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Earlier than I ever revealed a single episode of my podcast, I efficiently bought over $8,000 in sponsorships. And by the top of my first yr of podcasting, we secured over $30,000 in sponsorships for simply 24 episodes.
That’s $1,250 per episode. Not unhealthy for a brand-new podcast nobody had ever heard of.
Most likely a bit like your podcast, mine wasn’t owned and promoted by NPR or some big media firm. It didn’t begin with a family identify for a bunch. And it didn’t (nonetheless doesn’t) get tens of millions of downloads each month. It’s a modest little podcast taking over its personal small nook of Apple Podcasts—similar to lots of of hundreds of small reveals began each day by individuals such as you and me.
However simply because your podcast is small, doesn’t imply you don’t need to make just a little money from the work that you just put into it. On this article, you’ll learn to get podcast sponsors earlier than hitting file utilizing the identical steps that labored for me.
Desk of Contents
Step 2: How A lot to Cost for Sponsors
Step 3: Create Sellable Content material
Step 4: Plan for Distribution and Progress
Step 5: Promote What You Should Provide
Step 6: Leverage Present Relationships
How you can Get Podcast Sponsors Earlier than Launching Your Present
If finished proper, beginning a podcast could be a nice supply of facet earnings and may even mature right into a full-time gig, if you would like it to and also you play your playing cards proper.
After all, it’s truthful to level out that sponsorships are simply certainly one of some ways to earn money out of your podcast. You would additionally construct a loyal viewers and promote digital merchandise or use your podcast to discover extra freelance work.
However virtually each different monetization technique has the identical downside: It takes time.
After I began my weblog in 2009, I used to be prepared to attend for the cash to indicate up later. However after I began podcasting, I didn’t have the identical type of endurance. I needed income from day one.
If you wish to learn to get podcast sponsors and also you’re anxious to see a constructive ROI earlier than later, right here’s my finest recommendation for promoting podcast sponsorships, it doesn’t matter what stage your podcast is in.
Step 1: We Took No matter Podcast Sponsors We Might Get
There might be some individuals who learn this text and assume, “$8,000. That’s it?” And so they’re proper that in some methods, $8,000 is just not a ton of cash.
However getting sponsorships on a podcast that didn’t exist but was about far more than simply the cash. By launching our present with sponsors already in place, we began off on the suitable foot with each listeners and future sponsors.
Listeners knew we had been critical about what we had been placing out and we weren’t afraid to promote advertisements with a purpose to monetize our onerous work.
Future sponsors (in seasons 2, 3, 4, and so forth) had been comforted to know that different firms had taken dangers on us and seen outcomes—which meant they might too. The truth is, certainly one of our sponsors even gave us a glowing testimonial after our first episode went stay, which we, after all, used after we went again to search out extra sponsors.
In case your present is new or very younger and also you don’t have stable numbers to again up any sponsorship pitch, take no matter they’ll give you. It’s higher than nothing (the choice) and there are much more upsides that may kick in later.
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Step 2: How A lot Did We Cost for Podcast Sponsors?
This all sounds nice in principle, however it’s a bit messier in actual life. Let me share with you precisely the way it occurred for me.
After I began Freelance to Founder, I had no concept tips on how to get podcast sponsors or how many individuals had been going to tune in. So I made a decision I’d be pleased with nearly any affordable quantity I may get.
However right here’s how I went about determining precisely what that affordable quantity was:
A number of months earlier, I had obtained an e mail pitch from an organization asking me to be an affiliate for them. So I discovered that previous thread and replied with this:
Hey, It’s been a pair months since we final talked.
I’ve observed is stepping up its sponsorship recreation. I hearken to the Fizzle Present and browse Paul Jarvis’ e mail e-newsletter and I observed placement in each of these locations.
Since we additionally speak to 31,000+ freelancers & creatives a number of occasions every week at Millo, I questioned if may get lots out of partnering with us.
Possibly you possibly can ahead this to whomever is establishing sponsorship offers at ?
The reply I obtained couldn’t have been any higher:
Hey Preston,
I truly additionally deal with sponsorships at !
Proper now, we’re centered totally on podcast sponsorships (Paul’s e-newsletter is a part of the podcast sponsorship) or partnering with individuals as associates.
What kind of sponsorship alternatives are you interested by exploring?
Naturally, you’ll be able to see why this was such a improbable leap ahead. Each she and I had been extremely keen on specializing in podcast sponsorships.
After all, this type of serendipity can’t be taught, however I’ve been sending chilly (or cold-ish) emails for sponsorships lengthy sufficient to know that it’s a numbers recreation. Ship extra emails and finally you’ll have conversations like this one.
I normally need to ship 20-30 chilly emails (or 5-10 heat emails) earlier than we get a terrific association like this one.
I responded as rapidly as I may (edited for size):
Hey,
I’ve virtually acquired pilot episodes for our new podcast able to hearken to.
It’s referred to as “Freelance to Founder” and it’s a storytelling podcast alongside the strains of This American Life or Startup telling the tales of solo entrepreneurs who’ve scaled their companies past themselves.
I feel it may very well be a terrific match for to be a sponsor.
Can I ship you the pilot episode when it’s prepared and we are able to focus on a partnership additional?
Naturally, she agreed to listening to the pilot episode. When the audio was prepared, I despatched it on.
It’s necessary to notice right here that I curbed any hesitancy she may need instantly in my e mail:
Hey, thanks for the response.
We’ve acquired a pilot largely completed for Freelance to Founder. Nonetheless just a few small polishes to make, however right here’s the place we’re at.
I’d love so that you can take a pay attention and see if it’s one thing can be keen on.
We’re specializing in impartial, artistic individuals who need to scale their enterprise.
We may do a cool advert about how takes billing and bookkeeping off a freelancer’s plate leaving room to scale their enterprise.
I notice it’s a little bit of a threat on season 1, however we’ve acquired 33,000+ individuals on our e mail listing and a community we’ll be pushing it to. Given it’s a joint threat, I’d be pleased to chop you a deal on season 1.
Ideas?
Discover, I additionally supplied a deal or a reduction if they might e-book the complete Season 1.
After a lot of back-and-forth (and months of following up with my contact), I satisfied them sponsoring the podcast for a full season 1 was the most suitable choice (and it genuinely was).
Right here’s a part of the e-mail I despatched after we began discussing pricing:
What I truly would counsel is experimenting first with singularly the present sponsorship. Right here’s what I can supply for the present sponsorship:
-
- 30 second mid-roll and end-roll advert in every of our 8 episodes.
- Banner + textual content + CTA + hyperlink in every e mail that sends for every episode (est. 35,000 readers)
- Banner + textual content + CTA + hyperlink on present touchdown web page and episode web page(s).
Since that is our first podcast, I’d love your assistance on figuring out a good worth for this type of setup. What would be just right for you for what I’ve listed beneath?
In the event you might help me determine a worth for the podcast sponsorship, I’m very excited to maneuver ahead with writing and recording the advertisements, and many others.
After much more forwards and backwards on particulars of what the marketing campaign would entail (simply count on a whole lot of questions from a shopper who’s about to provide you an honest bit of cash), she lastly acquired approval to sponsor all eight episodes of our first season at $500/episode! Right here’s what she mentioned:
Hey Preston,
Okay, I used to be in a position to get approval on the next:
$4,000 for 8 episodes with the weekly e mail point out.
I do know that doesn’t sound like a ton, however normally they reserve $500 per episode for reveals getting like 10-20K downloads per episode. My lead felt that even with none assure of downloads, the e-mail went a great distance plus your model is a superb match for us.
Additionally, between us, they’ve solely ever finished model new reveals just a few occasions and several other have gone on to be enormous… now commanding lots per episode from us… hopefully it will likely be the identical along with your present!
I used to be utterly jazzed in regards to the concept! Securing $4,000 from the primary sponsor on a podcast that didn’t exist but!? Glorious!
After all, I may inform from her language that she felt prefer it was a lowball bid. I in all probability may have gotten extra. However I didn’t ask. As an alternative, I used to be tremendous grateful and knew that touchdown a high-profile, first-season sponsor like this was worthwhile in different methods than simply fast money.
On the similar time, simply to handle expectations sooner or later, I added this to my reply (which was, after all, filled with gratitude as nicely):
I want to be clear: we count on the present to be pretty profitable and, if it reaches what we count on, we’d need to renew at the next charge.
The responses simply stored getting higher:
Sure, I positively perceive it will be the next charge subsequent time… like I mentioned, we’re pleased to pay extra as soon as we’ve some baseline metrics to work with.
That preliminary deal has since changed into years of artistic partnerships with this similar firm.
Bear in mind, the artwork of enterprise improvement, partnership, sponsorships or promoting is all in regards to the lengthy recreation.
This preliminary deal practically three years in the past has allowed my firm to:
- Guide renewal sponsorships with this similar firm on a number of podcasts.
- Guide new sponsorships with small firms who belief us as a result of this bigger sponsor did.
- Enhance our affiliate relationship with this sponsor and construct a long-term relationship of mutual help.
- Fund our podcast to maintain producing episodes at a revenue from day one.
Step 3: We Created Area of interest (Sellable) Content material
After I began my present, I used to be utterly centered on its marketability. However not simply how enticing it will be to listeners. I additionally centered on how it will be enticing to potential advertisers.
Whereas there are many podcasts for freelancers on the market, our podcast, Freelance to Founder took a novel storytelling strategy in a sea of primary interview reveals and “skilled roundtable” podcasts.
What did this imply after I went knocking on advertisers’ doorways? It meant I had one thing distinctive and totally different to supply them—one thing value taking an opportunity on. And lots of of them did.
So whereas it’s essential that you just create a podcast that folks truly need to hearken to, don’t overlook to ask your self:
Am I podcasting in a distinct segment by which I can discover high quality advertisers too?
For instance, Eric Cacciatore began a restaurant podcast as a result of he’s passionate in regards to the trade but in addition as a result of there’s a endless lineup of food- or cooking-related manufacturers that need to attain restaurateurs.
Eric now makes a cool six-figures from his podcast, Restaurant Unstoppable.
In the event you’re unsure your area of interest has advertisers prepared to place cash on the desk, check out related podcasts and examine if they’ve precise sponsorships.
If the choice appears slim and none of your private connections come readily to thoughts as potential advertisers, possibly it’s worthwhile to rethink your podcast’s area of interest.
Maintain Studying: Podcast Advertising Information – Market and Develop Your Present
Step 4: We Deliberate for Podcast Distribution and Progress
Beginning your podcast is just the start if you wish to produce a present that advertisers get enthusiastic about.
In the event you, like me, need to promote podcast sponsorships within the very early phases, you’ll in all probability want to incorporate plans for distribution and progress when pitching advertisers.
See, in relation to podcast sponsorships, it’s all in regards to the numbers.
Most advertisers simply want a constructive return on their funding with a purpose to justify renewing a sponsorship along with your podcast. The extra concrete numbers you may give a sponsor, the higher. For instance, if you’re going to get influential company in your podcast, make sure you embrace their names and potential attain numbers in your sponsor pitch.
The extra element you may give about what a sponsor can count on when it comes to attain, the extra probably you’ll have the ability to come collectively and agree on a sponsorship.
For instance, I didn’t know precisely what number of downloads we’d get in our first season, however I did know the way many individuals I’d be sending it to (roughly).
As a result of I had a stable distribution plan in place, I used to be in a position to make guarantees like this to our first sponsor (direct copy/paste from my e mail):
I notice it’s a little bit of a threat on season 1, however we’ve acquired 33,000+ individuals on the listing and a community we’ll be pushing it to. Given it’s a joint threat, I’d be pleased to chop you a deal on season 1.
Having 33,000 individuals on our present e mail listing and an enormous community of associates who had been going to share our new podcast with their networks, I used to be assured we may get some good obtain numbers within the first few weeks.
Learn extra: How “Podcast Princess” Hala Taha Turned Her Facet Hustle right into a Media Empire
Step 5: We Bought No matter We Needed to Provide
I’m not going to lie—these first few e mail pitches had been a bit awkward. To the sponsors, it in all probability got here off one thing like this:
“Hello. I’ve a podcast that actually doesn’t exist but. Will you spend cash to be our first sponsor?”
To today, I’m a bit shocked we had been in a position to e-book as a lot as we did that first yr. I attribute a lot of that success to the scrappiness and creativity of our pitch.
For instance, we mentioned in the event that they’d be prepared to sponsor an episode of the podcast (we truly began by making an attempt to promote the whole season, which labored for one advertiser) we would come with their model within the e mail we’d ship selling the episode.
Once you’re promoting an unknown (like an unaired podcast episode), you’ve acquired to construct in as a lot stability as potential. And you are able to do that by promoting no matter you’ve already acquired.
For instance, in the event you’ve already acquired a bunch of Instagram followers otherwise you’ve grown a big e mail listing, think about together with publicity on these two platforms when somebody agrees to sponsor the podcast.
It’s a win-win. You’ve got another excuse to speak about your new podcast in your current channels and your sponsor will get extra publicity, “at no additional value.”
For instance, we already had an e mail listing and a social following we may leverage, so I included these in our pitch. Right here’s the preliminary proposal I despatched to our first sponsor:
- 30 second mid-roll and end-roll advert in every of our 8 episodes.
- Banner + textual content + CTA + hyperlink in every e mail that sends for every episode (est. 35,000 readers)
- Banner + textual content + CTA + hyperlink on present touchdown web page and episode web page(s).
I additionally included the positioning stats:
- Month-to-month visits: ~120,000
- E-mail listing: ~35,000
- Avg open charge: 34,000
- Avg click on charge: 3%
In the event you’ve acquired a little-known (or utterly unknown) present, your job is to persuade potential sponsors that you just’re a secure wager—that they’re not simply throwing their cash away utterly.
Step 6: We Leveraged Present Relationships
As anybody who has expertise in pitching and gross sales will inform you, a heat pitch is infinitely simpler than a chilly pitch. This proved true when it got here to promoting advertisements on a podcast that didn’t exist but.
After I determined to launch my first podcast, I had constructed up partnerships with associates as I labored on rising my passive earnings over time, and people individuals had been among the many first I reached out to when it got here time to pitch podcast sponsorships.
As a result of they already knew I used to be personally reliable and that our model labored nicely with the merchandise they had been promoting, we had been in a position to keep away from all of the trust-building that normally has to happen earlier than a pitch can occur.
We acquired straight to the purpose and I used to be in a position to rapidly weed out those that I knew wouldn’t have an interest and those that had potential.
Begin by brainstorming and reviewing your current community to search out potential sponsors or individuals who could have connections to potential sponsors. You may be shocked at what you discover.
Companion with Folks Means Extra Gifted Than You
After I first began this podcast, I knew I wouldn’t have the ability to inform the sorts of tales I needed to inform since I had virtually no expertise in entrance of a microphone.
So, for season one, I partnered with an previous good friend of mine and agreed to separate the sponsorship income with him in change for his podcasting expertise.
It was a serious win.
Since then, I’ve partnered with the present host of the present, Brandon Hull, who does a a lot better job than I ever may at discovering high-quality company, asking them the suitable questions, and placing all of it collectively in an entertaining and fascinating method.
I by no means suspected that so many podcast company would e mail me to inform me simply how fantastic their interview went with our present host. That’s one thing I’ll by no means have the ability to obtain alone.
The present has additionally grown to the purpose that I’ve partnered with one other firm to deal with our sponsorship gross sales at this level. The Podglomerate finds new advertisers regularly and builds relationships with potential advertisers that I simply don’t have the time, bandwidth, or expertise to do myself.
Maintain Studying: How you can Begin a Podcast: A Step-by-Step Information
How you can Get Podcast Sponsors at Any Stage
If promoting sponsorships is the best way you need to monetize your podcast, then take it from me: you are able to do it.
It takes some critical hustle. I used to be advised “no” by a whole lot of potential advertisers within the technique of pre-booking our first season.
However guess what? Among the sponsors who declined to sponsor season one got here to us asking to be thought-about for season 2. And we agreed—at a a lot increased worth, which they fortunately paid.
In the event you’re prepared to take no matter you may get (keep in mind, it’s not simply in regards to the cash), deal with creating related (and sellable) content material, make stable plans for distribution and progress, get artistic with what it’s important to supply, and encompass your self with proficient individuals, earning money by promoting sponsorships in your podcast is completely achievable.
Wish to construct your private model or develop your enterprise by new advertising techniques? Take a look at our free coaching programs taught by world-renowned instructors that share their confirmed frameworks for achievement.
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