How you can Get Podcast Sponsors

How to Get Podcast Sponsors

Let’s be trustworthy: It’s tough-going operating a podcast. From content material era to modifying, there’s a substantial quantity of effort concerned.

Wouldn’t or not it’s nice should you may receives a commission for all this difficult work? Properly, you possibly can should you safe podcast sponsors.

With the assistance of a podcast sponsor, you possibly can monetize your present, develop your platform and, better of all, construct long-term relationships with varied manufacturers. Beneath, I’ll present you how you can discover potential sponsors and go over some finest practices for utilizing sponsored adverts in your podcasts.

How Do Podcast Sponsorships Work?

Earlier than you search for your first sponsor, it’s essential perceive how podcast promoting works.

Advert Format

A podcast sponsor, or advertiser, pays you to advertise their items or companies over a number of podcast episodes. You’re free to get a little bit artistic, however often, hosts use one in all two methods to run adverts: radio-style or host-read.

Radio-Model Adverts

With this format, a third-party advertising and marketing firm creates the adverts, and also you place them someplace in your episode. Is it efficient? Properly, based on Edison Analysis, 70 p.c of listeners take into account a product after listening to about it via a favourite podcast, so sure!

Some podcast sponsors solely work with hosts who run radio-style adverts, which is price allowing for.

Host-Learn Adverts

As an alternative of inserting an advert, you discuss concerning the services or products and why it really works for you. It’s as much as you so as to add the narrative; simply be certain that it sounds pure and flows nicely.

That is the most well-liked choice, making up over 63 p.c of podcast adverts.

Whichever choice you select, take into account the three locations to run an advert:

  • pre-roll: proper earlier than the present begins
  • mid-roll: someplace throughout the episode
  • post-roll: after the present

Sponsorship Mannequin

Subsequent, it is best to select your sponsorship mannequin: CPM, affiliate, or value-based.


With CPM, or “Price Per Mille,” you’re paid for each 1,000 downloads. Right here’s an instance:

  • Your sponsor pays $20 per 1,000 downloads (you possibly can cost, on common, between $10 and $50, based on HubSpot).
  • Individuals obtain your present 100,000 instances.
  • You earn $2,000 for that episode.

The issue? This mannequin works finest for giant reveals. Many sponsors received’t work with small to mid-sized podcasts via the CPM mannequin.

Affiliate Mannequin

Some manufacturers allow you to enroll as an affiliate. You’re paid at any time when a listener buys the merchandise you’re selling.

On the plus aspect, there’s flexibility over how usually you promote the product, and there’s no restrict to how a lot you possibly can earn.

The draw back? There’s no assured revenue, and you might earn nothing. Affiliate internet marketing doesn’t work for everybody.

Worth-Primarily based Sponsorship

Are you a small to mid-sized podcast? Worth-based sponsorship is perhaps a great choice for you.

In contrast to with CPM, you’re not paid per the variety of downloads. As an alternative, you negotiate a set fee with the sponsor (for instance, $50 per episode). It doesn’t matter what number of downloads you get: You received’t earn extra (or much less) than $50.

Clearly, it’s not an ideal mannequin for giant reveals with excessive obtain charges, but it surely could possibly be nice for smaller or area of interest podcasts.

Advantages of Podcast Sponsors

Why do you have to even pursue sponsors, although? Podcast sponsors supply a number of advantages, however listed here are crucial ones:

Monetize Your Present

Podcast sponsors assist you flip a pastime into an income-generating enterprise.

Consider it this manner: Over two-thirds of listeners act based mostly on the adverts they hear on podcasts. A fairly spectacular quantity, don’t you suppose?

Keep in mind, when listeners take motion, you earn cash.

Construct Model Identification

With over 850,000 podcasts on the market, it’s essential to discover a option to stand out from the gang should you plan on constructing a devoted viewers. How do you obtain this? Construct a powerful model id.

Right here’s one other option to see it: Roughly three-quarters of People hearken to podcasts to study new issues. Present them with significant content material (and well-targeted, helpful product adverts), they usually’re extra more likely to come again once more.

Construct a Community

The host-podcast sponsor relationship works each methods. As you promote their items and companies, you earn their belief, resulting in additional enterprise or networking alternatives down the road.

Develop Your Platform

If listeners get pleasure from your adverts, they’ll come again for extra and share your podcast with associates. Over time, just a few strategic podcast sponsors may also help you draw visitors and develop your viewers base.

Whereas I’m not suggesting you employ sponsorships as the only option to monetize your podcast, they’re definitely an ideal place to begin.

4 Methods to Get Podcast Sponsors

Listed here are the 4 important methods to search out podcast sponsors:

1. Attain Out to Sponsors Straight

The best technique? Contact potential sponsors straight.

  • Analysis podcasts in your area of interest.
  • Verify them out (or have a pay attention!) and establish which services or products they promote.
  • Search for the corporate’s particulars and discover a level of contact.
  • Pitch them straight.

Don’t fear concerning the pitch simply but. We’ll check out what to incorporate additional down.

2. Accomplice With a Internet hosting Service

Podcast internet hosting companies give your podcast a house on the web. These companies allow you to create, handle, and monetize your podcast.

Listed here are some examples:

  • Anchor: Anchor Sponsorships offers you management over advert placement and the kinds of adverts you run. This platform is free and could possibly be an ideal choice for brand spanking new podcasters.
  • Buzzsprout: The Buzzsprout Affiliate Market helps you discover and join with potential sponsors. It’s a great choice should you’re eager on attempting internet affiliate marketing.
  • Transistor: For a month-to-month charge, you possibly can create and handle a number of podcasts, which may enhance your probability of discovering (and securing) sponsors.
Strategies to Get Podcast Sponsors - Partner With a Hosting Service

3. Be part of a Podcast Community

Some networks allow you to checklist your present (generally totally free) on their platform. Potential sponsors browse these platforms and attain out to the reveals they’re taken with working with.

This can be a nice option to construct some publicity, however should you’re a distinct segment podcast or nonetheless constructing an viewers, it might be much less efficient than different strategies. Some networks are arduous to affix, they usually usually count on a minimize in fee for pairing you with a model.

All that mentioned, there’s no hurt in giving these networks a go. Examples embrace Wondery and PodcastOne.

4. Use a Listing

From Spotify to Apple Podcasts, don’t overlook to affix podcast directories. There’s at all times the prospect you’ll join with a sponsor this manner.

In the event you use internet hosting companies like Buzzsprout, they may also help you checklist on the highest directories, however you can too attain out to whichever ones you need.

Perform a little research to search out the suitable listing to your podcast, however listed here are just a few to get you began:

  • Apple Podcasts
  • Spotify
  • iHeartRadio
  • TuneIn
  • Google Podcasts
Strategies to Get Podcast Sponsors - Use a Directory

What It Takes to Get Podcast Sponsors

Prepared to achieve out for podcast sponsors? Listed here are some steps to work via earlier than you ship your first pitch or attain out to prospects:

Know Your Area of interest

OK, so should you’ve already bought a podcast, you already know your area of interest, proper? Perhaps.

I say that as a result of, until you perceive your competitors, then the reply’s no. Think about the next when researching your rivals:

  • Hearken to podcasts in your sector or trade.
  • Make notes on the favored reveals. What are the hosts like? Why do folks love the content material? Most significantly, how are you going to use what you study to enhance your present?
  • If the reveals use host-read adverts, research how they make these adverts sound pure. Take into consideration what works and what doesn’t.
  • Think about the place they place their adverts. Is it pre-roll, mid-roll, or post-roll? Search for patterns in your area of interest and observe them, if potential.

That is all key knowledge you need to use to enhance your present and discover potential sponsors to pitch on the similar time.

Construct Your Viewers Base

The fact is, roughly 50 p.c of podcasts get lower than 26 downloads throughout the first 7 days of launch. This isn’t essentially a nasty factor, however what it suggests is that the common podcast doesn’t have an enormous viewers base.

Once more, not a nasty factor. Nonetheless, the dimensions of your viewers determines which sponsors you’ll entice and how you can go about securing them. In different phrases, enormous corporations are unlikely to sponsor a present with a really small or area of interest viewers.

In the event you’re nonetheless rising your viewers, take into account selecting platforms like Anchor to simplify the method of discovering sponsors.

Nonetheless, should you’re assured in your numbers, you may favor to achieve out to particular person manufacturers straight.

Current Your Podcast Professionally

First impressions depend. Guarantee your podcast is skilled sufficient to draw a sponsor by operating via just a few high quality checks:

  • Make certain your recordings are clear and free from interference.
  • At all times use the highest quality recording gear you possibly can afford.
  • Reality-check something you say, until it’s purely opinion-based.
  • Think about placing collectively a media package to incorporate together with your pitch letter or ship out to potential sponsors.

Study How you can Pitch

Certain, companies need publicity, which implies they’re opening to working with podcasters. That mentioned, you continue to have to pitch your podcast!

  • The entire thought of a pitch e-mail is to begin a dialog. Maintain it brief, succinct, {and professional}.
  • Start by setting out who you’re and why you’re contacting the corporate a couple of potential partnership between you each.
  • Pitch your present in a single or two sentences.
  • If in case you have nice viewers numbers, spotlight this. In any other case, add a line or two about why you’re reaching out to this specific firm. Why do you suppose the partnership is a good suggestion? How will the corporate profit from working with you?
  • Finish with an invite for the corporate to contact you to debate it additional.

Don’t simply ship one e-mail out to a single sponsor. Goal at the very least 5-10 sponsors at a time. You received’t hear again from all of them, and it usually takes time to search out the suitable sponsor.

Grasp the Artwork of the Comply with-up E-mail

Nonetheless ready on a reply to these pitch emails? Right here’s some ideas.

  • Wait at the very least two weeks earlier than following up.
  • Politely ask in the event that they’ve had an opportunity to contemplate your first e-mail, and remind them you’re nonetheless eager on working with them.
  • Don’t ship multiple follow-up e-mail.

In the event you nonetheless don’t hear again, transfer alongside to the following sponsor. It takes persistence, optimism, and dedication to safe podcast sponsors, so don’t quit after just a few non-responses.

Select the Proper Sponsors

Finally, your podcast is about your viewers. With out an viewers, you possibly can’t develop your podcast, and also you’ll discover it arduous to safe sponsors.

The issue? The “flawed” sponsors are worse than no sponsors in any respect. Not solely that, however some listeners despise any adverts throughout podcasts, so there’s at all times an opportunity you might lose folks.

Nonetheless, take into account the next when weighing your choices:

  • Select sponsors that align together with your model’s id and what you stand for.
  • Make sure the services or products you’re sponsoring supply one thing of worth to your specific viewers base. How do you’re employed this out? By operating demographic or psychometric profiling.

Don’t overlook to trace your efficiency, too, so you already know whether or not you’re shedding, sustaining, or gaining listeners. It may be difficult to tug listeners again should you lose them.


Podcast sponsors may also help you monetize your present and switch your podcast enterprise right into a scalable, worthwhile enterprise in the long term.

Though sponsorships are nice, attempt to restrict your adverts to not more than two per present. Too many could frustrate your viewers and encourage them to show off.

Lastly, bear in mind there’s at all times an opportunity you’ll lose some listeners after rolling out sponsored adverts. Don’t let this deter you, although. Consider it as a calculated threat: With the assistance of podcast sponsorships, you might develop your channel, enhance your model, and in the end attain extra listeners over the long run.

The place do you discover podcast sponsors? Did you discover it simple to pitch them?

The put up How you can Get Podcast Sponsors appeared first on Neil Patel.

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