Take Your Practice On-Air: How Radio Can Catapult Your Practice to the Next Level

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Today, there are countless marketing channels available for the thriving financial professional. Chances are, you’ve tested out at least one media channel. But what about the airwaves? Radio offers many benefits, including third-party credibility and building client loyalty. According to a study by Nielsen, radio increased retention by as much as 11% for a big-box retailer.

Not sure if radio is for you? Check out the following benefits to see how radio could help build your practice:

Increase reach. Nielsen’s second-quarter Audio Today report estimates 244.4 million Americans listen to the radio each week. Although this number includes all listeners ages 12+, radio offers the opportunity to target those interested in your services.

Establish credibility and professionalism. In addition to helping increase referrals and your online presence, radio marketing creates credibility with those wanting to work with you. By using your radio presence to teach your audience and generate conversation, you further demonstrate that you know how to help clients plan for a safer financial future.

Build content. Providing useful, relevant content is the key to generating interest in your services. Adding radio to your media efforts can convert more visitors to your website.

Offer exclusive incentives to clients. Radio shows allow you to build relationships with a variety of celebrity guests, including musical talent, fellow financial experts, and best-selling authors. By establishing these relationships, you not only generate third-party credibility, but you are able to offer clients exclusive benefits, ranging from educational content to free concert tickets (depending what your state allows).

Increase ROI. Nielsen also found a direct link between radio ads and retail sales: For every dollar spent on advertising, consumers spend $6 within 28 days of hearing the commercials. American Express conducted its own research and found that radio commercials promoted a 23% boost in online card registrations and a 38% increase in web searches.

Long story short: Radio packs a powerful ROI punch.

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Stephen Odom, CEO of The Impact Partnership


Chief Executive Officer

Stephen started in the insurance marketing business in 2001 as a new business consultant. In 2002 he was promoted to Director of Sales and built a 200 million book of business from scratch. By 2005, he was one of the top wholesalers in the country, working with some of the top financial advisors and insurance agents across the USA. In 2008, Stephen was promoted to Co-President of one of the largest IMOs in the country.

In 2011, Stephen continued his entrepreneurship path and co-founded The Impact Partnership, an INC 5000 company. Stephen is responsible for the strategic vision of Impact and is laser-focused on creating a culture of growth for both internal teammates and our amazing customers.

Stephen lives in Kennesaw, GA, with his wife of more than 20 years, Kendra. They are blessed with three beautiful children Katie, Tyler, Anna Brooke, and Laya, their German Shepherd and Luna, their BernieDoodle.