How to get started for less than $100
By Derek Hayden, CIC, CRA, CBWA
Why should your prospects and clients trust you more than other agents? How do you provide value before ever meeting with a prospect? How do you gain attention in a crowded, frustrating marketplace?
I struggled with these same questions as a new, young producer. I found it very difficult to quickly provide value and gain trusted-advisor status with my target prospects. I needed a better way to connect with prospects and quickly gain trust.
In today’s business world, finding unique ways to connect with potential clients can provide a boost to your success. Niche podcasting quickly became a tool that I used to become an influencer and trusted advisor in my marketplace. By creating a podcast that catered to my niche audience, I effectively established myself as an expert in my field, built trust with my target audience, and ultimately won more business.
Winning attention: My podcast story
On March 15, 2020, my primary method of marketing, in-person cold calling, had been put to an immediate halt. Business owners and leaders (my target audience) were no longer present in their normal offices. Getting in front of decision makers was next to impossible and would continue to be a struggle for the foreseeable future.
My colleague, Garrett Ulmer, and I were producers who were desperate to keep building our books of business. We had to be creative to get in front of the right people. As commercial-focused agents, that was going to be a tough task to tackle.
After hours of brainstorming, I finally recalled several episodes of the Power Producers Podcast with David Carothers and The Insurance Guys with Bradley Flowers and Scott Howell, where they discussed niche podcasting. “That’s it, we’re starting a podcast today,” I said to Garrett. After looking at me with a bewildered look, Garrett agreed to try it. At that moment, the Central Illinois Business Leaders (CIBL) Podcast was born.
We began reaching out to our target prospects and current clients to get them on the show. Our following took off and so did our books of business.
By creating a podcast that caters to a specific audience within your target market, you can build credibility, connect with your target audience on a deeper level, and establish yourself as an authority in your field.
Getting a “meeting”
If you’re a commercial insurance producer, you know that business owners love talking about their business. It’s their baby and they want to show it off to everyone. You also know how hard it can be to get a meeting with a business owner to discuss their insurance program. Most of them hate it!
Instead of asking for a meeting to discuss insurance, we asked them to talk about their business on the CIBL Podcast. We wanted to highlight their business and share their story with our listeners. How many business owners will decline that opportunity?!
Even though we were not talking about insurance, we were gaining trust and rapport with our target prospects. They were telling us their business story—their triumphs, struggles, tactics, and strategies. In many cases, we knew more about their business by the end of the show than their current insurance agent.
Fast forward several weeks down the road: How difficult do you think it was to get a meeting with that business leader to discuss their insurance and risk management needs? They ushered us in with open arms! Why? Because we provided value, became an influencer in their marketplace, and gained immediate trusted-advisor status through the podcast.
Creating a podcast for less than $100
One of the reasons we were able to get our podcast off the ground so quickly was because we didn’t spend much time or money to get started. We knew that if we tried to get too crafty with podcasting bells and whistles, we probably wouldn’t make it very far. If you’re interested in using niche podcasting to write more business, here’s how you can get started for $100:
- Choose a niche. Focus on your target market. Don’t make your podcast content too broad. If you work with contractors, start interviewing contractors and influencers in the contracting space. Consider the needs and concerns of your target audience and tailor your content to address these topics.
- Recording. We use Zoom to record our podcast. Zoom provides a free platform for recording interviews up to 40 minutes in length. COVID forced everyone to become comfortable with virtual meetings, so most podcast guests will have no issues with Zoom.
- Inexpensive but effective equipment. If your computer has video and audio capabilities, you really don’t need to spend any money on equipment. I do, however, recommend spending a little bit on a solid microphone. I use the Samson Q2U. It is inexpensive compared to some other options (around $70), but it provides a super clear audio product. If you want to offer a video podcast, you may want to purchase a solid web cam. I use the Angetube 1080p camera, which provides all the visual clarity I need. I spent about $30 on this camera, but you can always spend more for higher-end models.
- Editing. OpenShot is a free video/audio editing software program that I’ve used for years. It offers fewer features than a higher-end editing platform, but it gets the job done.
- Uploading to podcast channels. I have used Anchor by Spotify since day one (now called Spotify for Podcasters). This platform is free and allows you to upload the podcast to all major channels, including Spotify, Apple, iHeart Radio, Stitcher, and several others.
Niche podcasting can be a powerful tool for insurance professionals looking to win more business. By creating a podcast that caters to a specific audience within your target market, you can build credibility, connect with your target audience on a deeper level, and establish yourself as an authority in your field.
Now, start recording your podcast and go write some business!
The author
Derek Hayden is a sales producer at Shelbyville Insurance Services in Shelbyville, Illinois. He has 10 years of sales experience in personal insurance, commercial insurance, and employee benefits. In September of 2021, Derek exploded onto the insurance influencer scene when he was announced as the winner of The Protégé, an insurance sales-based reality show.
