David Hollander is an attorney and financial advisor, and the Founder of Liberty Group LLC headquartered in Oakland, CA. Liberty Group is an RIA (registered investment advisor). Unlike most financial advisors, they provide estate law, wealth management, and tax planning all under one roof.
Award-winning financial advisor and attorney David Hollander, Founder of Liberty Group, shows you how to protect your assets at 8:00 a.m. Saturday mornings on KNBR 680, and on his popular podcast, Protect Your Assets.
For about ten years, David has hosted Protect Your Assets on the Bay Area’s number one sports radio station, KNBR. PYA airs Saturdays at 8am. David’s show is also a podcast by the same name. He successfully acquires leads from the radio show who convert into clients for Liberty Group. Many of these leads call into a phone number given during the live radio show.
The problem:
David recognized that while his main marketing channel of his popular radio show was effective and his business was booming, he needed to ensure his marketing methods would be future proof.
We rebranded Protect Your Assets and upgraded its brand strategy and social media presence, also launching an interactive voice app on Alexa and Google Assistant so listeners could simply ask to hear the latest episode or learn more about Liberty Group.
Liberty Group’s target demographic of pre-retirees and retirees are aging. People listen to terrestrial radio less and less each year. (Edison Research has shown for years in their Smart Audio Report that radio is declining in favor of spoken word streaming audio such as Spotify, Apple Podcasts, and more podcast apps, sometimes called podcatchers).
The number of radios in the average household is declining in the U.S., going from a 3.0 mean in 2008 to a 1.5 mean in 2020 via Edison Research, Infinite Dial 2020
David also had a minimal social media presence and wanted to share more engaging bite size audio content to engage new people online and drive more subscribers to his podcast which is adapted from the radio show and airs three segments weekly.
He wanted to take all his audio content to the next level and grow his podcast audience.
We showed the team how to generate audiograms from their podcast episodes then share to social - like this tweet from @pyaradio. Engagement increased 36% in the first week of this effort.
We rebranded the podcast logo to be more visible than the previous one which was dominated by more empty white space and the Statue of Liberty; in this logo we feature David’s alter ego/nickname, The Sandman as a heroic cartoon character who helps you sleep at night (because your assets are protected).
The solution:
We created a content calendar to promote his podcast content and implemented dozens of tactics as part of a level-up strategy
We rebranded the PYA podcast graphics and boosted the quality and frequency of his social media sharing featuring Instagram audiograms like this.
We created brand consistency across all social channels for Liberty Group and Protect Your Assets including homepage updates and the podcast page getting a Plink universal sharing link
Podcast SEO and discoverability: We renamed all past podcast episodes with keyword rich titles and set a format for new titles going forward to take advantage of podcast search engine indexing around terms like “investing” and “retirement”. Examples:
We created audiograms and a process for generating at least two audiograms each week like this
We leveled up his YouTube presence, giving specific video filming training to his advisors on creating videos relevant to investing and retirement
We gave the team a process and format to optimize each episode’s show notes/blog post embedding their podbean audio player widget and creating at least a paragraph of unique intro text with keywords and a strong URL
We created a YouTube SEO strategy utilizing titles, descriptions, and all-important thumbnails to help people find his videos
We taught the team how to repurpose YouTube videos into blog posts like this
We created a blog on libertygroupllc.com, which previously didn’t have one. This would allow us to create content around important investing and retirement topics and be found organically, a goal for the team (to decrease ad spend and boost inbound content marketing for lead gen)
We created a New Client Welcome Message available on his custom Alexa Skill and Google Action called Protect Your Assets (more info on the voice apps coming soon in a separate case study):
New client greeting on Alexa:
“You may have a mix of assets ranging from a business you own, to real estate, to investments, a 401k, IRAs, art, or cryptocurrency. And sometimes you also want tax and legal advice. We're here to help with all of it to get you on track and keep you strategically invested for the retirement you've always dreamed of. I'm David Hollander, Founder of Liberty Group. Welcome to our family and thank you for trusting us to protect your assets. You can say "learn more", "play the latest podcast," or "goodbye".
”Alexa, ask Protect Your Assets to play the latest podcast.” Quick Link here to launch
Results:
36% increase in podcast downloads
5 star reviews on Alexa on Google
23% increase in Instagram, Twitter, and LinkedIn engagement
Highest number ever of leads registering for weekly webinars and booking introductory calls