Podcasting is celebrating its 20th anniversary. It's no longer the new kid on the block. With so many podcasts floating around online, the idea of starting a podcast can seem like an uphill climb. If you're looking to get rich quick based on large ad spends, podcasting isn't the best option.
However, if you want to grow your network while deepening your expertise and produce high-level content that engages your audience, look no further.
As Director of Marketing at Summit Virtual CFO by Anders, I've made podcasting a core part of my strategy. especially,
It may seem counterintuitive, but you don't need to be an established thought leader in your field before starting a podcast. That's the benefit of podcasting. You'll have the opportunity to converse with industry experts and position yourself as an expert by having your audience listen.
“The challenge isn't your skill set,” says Pat Helmers, a guest on our recently launched new podcast series. “This challenge is coming out of obscurity to let others know about you, your mission, and your value.” Self-taught podcasting expert with over 600 episodes under his belt. He claims, “Podcasting is a great way to do that because it gives you dedicated time to talk to someone and other people can hear it.”
In this noisy world, long-form content like podcasting offers a powerful opportunity to cut through all the noise. Story Greenlight's Communication and Thoughts According to his leadership coach, Jeff Bartsch, “People who listen to podcasts expect long-form content, which makes them more likely to pay attention for more than 30 minutes.” What is a podcast? If you say the exact same thing on a social media platform, the same person might swipe past and miss you entirely. ”
Yes, starting a podcast is an investment. But it also has very high potential upside.
Here's why:
Podcasting and Accounting: Perfect Together
One of the reasons podcasting is a pillar of our marketing is because it is closely tied to our business model: niching.
We've written extensively about the benefits of niching for accountants, and one of the most compelling reasons is that it allows CPAs to work smarter, not harder. This is more important than ever now that more and more CPAs are leaving the profession.
In the words of one of our favorite podcast guests, Geraldine Carter, “Focus on a niche. Be more specific about who you collaborate with; Your delivery will be easier and your marketing will be more effective. Sales conversations will be so much easier instead of falling into a black hole. Your confidence will increase. Your ability to articulate your value will increase and your conversions will increase. Your rates will also go up, meaning less time spent on discovery and more time back to cultivate your niche. This creates a virtuous cycle.”
Determining your niche requires understanding your audience's problems, passions, opportunities, and more. Once this work is done, it will naturally convert into podcast viewers. Because you're already thinking from their perspective. “What problems do they have?” Who can you invite on the show to address those problems?
Let's dive deep
Podcasting is an opportunity to connect with and learn from experts. You'll have 30 to 60 minutes of focused time with an expert to ask your questions. Once you start recording multiple episodes, you'll start to gain a nuanced understanding of what's going on in the industry and where your voice fits into that conversation.
Don't be afraid to reach out to people you respect and invite them as guests (after you've practiced with trusted colleagues and friends). People love talking about themselves (especially people promoting new books or services), so do your homework and reach out to people in your industry.
Speaking of homework, another great benefit of podcasting is the accountability it provides when it comes to developing your expertise. When you invite a guest on your show or agree to be a guest on someone else's show, you're making sure you're ready. . Bartsch explains: “You can't show up unprepared and risk looking foolish, so you force yourself to do the prep work you know you have to do anyway.”
For the Helmers, hosting the podcast allowed them to build a wealth of information from interviews and turn it into the skeleton of a book project.
Build a content windmill
If you don't have a marketing background, like most CPAs, you probably don't like “self-promotion” very much. Have you ever wondered, “What do you want to say?” “What can I post on social media?”
Podcasts are a great way to answer that question. Podcasts can be the centerpiece of your omnichannel content marketing strategy.
- AI tools allow you to clip your podcast into multiple short-form videos.
- You can repost the audio or video of the episode on your blog with a short intro and transcript, and promote it on social media.
- You can write individual articles based on your podcast, and your guests may cross-promote. (If you don't have the bandwidth for this, you can use freelance platforms to connect with professional content creators.)
And if you've done the work to properly match guests and viewers, your audience is more likely to engage in a meaningful way.
Make sales less salesy
Few CPAs like marketing. Not many people like sales. “That’s…too sales-like!”
But that's one of the benefits of podcasting. “Positioning yourself as an expert through podcasting allows you to put your information out there for the world to see,” says Helmers. His long-running podcast focuses on sales. “It's a much better and different sales experience than going out and trying to sell yourself.”
Doing a podcast creates some important relationships. Show your audience that you know your industry by providing great resources. Give your guests a platform to share their expertise. Some of your listeners may even become your clients. Maybe you can reach out to your guests for assistance. Guests may end up attending your services and vice versa.
Granted, none of this is rewarding and it's certainly a long game. But using niche podcasts to build relationships will help you build better relationships.
This is by design: Bartsch explains: “When people listen to your podcast episodes and spend enough time with you, you build that relationship. Change happens in the conversation. People start listening to you and trusting you. .That means they are very close to doing business with you.”
how to start
Podcasts don't start on their own. The Helmers spent six months putting together their first podcast, researching every element and asking for help along the way.
Here's his best advice on how to get started. “Probably one of the best things I've ever done is not be afraid to ask for advice. Admit I don't know what I'm doing. Ask people. “If you were me, what would you do? ” and he helped me. ”
If all this sounds a little too difficult, there are experts who can make it easier for you.
- Like communication coach Jeff Birch
story green light helps you hone your message before broadcast. - Consider dipping your toes in the water as a guest.
pod match or concierge services such as:Interview by staff Easily find podcasts that fit your expertise. - like an agency
habanero media We work with individuals and businesses to start podcasts.
