Learn how finance marketers can utilize branded podcasts to increase brand awareness, educate consumers, differentiate themselves in the competitive market, and achieve measurable ROI.
In an industry where trust and credibility are paramount, finance companies face the challenge of differentiating themselves and connecting with consumers.
Branded podcasts offer an opportunity for finance marketers to:
Through leveraging branded podcasts, finance marketers can create an immersive and impactful experience for their audience, building trust, credibility, and brand loyalty.
Today's consumers seek financial brands that align with their values and educate them about their financial choices. Branded podcasts enable finance companies to showcase their expertise, empower consumers with valuable knowledge, and build trust through transparent conversations.
Unlike traditional marketing, which often focuses on promoting specific products or services, podcasts provide a platform for finance companies to engage with their audience in a more meaningful, personal way.
Investing in branded podcasts can lead to measurable ROI for financial marketers.
According to the BBC’s Audio Activated study, branded podcasts lift brand awareness by 89%, brand consideration by 57%, brand favorability by 24%, and purchase intent by 14%.
Moreover, numerous financial institutions have successfully integrated podcasts into their marketing strategy, driving increased website traffic, improved social media engagement, and growth in leads and conversions. This includes podcasts like C Suite with TD, Take Back Talk Back with EQ Bank, and CIBC Innovation Banking with CIBC.
To create a successful branded podcast in the finance industry, consider implementing the following best practices:
Showcasing testimonials from podcast listeners who have gained valuable insights or made more informed financial decisions based on the content provided by finance-branded podcasts will help demonstrate the real-world impact of branded podcasts on consumers.
Example: "After listening to [Financial Branded Podcast], I feel more knowledgeable about my investment options and confident in my financial decisions. The podcast has not only educated me on finance but also introduced me to a brand I can trust." - Sarah L., Podcast Listener
When CIBC began their partnership with Quill, they needed help scaling their pre-existing podcast, CIBC Innovation Banking. The podcast shares innovations within the tech and financial industry in an engaging, informative way.
Their goals included reaching their target audience, increasing their name recognition, and generating sales and leads. After working with Quill on the third season of the podcast, CIBC experienced high growth, PR exposure, and positive reviews.
Currently, the podcast has a 4.7/5 rating, is in the top 40 podcasts in Canada in the management category, and has received features in BetaKit and the Bay Street Bull.
Quill has worked with various other companies in the financial industry to help grow their brand and establish authority. Some of our clients include:
Quill understands the unique needs and challenges of financial marketers, offering tailored podcast solutions to meet compliance and regulatory requirements, focus on niche topics, or provide multilingual podcasts to reach a global audience.
By incorporating these elements, you can create a more compelling and comprehensive use case that demonstrates the value of branded podcasts for financial marketers.
Reach out to our team to explore the potential of branded podcasts for your financial institution and take the first step towards a successful podcast launch.
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