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/