Great to see our friend Pete Matthew being highlighted in the Guardian for his (superb) Podcasting work.
There are less than a handful of financial advisers in the UK who have a Podcast, but I suspect that will increase over time - just look at the title of this article to see why.
As I've said in numerous posts before, Social Media and Content Marketing is not solely about attracting new clients. It can be, but as Pete says here, that turned out to be just a happy consequence of his Podcasting activity.
Social Media and Content Marketing needs to be planned carefully in line with your business goals. Identify what they are first and then look to see how Social and Content can support those goals.
We've written a Social Media Strategy Template so that you can do just that. Take a look here.
“People are understandably nervous [when they approach financial advisers],” Matthew says. “Putting something of yourself out on to the internet [is] a great mechanism for breaking down initial barriers, when it comes to considering doing business with you.” He started producing videos under the MeaningfulMoney brand in 2010 and had 300 on YouTube before turning to podcasting in 2012. Matthew primarily offers financial planning advice and interviews others in the field. The uplift in new business, he insists has been a happy, but unintentional, consequence. He warns against starting a podcast purely for generating more business. “People’s bullshit radar is fairly finely attuned these days, so if [that’s] your primary motivation, it will be evident.”