Fintech
Expanding Business Revenue Streams with a Fintech Podcast
[Editor’s note: I recently appeared on the Podcast Gurus podcast, where I talked about podcasting and how it has impacted our business. My interviewer, Guillaume Jouvencel, penned this article about our discussion.]
The Fintech industry is constantly evolving, and podcasts are a great way for people in the industry to share ideas and build community.
Peter Renton, co-founder and president of Fintech Nexus, discussed Podcast guru from GHA Marketing how podcasting has been instrumental in the expansion of his business since 2013.
Its fintech podcast, initially focused on peer-to-peer lending, now reaches over 225,000 industry professionals annually, providing industry leaders with valuable insights and inspiration.
Evolution of the Fintech podcast
From blog to Fintech podcast
Peter Renton began his blogging journey in 2010, focusing on peer-to-peer lending. The success of his blog and the popularity of his first fintech event inspired him to launch a podcast in 2013.
The podcast offered a new platform to connect with a wider audience and promote its events more effectively.
Key Motivations Behind the Fintech Podcast
Peter had several motivations for starting his podcast:
- Audience coverage: Podcasting was gaining popularity, providing a great way to reach more people and drive traffic to his blog and conferences.
- Revenue Generation: The podcast served as a marketing tool, offering exclusive event discounts and tracking ticket sales, significantly increasing event revenue.
- Global impact: By targeting international listeners, especially in the UK and China, Peter has broadened the reach and influence of his podcast.
Types of events and business models
Expansion of the event offering
Initially, Peter’s events were one-day in-person meetings focused on online lending. As his podcast audience grew, he also expanded to international events in London and China.
Promotion through his blog increased ticket sales and sponsorships, solidifying the financial success of his events.
Maintain consistency and growth
To ensure consistent audience engagement, Peter created blog posts for each podcast episode.
This strategy improved SEO, making its content more discoverable and attracting new sponsors. His blog posts remain among the most viewed on his site.
Challenges and evolution in a Fintech podcast
Overcome the first challenges
Maintaining a podcast requires consistency and resource management. In the early stages, producing episodes regularly while also managing other business responsibilities was challenging for Peter.
However, its commitment to quality and strategic guest selection have helped it stand out in a crowded market.
Adapting to Competition in the Fintech Industry
As the fintech podcast space has grown, Peter has diversified his content beyond peer-to-peer lending to cover broader topics like payments and fraud. This adaptation has kept his podcast relevant and engaging.
Economic dynamics of live events and webinars
Take advantage of in-person events
Live fintech events generate revenue primarily through ticket sales and sponsorships.
High ticket prices and lucrative sponsorship packages, such as show space and track sponsorships, contribute to strong profit margins.
Transition to webinars
Webinars have become essential for digital engagement and revenue generation.
By offering sponsors a certain number of guaranteed leads, webinars offer significant earning opportunities. This shift to digital has become crucial, especially during the pandemic.
Strategic pricing and lead evaluation
Set the right price
Accurately evaluating webinar leads is essential to optimizing revenue.
In high-value industries such as corporate treasury, higher initial prices reflect the premium nature of the information offered. Strategic discounts help stimulate demand without devaluing the service.
Leverage lead generation
An effective email list is essential for getting guaranteed lead numbers.
Additionally, incorporating paid advertising helps ensure that sponsors receive the expected value from their investment, thus maximizing earning potential.
Conclusion
Peter Renton’s fintech podcast exemplifies how digital media can drive business growth.
By leveraging podcasting for SEO, promoting events and generating leads, Peter has created a sustainable revenue model.
Its strategic approach to pricing and content adaptation ensures continued relevance and success in the ever-evolving fintech landscape.
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Guillaume began his career as a corporate banker before becoming a senior financial advisor at PwC. He then co-founded GHA Marketing together with Hussam. With a Masters in Business & Marketing obtained in France as an apprentice (while working in a retail bank), he has always been passionate about podcasts while playing sports and folding laundry (someone had to do it). As a podcast and marketing expert, he helps businesses, entrepreneurs, and podcasters define and execute revenue-generating podcasting strategies.