Customer Retention Through Podcasting

A warm welcome! I am Edin from iGrow, the podcast agency from Vienna, and today I would like to introduce you to a very special success story: our collaboration with Achim Köllner, the founder of Die Agenturverwaltung (The Agency Administration).

If you are in the agency sector yourself or run a service company, you will surely know how challenging it can be to retain customers long-term and to showcase your own 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 Together, we launched the podcast "Verwaltet statt veraltet" (Managed instead of outdated), a format that offers more than just content.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 added value and addresses topics that concern many agency owners. Following the motto: Customer retention through podcasting.

In this blog post, I'll 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 strengthening: 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 to 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, and is tailored to the specific needs of this industry.

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

The idea behind the podcast and choosing iGrow

The decision to start a corporate podcast with iGrow did not happen by chance. In an initial conversation with 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, himself a passionate podcast listener, 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 group. The interview style and iGrow's concept won us over,” says Köllner in the interview.

The decision was consciously made in favor of iGrow, the podcast agency based in Vienna, which aims to take care of the entire production spectrum for its clients. From concept development and technical implementation to distribution on platforms like Spotify and Apple Music, iGrow takes care of every aspect of the podcast. This leaves the entrepreneur with only one task: to deliver quality content and speak.

Insight into production and workflow

The podcast "Verwaltet statt veraltet" is produced completely 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 about the content of the next episode. A central 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 mandatory e-invoicing, which was addressed in one of the episodes. Köllner, recognizing the relevance of this topic for his target group, was able to restructure the scheduled episodes at short notice.

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

The production of each podcast includes not only the actual recording but also audio track editing, 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 transforms each episode into a content package that can be repurposed in different formats and across various platforms.

Here is an example link to the blog post or on LinkedIn. There is also a visual trailer, like this one for instance:

The benefits of the podcast for Die Agenturverwaltung

A podcast offers an ideal opportunity, particularly for companies with products or services requiring explanation, like Die Agenturverwaltung, to engage the target group over a longer period and cover topics in depth.

“A podcast allows us to meet customers on equal terms and inform them in an informal conversation about topics that occupy them in their daily routine,” Köllner explains.

Through the podcast, customers cannot only learn about the benefits of the software but also access industry insights and best practices. Especially in a niche market like the agency sector, it is crucial for Die Agenturverwaltung to remain in the minds of their target audience in the long run. A podcast offers the advantage that listeners actively engage with the content, and through repeated touchpoints, a close bond with the brand is built.

The regular touchpoint provided by new episodes is also essential for brand reinforcement. Each new podcast is an opportunity to bring Die Agenturverwaltung and its solutions into conversation and to deepen customers' knowledge of the software and its benefits.

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 opportunity to impart knowledge but also establishes Die Agenturverwaltung as a valuable companion in the target group's daily work life. In combination with professional support from iGrow, Die Agenturverwaltung has opened a new chapter in its communication strategy, proving 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 major platforms like 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 their website: dieagenturverwaltung.de

Would you like to start a corporate podcast?