Podcasting for marketing and web agency owners
Your prospects can't tell agencies apart. Their accountant can.
Read the transcript
This might be an unpopular opinion, but your portfolio isn't what wins the client. Their accountant is. Every agency site promises results and owners can't tell you apart. So they ask the people they already trust and then they search your name. This page is about making sure they find the real you.
The score I built for you is right below this video. Take it now or give me two minutes and I'll show you why it matters. I'm Junaid Ahmed. In 2018, I started a podcast in my car, on my phone. 750 plus episodes later, that little car show became my whole business.
And it taught me something powerful. People just want to connect with other people.
Most agency owners I meet are doing everything alone, building everyone else's brand, and too busy to build their own. I once told my audience I would write every single day. Ten days in, I fell off. I posted honestly about it, came back and fell off again.
I'm not proud of the falling off. I'm proud of the posting about it. Trust isn't built by being perfect. It's built by showing up honestly, where people can see it.
One guest referred me to a client who hired me to build her studio. Another invited me onto his show, found my content on LinkedIn later, and hired me to build his office studio. Every one of them started as a conversation.
Picture a CPA telling an owner, call my web person, she actually gets results. The owner searches your name that night. If all they find is a portfolio and a promise of more leads, you sound like every agency that emailed them this week. You got referred, and you still lost them.
Now picture the same search with a show behind your name. You, mid-conversation with a CPA. Talking about what a small business really spends on marketing, and what it should get back. They watch two minutes, and they lean in.
Because it's not just about being found. It's about being believed, being trusted, being liked. By the time they call, they already chose you. And no, you never share a client's numbers without their OK. You talk about how owners should think about growth. The show is simple.
One conversation every two weeks with people you already talk to. The CPAs and fractional CFOs, the business attorneys and bankers, the IT providers, and the agencies that send you the work they don't take. That's why I built PodGlue. It remembers your guests, keeps your follow-ups alive, and gets every episode working for you while you go do the work for your clients.
You have the conversations. PodGlue carries the relationships.
That score is right below this video. 12 questions, 2 minutes. It shows you where your name is leaking business, and your first episode, with guests already in your phone. Take the score, or start your 14-day free trial, and then hit record.
Every agency site promises results, and the owners you want as clients can't see the difference. So they ask the people beside them: their accountant, business attorney, banker or IT provider. Your podcast is a recorded conversation every two weeks with those advisors. When someone asks who to hire, be the name they give.
The golden rule
Interview the people who meet your client just before you do, or just after.
They know your future clients. They see them first, often months before anyone calls you.
Your listener needs them. That is what makes the episode worth hearing.
Both, ideally. The best guests are useful on the mic and generous off it.
Who you interview
Walk your client's journey, and there's a guest at every step.
Not your customers. The professionals and neighbors who surround them.
Before they hire anyone
They hear the growth plans first.
- Accountants and fractional CFOs
- Business attorneys
- Bankers and SBA lenders
- Business coaches
- Commercial real estate brokers
Alongside your work
They work on the same client's brand.
- IT providers and MSPs
- Printers and sign shops
- Photographers and videographers
- Embroidery and promotional products shops
- Copywriters and PR consultants
Partner agencies
They send you the work they don't take.
- Agencies with a different specialty
- SEO and paid ads specialists
- Developers and hosting providers
- Brand and graphic designers
- White-label partners
The local business scene
They know every owner in town.
- Chamber of commerce leaders
- BNI and networking group organizers
- Small business development centers
- Main street and downtown associations
- Local business journalists
What about clients? "How a family bakery got its first online orders." "The rebrand that came before a second location." Story episodes with clients who approve them in writing make your work concrete for owners who have heard big promises before. Share their numbers only with that written OK.
Where clients come from
How the show turns into clients
The guest is one way in, and often not the main one. Here is what does the work in your field.
- 1
Advisors learn who you fit
An hour with a CPA or a banker teaches them what you do and which clients are right for you. Their next referral comes with a reason attached.
- 2
Owners hear how you think
Every portfolio looks polished. Hearing you talk through a real owner's problem in plain words is how a prospect tells you apart.
- 3
The show is your case study
A new episode every two weeks is marketing you can point to. Prospects watch you run a show for your own business, the way you would for theirs.
Can the guest be a client? Yes, and it often works well. A client can talk about their business while you stay in the background. Get written permission before you mention their results or numbers.
Pick a format
Three ways to run the show
Interview show
Best for relationships
Everything above: one guest every two weeks, each one bringing what they know and sharing the episode with their own audience.
Solo show
Best for your brand
Just you, 10 to 20 minutes, answering the questions clients ask every week. No scheduling, and your voice and point of view become the brand. It also fits between interview weeks.
Short series
Best for new clients
Five to ten episodes on one problem, titled with the words people search for. Short enough to finish in a weekend, and built to lead to one next step with you.
“A limited series podcast is meant for movement.”
Cliff Ravenscraft, the Podcast Answer Man, made the case for short series at PodFest. A show titled after a problem gets found in podcast search, binged in a few days, and recommended by name.
His six-episode series on mastermind groups launched with almost no promotion. Within 45 days, four listeners who had never heard of him joined his $15,000-a-year mastermind. More than 7,000 people have listened to all six episodes, and three of the six came from his archive with a new intro and call to action. A 38-episode show he stopped making 15 years ago still brings in about $75,000 a year in coaching.
A short series for marketing, web and design agency owners
Getting Found Online in Herndon
7 episodes
One episode per question owners ask before they hire help: the website, local search, reviews, social, email, ads and what to measure.
Every episode ends with one next step: a free website and local search review. No ads, just yours.
The road
Seven steps, in this order.
- 1
Name it after your town, not your agency
"Herndon Means Business" shows up in local search and gives guests something they are proud to share.
- 2
List 20 local pros you want to know better
Open your phone. That list is your first 20 episodes.
- 3
Start with your warmest relationship
Episode one should be a yes before you finish asking.
- 4
Record a 30-minute video call
No studio needed to start. A good conversation beats good gear.
- 5
Hand the guest a promo kit
Clips, quote cards and a link, so their audience sees you introduced by someone they trust.
- 6
Follow up over lunch
You just spent an hour learning from each other. Good working relationships start there.
- 7
Repeat every two weeks
Consistency matters more than polish. Most shows that fail simply stopped.
One host, one year
What every other week adds up to
Measure conversations and referrals, not downloads. A few hundred listeners in your market can matter more than thousands anywhere.
58% of Americans 12 and older listened to or watched a podcast in the last month. Edison Research, The Infinite Dial 2026
Running a small team?
One show, each of you hosting
Share one show with your designers, developers and strategists, or with the freelancers you bring in. Each of you hosts the partners you already work with. Nobody carries a show alone, and prospects meet the people who would actually do their work.
Keep it compliant
The FTC endorsement guidance you follow for client campaigns covers your own show too. Say so on air when a mention is paid or sponsored, when a link is an affiliate link, and when you or a guest recommend someone you have a business tie to, such as a referral or white-label partner. Never invent a testimonial, and do not present a standout result as typical. Check your client contracts, and get written permission before discussing a client's results or numbers. Get a signed release from every guest.
General guidance, not legal advice. Rules vary by state; check with your compliance team or a lawyer.
Every show, every field
Before you hit record
- Tell every guest you are recording and get their OK at the start. Maryland requires every person on the call to agree.
- Get a signed release that covers the episode, the clips, and any use of their name, voice or face in ads.
- Say on air when a guest is a referral partner, client, employee, relative or sponsor.
- Use only music licensed for podcasts. Radio-style licenses like ASCAP and BMI do not cover it.
- Post a transcript or captions so every listener can follow along.
How PodGlue fits
Built for shows where the guest sharing the episode is the whole point.
Junaid Ahmed built PodGlue after starting a podcast in his car in 2018 and recording 750-plus episodes since. It handles the busywork around every conversation, so the show keeps going after the first month.
Start your 14-day free trial- A booking page guests use to pick a time and fill in their details
- A guest page for every episode with clips, quote cards and social copy
- Follow-up emails drafted for you when the episode goes live
- Show notes and social posts drafted from each conversation
Questions
What people ask first
Should a marketing agency have a podcast?
If your best clients come from referrals, yes. A show gives you a reason to spend an hour with the advisors who make those referrals, and it lets prospects hear how you think. Keep it local and about your clients' problems, not marketing trends.
Who should a marketing agency interview?
The professionals who meet business owners before they hire help: accountants and fractional CFOs, business attorneys, bankers and SBA lenders, IT providers, printers and sign shops, photographers, chamber and networking group leaders, business coaches, and agencies with a different specialty.
Can I talk about client results on my podcast?
Yes, with the client's written permission. Share numbers only if they agree, say so when a result is better than most clients see, and disclose on air when a guest is a paid partner or you earn a commission on a tool you recommend.
How much time does an agency podcast take?
One 30-minute conversation every two weeks, plus a few minutes to share it. A tool that handles booking, guest pages and follow-up keeps the show from eating billable hours.