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Building a Voice Behind Your Bank Using Audio Content and a Podcast Channel

Digital Marketing

Building a Voice Behind Your Bank Using Audio Content and a Podcast Channel

Eric Cook by Eric Cook

Chief Digital Strategist

Contact author Full biography

Full biography

Eric considers himself a “recovering banker” of 15 years, who for the past eleven years has focused his efforts as a digital strategist, helping his clients (mostly community banks) better understand and leverage the power of the Internet as a strategic business tool. An award-winning web designer with WSI, the world’s largest digital agency network, Eric is a two-time contributing author to the best-selling book Digital Minds – 12 Things Every Business Needs to Know About Digital Marketing. Consistently rated in the top five digital marketing books on Amazon, the book is in its second edition and available in three languages.

A sought-after, nationally-recognized speaker in the financial services industry, Eric is a member of the National Speakers Association and loves sharing his knowledge to help educate and inspire others. He is the co-creator of a weekly webinar show called Free Webinar Wednesdays, founder of the Banker Education Series webinar series, and serves as a faculty member at several banking schools around the country where he teaches bankers about digital strategy, online marketing and social media. He is a WSI Certified LinkedIn Professional and holds undergraduate degrees in business administration and psychology. While working full-time as a community banker, Eric earned his MBA and completed the three-year Graduate School of Banking program in Madison, WI in 2003.

Professionally, Eric helps his clients in all areas of digital marketing, which includes mobile-responsive web development, search engine marketing and optimization, social media strategies, e-mail communication, and “big-picture” digital strategic planning. He’s the co-founder of DigitalRCP.com, a service created to help businesses understand their risk when it comes to operating in today’s digital world. When he’s not helping his clients succeed online, he can typically be found on one of his many bicycles training for his next mountain bike/triathlon race or spending time with his wife and two (very spoiled) golden retrievers.

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Summary:

At Social Media Marketing World this year, one of my favorite speakers, Pat Flynn, covered how to start a podcast from scratch and reach an entirely new audience. In addition to being the speaker individual that gave me the inspiration to start The LinkedBanker several years ago, Pat and his team produce a number of amazing podcasts to help his community.

Starting a Podcast

At Social Media Marketing World this year, one of my favorite speakers, Pat Flynn, covered how to start a podcast from scratch and reach an entirely new audience. In addition to being the speaker individual that gave me the inspiration to start The LinkedBanker several years ago, Pat and his team produce a number of amazing podcasts to help his community.

What did we learn from Pat on the key features (and benefits) of podcasting? Keep reading to learn more!

Why Create a Podcast?

The pros of creating a podcast are:

  • Connecting with industry leaders
  • Becoming a better communicator
  • Deepening audience relationship
  • Building a bigger audience
  • Generating more revenue
  • Have more fun, without worrying about lighting and cameras

What Makes a Great Podcast?

There are three key components to building a great podcast: curiosity, story, and value.

  1. Curiosity.

Curiosity is helpful for the listeners as well as the host of the podcast. It guides the listener and provides the host with stories to tell based on their own curiosity.

  1. Story.

Since the beginning of time, stories have been an integral part of the human experience. We’re wired to listen to stories, and that’s partly why podcasts are so popular!

“Tell me about a time when __” prompts can be used to plumb the depths of your guests’ experiences. Asking follow-up questions is a great way to further provide information.

Transformation stories are popular - talk about what someone’s life was like before and after. Be a guide and storyteller.

  1. Providing Value.

Pat had some important insights about how to add value to podcast customers.

He suggested setting up Zoom calls with listeners to find out what your audience wants to learn about and keeping a list of relevant topics. By keeping an ear on your listeners, you’re ensuring that they’ll continue to listen to your podcast.

Ways to Make a Bigger Impact

Once you’ve got your podcast going, there are a few more things you can do to make an even greater impact with it.

  1. Guest Podcasting.

You may want to think about seeing out other podcasts to appear on. When you’re a guest on someone else’s podcast, demonstrate your experience so you’ll provide value to their listeners as well as your own.

One of the benefits of guest podcasting is that the host has an established following and has a trusted audience - so that could get you some good exposure.

  1. Get on Someone Else’s Podcast.

Check other podcasters’ social pages and look for questions they’ve been asking. Offer an answer in exchange for a podcast appearance. A good starting point would be to say, “I”d love to have you on my show to talk about…”

Podcasters will likely say yes, because they aren’t usually asked to show up on someone else’s podcast. You’ll bolster their credibility and help them feel like an important source of information. Their listeners will share it as well, granting your podcast more awareness.

  1. Create Niche-Specific Episodes.

Create episodes that are specific to different niches. This will appeal to those within that niche, and whenever it’s shared, you’ll find yourself with a new audience.

Using Social Audio to Build an Audience

TerDawn DeBoe described how she has been using social audio to build a buying audience. Here are the points that stood out the most to me.

First, What is Social Audio?

There are a wide range of social audio options out there, some of which include live conversation rooms, voice messaging, and audio creation editing tools. These are platforms like Clubhouse, Twitter Spaces, or Audio Rooms on Facebook. TerDawn said, “Social Audio allows you to connect to people's hearts through their ears.”

Why is it Effective?

TerDawn believes that social audio is effective because it lets brands take a human approach by creating authentic connections with their audience, without the pressure of being “on” for the camera.

Pros and Cons of Common Social Audio Platforms

TerDawn provided a helpful breakdown of each social audio platform, so guests can make better-informed decisions about which platforms they’d like to start with.

Clubhouse.


Pros - Great for top and middle-funnel marketing and market research. Highly accessible.

Cons - Easy to clone, brands are still learning how to benefit from it, your audience may not be there, there’s a large learning curve, fake experts and bullies flock to the site, and there are too many notifications.

LinkedIn.

Pros - Cost-effective way to run events, best for mid-funnel marketing, strengthen relationships with those who are already familiar with the brand, only those who are invited can attend, you can host paid events, works with LinkedIn Live.

You can use it for industry events, account-based events, and webinars.

There are multiple stages of engagement too - before, during, and after the event, you can engage guests.

Cons - As of the date of this post, the Live Audio/Audio Events feature has not rolled out to all users, so it’s not yet available to everyone.

Twitter Spaces.

Pros - Anyone can join an event, and the majority of users are between the ages of 35-49 (Gen X’ers). Since that demographic makes up 25% of community bank customers, it’s a worthwhile consideration.

On Twitter Spaces, you can send tweets/reactions in real-time while the audio discussion is taking place, and you can enable captions and transcripts for those who are hearing impaired.

Cons - In order to start a space, you need 600 followers, so it’s better for those who have an existing audience.

Only 11 people can speak at a time and the platform doesn’t allow you to schedule conversations or have co-hosts. This can be especially tricky if you’re looking to host a business conversation.

Instagram.

Pros - High levels of engagement that allow you to interact with your existing audience. You can talk about important issues, promote products, or host a Q&A.

Cons - If you get a call during the video, the app will stop streaming, comments from followers may hide your face during the stream, and it doesn’t enable scheduling or captions.

The A.R.C.H. Framework

TerDawn talked about Arch Framework and how it helped fuel her success.

Authority Positioning.

TerDawn noticed problems that entrepreneurs were experiencing and set out to solve them. She created a simple funnel that led to a community of perfect clients, and it allowed her to be positioned as an authority to help business owners with navigating and leveraging Clubhouse.

Here’s how she positioned herself:

  • Identified the perfectly aligned client and their problems
  • Provided clear messaging and professional assets (Bio, online presence, and rooms should reflect the same messaging)
  • Created a clear path to solve problems via a high-value solution, building authority

Return on Intent.

TerDawn encourages guests to have conversations with like-minded people, discover new people you don’t know, and drive traffic to other platforms. She also encouraged market research to learn valuable info about your audience.

Create a Backend Machine.

The next recommendation is to set up chatbots, create audience-appropriate content, and plan a free offer or piece of authority content that will immediately solve one of their problems to build trust. Make sure you’ve got automated funnels in place to take care of delivering promised content to your listeners.

High-Powered Data.

DeBoe said to use analytics or spreadsheets to track data and recommended Direcon, Clubhouse Tools, ClubHub, and Clubhouse Database as great audio tracking software.

TerDawn also recommended creating a spreadsheet of the most common questions you get from audience members and turning it into content and new offers.

With spreadsheets or a CRM, you can track leads, collaborations, connections, analytics, conversions, booked calls, new emails, and more.

Need Help? We’re Here for You!

To become a trusted voice, it takes diligence and time - time that you may not have as the leader of a community bank. The good news is, that’s what we’re here for.

If you’d like to make a greater impact in the digital world but aren’t sure where to start, hop over to my calendar link to book some time and talk with me. I’d be happy to help you come up with an effective digital strategy (audio or otherwise) that will provide you with the steps you need to build a podcast or social audio experience for your listeners.

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