Building an Agency Brand Using Podcasting

Over a year ago, we had a decision to make.

We were preparing to launch DoInbound, our project and process management software platform, and wanted to begin our marketing before launching the software so that we were ready to roll when we launched.

Why Podcasting?

We had a ton of success using blogging as our primary focus for growing GuavaBox, but we were ready to try something new. Podcasting has grown a lot in popularity over the past year and a half. We saw that the trend was heading in that direction so we gave it a shot. 

We wanted to see if it would work for us and our agency, and if it did, we could begin to use it as a service for our GuavaBox clients. We took the time to document our processes for podcast creation inside of the DoInbound platform. That way we could replicate the process for any clients in the future.

At this point, podcasting has been our only source of marketing DoInbound. The inbound community is a small but growing community. A lot of agency owners know one another and our podcasts (especially Agency Journey) help to foster that environment.

Should Your Agency Podcast?

Podcasting is much more popular now than when we started. That means that you need to do something different to stand out. Creating a general marketing, or even inbound marketing podcast won’t be “special” enough to draw in an audience. The market is becoming more saturated with people getting into the space since the barrier to entry is fairly low.

I recommend you consider podcasting if the following are true.

You have a targeted niche to the point that your show would be specific enough to add value to specific roles within industries.

Appealing to a general industry will not be specific enough. The goal with podcasting is the same as with any other inbound marketing. Uncover very specific personas and create content that will be valuable to them. 

Base your show around a specific persona. Below are the personas that we developed for each of our shows at DoInbound.

Examples:

• Agency Journey — agency owners
• Inbound Sales Journey — inbound agency salespeople and/or owners 
• Happy Client Show — inbound agency project managers
• Agency Toolbox — inbound agency owners or COO’s

You feel good about your skill level as an auditory communicator.

This one should be obvious. When you first start podcasting you will likely feel awkward or unsure of how you are coming across to the audience. This is completely normal and does not disqualify you from being a great podcaster. Like anything else, podcasting takes practice. Listen to each of your episodes and pick one or two areas you would like to improve each season. 

You can be consistent.

Consistency is one of the most important parts of podcasting. Since listeners subscribe to the shows they begin to make your show part of their routine. If you are inconsistent with the amount of content that you are producing, you will never be able to become part of that routine. 

If you are wanting to get into podcasting we have decided to put together some of our processes and emails to guests to help shortcut your setup time!