The Next Big Wave? Podcasting for Agency New Business

eMarketer estimates that the U.S. podcast audience will increase 251% to 65 million by 2012. says that 182 million Mp3 players were shipped in 2006, up 42% from 2005. Projection for 2011 is that 275 million players sold.

Why would an agency even consider podcasting?

Several reasons:

  • You’ll reach new people, many of whom you’d have never connected with otherwise.
  • A lot of people download MP3s to play while they drive or work out.
  • When they hear your voice, podcasting helps you build “know, like, & trust” a lot quicker than through copy on a webpage.
  • Podcasts are opt-in, so you are reaching only your targeted market.
  • Your presentation marks you as a leader in your field.
  • Your “prospects” have the option to listen when at a time convenient for them.

Podcast are easy, all you need is a good microphone and audio editing software, often available for free online. So the cost of entry is almost zero. And you can post your audio files on your website/blogsite, or give them away as a lead-generator on your site.

If you are interested in podcasting, two important things to remember:

  1. Don’t record a commercial. Make it a session of valuable instruction or hard-to-find information that is relevant to your target audience. When your podcast gives real value, people will bond with you.
  2. Plan on regular podcasts. Whether it’s only once a month or once a week. Don’t do “one and done.” When you do a regular podcast, you have the opportunity to build a base of fans.

Long-term, podcasting is a big plus. It will expand your agency’s “online foot-print” through this rapidly growing format. There is a huge potential for your agency if approached from the right perspective. It must be led by “benefits” to your target audience, not the capabilities of your agency.

To get started:

  • Purchase an Mp3 player if you don’t already own one
  • Explore the vast podcasts available on marketing, podcasting, social marketing, etc.
  • Subscribe to your favorites through iTunes
  • Download to your Mp3 player and start listening, you’ll learn quickly what works and what doesn’t

Some podcasting ideas for your agency:

  • Produce a weekly podcast radio show that covers important changes in your industry.
  • Make an instructional podcast regarding agency/client relationships as a download for your clients.
  • Interview someone in your field who is prominent and has a name recognition.
  • Discuss the latest marketing trends, tactics, tips and tools of interest to your target audience.

Look for more podcasting ideas through FUEL LINES. We’re also preparing to launch our own podcasts beginning in the month of October. I hope you’ll be a listener!

About Michael Gass

Consultant | Trainer | Author | Speaker

Since 2007, he has been pioneering the use of social media, inbound and content marketing strategies specifically for agency new business.

He is the founder of Fuel Lines Business Development, LLC, a firm which provides business development training and consulting services to advertising, digital, media and PR agencies.


  1. Our agency, Sullivan Higdon & Sink in Kansas City, started a podcast in 2005 called American Copywriter. It started as a review of Super Bowl ads and just grew from there. Podcasts are time intensive. But they’re also fun. We simply record directly into a laptop and then cut it on Garage Band. It’s available on iTunes but here’s a link to the full library if you are interested:

  2. Thanks for sharing. Since you’ve been doing this a good while, since 2005, I’d be curious to know how these site and podcasts have helped with your agency’s new business efforts?

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