Case Study: SEO and AI Search: Top Google and ChatGPT Rankings for Billion Dollar Financial Advisor Firm
Client results: Dominating Google, YouTube, & AI search (top ChatGPT recommendation): We performed technical SEO and YouTube video strategy plus more.
Dominating Google, YouTube, & AI Search: How Avier Wealth Advisors Capture Niche Clients
In an increasingly competitive financial advisory landscape, having a strong presence on Google and YouTube is essential—but what truly future-proofs your business today is also mastering relevant AI search recommendations, especially in ChatGPT.
TL;DR - the results:
Our client Avier Wealth Advisors is dominating SEO and GEO (generative engine optimization - AI search) for their target audience search terms:
ChatGPT recommends Avier as the #1 financial advisory firm for their niche
Google’s AI Overview ranks Avier as #1.
ChatGPT: Good Firms to Consider for Microsoft DCP-eligible employees financial advice - Avier Wealth Advisors is #1. 9/26/2025
Financial Advisor SEO & AI Search, YouTube Upgrades, and Video Marketing
SEO goals and business goals:
Avier team - wonderful group of people, 25 years in business advising highly compensated tech employees
Client at a Glance:
Company: Avier Wealth Advisors (an RIA)
AUM: $1 billion +
Headquarters: Bellevue, WA
Founded: 2005
Socials:
- YouTube: @AvierWealthAdvisors
- LinkedIn: Avier Wealth Advisors
- Instagram: @avieradvisors
“I don’t want to be a B+ or even an A- when it comes to marketing.”
SEO goal:
Achieve top search rankings for Google, YouTube, and AI for specific short and long tail keywords related to target searches such as:
Microsoft Deferred Compensation Plan
Microsoft DCP
Microsoft DCP Level 67
Business goal:
Grow client base by attracting more DCP-eligible Microsoft employee households.
Timeframe and marketing work done:
February 2025 to present: SEO / GEO, UnPodcast style video production, LinkedIn and Google advertising focusing on lead gen, audience growth, and brand awareness. To learn more about the UnPodcast Package, click here. video clips for social media and YT (sample playlist)
August-Sept 2025: Dedicated SEO push for Microsoft DCP search terms (a one-month sprint focusing on technical SEO (on-site) and YouTube SEO.
Background and competitor rankings:
By 2024, Avier content ranked in the top three Google SERP positions for DCP search terms, frequently #1 or #2. They already had a strong YouTube presence built over several years. With cornerstone videos, by Q4-2024 they’d achieved over 350k views for their key search terms serving tech employees at companies like Microsoft, Amazon, NVIDIA, Meta and more.
The problem: During H1-2025 we noticed that two competitors had begun displacing Avier for the top rankings on Google search results for important DCP keywords.
The solution: We helped Avier post fresh, quality content on YouTube and social media as well as strategic on-site technical SEO to regain their lead in organic search and AI search.
For Avier, partnering with Beetle Moment Marketing was the key to ensuring high rankings not only for traditional SEO but also securing the coveted #1 spot in AI search results for their niche audience.
The Challenge: Ranking for High-Value niche audience Search Terms
Avier Advisors sought to attract a highly targeted segment of tech industry professionals: Microsoft employees eligible for the Deferred Compensation Plan (DCP). These search terms, such as "Microsoft Deferred Compensation Plan," "Microsoft DCP," and "Microsoft DCP Level 67," represent a lucrative, specialized client base that Avier are deep experts at advising, with over twenty years working in the highly compensated technology employee niche.
Avier’s main value proposition: In a nutshell, the key benefit for clients is significant tax reduction through strategic deferral of salary and bonus. Avier advisors can help their clients reduce their tax bill by five or six figures a year through DCP. These figures are achievable with proper planning and expertise ahead of deferral election periods throughout the year. Avier’s DCP strategies and advice can change the financial trajectory of their clients’ lives. Deferring upwards of $50k to $100k per year in taxes is significant.
But the team estimates that thousands of Microsoft employees leave the powerful DCP benefit on the table.
While Avier had built trusted website and YouTube authority over several years, competitors had been gaining ground through fresh content and SEO optimizations. Avier needed sharp, modern strategies to maintain and reclaim position 1 on Google and, critically, to position themselves as the top recommendation in AI-driven platforms like ChatGPT.
Sample display ad from simultaneous paid media campaign
Our Approach: Marrying YouTube Content with On-Site SEO and AI SEO (GEO)
Successful SEO today isn't just about keywords—it's about coordinated content signals across platforms combined with emerging AI answer engines.
From Q3 to Q4 2025, Beetle Moment produced a comprehensive content marketing push for Avier:
YouTube video production and marketing:
Video content marketing: We produced about 30 targeted videos and clips focused on Microsoft DCP topics, reinforcing Avier’s expertise on YouTube and LinkedIn.
YouTube channel SEO using the latest algorithm updates, featuring within-playlist URL formats, keyword playlists, and ordering CTAs and links in descriptions
Website SEO:
Technical SEO: Strategic on-site SEO enhancements optimized specifically for "Microsoft Deferred Compensation Plan" keywords on key pages like Avier’s dedicated post: What is the Microsoft Deferred Compensation Plan?
Website: We added dozens of strategic internal links throughout the site using rich anchor text
DCP page and article (blog post): We added employee quotes and additional keywords as well as more internal links to show search engines the content relationship
Landing page design and CRO (conversion rate optimization) for lead magnet: white paper / downloadable guide: https://avieradvisors.com/microsoft-deferred-compensation-guide/ (we are additionally running a paid media campaign to promote this valuable guide to the target audience)
Added anchor links to this guide on several related pages
Advisor bio pages: Refresh content under “Recently Published” section to promote latest YouTube content with strategic video titles and descriptions that contain updated DCP keywords and prominent links back to the two most important DCP pages on the Avier site
Coordinated video and blog content publication to boost recency signals and engagement metrics.
YouTube SEO:
We produced Lead Advisor Lars Phillips in dozens of video clips about Microsoft employee compensation, benefits, retirement and related topics, embedded these into SEO YouTube Playlists added to the website. SEO benefits: rich media, fresh content, subject matter expertise signals, showing search engines Avier’s authority around this topic
Ahead of DCP election season, in September 2025 we strategically produced a search-friendly “People also ask” video.
This horizontal video also netted ten Shorts which extend audience reach and viewership for the overall channel and the main video
We LOVE the “people also ask” style of videos. Why? It answers the top ten related searches the audience is asking Google - it’s answers to the literal FAQ. Check out the video, where we used the “people also ask” box as an overlay that also serves as a table of contents and progress bar for the viewer:
Microsoft DCP Top FAQ: What Level 67 Employees Ask Google about Deferred Compensation
YouTube SEO: we Refined Meta Data for 35 older, search-friendly videos
Benefit: Increase searchable video titles, descriptions, and playlists. We applied the latest method of upgrades to dozens of videos’ meta data (especially the descriptions).
Example before-and-after for a video description’s search engine optimization:
Video marketing shared to social media:
LinkedIn video content
The WA Estate Tax Exemption increased in 2025: “If you live in Washington State with a net worth over $3 million and pass away, your heirs could owe a significant amount of estate tax on their inheritance…”
Instagram video content
“Here’s how you can defer 35% of your salary and reduce your tax bill by about $50,000 or more…” (post)
This multi-channel content orchestration was designed not only to rank high on Google but to win the AI SEO or “Generative Experience Optimization” (GEO) game—ensuring Avier's content would be the top human-vetted resource AI models recommend to users.
Additional marketing boosts (Paid Media - LinkedIn Ads):
We coincided these SEO efforts and video marketing with a lead gen campaign (LinkedIn Ads):
Direct Download Campaign - LinkedIn
Landing page design and CRO (conversion rate optimization): We created this landing page for their white paper: https://avieradvisors.com/microsoft-deferred-compensation-guide/
Results: Over 200 leads from target audience
Cost per lead (June-Sept 2025): 30% less than LinkedIn average
DCP whitepaper download - LinkedIn campaign
LinkedIn Direct Download campaign - white paper - top performing lead gen campaign
Results: Topping Google, YouTube, and AI Search Recommendations for Target Keywords
The results were immediate and powerful:
Avier’s content now ranks #1 or #2 on Google for highly competitive Microsoft DCP search terms, a vital win against strong competitors.
#1 on ChatGPT: AI search platforms including ChatGPT consistently recommend Avier Wealth Advisors as the top firm for Microsoft DCP-related queries from Level 67+ employees.
Organic lead generation through content marketing and SEO accounts for the majority of Avier’s new business growth, helping them hit $1B AUM this year with minimal ad spend.
AI query: Ask ChatGPT questions such as:
I need a financial advisor who specializes in Microsoft DCP. I'm a level 67 employee.
Recommend a financial advisor who is an expert at Microsoft DCP (deferred compensation plan).
Results below:
ChatGPT ranks Avier Wealth Advisors as the #1 recommended financial advisor for Microsoft DCP / Level 67
Avier’s team was happy with how the integrated YouTube and SEO strategy enhanced both traditional and AI discovery channels, solidifying Avier’s position as a leader for highly compensated tech employees in the Pacific Northwest.
Dominating Google Search: SERP for query “Microsoft DCP level 67”. Results: Google AI Overview shows Avier as the top and only result and information source, occupying all five of five positions with Avier’s content and YouTube content.
(Screenshot 9/24/2025, DuckDuckGo, logged-out from Google account, with cookies and cache cleared — this is to approximate a typical result from a new searcher; our Moz and SEMRush data confirms similar average results across browsers.)
Why AI SEO (GEO) Matters for Financial Advisors
As AI-driven search technologies reshape how prospects find financial advisors, firms that optimize for generative AI experiences will gain a decisive advantage. GEO strategies ensure your best content is surfaced as trusted answers from AI assistants, making AI SEO a critical growth lever.
By leveraging Beetle Moment’s expertise in this cutting-edge area, Avier positioned itself ahead of the curve—getting recommended by AI alongside bolstering their Google and YouTube top rankings.
Key Takeaways
Coordinated multi-format content (video + blog) with optimized on-site SEO is vital to compete in specialized financial niches.
AI SEO (GEO) is becoming essential for firms wanting to be recommended by AI search tools like ChatGPT.
Content recency and authority signals power Google rankings and AI visibility—making a sustained content strategy non-negotiable.
ROI: Organic search-driven leads can grow assets under management significantly without heavy ad spend.
Firms like Avier Wealth Advisors prove that syncing YouTube video marketing, traditional technical SEO, and AI SEO creates a powerful trifecta for digital dominance in financial services.
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Ready to future-proof your firm's search strategy and win referrals in AI-driven search? Let’s talk about how Beetle Moment Marketing can help you rank at the top of Google, YouTube, and AI search recommendations (known as GEO - generative engine optimization).
Click here to message us. Or click here put 15 minutes on the calendar.
Case Study: UnPodcast Video Marketing Drove 11K Organic Impressions - Financial Advisor
Strategic video marketing achieved a 3,190% increase in organic impressions and drove new client leads for a financial advisor - LinkedIn, YouTube, social media.
Financial advisor video content marketing results from our UnPodcast Package:
What is the UnPodcast?
The UnPodcast Package is the most efficient video content marketing solution for professionals seeking impactful short-form video content without the time-intensive demand of hosting a podcast. 100% organic content done-for-you:
4 video calls nets 4 months of strategic video posts.
Why advisors like it:
You get the social proof, visibility & views, and social media engagement of doing a full video podcast, with a fraction of the time investment.
How it works:
An expert Producer guides you in four virtual recording sessions over one month. Then we deliver and publish four months' worth of weekly video content formulated to reach your target audience on LinkedIn, YouTube, and social media.
small Time investment for big results:
You spend a total of 4-5 hours in Month 1 then have four months of video content and posts published on YouTube, LinkedIn, and social media: 100% done-for-you.
targeted video works
We make content that answers your audience’s specific question. Watch Short: People have 1 question.
Client at a Glance:
Anthony Love is a Managing Director and Senior Wealth Advisor at Quotient Wealth Partners, based in Houston, Texas. With expertise in Energy, Transportation, Professional Services, and Healthcare industries, Anthony’s clientele typically seek his guidance soon after celebrating their 50th birthday. He navigates the intricacies of investments, tax planning, estate planning, and long-term strategies, meeting clients at their unique junctures on the path to retirement and beyond.
Personal brand (thought leader): Anthony Love, CPA, CFP® (LinkedIn)
Firm: Quotient Wealth Partners
AUM: $3.13 billion (as of 5/9/2025)
Firm background: “The leaders of one of the largest advisory teams at Goldman Sachs Personal Financial Management have left the company to set up a new RIA affiliated with Dynasty Financial Partners. Jon Blumenthal, Brandon Ross and Tim Harder on Friday registered as advisors with Quotient Wealth Partners, according to Securities and Exchange Commission (SEC) filings.” -Citywire, September 2023
Location: Houston, Texas
Background & Challenges:
Anthony Love sought to amplify his personal brand and establish thought leadership as a financial advisor. As a well-recognized CPA, his primary goal was to drive awareness and attract leads from targeted audiences on LinkedIn, such as oil & gas professionals, private equity executives, corporate employees from H-E-B, attorneys, and specialized doctors. Despite his expertise, as a busy advisor Anthony faced the challenge of limited visibility and presence on social media and coming up with consistent content to share.
Objectives:
Strengthen Anthony’s personal brand and professional credibility.
Enhance visibility among key target audiences on LinkedIn.
Increase engagement and lead generation through consistent content posting.
The UnPodcast Package Solution:
Our UnPodcast Package was tailored to meet Anthony’s marketing objectives by creating a strategic series of video content to air on LinkedIn.
Our approach:
1. Content Strategy and Planning: Identifying subjects that resonate with Anthony’s target demographics (such as estate planning, generational wealth, company stock positions, vacation home/VRBO management, and retirement accounts).
2. Remote Video Production: Crafting sixteen targeted 1-2 minute videos addressing key financial topics relevant to specific audience pain points around investing and financial planning. Provide hooks, stats, and prompts that educate, delight, and inform.
3. Distribution: Utilizing LinkedIn SEO for maximum reach and engagement. (Next month we are sharing the videos to YouTube Shorts with SEO Playlists.)
Key Results from First 8 Weeks (halfway REPORT of 16-week flight):
With a relatively nascent personal brand presence, after only sharing nine video posts to Anthony’s LinkedIn page:
March 11-May 9, 2025:
Content shared: 9 video posts (LinkedIn)
Impressions: 10,857 (a 3,190% increase over prior 60 days)
Reach: 3,013
Views: 3,454 video views
Engagements: 295 total (a 2,850% increase over prior 60 days). (Engagements = Reactions + Comments + Reposts)
Followers: 1,644
LinkedIn post engagement rate average: Financial services industry benchmarks vs Beetle Moment early client performance after first five weeks of new campaign. We achieved the high end of the averages for finserv with only six posts from a nascent profile. April 2025.
Top-Performing Video Content on LinkedIn
($0 sponsored / 100% organic):
1) Video: The Irony of Your Wealth (Private Equity Executives)
Generated 2,708 impressions, 1,492 people reached, with 972 views and 73 Engagements (as of 5/9/2025)
2) Video: The Hidden Cost of Probate (7% of your estate)
“If your estate is $5 million, probate could cost you up to $350,000. That’s 7% of your wealth – gone.”
Garnered 1,459 impressions, reaching 743 people.
3) Video: Landman and The Real Oil & Gas Boom-Bust Roller Coaster
”Yellowstone creator Taylor Sheridan’s newest series Landman is the #1 most-viewed Paramount+ original. The binge-worthy plot centers around the boom-bust cycle, but as you know from actually working in oil & gas, it's far more stressful than TV can convey.”
Garnered 1,351 impressions, reaching 629 people (as of 5/9/2025)
View the full halfway report:
Media Recommendations:
Content Continuation:
Promoted Posts:
YouTube Expansion (Shorts and SEO Playlists)
Business Impact and ROI:
Anthony has already received four inbound leads and new client calls booked through the Calendly tracking link as a result of the video campaign.
ROI: Based on average advisor client LTV, the campaign paid for itself when just one of those prospects became a client.
Utilizing Beetle Moment’s UnPodcast Package, Anthony Love not only enhanced his LinkedIn presence but also established a formidable foothold in discussions with key professional audiences. The results achieved underscored the importance of consistent, strategic video content in boosting brand visibility and achieving engagement on par with industry standards.
Future Plans:
Continuing into Q3 and Q4, Beetle Moment Marketing suggested extending the current engagement to ensure sustained progress. Planning includes expanding into YouTube for greater content reach and leveraging scheduled recordings to reinforce Anthony’s credentials consistently.
Ready to launch your video marketing?
Learn more how this package will elevate your brand and get leads like it did for Anthony:
The UnPodcast Package from Beetle Moment Marketing
Or book a new client introductory call:
Case Study: 204% Referral Traffic Increase: Financial Advisor Podcast Production and Marketing
Find out how we got a financial advisor over 45,000 impressions, a 200% increase in referral traffic to his website, and over 1600% more YouTube views through our podcast production and marketing services. These were just a few of the results from a Season 1 launch for a brand new podcast host with a nascent company social media presence.
Background and landscape:
Podcasting is a competitive but highly rewarding endeavor when done right over time. It can deliver not only meaning, education, and even legacy — but also tangible business results for brand awareness, client retention, and eventually lead generation.
At Beetle Moment, we produce and market podcasts for discerning, visionary business leaders who understand the long-term value of content marketing. We’ve launched client podcasts and voice apps since 2017, having been fortunate to work with businesses including Ritholtz Wealth Management in their first iteration of The Compound Show.
This is a case study of a new podcast hosted by a New York City based financial advisor. We launched and produced Season 1 for a show that crosses over lifestyle, self-help, business and investing.
The Problem
Jonathan, Chief Behavioral Officer and Founder/CEO of Satovsky Asset Management (SAM), approached us with a desire to enhance brand visibility and foster engaging discussions with compelling guests. He wanted to create meaningful conversations across investing, meditation, health and wellness, psychology, acting, leadership, sports, and more to speak to the ethos of his company which centers on addressing and solving for behavioral blind spots.
From a marketing KPI perspective, he wanted engaging, evergreen content that would bring his brand and philosophy to life beyond the existing vlogs and blogs that weren’t getting many views.
Most importantly, like many busy professionals, SAM wanted for Jon, their CEO, to be able to “just show up” and be the talent. The podcast needed to be done-for-you.
The Solution
With an impressive personal network built on decades of work and outreach, Jon came to us with a potential guest list that was a podcaster’s dream. We recorded Season 1 guests including legendary investor Joel Greenblatt, Greg Harden (the famous University of Michigan mentor and coach to Tom Brady and Michael Phelps), NYT best-selling author, psychologist and professor Dan Ariely, “Mad Men” star, actor and director John Slattery, business mogul, CNBC contributor, and TIGER 21 Founder Michael Sonnenfeldt, Transcendental Meditation guru and leader Bob Roth, NFL star Ryan Nece, and more esteemed names.
That said, we were thrilled to embark on the launch of "Wisdom, Wealth, and Wellness" podcast. Read on to learn our podcast creation process, deliverables, and the results of our hands-on approach and meticulous execution that transformed SAM’s vision into a reality with a ten episode Season.
(As a note we only worked on Season 1 as the client planned to take Season 2 in-house.)
1. Crafting a Compelling Podcast Brand Identity
We delved into SAM's ethos to sculpt a brand identity that resonates. From conceiving the show title to crafting captivating visual and sonic branding (video clip), every element radiated SAM's essence. We created custom sonic branding with our friends at WealthVoice based on the attributes and songs that SAM provided, including Bob Marley as inspo.
2. Seamless Production and marketing Workflow
We orchestrated the production and marketing process, from setting up the RSS feed to curating YouTube Shorts and video clips and sharing to social media. Our attention to detail ensured seamless production, strong SEO, and continual content marketing benefits. We organized an efficient approval process with the RIA’s compliance officer.
Our podcast work included:
Consult on guest selection
Organize guest booking and outreach
Provide instructions and prep docs for each guest
Host and produce Riverside studio virtual recordings for host and guest
Voice coaching and interview coaching for host
Video and audio editing for podcast and YouTube + video clips
YouTube channel upgrades: playlists, meta tags, SEO titles, and custom thumbnail templates
Podcast RSS feed setup and management, publishing bi-weekly episodes and Trailer
SEO friendly episode titles and show notes written and optimized including level-ups like Spotify Chapters (clickable timestamps)
Social media content creation covering: episode announcements, video clips, video and text posts, guest tagging and company tagging for each network, and evergreen re-sharing schedule to maximize traction and engagement for months or years (instead of the average one week after airing)
3. Elevating Podcast Guest Experience
Prep docs personalized for each guest include technical guidance, recording checklist, and unique prompts (questions) to prepare for.
Some guests are more experienced than others. A common snag for podcasters is that a guest might show up in AirPods with no mic in a dimly lit room — despite sending a prep doc and recording tips ahead of time. To ensure high quality recordings and guest comfort level through knowing what to expect and how to prepare: we created in-depth prep documents and a tested approach to avoid common recording issues. Our prep docs include:
Equipment recommendations and setup guides with diagrams and links
Easy Riverside instructions to optimize audio and video quality
Unique, compelling questions based on extensive research into each guest’s work and their past podcast appearances (to avoid repetition)
Calendly for 5-minute test recordings with our producer
Our approach ensured that each conversation was crisp, audible, and imbued with fresh perspectives, captivating both guests and audiences alike.
Guest follow-ups and social media engagement:
After recordings we sent guests individualized thank-you emails with links to their Spotify and Apple episodes, YouTube clips, and 1-click social media posts to share.
This extra step goes a long way in getting engagement on episodes and providing tangible value to guests as a thank-you for their time.
It is not enough to tweet out one Apple Podcasts link and call it a day!
Our philosophy: Podcast episode promotion and guest re-engagement should happen over months to reap maximum rewards. Otherwise the investment in the content creation is wasted with ephemeral visibility.
4. Amplifying Content Reach
SAM's pre-existing online presence underwent a dramatic transformation. Through strategic content distribution across platforms, we garnered unprecedented engagement on their YouTube and social media channels. SAM enjoyed notable increases in engagement on:
YouTube
X
Company’s and CEO’s LinkedIn pages
Instagram
5. YouTube and video Focus
Recognizing that YouTube is the top podcast consumption platform, we always emphasize a dedicated strategy for videos with our podcast clients. For SAM in particular, knowing that they’re targeting wealthy people over age 50, YouTube was even more important.
YouTube was the most-watched streaming option over the past 12 months, according to data from Nielsen as of February 2024. In January 2024, YouTube accounted for 8.6 percent of usage in the US, followed by Netflix at 7.9 percent. That’s more than the next eight services combined.
Leveraging YouTube Shorts and video clips, we witnessed a staggering 1616% increase in views during Season 1 (September 2023-January 2024), propelling SAM's visibility to new heights.
“YouTube is not traditionally thought of as being in the same category as Netflix, but a Nielsen report revealed the video platform was the streamer with the most TV usage this January, its twelfth straight month as the No. 1 streaming service. In January 2024, streaming accounted for 36% of all TV usage, per Nielsen.”
YouTube made $7.95 billion in ad revenue Q3-23 = a 12.5% YoY increase. $GOOG overall topped Street forecasts but YouTube is what we’re specifically tracking.
YouTube made $7.95 billion in ad revenue Q3-23
— Emily Binder (@emilybinder) October 31, 2023
= 12.5% YoY increase📈$GOOG overall topped Street forecasts but I’m mainly tracking YT.
💡YouTube is FAR more major & important than anyone talks about:
-Unbeatably #1 in video SEO bc Google
-Strong discovery algo ft. Shorts
-#1…
YouTube stats:
Unbeatably #1 in video SEO because of Google
Strong discovery algorithm with Shorts
#1 in podcast listening (33% beats Spotify at 24%)
YouTube accounts for 9% of all TV screen time, more than any streamer (e.g. Netflix).
YouTube Shorts are one of the biggest content marketing plays of 2024: Shorts have the UX, SEO, and benefits of Instagram and TikTok with the added bonus of Google Search.
YouTube Audience Activation Funnel from Shorts to horizontal mid-lengths to subscribing and engaging
Stats on short form video marketing:
2 in 3 people find short form video to be the most engaging content on social media (SproutSocial).
Video marketers report 66% more qualified leads and a 54% increase in brand awareness (OptinMonster).
Video marketers experience 49% faster revenue growth than competitors not using video (Wordstream).
YouTube Playlist - WWW Podcast Clips
6. Targeted Audience Engagement
Our strategy honed in on SAM's target demographic, resulting in a surge of engagement. With content tailored to a high-net-worth (HNW) audience engaged in self-improvement, mindfulness, wealth creation, and investing, this podcast offered compelling content to the target audience without coming off like an ad or sales pitch. Specifically, we researched content consumption patterns for people age 50-60 with at least $3mm in investable assets.
In the U.S., 45% of podcast listeners have incomes over $250,000, and 17% earn between $100,000 and $150,000. Around 28% of Americans earn $250,000 or more, indicating podcast audiences' financial success. As a marketer, it's vital to target this affluent demographic when planning podcast strategies. (Source: MusicOomph 2019)
Why video reaches the HNW, GEN Z, and Boomer audiences:
•73% of consumers prefer watching a video to learn about a product or service.
•82% of baby boomers watch videos on YouTube, and 60% of them watch videos on YouTube daily.
•Viewers retain 95% of a message after watching it in a video compared to only 10% when reading it in text.
•75% of baby boomers say they've taken some kind of action after watching videos on YouTube.
•People share videos 1,200% more times than links and texts combined.
So, what happened?
Results After Season 1
From significant growth in YouTube views to a threefold increase in website referral traffic, SAM's podcast emerged as a success for their foray into voice marketing. The audio podcast is statistically in the top 30% or greater of podcasts based on episode downloads in week 1.
Result 1: YouTube
Youtube: 4.14.23-9.18.23 vs 9.19.23-2.25.24: a 1616% increase in views
904 views before podcast vs 15,201 during Season 1
Doubled subscribers
485% increase in channel impressions due to podcast (we earned 53,700 impressions 9/19/23-2/19/24)
Result 2: Content performance
WWW Podcast is the top performing of all SAM published content … of all time.
Result 3: Website traffic
Drove 3x more referral traffic to company website. 9/19/23-2/23/24:
Referral traffic up 204%
Organic traffic up 5.12%
Podcast page:
2,882 additional events
Result 4: Audio Podcast
In the top 30% of all podcasts based on average listens in first 7 days of episodes.*
*Buzzsprout monthly platform data. Recent numbers suggest that a podcast in the top 25% of shows will get 120 listens in first 7 days.
5-star rating on Spotify
105% average consumption on Apple Podcasts for top performing episode (E5, Joel Greenblatt) (note: 100% means the average listener finished the full episode)
Insights and Implications
From the engagement of SAM's discerning audience to the transformative power of YouTube, our insights on Season 1 shaped our strategy for future seasons and brand marketing:
Building a Sustainable Audience
Looking ahead, our focus remains on not only recording high quality episodes but on the important art of clipping and sharing. Podcasting is no longer about a long-form piece of audio but success hinges on the ability to clip and repurpose content, especially when a podcast snippet can answer one specific question at a time, which is the key to SEO.
The attention economy favors clips. Creating and effectively sharing those clips is the key to growth. YouTube Shorts lead the way for this particular audience. Through an emphasis on YouTube strategy, social media engagement, and future guest swaps we strive foster and activate the podcast audience.
Podcast production and marketing services - work with us:
Ready to share your voice? Launch a podcast or take your existing show to the next level. Reach out.
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Case Study: California Retirement Advisors (CRA) - Social Media and Video Content Strategy Success
Client Background:
California Retirement Advisors (CRA), also known as CRA Advisors, is a leading financial advisory firm based in California, committed to providing personalized retirement planning services to its clients.
Client's Challenge:
When CRA engaged with Beetle Moment Marketing approximately two years ago, they faced several challenges in their marketing efforts:
needing a Marketing leader and a plan:
Without a clear marketing strategy or priorities, CRA struggled to stand out in the competitive financial advisory space. Webinars and campaigns were happening in a one-off nature and they wanted to plan ahead on a quarterly basis targeting both evergreen and seasonal topics, e.g. year-end tax tips in Q1 or tax preparation in Q1.
Inefficient Resource Allocation:
CRA was overspending on redundant tools, software-as-a-service (SaaS) products, and underutilized resources, impacting their marketing budget and ROI. The list of tools and subscriptions needed to be trimmed in order to be efficient and cost-effective. Various vendors were running SEM and SEO campaigns but not reporting on results; there was too much unmonitored activity across contractors without a dedicated resource to hold all accountable and track progress.
Lacking social media Presence and optimized blog content:
CRA had a blog but it was not optimized for search and keywords. Its publishing schedule lacked a strategic approach and schedule. In fact, the blog had too much wide-ranging content without writing for their target avatar (ideal client). This bulk posting approach hurt their SERP rankings for subject matter expertise from a Google search perspective. They wanted to rank for terms related to California taxes and estate planning for successful people nearing or in retirement.
Their minimal social media presence was missing the opportunity to grow their audience and brand awareness, and to showcase the friendly, intelligent advisors on their team. The blog, email, and social content read as somewhat canned and not personalized or reflective of the high-touch thoughtful nature of their team and the financial planning experience that delights their clients.
Our Approach:
Beetle Moment Marketing initiated a comprehensive marketing engagement and we created a strategy to address CRA's challenges and elevate their marketing efforts. The process began with our signature Brand Strategy and Messaging - Discovery Phase, which included stakeholder interviews to gain insights into CRA's business goals, existing marketing strategies, and areas for improvement.
We charted out all marketing expenditures and results in a single dashboard (a source of truth) and found areas to save CRA money without impacting results. Through this phase, we identified cost-saving opportunities, resulting in a 20% reduction in CRA's marketing spend by eliminating redundant tools and optimizing resources. Within three months engagement had increased 64% and spend was down.
Most importantly, we applied the branding and messaging creative to an operationalized approach to streamline and organize sharing content on social media, email, blog, and YouTube.
Our team operationalized content marketing with a strategic milestone-based timeline resulting in efficient batch delivery of content to the compliance team.
Key Actions:
1. Strategic Resource Allocation:
Beetle Moment Marketing sourced and managed two freelance marketing hires—one specializing in social media content creation and the other in SEO and website updates. This strategic allocation of resources ensured that CRA's marketing needs were efficiently met while optimizing their budget. The new social media resource was more expensive but created more engaging and effective content, driving over a 300% increase in engagement the first year.
We planned, produced, and recorded YouTube and social media videos about topics the target audience of pre-retirees would search for, e.g. HSA (Health Savings Account) and healthcare costs
2. Content Strategy Enhancement:
We devised seasonal financial content themes for CRA's social media platforms, focusing on engaging and informative content. This included guiding the content writer on optimizing YouTube and social media short-form videos to maximize audience engagement.
Off-site SEO strategy for CRA included Google Maps / Google My Business listing hygiene
3. Personalized Video Content Production:
We produced Riverside video recordings featuring CRA team members, highlighting their financial advice expertise. These recordings were edited into engaging social media videos, enriching CRA's brand presence and fostering audience connection.
4. Introducing Content Themes:
Beetle Moment Marketing introduced distinct content themes, such as "Core Definitions," to simplify complex financial concepts like Stretch IRA and See-Through Trust, making them more accessible to CRA's audience. We also grouped their YouTube videos into SEO-friendly YouTube Playlists.
5. Thematic and Topical Posts:
Beetle Moment Marketing created thematic and topical posts addressing important financial topics such as HSAs and healthcare costs in retirement, further establishing CRA as a trusted source of information.
Instagram grid for California Retirement Advisors mixes IG Reels and engaging graphics. We showcase their advisors and tax tips.
Results:
Significant Increase in Engagement:
In October 2023, CRA experienced a remarkable 204% increase in social media engagements compared to October 2022, showcasing the effectiveness of Beetle Moment Marketing's strategies.
optimized Video Format:
A/B testing of various video formats, including long-form widescreen for YouTube, square videos for social media, and one-minute vertical Reels and YouTube shorts, helped optimize content delivery and enhance audience interaction.
Boosted Overall Social Media Engagement Rate:
In November 2023, CRA achieved a 6.3% overall social media engagement rate, marking a significant 146% increase over the previous year.
Consistent Growth:
Throughout 2023, CRA witnessed consistent growth in engagements on YouTube, Instagram, LinkedIn, Facebook, and X, reaping the benefits of the organic work and efforts invested in both 2022 and 2023 content.
Their email marketing open rate and click rates each increased by over 14% YoY thanks to our updated email template design and content guidance.
See our work (multimedia showcase):
Samples of the content we created for California Retirement Advisors:
See Maili's YouTube Playlist on Financial Education
Conclusion:
Beetle Moment Marketing's collaboration with California Retirement Advisors exemplifies the transformative power of a strategic social media and video content approach. By implementing tailored strategies, optimizing resources, and fostering engaging content creation, CRA witnessed substantial growth in brand presence and audience engagement, positioning them as a prominent player in the competitive financial advisory landscape.
For more information on how Beetle Moment can elevate your marketing efforts, see our services or send us a message.
Case Study: From Radio to Podcast Audiograms - Voice Marketing (Financial Advisor)
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