How podcasting becomes a profitable marketing strategy—and when professional production actually makes sense for business owners.

In this April 2024 conversation on Podcast Editors Mastermind, I joined Bryan Entzminger (Top Tier Audio) and Jennifer Longworth (Bourbon Barrel Podcasting) to share the real story behind my first podcast editing client—and how that single “yes” turned into repeat work, referrals, and the early foundation of what later became Podcast Abundance.

While the conversation begins with client acquisition in the podcast editing world, it quickly becomes a strategic discussion for business owners using podcasting for business growth. I walk through how podcasting evolved from a personal project into a true marketing arm of my business—and why aligning revenue, systems, and marketing budgets matters far more than chasing visibility or hype.

From First Client to Sustainable Growth

My first client came through Upwork, but the platform wasn’t what made it work. The trust was built through shared language around personal finance and podcasting. That connection mattered more than experience, polish, or perfect systems.

The next clients came through relationships, not branding. I didn’t have a refined website, an email list, or airtight processes—but I showed up at the right conference, had real conversations, followed through, and built momentum through clarity and trust.

Starting Podcast Production Services: The First Client, the Systems, the Shift

• (00:06:23) Why podcasting opened unexpected doors

• (00:07:55) Landing my first client and building trust quickly

• (00:11:59) Why in-person relationships drove real momentum

• (00:17:39) Simple follow-up systems I wish I’d built sooner

• (00:25:31) When a weekly podcast is not the right move

• (00:31:30) What a podcast manager actually does

• (00:39:50) Software costs, margins, and staying profitable

• (00:42:18) The shift from doing the work to owning the business

Podcasting as a Strategic Marketing Investment

I don’t view podcasting as a passion project or vanity channel. I see it as a long-term marketing asset—one that should live inside a company’s marketing budget, not on top of it.

The Small Business Administration often recommends established businesses invest roughly 7–10% of revenue in marketing. Professional podcast production should align with that reality. Businesses operating on thin margins may need to start lean or DIY. As revenue stabilizes, podcasting becomes far more powerful when supported by strategy, systems, and a professional team—freeing the host to focus on authority, visibility, and relationships.

About Jennifer Longworth:

Jennifer Longworth is the founder of Bourbon Barrel Podcasting, a Kentucky-based podcast production company supporting creators and business owners with thoughtful systems and sustainable workflows.
https://bourbonbarrelpodcasting.com/

About Bryan Entzminger:

Bryan Entzminger is the founder of Top Tier Audio, where he helps podcasters elevate their shows through high-quality editing and efficient production processes.
https://toptieraudio.com/

About the Podcast Editors Mastermind Show:

A peer-driven show created for podcast editors, by podcast editors—focused on building sustainable editing businesses and careers.
https://podcasteditorsmastermind.com/

About Virginia Elder:

Virginia Elder is the founder of Podcast Abundance, a full-service podcast production agency helping business owners grow visibility, authority, and leads through podcasting.
https://podcastabundance.com/
https://podcastingforfinancialprofessionals.com/

Join me in the way-back machine as you listen to this interview from 2020 on the Citrus Love podcast, where Christiane Bégin and I discuss allowance systems, saving, and how to foster open family money conversations. At the time, I was providing financial coaching services for moms in which we focused on mindset, creating a sustainable budget, and teaching our kids about money as they learn. I learned so much about myself, my habits, and how to help kids avoid the hindering money mindsets that often plague their parents. Even 6+ years later, the money lessons in this episode are priceless!

Age-by-Age Guide: Teaching Financial Literacy to Your Kids

Raising financially confident kids starts with simple, everyday lessons that grow with them. The goal isn’t perfection—it’s helping your children understand how money works, feel comfortable talking about it, and make smart choices as they grow.

For toddlers (0–2): Model calm, consistent behavior around spending and saving. Practice patience together—it’s the foundation of financial discipline later on.

For young kids (3–7): Make money visible and fun. Count coins, use piggy banks, and set short-term savings goals with visual trackers or jars. Replace “we can’t afford it” with “we’re saving for it.”

For preteens (7–11): Connect effort with earnings. Use chore-based rewards or small allowances and let kids make their own spending choices, even if they make mistakes. Introduce simple banking and talk about interest or saving for big goals.

For teens (11+): Encourage independence. Let them manage specific expenses, set up checking accounts, and learn how credit and budgeting work. Keep the conversation open—share your own experiences and lessons learned.

From Scarcity to Abundance: Transforming Your Family's Money Mindset

Money mindset—the quiet beliefs we hold about money—shapes not only our financial reality but also how our children will one day handle theirs. As moms, many of us unknowingly carry limiting beliefs that hold us back, like:

• Thinking in scarcity, saying things like “We can’t afford that.”

• Worrying about what others think of our financial choices.

• Repeating attitudes we absorbed from our own parents or society.

Our kids pick up on more than just our words—they sense our stress, our tone, and our habits around money. That’s why shifting from fear to confidence matters so much. I encourage moms to start noticing and challenging those old thoughts, reframing them into empowering language, and practicing gratitude for what’s going right. When we model abundance and calm around money, our kids learn to do the same—and that’s a legacy worth building.

About Christiane Bégin:

Christiane Bégin is the creator and host of Citrus Love: Keeping Motherhood Inspired, a podcast that encourages mothers to grow stronger—mentally, emotionally, and physically—while raising resilient kids. A Canadian mom of three and a master’s student in Counselling Psychology, she’s passionate about supporting women through the real, unspoken sides of motherhood. Christiane blends empathy, curiosity, and real-life experience to help mothers feel seen, supported, and inspired.

https://www.citruslove.com/episode21-moneymindsetformoms/

https://www.linkedin.com/in/christiane-begin-69550119/

About Virginia Elder:

Virginia is the founder of Podcast Abundance, a full-service podcast production agency helping business owners grow their reach, authority, and leads through podcasting. As a strategist, producer, and speaker, she helps professionals host their own podcast with ease—turning their voice into a marketing engine that builds visibility and trust.

https://podcastabundance.com/

https://podcastingforfinancialprofessionals.com/