If you’re looking for a marketing strategy that builds trust, establishes authority, and accelerates business growth, podcast guesting may be one of the most powerful—and underutilized—tools available to accountants today. On the Building the Premier Accounting Firm podcast, Universal Accounting Center President Roger Knecht and podcast-marketing expert Christina Linkowski discussed why this medium has become so influential and how accounting professionals can harness it to elevate their firms.
This article distills the major marketing lessons from their conversation and reframes them into a strategic guide for accountants who want to use podcasting effectively.
Why Podcasting Works: Connection, Convenience, and Trust
Knecht noted on the podcast that today’s consumers expect to learn while they live life on the go. Podcasts meet that expectation better than almost any other format. Listeners tune in while commuting, walking their dogs, or washing dishes—moments when they’re mentally available but not tied to a screen.
Linkowski emphasized that this natural, conversational form of content creates a powerful sense of connection, especially in fields where trust is essential. Financial professionals don’t just sell services—they ask people to share their most vulnerable details. When potential clients spend 30–60 minutes hearing you speak naturally, they begin to feel like they know you.
And that familiarity changes everything.
The “Know, Like, Trust” Advantage
Traditional marketing—short ads, quick posts, brief videos—creates seconds of exposure. Knecht pointed out that podcasts, by contrast, give you uninterrupted time to build relationship-level trust. You become more than an ad—you become a real person with real expertise.
According to Linkowski, this extended connection significantly shortens the sales cycle. Listeners often feel confident enough to schedule a discovery call immediately, because they already trust the show’s host—and that trust transfers to you.
Podcast Guesting as an Authority Builder
On the podcast, Linkowski made a key point: authority isn’t only built by your knowledge—it’s built by proximity to trusted voices. When you appear as a guest, you borrow credibility from the host’s existing relationship with their audience.
Knecht added that this dynamic is especially potent in the accounting industry. Since financial decisions require deep trust, podcasting reduces the distance between marketing and sales. The listener arrives at your “door” already familiar with your tone, your values, and your approach.
How Much Expertise Should You Share?
Many professionals worry that they’ll “give too much away.” Knecht acknowledged this concern but encouraged a mindset shift: share the what and why, and reserve the detailed how for paying clients.
Linkowski uses a similar framework. She encourages guests to give listeners meaningful insight—enough to demonstrate real expertise—but reminds them that most people won’t implement complex strategies on their own anyway. As she put it, “You can give them the recipe, but they still want you to make the meal.”
The Evergreen Power of Podcast Content
Knecht highlighted that podcast episodes don’t disappear after airing. They remain discoverable indefinitely, making them a form of evergreen marketing. You can include episodes in nurture emails, sales follow-ups, onboarding sequences, and social posts for years.
Linkowski recommended repurposing each appearance into multiple content formats:
- a blog post on your website
- several social media clips
- newsletter content
- future nurture emails
This multiplies the value of one interview across months of marketing.
Pitching Yourself: How to Get Booked
According to Linkowski, most accountants could be powerful podcast guests—but only if their pitch is compelling. She recommends preparing three or four core topics tied to your ideal audience and using them consistently across pitches. Hosts don’t need endless variation; they need clarity about why you’re a strong fit for their listeners.
Specificity matters. If your niche is beauty industry professionals, real estate investors, small restaurants, or dentists, craft topics that speak directly to those groups. Knecht noted that specificity not only attracts hosts—it helps listeners immediately recognize that you understand them.
Turn Listeners Into Leads: Your Call-to-Action Strategy
Knecht emphasized that every appearance needs a clear call to action—an offer or next step that invites the listener to connect with you. Linkowski recommends creating a simple landing page that includes:
- a free resource (checklist, guide, calculator)
- a link to book a consultation
- a few recommended podcast episodes
- your social channels for quick trust-building
- your calendar and contact information (Knecht strongly emphasizes this)
Tracking where leads come from helps you measure the ROI of your guest appearances.
Yes—You Can Be a Podcast Guest
Many accountants feel intimidated by the idea of being on a show. Linkowski addressed this directly: most podcasts are not live, hosts want you to succeed, and the first few episodes will naturally feel awkward. But with practice, you’ll gain confidence—and the growth potential is significant.
Knecht reinforced this, emphasizing that podcasting is one of the few marketing tools that lets prospects get to know, like, and trust you before they ever shake your hand. For financial professionals, that kind of warm introduction is invaluable.
Final Thoughts: Podcasting as a Growth Strategy
The insights Knecht and Linkowski shared point to one conclusion: podcast guesting is no longer optional for growth-minded accounting firms. It is one of the most effective ways to elevate your authority, build personal connection, and generate high-quality leads.
If you want your firm to stand out in a crowded market, podcasts offer a platform where your personality, expertise, and values can shine. And as both experts made clear on the podcast—your audience is ready to hear from you.
