How to Use Your Podcast to Amplify Your Authority Marketing
What makes a person seem credible to you?
Is it a hard-earned degree in a certain area of study? Published books on a particular topic? Awards or certifications?
A popular podcast loved by many? A gazillion followers on social media?
Most likely, it's all of the above…and more!
Each of these accomplishments is an example of a credibility indicator that can be powerful marketing strategies used in authority marketing.
In case you're not familiar with that term, authority marketing is defined as “leveraging your knowledge and experience to gain leadership status in your marketplace.”
Basically, it's anything that establishes someone as an expert in their field who knows what they're talking about.
Do you want people to believe you know what you're talking about? Then you'll need to have your own credibility indicators working in your favor.
Thankfully, hosting a podcast is a great one of those powerful marketing strategies at your disposal. You just have to utilize it properly.
In this article, we're going to explain how to use your show to amplify your authority marketing.
HOW DOES AUTHORITY MARKETING WORK?
Imagine, just for a moment, that you’re given a choice between two presentations.
The first is given by someone who’s interested in financial advising and wants to share their thoughts on how to prepare for retirement.
The second option is a presentation on the same topic given by a certified financial planner, author, speaker, and host of the Your Retirement Questions Answered podcast.
Which talk do you go to? Chances are, you’d say the second.
It’s a no-brainer! And that’s authority marketing in action.
That second presenter’s established credibility makes people trust that they know their stuff and that what they have to share is quality information. Research by Nielsen found that 92% of consumers trust recommendations from individuals over brands, underlining the power of personal credibility.
Obviously, the more credibility indicators you have, the better. And a successful podcast is a solid place to start.
SO HOW DO YOU LEVERAGE A PODCAST IN YOUR AUTHORITY MARKETING?
If you’ve read any of our previous blog posts, you know that podcasting is a great tool for building trust, establishing authority, and generating clients.
But all the advice we’ve shared so far covers how to do that from within your podcast.
You can also use your podcast from the outside, so to speak, simply by letting it be known that you host a show that covers your topic. This external promotion is key to maximizing your reach and credibility.
Here are three super easy ways to spread the word:
1. MENTION YOUR PODCAST IN YOUR BIO.
Anywhere you put that paragraph or two about what you do, make sure to mention that you host a podcast. (Just don’t be obnoxious about it.)
Your website’s “about me” page, your introduction for any speaking engagements or interviews, or anywhere a bio makes sense are great places to start.
If you can combine being a podcast host with some of the other credibility indicators (e.g. author, speaker, award-winning chef, awesome parent), it adds even more weight to anything that you say.
Here are a few great bio examples to inspire you:
Hi, I’m Neil.
I’m the New York Times bestselling author of seven books which have sold over 1,000,000 copies and spent over 200 weeks on bestseller lists including The Book of Awesome, The Happiness Equation, and my newest You Are Awesome.
I host the award-winning, ad-free, sponsor-free Top 100 Appe podcast 3 Books where I’m on a fifteen-year-long quest to uncover the 1000 most formative books in the world.
I give over 50 speeches a year at places such as Harvard, SXSW, and Google. I share my latest writing with over 100,000 people in free weekly newsletters.
I live in Toronto with my wife, three sons, and eight dogs.
David Bryant has been importing from China for the past decade and previously lived and worked in Xiamen, China.
He’s also a self-proclaimed Chinese culture nut, with Chinese language skills sufficient to watch Peppa Pig with his young daughter.
He has started multiple 7-figure brands over the years, including OffroadingGear.com - which he currently operates - and Anchoring.com which he sold in 2016.
He also runs the widely successful blog and podcast EcomCrew along with Mike Jackness.
Meet Sarah Thompson, a passionate health and wellness advocate. She's a certified nutritionist, fitness trainer, and the host of the popular podcast, "Living Well with Sarah."
With over 10 years of experience in the industry, Sarah has helped thousands of clients achieve their health goals through personalized coaching and expert advice.
Tune in to her podcast for valuable insights, interviews with leading experts, and practical tips for living your healthiest life.
If you have an existing bio, see where you can work in a mention of your show. If not, now’s the time to draft one up!
Adding your podcast to your bio can help establish your authority and reach a broader audience.
2. INCLUDE IT ON YOUR SOCIAL MEDIA PROFILES.
This shouldn’t come as a surprise after the first step.
It’s just as easy to include a podcast mention in your social media summary, along with who you are and what you’re here to help people with.
For platforms like Facebook and LinkedIn, you can typically include your bio as is:
John Smith🎙️ Podcast Host | Financial Advisor | Speaker | Author 📚
As a seasoned financial advisor with over a decade of experience, I've dedicated my career to helping individuals and families secure their financial futures. Through personalized strategies and a commitment to education, I've had the privilege of guiding countless clients toward their financial goals.
I'm also the host of the popular podcast "Where Did My Money Go?," where I dive deep into the world of personal finance, offering actionable insights, expert interviews, and practical tips to help listeners make informed decisions about their money.
In addition to my work as an advisor and podcast host, I'm a sought-after speaker and author, having shared my expertise at industry conferences and penned articles for leading financial publications.
Whether I'm behind the mic, on stage, or working one-on-one with clients, my mission remains the same: to empower individuals to take control of their financial lives and build a more secure future for themselves and their loved ones.
Connect with me to join the conversation and take your financial journey to the next level!
But for the platforms that require shorter, punchier summaries, it’s still something you should find a way to mention.
Take these examples from Twitter:
Andrew Youderian
eCommerce entrepreneur & podcaster. Founder of @ecommercefuel, a private community for 7-figure+ store owners.
Summer Felix-Mulder
CEO + Co-Founder @TheDrawShop | Author | Podcast Host Backstage Business and The Everything Always Podcast | Wife, Mom and Step Mom of 4 Total!
You get the idea.
Make your podcast work for you!
3. MENTION IT IN YOUR EMAIL SIGNATURE.
We’ve all seen emails signed off with the sender’s credentials.
It’s a casual mention that can serve you very well, and it shouldn’t take you more than a minute to add.
Try something like:
Sincerely,
John Smith
Host of the Bosses in Business podcast
Or maybe:
Cheers,
Amanda Miller
Bestselling author and co-host of the Free Your Finances podcast
Or you could try:
Thanks,
John Zhou
Listen to the SEA Business Dragon podcast - on a platform near you!
That’s it!
Simple and effective - especially when you link your podcast’s page in the signature as well.
Bonus: it’s a great way to draw curious ears to your podcast and increase your listenership for very little effort.
WHAT ELSE CAN I DO TO MAKE THE MOST OF MY PODCAST?
Of course, there are plenty of other ways you can use your podcast in your authority marketing efforts.
What we’ve mentioned above are the super low-hanging fruits that you should have covered at a minimum.
Now let’s dive deeper into some advanced strategies to elevate your podcasting game and solidify your authority in your niche:
Guest Appearances on Other Podcasts
One of the most effective ways to grow your audience and enhance your credibility is to be a guest on other podcasts.
When you share your expertise on other platforms, you tap into new audiences and position yourself as an authority in your field.
This cross-promotion can lead to an increase in your podcast listeners and further establish your reputation.
Remember: the more trust you build from listeners, the stronger your authority becomes.
Your guest appearances on other podcasts can significantly boost your credibility, especially if you consistently deliver valuable insights and actionable tips.
Tips for Successful Guest Appearances:
Research podcasts that align with your niche. Focus on quality over quantity, targeting shows with engaged audiences interested in your expertise.
Prepare a compelling pitch to the podcast host, highlighting your unique insights and how they will benefit their audience.
During the interview, share valuable insights and actionable tips that resonate with the audience. Aim to provide genuine value and establish yourself as a trusted authority.
Promote the episode on your own channels once it's live, directing your followers to listen and engage with the content.
Make it easy for listeners to find you by using consistent branding, including easy-to-remember page names and hashtags across your social media platforms. This cohesive branding reinforces your authority and makes it easier for listeners to connect with you beyond the podcast episode.
Collaborate with Influencers and Experts
Partnering with influencers and experts in your industry can significantly boost your credibility - and expand your own reach in the process!
Invite well-known personalities whose fields are of interest to your show, or collaborate on joint episodes.
Their endorsement can lend additional weight to your authority and introduce your podcast to a wider audience. Win-win for everyone!
For financial advisors with podcasts, we recommend looking at working with industry figures like Michael Kitces, Brad Johnson, David DeCelle, and Caleb Brown - just to start.
Keep it relevant for the audience too - no one likes to spend too much time listening to something they consider confusing to their interests.
How to Approach Collaborations:
Identify key influencers, experts, and content creators in your field.
Offer mutual benefits, such as cross-promotion or co-hosting opportunities.
Ensure the collaboration aligns with your podcast’s theme and audience interests.
Create High-Quality, Evergreen Content
Your evergreen content (a.k.a. content that stays “fresh” for your audience no matter when) remains relevant and valuable over time, making it a powerful tool for authority marketing over the long run.
Characteristics of Evergreen Content:
Addresses fundamental concepts and issues in your field.
Provides solutions to common problems faced by your audience.
Remains relevant despite changes and trends in the industry.
Examples of Evergreen Content:
Here are two examples of podcast episodes that can remain relevant to listeners old and new:
"Understanding the Fundamentals of Personal Finance"
This episode covers the essential concepts of personal finance that everyone should know. Topics include budgeting, saving, investing, managing debt, and understanding credit scores. By focusing on these timeless principles, the content remains relevant and useful to listeners regardless of when they tune in.
Personal finance fundamentals are foundational topics that don’t change frequently. People will always need to understand how to manage their money, making this episode a valuable resource for new listeners at any time.
"Timeless Marketing Strategies for Small Business Success"
In this episode, we explore key marketing strategies that have stood the test of time. We discuss the importance of understanding your target audience, creating a unique value proposition, leveraging word-of-mouth marketing, and building a strong brand presence. These strategies are foundational for any small business and remain effective regardless of changes in specific marketing tools or platforms.
Marketing fundamentals, such as understanding your audience and building a brand, are principles that apply universally and persist over time. This content remains valuable and actionable for small business owners, no matter when they listen.
Focus on creating episodes that address timeless topics and common pain points in your industry.
This type of content continues to attract listeners and establish you as a go-to resource long after the episode is published.
Discover your own evergreen content in your podcast’s portfolio - you’re sure to find some gems!
Utilize SEO Strategies to Increase Visibility
Optimizing your podcast episodes for search engines can increase your visibility and attract a larger audience.
Use relevant keywords in your episode titles, descriptions, and show notes.
Additionally, transcribe and proof your episodes and publish them on your website to improve search engine rankings. Make sure they spell your podcast title correctly (not all do)!
SEO Tips for Podcasts:
Conduct keyword research to identify popular search terms with tools like Google Trends.
Incorporate keywords naturally into your content.
Promote your episodes on social media and through email marketing to boost engagement.
Check on their performance with platform analytics and other tools to see which terms are producing the best results.
Engage with Your Audience on Multiple Platforms
Any savvy podcast creator knows that engagement doesn’t stop once you press that upload button - it’s just the start, if done right, of a great conversation.
Interact with your audience on social media, through newsletters, and on your website.
Encourage feedback, respond to comments, and create a community around your podcast.
This ongoing interaction helps to deepen relationships and build a loyal listener base.
Three Ways to Engage with Your Audience:
Host live Q&A sessions on social media.
Create a dedicated group or forum for your listeners.
Share behind-the-scenes content and updates about your podcast.
Measure and Analyze Your Podcast’s Performance
To continually improve your podcast and authority marketing efforts, it’s crucial to measure and analyze your performance.
Track key metrics such as listener growth, engagement rates, listen timestamps, and episode popularity.
Use this data to refine your content strategy and better serve your audience.
Key Metrics to Track:
Number of downloads and listeners - how many are listening?
Listener retention and drop-off rates - where do you lose them?
Engagement levels (comments, shares, likes) - who’s staying interested?
Conversion rates (e.g., newsletter sign-ups, website visits) - how are you keeping them engaged?
Keep Learning and Evolving!
The digital landscape is constantly changing, and staying updated with the latest trends and best practices is essential for maintaining your authority.
Continuously educate yourself about podcasting, marketing strategies, and industry developments.
After all, no one trusts an authority figure who doesn’t keep up with what’s new or gets flustered by a question on the subject.
This commitment to learning ensures that you remain a relevant and valuable resource for your audience.
An extra benefit is that this relationality helps build your reputation with other authority figures in your industry or topic!
Ways to Stay Updated:
Attend industry conferences and webinars.
Follow thought leaders and experts in your field.
Participate in online courses and workshops.
Why YOU Should Start A Podcast
Podcasting offers a unique opportunity to connect with your audience on a deeper level.
A podcast provides a platform to address common questions, discuss trends in your industry, and offer expert advice, making it an effective tool for nurturing client relationships and attracting new prospects.
By sharing valuable insights and personal stories, you can build trust and establish yourself as a known authority in the field.
You can see some of these success stories in our case studies.
Who knows: you could be one of them very soon!
Ready to launch a podcast? Check out our services here.