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How do I get started promoting my financial podcast?

Podcasts are more popular than ever. According to Edison Research's Infinite Dial 2026, 80% of Americans age 12 and older have listened to or watched a podcast, and 58% do so every month.

But with so many shows competing for attention, a great podcast isn't enough on its own. The shows that grow are the ones with a clear purpose, a focused audience and consistent promotion.

Find your "why"

Before promoting your podcast, be clear about why you're creating it. For example:

  • Thought leadership: be recognized as an expert in your field.
  • Brand awareness: get your firm in front of more of the right people.
  • Education: help people make better financial decisions.
  • Leads: attract new prospects and clients.

Your "why" should shape your podcast's title, tagline and introduction. Then set measurable goals to track progress, such as a number of followers in the first three months, a number of reviews, or a number of consultation requests in the first year. (See How do I measure my podcast's success?)

Define your niche

Next, answer your listeners' "why": why should they spend 30 minutes of their day with your show instead of the many other financial podcasts available?

The strongest answer is to offer something nobody else does. Combine your firm's unique expertise with an audience that's underserved. For example:

  • A firm specializing in alternative investments for retirees could create a podcast for that audience.
  • A firm with expertise in agricultural or weather-related markets could focus on how those markets affect trading decisions.

Whatever your niche, give listeners practical, actionable insight. Keep episodes educational rather than sales-focused. Listeners who trust your expertise will come to you when they're ready.

Invite industry experts as guests

Well-known guests bring credibility and their own audiences.

  1. Choose guests who fit your niche and whose audience overlaps with yours.
  2. Send a clear invitation that explains:
    • Who you are and who your audience is.
    • Your listener numbers, if helpful.
    • What you'd like to discuss, the time commitment and what's in it for them.
  3. Once they agree, send the questions or topics, recording details, and any prep-call information.
  4. When the episode goes live, send them a ready-to-share kit so promoting it is effortless: the episode link, short video clips, quote graphics and sample social posts.

Publish in video, too

More and more people watch podcasts as well as listen. YouTube is now the platform podcast fans use most, ahead of Spotify and Apple Podcasts. If you can, record video of your episodes and publish them on YouTube. Then cut short clips for YouTube Shorts, LinkedIn and Instagram to help new listeners discover your show.

Make your podcast available everywhere

Podcast platforms. Submit your podcast's RSS feed to the major platforms so listeners can find it wherever they listen:

  • Apple Podcasts
  • Spotify
  • YouTube
  • Amazon Music

Most podcast hosting services can help you submit to these and other directories.

Your email list. Announce each new episode in your newsletter, and add a link to your podcast in your email signature.

Social media. Share every episode, then keep sharing it in different formats: short video clips, audiograms, quote graphics and key takeaways. LinkedIn is especially effective for financial and professional audiences.

Reviews and ratings. Positive reviews and ratings on Apple Podcasts and Spotify help new listeners trust your show. Ask listeners to leave an honest review at the end of each episode and in your emails.

Please note: avoid offering prizes or giveaways in exchange for reviews. This can break platform rules and consumer protection rules. Financial firms should also check with compliance before sharing reviews or testimonials in their marketing.

Use paid ads strategically

Paid social ads, such as on Meta (Facebook and Instagram) or LinkedIn, can help a new podcast gain early traction.

Please note for financial firms: since January 2025, Meta requires ads promoting financial products or services in the US to use its Financial products and services Special Ad Category. This limits targeting: you can't narrow by age or gender, locations must cover at least a 15-mile radius, and lookalike audiences aren't available. Plan campaigns around broader audiences and strong creative, or consider LinkedIn for targeting by job title and industry. Gate 39 can help set these campaigns up correctly.

Add transcripts and show notes

Transcripts make your content searchable by Google and more accessible to everyone.

  • Automatic transcripts: Apple Podcasts, Spotify and YouTube create transcripts or captions for many episodes automatically.
  • Your own transcripts: AI transcription tools such as Descript, Otter.ai or Sonix create transcripts quickly. Always review them for accuracy, especially financial terms and names.
  • Repurpose them: turn transcripts into blog posts, email content and social posts that link back to the episode.

Create a podcast page on your website

Give your podcast a home on your website with:

  • Episode show notes and transcripts.
  • Links to listen or watch on each platform.
  • A short summary of what listeners will get from the show.
  • A sign-up form so listeners can get new episodes by email.

This page also lets you run retargeting ads to visitors and track how many leads your podcast generates.

Be consistent

Consistency builds an audience. Create an episode calendar and stick to it, whether that's weekly, every other week or monthly. It's better to publish less often on a reliable schedule than to publish often and stop.

Check with compliance

For financial firms, podcast episodes, show notes, guest remarks and social promotion may all need compliance review and recordkeeping, just like other marketing materials. Build this into your production schedule from the start.

Need help launching or promoting your podcast? Contact the Gate 39 team through the Customer portal.

 

 References
[1] Talkers – Edison Research Releases The Infinite Dial 2026 (Mar 13, 2026)
[2] Edison Research – The Infinite Dial 2026
[3] Radio Ink – Infinite Dial 2026 (Mar 13, 2026)
[4] Android Authority – Stitcher is shutting down (Jun 29, 2023)
[5] Meta for Developers – Special Ad Categories (updated May 21, 2026)
[6] PPC Land – Meta special ad category audience restrictions