Customer Retention through Podcasting

Welcome! I'm Edin from iGrow, the podcast agency from Vienna, and today I'd like to introduce you to a special success story: our collaboration with Achim Köllner, the founder of Die Agenturverwaltung (The Agency Administration).

If you operate in the agency sector or run a service-based business, you surely know how challenging it can be to retain customers in the long term and showcase your expertise authentically. This is exactly where our cooperation with Achim comes in – and how! Together, we launched the podcast "Verwaltet statt veraltet" (Managed Instead of Outdated), a format that offers more than just content. It creates real value and addresses topics that occupy many agency owners' minds. True to the motto: customer retention through podcasting.

In this blog post, I will tell you why Die Agenturverwaltung and iGrow started this podcast, how our project runs, and why a podcast is a crucial step in customer communication for companies like Achim's agency software. Read on to find out what our journey together looks like and what you too can take away from this success story.

In the world of agencies and digital service providers, one format has proven to be particularly valuable for customer retention and brand building: the corporate podcast. In an impressive example, the collaboration between iGrow, the Vienna-based podcast agency, and Die Agenturverwaltung demonstrates how a podcast can be used not just as a medium, but as a strategic tool to make complex topics tangible and retain customers in the long term.

Die Agenturverwaltung, founded by Achim Köllner, is a specialized agency software for the German-speaking region that revolutionizes the commercial and organizational processes in agencies and project-based businesses. The software offers agencies an all-in-one solution for increasing efficiency, from cost estimates to project completion, tailored to the unique needs of this industry.

A better overview, more efficient workflows, and intuitive operation are the central promises that Die Agenturverwaltung offers its customers. With the introduction of the podcast "Verwaltet statt veraltet", Achim Köllner wanted to create an innovative form of communication that offers real added value to his target audience.

The Idea Behind the Podcast and the Choice of iGrow

The decision to launch their own corporate podcast with iGrow did not happen by chance. In an initial conversation with the podcast expert Edin from iGrow, it quickly became clear that both sides had a clear vision for the project and were on the same wavelength. Köllner, a passionate podcast listener himself, was looking for a format that allowed him to present his expertise in an authentic and accessible way while offering a format specifically tailored to agencies and their needs.

“We’ve already tried quite a few things – from email campaigns and LinkedIn posts to Google Ads – but a podcast allows us to build a deeper connection with our target audience. The interview style and iGrow's concept won us over,” says Köllner in the interview.

The decision was made consciously in favor of iGrow, the Vienna-based podcast agency whose goal is to handle the entire production spectrum for its clients. From concept development and technical execution to distribution on platforms like Spotify and Apple Music, iGrow takes care of all aspects of the podcast. This leaves the business owner with just one task: delivering the content and speaking.

Insights into Production and the Workflow

The podcast "Verwaltet statt veraltet" is produced entirely remotely, enabling an efficient and flexible way of working. Coordination takes place via tools like Notion and OneDrive, allowing both sides to access the latest content at any time and exchange ideas regarding the topics of the next episode. A key aspect that is particularly important for Die Agenturverwaltung is the ability to react flexibly to current industry topics.

An example of this is the topic of the e-invoicing mandate, which was covered in one of the episodes. Köllner, recognizing the relevance of this topic for his target group, was able to restructure the planned episodes at short notice.

“Thanks to the flexibility and comprehensive support from iGrow, we can react quickly to relevant developments and offer our listeners genuine added value,” Köllner reports.

In addition to the actual recording, the production of each podcast also includes editing the audio tracks, mastering, and creating trailer videos for social media. iGrow also offers SEO-compliant optimization of the content, meaning that the podcasts can also be used in written form on the Die Agenturverwaltung website. This turns every episode into a content package that can be repurposed in different formats and across various platforms.

Here is an example in a blog article or on LinkedIn. There is also a visual trailer like this one, for example:

The Benefits of the Podcast for Die Agenturverwaltung

Particularly for companies with products or services that require explanation, like Die Agenturverwaltung, a podcast offers an ideal way to engage the target group over a longer period of time and address topics in detail.

“A podcast allows us to meet customers on equal footing and inform them in a relaxed conversation about topics that occupy them in their daily work life,” Köllner explains.

Through the podcast, customers can not only learn about the benefits of the software but also access industry insights and best practices. Especially in a niche market like that of agencies, it is crucial for Die Agenturverwaltung to remain top-of-mind for the target group. A podcast offers the advantage here that listeners actively engage with the content, and the repeated touchpoints foster a close connection to the brand.

The regular touchpoint provided by new episodes is also crucial for strengthening the brand. Every new podcast is an opportunity to bring Die Agenturverwaltung and its solutions into conversation and to deepen customers' knowledge of the software and its advantages.

A Promising Format with Potential

The podcast "Verwaltet statt veraltet" is a successful example of how companies can make their expertise visible through a modern and targeted format. The format offers not only the chance to transfer knowledge but also establishes Die Agenturverwaltung as a valuable companion in the daily work routine of its target audience. Combined with the professional support from iGrow, Die Agenturverwaltung has opened a new chapter in its communication strategy and proves that a podcast can be a powerful tool for long-term customer retention and brand strengthening.

The podcast "Verwaltet statt veraltet" is available on all popular platforms such as Spotify and Apple Podcasts, offering exciting insights into the challenges and solutions of everyday agency life.

More information about Die Agenturverwaltung and its unique software solutions can be found on the website: dieagenturverwaltung.de

Would you like to start a corporate podcast?