Do people really listen to podcasts? You might be surprised by the statistics. According to a survey done by Edison Research at the beginning of 2016, 21% of people in the United States listened to podcasts, with 35-54 being one of the biggest age groups tuning in. Total listening is up from 17% in 2015.


Some other important statistics to keep in mind is that this particular consumer is:

  • Affluent: The annual household income is between $75k and $150k per year
  • Educated: 29% have an advanced degree or have been to grad school
  • Social Media Users: Use of different platforms is higher than the average U.S. population

People are on the go all the time now, and being able to get the information they want in an easy-to-access format is a must. Today’s consumers want on-demand content on their time. With the rise of smart devices, this is especially true. In that same survey, the use of portable devices for listening to podcasts has gone from 64% to 71%, and while over half of people listen at home, 21% are tuning in from their car.

Not only is your audience out there in the podcast universe, they’re also active social media users. This means you can reach even more people by means of passionate brand advocates! So, now that I have your wheels turning on starting a podcast, here are 5 ways this sort of media is a great addition to a content marketing strategy and beneficial to your financial advising business:

Benefit 1: It’s Personal

This information is coming directly from you. While you might have someone helping you write blog posts or social media content, this is your own contribution. It’s more personal than other forms of digital marketing, and while those are important to be sure, humans love human companies. With a podcast, listeners are able to get to know you better! As a financial advisor, you want to build trust. Why not work on building trust and authority as a thought leader before your clients actually become clients? If you want to see some examples of people who are doing an excellent job with this, take a look at:

These are just a few examples. Of course, make sure the podcast meets the needs of the audience demographic you’re wanting to reach, but this should give you some good ideas. These podcasts do an excellent job of educating, which brings me to my next point:

Benefit 2: It’s Educational

With today’s consumer being more empowered than ever in the digital realm, the last thing they want is to be sold to when looking for help. You have plenty of great services that people are willing to pay for, but this isn’t the right outlet for that kind of promotion. Your show should offer useful information based on industry specific topics, rather than resorting to “salesy” content.

  • Interview other industry leaders
  • Allow listener input on topics (through blogs or social media)
  • Give helpful tips and advice
  • Relate stories of successes or failures

Keeping your content interesting will make sure that your listener base grows as people come back for more. Keep in mind, too, that your audience doesn’t just have to be local. One of the great benefits of a podcast is that anyone, anywhere can listen. This helps to further build your credibility and expertise in your industry.

Benefit 3: It’s Convenient

For You:

One of the best perks with this type of content is the convenience for business owners strapped for time. Think about it. You’re not having to write anything (except maybe an outline), you don’t have to get in front of a camera with a memorized script, and you’re not crafting social content. There’s no word count standardization of what performs best and no time frame limit. This really is one of the best forms of content for a busy business owner. All you need is some standard equipment, a hosting platform, and you.

For Your Listeners:

Remember that statistic at the beginning? Consumers are tuning in from their cars and even at home on portable devices. They also have the luxury of listening when they want to, and that doesn’t necessarily mean the minute your next episode is published.

Benefit 4: It’s Cheap

Part of the convenience of a podcast is the fact that you can get started for practically nothing. You could choose the more expensive brands, but why not start small and build big?

Equipment Needs:

  • Microphone (the one on your computer is free)
  • Recording and editing software (Garageband on Mac or Audacity on PC on your computer are free)
  • Call Recorder (Callnote for Mac and Call Graph for PC are both free options)
  • Hosting (Free if you put it on your website)

Side Hustle Nation has a great blog post about equipment costs and hosting. I’d recommend taking a few minutes to read what Nick Loper has to say! He also gives some great suggestions for what to purchase when you need to expand.

Benefit 5: It’s Sharable

Hosting platforms like soundcloud and libsyn make it really easy for listeners to share their favorite episodes to social media platforms. As your podcast grows in popularity, your listeners become your biggest promoters. This form of content can also be shared socially in different ways. Here are a few to get you thinking creatively:

  • Link to it on your social media platforms.
  • Submit it to iTunes. Having your podcast in the iTunes directory allows for people to subscribe to your show. Episodes are also easily shared on social media through the iTunes podcast app.
  • Network with other podcasters with similar audiences for show promotion. These other personalities are out on social media too, so if they talk about your show, chances are you’re going to gain more listeners.

Are you ready to get started with virtual trust-building? A podcast offers an excellent opportunity for connecting with an audience that wants to hear from you and that you might otherwise miss. By keeping your content relevant, avoiding sales pitches, allowing listener input, and interviewing industry experts, you’ll find it much easier to build your audience, build trust, and grow your client base.