What are the benefits of podcasts for marketing agencies?

Podcasting offers many benefits for marketing agencies looking to generate new leads and bolster brand awareness. Podcasts allow agencies to showcase expertise, establish thought leadership, make meaningful connections with potential clients, and grow their audience over time. Unlike other forms of content, podcasts create an intimate and personal listening experience that fosters trust and loyalty. For agencies, podcasts provide a platform to demonstrate their unique perspective and value proposition in a nuanced way not possible through other mediums.  

Topic	Key Points
Benefits	Thought leadership, trust-building, targeted reach
Monetization	Sponsorships, affiliate marketing, subscriptions
Formats	Interviews, panels, case studies
Promotion	Social media, email, partnerships
Analytics	Downloads, reviews, conversions
ROI	Traffic, leads, surveys, lifetime value

   

How can agencies monetize podcast content?

There are several options for monetizing podcast content as part of an agency’s sales funnel:

• Sponsorships: Securing sponsorships from relevant brands is one of the most common monetization models. Ad reads can be woven into episodes to generate revenue.
• Affiliate marketing: Features affiliate links to products/services and earns a commission on resulting sales.
• Product sales: Sell your own products/services on the podcast and direct listeners to a sales page.
• Paid subscriptions: Offer exclusive bonus content, early access, or ad-free listening through paid subscriptions.
• Events: Host live events, workshops, or conferences associated with podcast.
• Consulting/coaching packages: Promote high-end consulting services tailored to podcast audience.

What podcast best practices should agencies follow?

Agencies should follow these best practices when launching and producing a podcast:

• Establish a regular release schedule and stick to it. Consistency is key.
• Have high production quality – proper editing, sound mixing, intros/outros, etc.
• Promote across multiple channels – website, email, social media, paid ads.
• Focus on being helpful and solving problems for your audience.
• Bring on credible, engaging guests that align with your target customers.
• Optimize podcast for SEO with keywords, transcripts, shownotes.
• Analyze metrics and continually optimize – downloads, reviews, engagement.
• Leverage podcast to build an email list to nurture leads over time.

How can agencies attract talented guests?

Strategies agencies can use to attract talented guests to their podcast include:

• Conducting outreach explaining the podcast concept and why the guest would be a good fit.
• Providing guests with sample questions and episode structure in advance.
• Highlighting guest benefits – thought leadership, promotion to your audience.
• Working with the guest’s PR team when applicable.
• Allowing guests to review episodes pre-publication.
• Promoting guests extensively during and after the episode airs.
• Featuring guest quotes, headshots, and bios prominently.
• Sharing full podcast episodes transcripts with guests to repurpose content.

What podcast formats work best for agencies?

These podcast formats tend to work well for marketing agencies:

• Interview format: One host interviews different guests each episode. Allows showcasing client wins.
• Panel discussions: Host moderates a discussion between multiple guests with differing perspectives.
• Solo episodes: Host provides tips, strategies and thought leadership on a topic.
• Case studies: Go in-depth on a client campaign, strategy or project.
• Q&As: Host answers listener questions about industry topics. Engages audience.
• Mixed approaches: Combine multiple formats for variety e.g. solo episode followed by expert interview.

How should agencies promote their podcast?

To effectively promote their podcast, agencies should:

• Create a content amplification strategy across social media, email marketing, paid ads, website, etc.
• Repurpose audio clips into shareable video clips for different platforms.
• Run targeted paid ads on platforms like Facebook/Instagram, LinkedIn, Twitter, Spotify, etc.
• Publish blog posts and videos to support each episode.
• Pitch the podcast to relevant media outlets and influencers.
• Send new episodes via email nurture campaigns.
• Feature the podcast prominently on the agency website with buttons to subscribe.
• Build relationships with other podcasters for cross-promotions.

What podcast metrics should agencies track?

Important podcast metrics for agencies to track include:

• Downloads and listens for each episode.
• Subscriber growth over time.
• Review and ratings on iTunes and other platforms.
• Website traffic and email list growth driven by podcast.
• Engagement data – shares, comments, etc per episode.
• Listener demographics.
• Listener location/geography.
• Podcast search rankings.
• Cost per listener acquisition.

How can agencies turn podcast listeners into customers?

To convert podcast listeners into customers, agencies should:

• Run limited-time promotional offers for services mentioned in episodes.
• Provide strong calls-to-action during each episode.
• Collect listener contact info through contests, surveys or lead magnets.
• Retarget engaged listeners through ads and email nurturing.
• Develop lead scoring for listeners based on engagement.
• Feature case studies with past clients on podcast.
• Send new leads relevant podcast episodes to build trust.
• Create personalized outreach campaigns to engage listeners.
• Develop retention strategies to continue nurturing leads post-sale.

What podcasting tools and platforms should agencies use?

Essential podcast tools and platforms for agencies include:

• Recording/Editing: Hindenburg, Audacity, Garageband, Adobe Audition.
• Hosting: Buzzsprout, Libsyn, Captivate, Podbean.
• Distribution: iTunes, Spotify Google Podcasts, Overcast, Stitcher.
• Marketing: Feedburner, Buffer, Hootsuite, Buzzsprout.
• Engagement: Chartable, Podcorn, ListenNotes.
• Analytics: Simplecast, Blubrry Podcasting, Google Analytics.
• Monetization: Gumroad, MemberSpace, Buy Me a Coffee, Supercast.

How can agencies measure podcast marketing ROI?

Marketing agencies can measure the ROI of podcasting through:

• Tracking website traffic, email signups and leads generated from episodes.
• Using UTM parameters and podcast-specific promo codes.
• Directly surveying customers about whether the podcast influenced their purchase.
• Analyzing the cost to acquire listeners vs. lifetime value of converted customers.
• Looking at the conversion rate from podcast listener to customer over time.
• Reviewing metrics like cost per lead, cost per conversion, and sales pipeline influenced.
• Monitoring SEO and domain authority improvements driven by podcast content.
• Assessing the increase in brand awareness, engagement and trust with target buyers.

 

Frequently Asked Questions

What is podcasting?

Podcasting is a digital audio broadcast delivered via RSS feeds to listeners on a regular schedule. Listeners can subscribe to podcasts and new episodes are automatically downloaded to their devices when published.  

Why are marketing agencies launching podcasts?

Agencies are launching podcasts to build deeper relationships with potential customers, demonstrate expertise, promote their brand/services, and ultimately generate more leads and revenue.  

How do you create a successful agency podcast?

To create a successful podcast, develop valuable content consistently, promote across channels, secure engaging guests, optimize for SEO, continually analyze metrics, and provide strong calls-to-action.  

How does a podcast generate leads for agencies?

Podcasts generate leads through promotional offers, email lead captures, contests, customer surveys, retargeting campaigns, and direct personalized outreach to engaged listeners that demonstrate interest.  

What production elements make a good podcast?

Great production quality including clear audio, intros/outros, editing, sound design, and structure are essential podcast elements. Content should solve problems for the audience.  

How do you get sponsorship for an agency podcast?

Strategies to get sponsors include highlighting your audience demographic/psychographic data, offering integrated packages across episodes, and providing performance reporting post-campaign.  

What podcast metrics are most important?

Key podcast metrics are downloads, subscriber growth, reviews, SEO rankings, email list growth, engagement, listener location, cost per acquisition, and ultimately conversions.