Three Ways Advisors Can Use Podcasting for Brand Building

by HighTower Advisors on November 21, 2019

In recent years, podcasts are emerging as an increasingly popular medium with a growing, loyal audience. And, it’s not just true-crime junkies tuning into this modern take on radio. In fact, according to a recent study, as of June 2019, 51 percent of Americans have listened to a podcast, and that number is significantly higher amongst those in a younger demographic.

For financial advisors, podcasts represent a new channel to extend brand awareness to new and existing clients, engage with the media, and, ultimately, expand spheres of influence. Harness the power of podcasting by incorporating these three steps within your brand strategy:

#1 – Business Development and Relationship-Building

Podcasting can be an effective tool to support business development. Hosting a consistent, professional podcast with compelling content can strengthen relationships with clients, influencers and other strategic partners. Tapping into this medium can also be a conduit to connecting with prospective clients and generating leads in new demographics. For example, creating an educational-focused podcast that addresses essential financial topics for people under the age of 30 can boost firm awareness.

#2 – Thought Leadership

In Part Three of our blog series on engaging the local media, we covered the merits of positioning oneself as a thought leader. Developing a reputation as an authority on niche issues, trends or topics of interest plays an important role in engaging the media. Podcast listeners tend to be loyal, affluent, educated and eager to learn more about issues that speak to them. Advisors can leverage an established podcasting audience to gain credibility and build media recognition. Quantifiable listener statistics can be compelling when reaching out to the media to book interviews, features or blogging opportunities.

#3 – Search Engine Optimization

Search engine optimization (SEO), is an essential business strategy for driving web traffic, and podcasting can be instrumental in supporting this initiative. Each new podcasting episode should coincide with a series of blog posts, as well as backlink from podcast guests and any other relevant content to build an interesting online business presence and experience.

Interested in starting your own podcast yet? HighTower is here to help! Download our comprehensive podcasting guide for information on everything from the technical logistics to finding the right format for your brand. And, remember to subscribe to HighTower’s weekly podcast, Collective Wisdom, to access valuable business development tips and strategies!

Subscribe to Collective Wisdom on Apple Podcasts or listen to them here.

To learn more about how HighTower supports advisors with creative marketing initiatives, email

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This document was created for informational purposes only; the opinions expressed are solely those of the team and do not represent those of HighTower Advisors, LLC, or any of its affiliates.