How to Launch a Tax/Accounting Podcast

Hey 👋 - Brandon here.

Happy Saturday to 1,412 growth-minded accountants.

Here’s one growth tip for you and your firm.

Today’s issue takes less than 7 minutes to read.

This week, my firm launched a new podcast - The Major League Real Estate Podcast.

So in this email, I’m going to walk you through everything you need to launch your own podcast.

Every firm needs to strongly consider launching their own tax/accounting podcast. It will drive revenue and help you build a strong reputation in your chosen niche.

My first podcast, the Tax Smart Real Estate Investors Podcast, was launched in 2016 and today boasts 120,000-130,000 downloads per month.

It is responsible for ~$2M in new client revenue per year.

And every time we go to conferences we are met with “oh you are the Tax Smart REI guys!”

I’m a big believer of giving your potential clients multiple ways to consume your content - if you don’t have an audio option, you need it.

Unfortunately, many firms try to launch podcasts but then fail to see results.

Podcasts require consistency… too many people give up too early

The main reason podcasts fail is results don’t come in early enough and the hosts lose motivation to continue producing.

Just check out this chart of the Tax Smart REI Podcast - in 2016 we only had 3200 downloads:

Podcasts require consistency - it’s said that you only need to produce 21 episodes to be in the top 1% of all podcasts… an incredible amount of people give up too soon.

Here are some other reasons tax/accounting podcasts fail:

• Focusing on the wrong listener profile (i.e. targeting accountants when you really should be targeting your customers who will spend money with you)

• Too technical (you have to be able to break complex topics down into simple terms)

• Boring hosts (let’s face it, us accountants aren’t natural entertainers but that’s who you need as a host)

But don’t worry!

I’ll help you over come your fears and the above issues in four simple steps:

Step 1: Identify the cross section of your niche and expertise

This cross section is primarily where your podcast will live.

For example, our niche is real estate and our expertise is tax/accounting. So we have a podcast on tax/accounting for real estate investors.

It’s super easy to develop content because our landlord and investor clients are always asking tons of tax questions.

We simply create podcast episodes breaking down the answers.

Step 2: Identify your target listener (and write it down)

You want your podcast to reach your target client, so they are also your target listener.

What are their goals, fears, and pains? What are their income/wealth levels? How do they speak and act?

Build your podcast to service them specifically.

And always keep them front of mind.

The biggest mistakes I see when launching new podcasts is making them too technical. There’s nothing wrong with being overly technical if you are trying to reach other accountants - but accountants aren’t going to pay us for tax and accounting advice.

You know how you are frequently breaking down complex topics for your clients?

Do that on your podcast.

Step 3: Make sure your audio is HIGH quality

Investing in great equipment will make your podcast sound like it was produced in a studio costs less than $500.

Make the investment.

No one wants to listen to a podcast that was cheaply produced and sounds terrible.

Here’s a LinkedIn post where I explain my set up.

Step 4: Invite industry influencers on as guests

A secret that helped us grow the Tax Smart REI podcast was inviting industry influencers on as guests.

Sometimes, the influencer-guest results in a relatively dull episode.

BUT - ask them to share the podcast with their audience and you’ll gain thousands of new listeners.

That's all for this Saturday. See you next week.

Whenever you're ready, here's how I can help you.

→ Work with me 1:1 to grow your firm (now accepting waitlist coaching applications)

See you again next week.

Cheers,

Brandon

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