192: How to Use Your Podcast to Strengthen Every Touchpoint in Your Business

What if your podcast could power your marketing, client education, and sales conversations? In today’s episode, I’m talking to service-based business owners who are ready to treat their podcast like a business asset, not just a hobby. I’m breaking down the main phases of your client journey and how your podcast can impact each touchpoint along the way.

Clocking In with Haylee Gaffin is produced by Gaffin Creative, a podcast production company for creative entrepreneurs. Learn more about our services at Gaffincreative.com, plus you’ll also find resources, show notes, and more for the Clocking In Podcast.

Find on Your Favorite Podcast Player

Review the Transcript

How Your Podcast Supports the Client Journey

Your podcast isn’t just a content tool—it’s your most powerful client conversion asset. If you’re treating your podcast like a top-of-funnel tool and nothing more, you’re leaving money—and impact—on the table. Most podcasters stop at visibility, but if you’re a service-based business owner, your show can support every phase of your client journey. That includes not only attracting new clients but also converting, educating, and retaining them.

Let’s break down what that actually looks like.

Marketing: Beyond Just Visibility

Sure, your show builds awareness, but is it converting? Plan episodes around objections, FAQs, and mindset shifts your clients need to make before they’re ready to buy. This is where your content needs to do more than entertain or inform—it needs to guide listeners toward action.

By crafting episodes that directly address the hesitations or misunderstandings that keep people from buying, you’re proactively moving them closer to conversion. Think: “Is podcasting really worth it for my small business?” or “What does working with you actually look like?” These are golden topics that build trust and prime listeners to take the next step.

Sales: Let Your Podcast Pre-Sell

Curate episodes that showcase your frameworks, values, and client success stories. This isn’t about pitching—it’s about pre-conditioning. When a lead lands in your inbox, they should already feel like they know you. Your voice, your vibe, your methods.

When someone listens to your show, they should be absorbing the language, mindset, and approach you use. This kind of conditioning shortens the sales cycle, aligns expectations, and makes the transition from curious listener to committed client seamless.

Client Experience: Education at Scale

Instead of repeating the same advice to every client, let your podcast do the talking. Share behind-the-scenes insights, real client journeys, and tailored recommendations in audio form. It’s like having a virtual coaching assistant you can point clients to again and again.

You can also use episodes to reinforce lessons, dive deeper into specific topics, or simply keep your clients engaged between sessions. Bonus: this creates a habit of listening, which strengthens your ongoing client relationship.

Retention & Referrals: Build a Referral Engine

Feature clients, shout out partners, and keep relationships alive. Your podcast should spark collaborations and make your clients feel seen.

Referral partners and loyal clients are more likely to share content that makes them look good, feel appreciated, or highlights their expertise. When you treat your podcast as a way to build community, not just content, people notice—and they stick around.