The Secret to Engaging Customers Through Podcasts

In a crowded digital marketing space, some community banks are turning to podcasting to connect with their audiences. These banks tell us that this audio-first storytelling tool helps them strengthen their brands, deepen customer relationships and amplify local voices, all while showcasing the personal side of banking in their communities.

We spoke with three community bankers who’ve successfully launched podcasts about what it takes to get started, how they measure success and the lessons they’ve learned along the way. 

Laying out a plan

Starting a podcast may seem as simple as hitting the “record” button and talking into a mic, but successful ones begin with a well-thought-out strategy. 

Nancy Ozawa, chief marketing officer of $1.4 billion-asset PCBB in Walnut Creek, California, and co-host of its Banking Out Loud podcast, highly recommends setting clear goals before starting a podcast. 

“We wanted a platform for deeper conversations that went beyond what our daily newsletter could cover,” she says. “Our audience includes middle managers and emerging leaders who might not have access to C-suite discussions. The podcast helps fill that gap.”

Critical connections

For Jennifer Johnson, vice president and director of marketing at $2.3 billion-asset Builtwell Bank in Chattanooga, Tennessee, A Well-Built Podcast offered a new way to reach customers and educate communities.

“As someone who listens to podcasts myself, I saw an opportunity to connect on topics ranging from budgeting to fraud prevention,” Johnson says. “It’s about delivering content people care about and delivering it when and how they want it.”

Northwestern Bank in Chippewa Falls, Wisconsin, had similar motivations but took a different approach. Jerry Kuehl, senior vice president of sales and marketing at the $700 million-asset community bank, launched Banker with a Beer in 2019 to break down the formality of banking and reach new audiences.

“I wanted something fun, approachable and civic-minded,” Kuehl says. “You can’t have a podcast just about finance because, let’s face it, it can get boring. Talking about beer makes us relatable. We’re not just pushing products; we’re engaging in real conversations with people doing meaningful things in our communities.”

Northwestern’s podcast mixes economic development, local issues and, as the name implies, craft beer. Guests have included school superintendents, mayors, airport managers and brewers, all sharing their stories in a relaxed half-hour format. The bank partnered with a local podcaster in Eau Claire, Wisconsin, to handle production and has now recorded more than 200 episodes.

Preparing for launch

Before diving into podcast production, community bankers suggest creating a list of possible topics and then finding the right guests to speak to those desired topics. 

Kuehl recommends vetting the guests through a pre-interview to ensure they aren’t simply seeking free promotion. “This isn’t a platform for hard selling. It’s about community, curiosity and conversation,” he says.

Ozawa says Banking Out Loud has evolved its process in favor of authenticity. “We used to prep heavily with guests, but the best episodes come from more natural conversations,” she explains. “Now we just exchange a few ideas in advance and let things unfold in the studio.” The podcast’s most popular episodes often feature peer insights, thought leadership or timely trends in banking.

Kuehl also takes a relaxed approach. While planning is important, he says, spontaneity and chemistry are what make the podcast stand out. “People want real conversations, not rehearsed soundbites.”

The production process

You don’t necessarily need to hire an outside producer to record, edit and publish a podcast. If you’re on a tight budget and are comfortable with basic technology and editing, you can purchase microphones, headphones and recording software and try the DIY method. No matter how you go about handling those podcast details, you’ll also need to choose a hosting platform, like Buzzsprout, Spotify for Podcasters or Podbean. 

Hiring an outside company to produce the podcast for you might work better if you lack the time, have the budget and want support in areas beyond recording and editing, like guest coordination, promotion and analytics.

Signs of success

How do these banks know their podcasts are working? PCBB uses traditional podcast metrics like downloads, listens by platform and engagement over time, but the team also pays close attention to audience feedback and topic performance. 

For Builtwell Bank, success is measured with download data from Buzzsprout and organic feedback from listeners. The community bank also integrates podcast episodes into its marketing through QR codes on printed materials that are tailored to the listener’s interests, like directing a small business prospect to an episode about Google reviews.

Kuehl measures the success of Banker with a Beer by reach and relationships. “We’ve had guests with strong social media followings help push an episode to more than 10,000 downloads,” he says. “But beyond the numbers, the podcast is about opening doors. There are people who wouldn’t talk to me as a banker, but they will as a podcast host. That often turns into deeper conversations and has even resulted in new business.”

Whether you’re sharing financial insights, celebrating local leaders or sipping beer over civic policy, podcasting offers a uniquely personal way to strengthen your bank’s outreach. “It’s like [traditional] AM radio,” Kuehl says. “You’re giving people a platform to explain ideas and make real connections. That’s what community banking is all about.”