred fifty thousand dollars in investment assets.

You guys talk about this all the time. So this is the Rainbow Bowl podcast. It’s Tim Volkin company. He’s a consultant who works with ultra high net worth families with their inclusivity issues with legacy.

So that’s how focus is is.

You can tell yeah.

You can tell right away.

And then and then this is this is Michelle Gessner. It one of the reasons why I love this is because the minute you hear her voice, her this is who you’re listening to. Right? I mean and and the also, you she’s marked this, and that was the other reason why we wanted this here.

After she searched and found out that it was available on USPTO dot gov, she immediately submitted, the application to market, which, by the way, takes three to five years to actually get the mark, because they’re so far behind.

But the minute you apply and they accept your application, you’re able to go ahead and say that you you it’s it’s marked.

I did know that. Yeah.

Random a random foundation comes apart of that.

Okay. A couple questions we’ve got that I think now would be a good time to address.

Somebody asked, would it were there be any drawbacks to just going to ChatGPT to come up with maybe, like, a few podcast name ideas, and then maybe you could crowdsource those. Right? Ask your network to choose. What do you guys think?

Yep. Oh, she’s a no. Okay.

I don’t think there’s any downside. I I think ChatGPT, Claw, Gemini, all of those are fantastic for idea generation. Do you have to take everything that they write literally? No. But will they inspire you to think of, you know, versions of what comes up with it? I I can’t think of a downside. Can you, Sam?

Nope. Not at all.

Were you gonna take the other side, Matt?

Well, I was just gonna say, I I think it’s only as powerful. It’s garbage in, garbage out. Right? So you really have to make sure that you’re asking GPT, Gemini, whatever the right questions.

And I think people get very lazy with GPT and, like, give me ten podcast names. Oh my god. Really? That’s like the that’s how you ask the question.

So if you do know how to do minor prompt engineering, I think you can get some amazing ideas.

Well, I think if you you know, the first thing before you really name before you come up with a name, and, actually, I don’t think we’ve mentioned this order, you should define the description of your podcast.

So do the work to describe, you know, what who is your podcast for and and why will they benefit.

And then the name will come from that, but also that description could be your prompt. You know? Here’s the description of my all those details into any of those AIs. And if you do all three, you’ll get, you know, different versions that you can kind of triangulate.

Awesome. So okay. We’re gonna do something to break things up a little bit. Everybody listening, we’re gonna ask these questions one by one.

And before we give some answers, we want all of you in the chat to kind of give your take. So the first question is, how long should episodes be? How long do you think podcast episodes should be? We got twenty to twenty minutes.

Twenty seven I know Ryan Canfield.

That I’m sorry.

Twenty to thirty minutes. My favorite is always, like, the Tim Ferriss of the world where it’s like you see the podcast drop. It’s like two hours and eighteen minutes, and I’m just like What?

Wow.

We’ve we’re all over the place from ten to forty five, I’d say, with an average maybe in the twenty to thirty.

Okay. So, Susan, what would you what would you say? Like, when you’re listening to one and I think this really does vary, obviously. Some people have, like, for their favorite shows, they will listen a lot longer.

I would say I would say half an hour. Okay.

And, Matt?

Twenty seven minutes.

So yeah. And so and and here’s why just very quickly, and and I’m I’m very, very firm with this because there’s a seventy five percent drop off rate after twenty seven minutes. Alright? So so there’s data behind this, but here’s how I want everybody to think about it. It is how long it takes most people to get ready in the morning except for somebody like me because I don’t really have anything to do except brush my beard and maybe my teeth.

How long it takes most people to get to work? How long it takes most people to cook dinner?

Thirty minutes or less. And then how long yeah. Walk the dog. Right? Or how long in most people exercise before they begin to have a heart attack? So these are important things to to keep in mind that there’s a reason behind this. If you wanna do anything sub fifteen minutes, it has to be a video.

Can you do a long form podcast only if you are a professional actor and you have a huge production team behind you. Other than that, twenty seven minutes.

Yeah. Alright. Okay. Let’s keep moving. And you’ll notice we do this here with our webinars.

Right? We don’t start off with a lot of, like, we just try to get right into the good takeaways that you could leave with because we know everybody that that is we see the drop off happen here too. Okay. How often should you release them?

Everybody, tell us. Your favorite podcast that you find yourself listening to a lot or the ones you really look forward to, how often are they being released? Lots of weeklies.

And I’ll I’ll I will sorry?

I said that’s a lot of work for an adviser to do think there is a difference between the podcast that you’re, you know, listening to all the time that’s releasing it, and that’s, like, their main job versus somebody who’s doing it as, just a part of their overall marketing strategy.

Right? So I think that there it’s just like anything else. There’s people out there who do nothing but publish articles every day versus just once a once a week. Okay.

So, Matt, what would you say is your suggestion, or what are most advisors you’re working with doing?

Twice twice a month. And and and it I I’ve actually it sounds like I’ve quoted you on that. They actually have a job to do.

And so especially if you’re using our our atomic content method, the podcast has so much longer shelf life because what most people do with their podcast is they just drop the show and they’re like, I’m done.

That’s only half the battle. Anytime that you’re creating any sort of content at all, that content should beget other content.

And so our you know, every every other week is entirely fine as long as you have the social media and marketing wraparounds in order to continue to promote the show.

So Okay.

So I I would say just quickly, I would say as often as you can do them well and probably no less than once a month, but, you know, just to all that Matt just mentioned is kind of a full time job, and most advisers are are trying to execute a a robust marketing plan of which this is a part.

And to have the proper social and email and blogs and everything else that can go around it, it’s a lot of work. So I think, you know, a goal of once a month, especially for those getting started, is fine.

So let’s go down to number four because I do think, you know, I think most people, it’s gonna be just them or one other person, and the main thing they wanna do is is have guests come on. So how do you find guests to join? And do it in a way where if you’re doing it every other week, you’re consistently going to, have enough people backlogged, right, to keep to keep releasing so you’re not behind. Does anybody have any ideas?

Jacob said we are about to hit twenty seven minutes, so there’s gonna be a precipitous stop on there.

Last night.

We don’t we don’t experience that fall off. Uh-oh. It just went from one forty four to one forty three.

Oh, no.

Proving a point.

So let’s talk about this, Susan. What would be some suggestions that you would give? Because this is where it’s turning crickets. Right? How would how can people find guests to join them?

Yeah. I mean, first off, I think back to the what you have to do first is figure out your pitch. So when you’re gonna approach somebody, what are you gonna say and what’s in it for them? They’re gonna wanna know who your audience is, how you promote it, and and why it would be great for them to join.

And then I think, obviously, I don’t think this is, you know, any new news, but think about your friends that have cool stories, cool life stories, or an interesting career path, or, obviously, professionals that you work with. You can think about the CPAs, but, also, I’ve seen you’ve you’ve probably heard this. You know, FBI will do stuff on on data protection. Doctors will do stuff.

I’ve seen advisors partner with doctors talking about health and well and mental, you know, mental and financial health or, like, a memory care, like, or retirement home in your area is a great one. Have the head of it come on and talk about elder care and costs and anyway, you can go on and on. Industry conferences. If you’re in an industry conference, and attendees or another idea.

I love all the ideas ideas that you shared, and people are sharing a ton of great ideas in the comments too in the chat. So if you haven’t looked at the chat, a lot of people saying, you know, think about asking some people who also have a a decent following or their own community or network that they can then share it with afterward to help promote it, or who, you know, obviously have some sort of either expertise or story to tell is a really good idea. Somebody also said, you know, what about introducing team members, so that other people get to know the people behind the team that they’re eventually gonna hire, and maybe they each have a unique story to tell. Yep.

I think I mean, a great way to as you get started, I think if you can partner with people that have their own following, obviously, that’s gonna be to your advantage.

Right. Okay. And, let’s talk a little bit about content. What topics will your audience most want to hear about?

If you have a podcast, maybe tell us in the chat. What was your most downloaded episode or your most popular episode? I’d love to see. And then as they’re doing that, maybe, Matt, you can tell us for the folks you’re working with, with through to help them with their podcast, what are typically I mean, I know based depends on their audience, but what have been some home runs for lots of people?

Yeah. So so a lot of it really has to do with your your ideal target market and making sure you’re speaking that language.

Surprisingly enough, what we’re really finding is the biggest, win for our clients is, really talking about the great wealth transfer, talking about how you as a financial services professional can actually can can provide actually really wonderful services to the family instead of just the matriarch and the patriarch of the family.

That is getting an enormous amount of play for us. But I’m gonna go back to to what you guys were just saying also about guests because that is actually how you can come up with some of the greatest topics. The the the best thing that you can ever possibly do is you sit down and you say, what did my client and I just talk about in our last client meeting? That’s like that’s that’s what everybody wants.

So somebody here said David said stories. Right? So we actually have something called the perfect content formula, which is really, really important. So it’s storytelling, education, entertainment, call to action.

And all of your content, no matter what the topic is, you have to hit those four things. Everybody sees themselves in stories. When you start off by saying you guys have done this a couple of times.

You know, one of my clients said this. I was just meeting with a client and here was their biggest concern. People really pay attention to that because if they see themselves in that story, then they’re gonna start thinking you’re their adviser already, and it’s really, really, really powerful.

A lot of advisers start off by educating. They love educating people. That’s a huge component of a podcast, but but something that falls off a lot is you have to remember it’s a show. It’s a show.

Jazz hands and all, everybody. It’s a show, and you gotta bring it. You can’t and I jokingly say you can’t half ass it. You got a whole ass it. Right? You gotta show up, and you have to be ready to go.

Alright. I love that. And on that ready to go, let’s keep going. So publishing your podcast.

After this, we’re gonna start, I think, talking promotion, but this is something a lot of people get confused about.

Just a quick Matt, because I think people wanted to hear those four parts of Yeah.

Agree.

Well, you keep going. I’ll type it in. Is that okay?

Perfect. Okay. Okay. So with publishing your podcast, there’s really, you know, two things to think about.

You have publishing to your channels, and the channel is where it goes to syndicate as Matt has taught me. So, you know, Apple Podcasts, Spotify, YouTube, those are the channels. But you can’t publish directly to a channel. The syndication service does that.

So, I think is it Blueberry? Is that how you say it?

Blue Blueberry is what what you we use, but there’s Libsyn. There’s a lot of other things that you can use now. Is another popular one.

Yep. Yep. So Podbean, Libsyn, you know, these are all the syndication services. So you’re gonna sign up with that first, and then you’ll be able to push to all of the platforms.

And we’ve got these steps all included in here. Again, you’re gonna get these slides, so it’ll walk you through it. But you’re gonna need your podcast name, your artwork, and your description to get set up.

Pretty straightforward.

And is it kinda like Sprinklr or you’re like you know, or FMG where you can, you know, you go in and you can post to multiple? So you just need that account with Blueberry, let’s say, and then you click off which of the platforms you want it to publish to?

Yes. So this is really important in financial services, which is one of the reasons why we we are somewhat hesitant when advisers just wanna willy nilly do this on their own, because they don’t understand the massive compliance back end of this.

And so and we teach this and and and here’s on Blueberry specifically, they have toggle switches where you can say, I’m not going here. I’m not going here. I am going here. Because a lot of you are on Apple Podcasts, and you are not supposed to be on Apple Podcasts because you cannot turn off the comments, shares, and likes, which in some more FINRA regulated, environments is actually still considered a testimonial. So you have to be very, very careful with that, which is why we’ve defaulted to use Blueberry.

And and so that’s that’s that’s the big that’s why we do that is because, like, Raymond James will allow you to do this, and LPL will allow you to do this, and even some RIAs, even though they’re SEC, they don’t want it here. So we wanted to have that control, and we have that master control on the back end.

Any any comments? I know I bet a lot of people are thinking, what do I need to think about from a compliance perspective? If I record a podcast, do I have to submit the audio and visual to my compliance team? Let’s say you’re affiliated with a broker dealer. How does that work?

Yeah. So so I I saw that, Nate, asked a question about the the, the compliance. So dip it depends. I’m sorry.

That’s just a terrible answer. But the if you really, really, really wanna play it safe, you you use a mind mapping tool like, like, MindMeister is the one that we use, or you can use a Google Doc or a Word doc, and you outline outline, not script, the talking points that you have. You submit that to compliance and you say, this is what I wanna talk about on my podcast. And then and then they’re gonna say, well, you can’t talk about this.

Or if you do talk about this, you have to have this disclosure, which is entirely fine. And so then when you record the episode, you are not going to send them the audio file or the video file. You’re gonna send them a transcript of the show, and then they look through the transcript of the show. And depend if you use us, then they can say at four minutes and thirty six seconds and nine minutes and four hundred and twenty six seconds, you have to cross this out.

We actually take that out in postproduction, and most of the times they’ll say, you you you said this happens a lot. You said the word tax, so we have to have a specific disclosure that says, this podcast for educational purposes only. We’re not providing legal or tax advice. Please consult you know, whatever.

And so, but that that’s all part of the system that you should have in place.

Yeah. Awesome. I think the tip about the transcript script is a really big one. Right? Because most people are not gonna sit there and listen to the whole podcast, but they can take your transcript and search for those keywords.

Alright. So now we’re at the part that I get excited about, which is promotion.

And keep your questions coming. You guys are you’re sharing so many great tips and takeaways too, and I love that we’re all learning from each other here. So once you have your podcast, you need to get listeners. Right? That’s, a big part of it. Are you guys able to see my screen here?

It just blips.

Weird, like, white block out there. There we go. There we go.

Okay. So I kinda put these, you know, tips on here of, like, where a lot of people fail, and we find this with a lot of marketing. Right? People will spend thirty minutes writing an email and one second writing the subject line, and then no one opens it, no one sees it.

You could have a great podcast episode, but if you don’t promote it the right way and no one listens, it doesn’t matter. So the promotion, in my, you know, opinion is what I get really excited about. Clips are everything. And as we talked about earlier, being able to have video clips really, really makes for a massive difference in getting people excited about it.

I also really want you to think about if you are gonna go down the route of inviting guests, which most people do, that’s ninety nine percent of all podcasts, that you give the guest everything they need to promote. You don’t just say, hey. Will you promote it? Right?

These are busy busy people. So you wanna give them the thumbnail, the link, even right out. If you want them to post it to their Facebook page, what should they say? And, of course, they can tweak it, but you will have such a higher rate of people promoting it if you tell them exactly what to do.

Right? We’re removing the the friction there.

And that’s something you could do, you know, back to the beginning when you’re gonna describe you write the description. You’re coming up with the name. You should come up with almost a turnkey toolkit for promoting it so that you can just use those assets every time. So you come up with, like, two or three social, post thumbnails with editable copy, and then you can just change the copy out and send it over. So you’re not recreating the wheel each time.

Yes. Love it.

So and then, you you know, you’re thinking about, okay. Where am I gonna put this podcast? So here’s an example from, the way somebody has it listed on their website. So they have, you know, the overall thumbnail, then the description of what it is.

You can go and click listen, and it’ll take you to, I think, in this case, Spotify. But then they also have embedded in the page all of the episodes. So you can click through and listen to them there. You know, if somebody’s coming to check out your website, they were referred to your business, this is such a great thing to include.

You don’t want to hide it. You wanna make it easy for them to find.

And and we we since we refer ninety nine percent of our website business to you guys, the our players at ProudMouth plug directly in. I mean, it’s like one of those it’s like a cut and paste sort of thing that FMG does, almost immediately.

And and so it’s and then then after that plug in is there, every time you put in a new episode, it’s immediately updated.

I know there’s some sort of techy way to say what I just said, and I don’t know if that’s It’s embedded.

It’s embedded.

Beautiful. Thank you, ma’am.

Embedded. Yep. And then the way FMG’s compliance works is anytime you add anything to your website, it is automatically routed to compliance before it goes live, so you don’t even have to do something outside of it.

Yes. Which I love because we’re getting the one two punch at compliance on both Yeah. On both sides. This is another example of one of our clients at FMG.

I love the way they they have their page. If you wanna check this website out, family wealth and legacy, they have their at the top there, you know, the family biz show, and then they invite different people on. For each episode, they have a really nice thumbnail picture of the person plus the description. So So everything they’re giving to these people to share on social, they’re just gonna go ahead and put that right on their website to use as well.

And so they’re, again, repurposing the content, not recreating the wheel here.

Quick question, Sam. I’m audibling, but if somebody has I mean, most advisers that have a podcast also have a blog. On your nav, do you recommend having podcast at the top, blog at the top, or resources and having both under?

So I do think it depends on the situation. Of course, everyone hates that answer. You know, I if your podcast is really starting to gain traction and people are gonna, you know, come to your site looking for it, having it right at the top might be the best the best bet. I see people who have, video. They have podcasts. They have blog.

And those are the three things they have with about services. So they’ve given each of them their own because this content that we’re all creating is becoming such a big part of our businesses. So I think, you know, it’s gonna depend on what which one you’re wanting to kinda promote and which one you’re being known for the most.

Yeah. I was even thinking, like, in our do it for me program, we write the blog and we version for a podcast. But you could do it the other way around where you do the podcast and then you take the transcript and make that a blog. So it’s sort of like maybe which is your lead medium.

And some people, it’s easier for them to get out on top, other people, it’s easier for them to write. And so start with what works.

We we have a lot of people who use media, as as one of those top bar things because of what you guys just said there. Because then they can also put in when they have appeared. Yeah. Yeah. Yeah. Yeah.

Yeah. And I that’s a really a good point too I wanted to mention. For those of you who’ve been on podcasts, but you have don’t have your own, those should be on your website. Do not want me to add those as well. So I’m glad you reminded me to say that. And I know people who don’t have a podcast, but that’s their whole strategy. They just go on other people’s podcasts, and they’ve done really well.

And then I just wanted to show, you know, again, if you’re if you are creating the video to go with the audio, it’s amazing because you can put it up on YouTube, and it’s just another way for people to find you. And, again, seeing the faces and hearing the voices of the people we’re gonna hire, it makes a world of difference. So this is that same website, just YouTube version.

Okay. I wanted oh, sorry.

Well, I’m sorry. We’ll we’ll just ask a question, and this is, like, a total diversion here, and I apologize for that. But I think this is something that a lot of people think that I I really need to kind of nip this in the bud, which is monetization of your show.

Most if if you have four hundred and eighty seven downloads to your show within forty eight hours, you’re in the top fifty percent of all podcasts in the world. But in order for anybody to ever look at you for advertising, you have to have ten thousand.

And there are very, very few. And if you have by the way, if you have ten thousand downloads to your podcast, you’re in the top one percent of all podcasts in the world. The other thing I wanted to just kind of push people away from thinking about the monetization is it is an absolute compliance nightmare. It’s an absolute compliance nightmare. Most compliance department will not let you put a mid roll ad in or do a host red ad, and so this is the this is marketing cost of doing business. And so I’m I’m sorry, Sam. I just that was, I get asked that question all the time, and and I I just wanted to make sure I highlighted that.

Yeah. No. It’s I get the same question about YouTube monetization, and I say the same thing usually.

I think it’s, you know, p you’re gonna do this podcast because you buy into the belief that content marketing and consistently dripping valuable information across different mediums is the way ultimately to grow your business, not because you’re going to get some attributable ROI by either having, you know, a commercial or by getting, you know, a client from your first podcast.

Yeah. I love that. So, with email, we all know that, you know, if you post something to social media, it can be in the feed. Some people see it, but a very small percentage of your connections actually see it.

But when you have email, you have a much higher. Now if you already have subscribers, they’re gonna be notified when a new episode drops. But to get new ones, one of the things that I wanted to point out is using your already client communications or prospect communications to alert people about your podcast. So, here’s the subject line for Stoy Hall, new podcast episode alert, and he says what it is.

And then on the left, you can see kind of what that looks like. And then the one on the right, I love as well. This is at the bottom, or the midsection of a email from an adviser. So they’re emailing about a couple other things in their weekly newsletter type email.

And then it’s last but not least. And then I love this. You will want to hear this episode if you’re interested in with the time stamps. Right?

So giving people the info about exactly what they will find when they listen to it.

Everybody’s not. We’re all in agreement. Okay. Yeah. And then uh-oh. Wait. What happened? I had one.

We got there. I don’t know how that one got passed by. Must have been the glitch. So on, on social media, I have this do this, not that little framework here, which is, you know, being able to have that clip.

So clip a really good section, you know, thirty, sixty seconds, and you can see the play button and it you know you’re gonna click play and get a quick preview of what the person is talking about. So many more people are going to hear something. Right? They may not click over, but they’re gonna hear thirty, sixty seconds of your podcast, versus if you just say click to go listen to it and you don’t actually put the the preview clip.

So it’s a little bit more effort on the front side, but making those clips, and we suggest two to three for each episode, is what I usually suggest, Matt. I don’t know if you even suggest more than that, but that’s really, really gonna be a home run with, again, repurposing the content.

Yeah. We we shoot for seven to ten.

Okay.

Oh, so you’re a lot more than that.

So, again, each of you know, editing the video is another whole topic. Yeah.

And we can get into that some other time, but I will just point out that I’m sure both Stacy and her partner here did not think this was the best picture of them, but it doesn’t matter.

You know?

So, like, it doesn’t get your attention.

Yeah. You don’t have to spend a lot of time making sure that your picture perfect. Like, just anywhere in you know, any clip will work.

Yes. One hundred percent.

Okay.

So the five podcast killers. We talked a lot about not knowing your audience already or not talking to your ideal clients, not solving a particular problem. I really, really like this one because I think for those of us on this call, we’re not gonna be entertaining enough to just goes by with telling jokes. Right? We have to be solving the problem.

Well, actually, maybe you for sure.

I don’t know about that. And then the one I really wanted to point out was the last two bullet points. You don’t have a recording schedule for the first twelve episodes. You know?

That I find so many podcasts that have not released an episode in the last two years, and it’s like the podcast graveyard. Right? We don’t want that to be what happens to you. Yep.

Alright. I’m I’m gonna give something away. I’m gonna go through this quickly, and I will cut and paste it in the chat. But but, Tim, you just touched on something.

So it’s that’s actually something called pod fade, and we’ve researched we as podcasters have researched it substantially. And the number one reason podcasts fail isn’t because you don’t get any listeners. It’s because you aren’t you don’t have the confidence after six episodes. Pod fade happens after after six episodes.

Millions of podcasts were started and get didn’t get past six episodes. So I’m gonna go through something super, super fast. Ready? Here are your first twelve podcast stuff.

This is called launching your podcast. Here are your first twelve podcast topics. You guys ready? Number one, who are you?

This has to be your origin story. Why did you become an adviser? What you go to school? What do you do for fun?

Number two, what do you actually do?

Some of you do different things. Number three, who do you do it for? Right? So there’s your first three episodes.

That’s that’s how that works. Ready? Next ones.

Episodes four through six. What are the top five questions you get from clients, from prospects, and from centers of influence? There’s your next three episodes. Right?

Next one, seven through nine. The three phases of retirement. What do you do as a financial advisor in the accumulation stage, the pre retirement stage, and the retirement stage? What do you do?

Right? And then the last one is the COIs, who are your three favorite people that you love to death and know would put on a great show and you ask them to come on your show. There is your twelve podcast topics. You have your whole year planned out.

Don’t overthink it. Show up and record those twelve. Woo hoo. It’s wonderful. I’m gonna put that in check.

One of the things I just wanna point out is that you by doing it this way, you start when you’re telling your own story, it is a lot more comfortable and less scary. Mhmm. And you’re starting with things you know so inherently. You could talk about them with your eyes closed.

No prep, honestly, if you needed to. Right? Really easy. And then by the time you get to inviting guests on and maybe you’re starting to build some momentum, you’ve got nine episodes in your back pocket Yeah.

That you’re comfortable about. So the goal of those first nine episodes is not to hit it out of the park and get, you know, hundreds of thousands of views. It’s to get you in the groove so you keep going.

Yeah. You’re gonna suck at the beginning.

I mean, go go back. So we’ve done four hundred and seventy episodes of the top advisor marketing podcast. Go back and listen to our first episodes. They were terrible. Oh, so bad.

But it was part of our journey. Right? Hey hey, guys. They, somebody just asked about saving the chat.

Do we know how that works?

You know what? You so Matt actually had, another slide that I think we just didn’t have on here because we were we’re running we were running out of time that had those twelve episodes in it. So before we send it to all of you, we’ll put it back in. So you will have those twelve, in the deck you get in the in your inbox.

Okay. So I know we’re coming up on time. So we wanna tell you a little bit about Proud Mouth and F and G and how to come combined, we can help you launch and promote your podcast. So, Matt, we’ll have you go first.

Okay. So this launched today, which freaking so excited about. We’ve worked so hard on this for so long. So, here here’s the deal.

So, basically, what happened was this. We’ve done eight thousand episodes and about eighty five thousand social media posts for advisers. What we did was we went and found the most popular ones. It got the most clicks and most attention, and we actually turned them into the Podblast collection.

What this is is you get a you get a blog, you get the podcast script, and social media suggestions.

K? So this does not do anything that that FMG is doing for you in the different service. Just being abundantly clear. This is really to just help you when you launch your podcast that you have the assets surrounding the content that you’ve created in order for you to go ahead and be more and more successful with that.

And if you go ahead and and scan this, you can go ahead and buy those today. The the the website actually just went live. I mean, it looks really cool. I’m sorry.

I’m really nerd out about it because we really put a lot of work in this. And then we have our managed influence service. And actually, I’m gonna ask, I’m gonna ask you I think it’s Blair. Blair, can you put the the link into the chat?

There’s two things here. One, there’s gonna be a QR code. But if you’re really looking at trying to make it so that you just you realize that you really need to do something like this. And if you wanna produce a show, which we do audio and video, please, please, please just click on that link and put some time on my calendar.

More than happy to talk to you about our full service, in order we do it for you. But and it’s soup to nuts, and there’s a lot more for me to get into than I have time for. But listen. I really, really wanna help you, get your podcast started.

And I also wanna just take a quick moment.

We love what FMG does for all of you.

The the partnership that we have with FMG and on top of all of the other collateral stuff that we don’t touch with the ten foot pole, we play really nice in the sandbox together. So here’s what I wanna leave you all with. It isn’t an or anymore. It’s an and. You have to do this. You have to have an amazing website. You have to have amazing content, and then you also have to have another media component.

And so that’s how we play really nice in the sandbox with everybody at FMG, and I love you guys.

Oh, I love you. Love you too.

So, obviously, there’s a lot of if you’re gonna be showing up and recording episodes, one of the things that, you know, we you can’t do everything all at once. We know that. So, Susan, why don’t you tell us a little bit about the do it for me program that we offer, and I’ll keep answering questions in the chat while you’re talking.

Awesome. Awesome. Well, I think one thing’s for sure is, you know, doing a podcast or doing any of these things takes a lot of time, and you do not have time to spend all your time on marketing. So what we’ve created is a program where you can outsource a good chunk of your marketing so that you have time to do the discretionary things like a podcast.

We call it our do it for me, marketing program. And if you’re a customer of our do it for me marketing program, you get a dedicated marketing specialist who meets with you every month, and you get a content a curated content calendar that Sam and I really spearhead that has two blogs, six emails. We version them for centers of influence for prospects, for clients, and then about twenty social posts. So you can edit them.

You can opt in or out. We then do ad hoc timely. If anything happens in the market, we do a marketing idea, and then we do a podcast script. So, essentially, ninety percent of your marketing can be in the you know, basically, ninety percent there.

We’d love you to take your eyes on it, maybe flip out a a picture here or there on the social post to get more engagement. But then you can spend that free time that we’ve freed up working on something like a podcast.

Here’s, we have social media has sensational content.

Thank you, Mitch.

Yes.

I recently we just got a a comment from a Barron’s top, like, twenty adviser who’s like, you know, honestly, I was a little skeptical. I couldn’t imagine the content would be up to my standards, but it’s even better.

People have said that their businesses you know, they’re saving thirty percent of their time. You know, year over year, their business is really growing. So it’s not for somebody that loves writing all their content. It’s for somebody that wants to do other things and needs to put some of their marketing on autopilot so that they can, work on free up time to do some of the more discretionary things. So if you are interested oh, go ahead, Sam.

Oh, I was gonna say, you know, you will first tell them what to do if they’re interested. I’m gonna say something else.

About what? I said first tell them how they can learn more about do it for me. And I’ll Okay.

Go to the next slide, and you can just click on this QR code.

You can also email marketing at f m g suite dot com. Blair put it in the chat too.

Yep. We would love to us.

You can use the QR code. And the do it for me team is very familiar with ProudMouth and podcasting as it is you know, we have a podcasting script every month, and we get great feedback. So I think it’s just a nice partnership, because you can’t do it all.

You know, I think one of the things I was gonna say is you look at this. If I ask most of the people in the room on this call today, what are you gonna be emailing your clients and prospects next week about? What are you gonna be sharing on social media? You know, most people do not know. They are doing it ad hoc, and then that is where consistency dies because you cannot you know, you have a million other fires to put out, so it cannot be something that you just get to. It needs to be consistent.

And that is where this program, I I think, just it’s worth its weight in gold because you have a plan. Not only do you have a plan, you have somebody on our team who’s going to get it done and execute it on your behalf, so you do not have to think about it.

So It guarantees consistency, which is the number one reason why advisers, I think, fail in marketing.

Okay.

Yes. I a hundred percent a hundred percent agree. So somebody was just asking, if we’re just getting started, do we start with ProudMouth or FMG? So the the the best way to think about it is you’re gonna go to Matt to start your podcast and get started with, you know, getting set up, recording the episodes, and then you’re gonna work with FMG to get all of your website, your social media, your email, going for the rest of your marketing.

So that’s the best way to think about it unless you guys have anything else I I mean, you can’t really you can’t promote your podcast unless you have exceptional, you know, great website, and you’re consistently emailing and leveraging social media.

So if you think about email, social, webinars, and websites, that’s FMG. You kinda gotta get that foundational stuff done, and then you layer on the podcast.

I agree with that. I I mean so I just had a conversation with a gentleman who, by the way, referred to you, and and and he was like, oh, I really wanna start a podcast. Here here I got the podcast topic and all of that, and I was like, your website looks like it was from the nineteen hundreds, dude. Like, you it just it’s not even function.

It’s it wasn’t functional. It was like, you know, those old, like, text space. I don’t even know I think those things have worked anymore, but it wasn’t optimized or anything along those lines. And I also said, do you have an email system that that, you know, that is functional and that is gonna go ahead and continue to put out content?

And and they’re like, I I don’t they they actually said, I don’t know what you’re talking about. And so I turned off my camera for a minute, and I went And then I came back on, and I was like, you need to talk to FMG. You know, and so anyway.

Yes. So so, I’m sorry. Oh, thank you. Yeah. We both work with LPL. So thank you for that, Susan. I appreciate that.

Oh, thank you, Matt, for joining us and everybody for joining us this afternoon. And we hope this has inspired you, and we can’t wait to all of you to tag us in your new podcast as you release episodes.

Thanks, guys.

Awesome. Thank you so much. And this is one of the most entertaining and resourceful webinars I think I have attended in a while.

Thank you, guys.

You gotta screenshot that, Blair.

Yeah. Thank you, everybody, and we’re here to help.