How to Get (and Where to Find) Podcast Sponsors

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(By Robert Wilson) Congratulations on starting your own podcast. It’s now time to monetize it. And one of the most effective podcast monetization strategies is sponsorships. With sponsorships, you’ll earn from promoting a brand, product, or even a service. But finding great sponsors can be daunting. That’s why we’ll share simple tips for finding podcast sponsors to make the process a bit easier for you.

  1. Identify the Right Brands and Pitch Directly to them

 If you’re just starting, the chances of sponsors approaching you with lucrative advertising opportunities are slim. Like most independent podcasters, you’ll have to put in some work to secure a great deal with sponsors.

  • Do your due diligence on podcasts in your category 

Perform in-depth research on competing podcasts to identify brands that are sponsoring podcasts in your niche. Listen to at least 10 podcasts that include host-read ads and list down the brands that are mentioned. Then look for contact details of each company and send a compelling pitch. To get monetized, you must do thorough research on sponsors and consistently pitch them.

  • Ensure the product is a perfect match for your audience

 Pitch companies that offer products, which suit the needs and preferences of your audience. Don’t sacrifice the trust of your loyal listeners just to make some quick money. Convince the sponsor that you have what it takes to get sponsored. Leverage data from past promotions or analytics on the demographics of your listeners as tools to create an irresistible pitch.

2. Join a Podcast Network

 Through podcast networks, podcasters get connected with the right sponsors while the sponsors get connected with the relevant audience for their products or services. Joining a podcast network gets your content in front of more advertisers and increases your chances of securing a sponsorship deal that perfectly suits your audience.

Additionally, build a website where you could promote your brand and the values that you stand for. With the help of a digital marketing agency, you could widen your audience and also the chances for the sponsors to notice you.

3. Join a Reliable Podcast Marketplace

 A podcast marketplace makes the process of finding sponsors a tad easy by helping you connect with high-profile advertisers who are actively searching for podcasts. With podcast marketplaces like gumball or podcorn, you don’t have to worry about high network profit splits.

Tips for Choosing the Right Sponsors for Your Podcast

  •  Pick a sponsor that suits your niche

 The product or brand you’re planning to promote should be in line with your niche.

  •  Avoid sponsorships that have a negative image

 If a company has a negative perception out there, keep off their sponsorship deals no matter how appealing they are. Partnering with an SEO consultant would be a great help as they would do the sponsorship research for you.

  •  Each episode should have less than 10 percent of ads time

 Don’t flood your show with ads. For a 40-minute episode, the total ad time shouldn’t go beyond three to four minutes.

 Finding the right sponsors for your podcast takes in-depth research and pitching consistently. So take your time to compare different sponsors, list down those that are a perfect match for your niche and listeners, and then send your pitch.

Robert Wilson is a part-time podcaster. He plans and prepares episode topics and interview questions. He is also responsible for hosting and recording the episodes with a co-host or guest. He can be reached at robert.wilsson1@gmail.com

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