Launch Your Advisor Podcast in 5 Simple Steps

Are you interested in learning how to have engaging conversations with interesting guests while driving leads to your business? If you answered yes, then podcasting is for you!
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In this webinar, FMG’s Chief Marketing & Experience Officer, Susan Theder, and FMG’s Chief Evangelist, Samantha Russell, join Co-Founder & Chief Relationship Officer of ProudMouth, Matt Halloran, to share the exact recipe for starting and marketing a podcast to grow your business.

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Here is your summary to skip ahead or scan through below.

  1. What You Need to Get Started [4:06]
  2. Naming Your Podcast [12:46]
  3. What Type of Content Should You Share? [19:17]
  4. Publishing Your Podcast [30:40]
  5. Promoting Your Podcast [31:52]
  6. The Main Reason Most Podcasts Fail [35:42]
What You Need to Get Started [4:06]

What You Need to Get Started [4:06]

  • Do both audio and video from the start.
  • Find a dedicated quiet room to record.
  • The equipment you need includes a dynamic microphone, mic stand, pop filter, headphones, fill light, and a camera.


Naming Your Podcast [12:46]

Naming Your Podcast [12:46]

  • Resonate with your listeners and speak their language.
  • Make your podcast searchable: Think about what words and phrases your audience search for on Google and in podcast apps.
  • Figure out how to describe it based on your ideal audience.
  • Try to keep your title to four words or less.
  • Keep it short, simple, and memorable.
  • A name is important, but the success depends on the content and how you promote it.


What Type of Content Should You Share? [19:17]

What Type of Content Should You Share? [19:17]

  • The best length for podcasts is just under half an hour. (There’s a 75% dropoff after 27 minutes.)
  • Most advisors release podcast episodes 2 times a month. (A podcast has a long shelf life.)
  • Think about the unique stories that others have to tell when you have guest. Partner with people who have their own following.
  • Utilize this formula: Storytelling/Educating/Entertainment/Call-to-Action


Publishing Your Podcast [30:40]

Publishing Your Podcast [30:40]

  • Publishing involves publishing your podcasts to channels.
  • A channel is where it goes to syndicate: Apple Podcasts, Spotify, YouTube
  • You can’t publish directly to a channel → Syndication services to this for you
  • The preferred provided for Syndication is Blubrry
  • Sign up for a syndication service and set up your podcast profile using your podcast name, podcast artwork, and podcast description.
  • Publish your first episode and syndicate your podcast to your preferred channels.


Promoting Your Podcast [31:52]

Promoting Your Podcast [31:52]

  • Properly promoting your podcast is where most people fail.
  • Give people a taste: Preview clips are everything.
  • Video + Audio is way more engaging.
  • Give guests everything they need to promote - write the teaser copy, give them a visual (Canva is a great resource), and links to share.


The Main Reason Most Podcasts Fail [35:42]

The Main Reason Most Podcasts Fail [35:42]

  • You don’t know your audience
  • You are not talking directly to your ideal clients
  • You are not solving a particular problem
  • It’s not clear who you serve and why they’d choose you
  • You don’t have a recording schedule for the first 12 episodes (1 year)
  • Don’t sell! → Your goal is to give everything away!


Supplemental Resources:

You can get the slides here

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