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How to get sponsors for your podcast

One of the reasons you might want to start podcasting is because you think you’ll get sponsors to help pay your expenses and possibly generate additional income. Sponsors will usually pay you to mention their businesses, products, or services while recording your podcast. This allows you to earn money from each podcast episode that airs. Here are some helpful tips for finding sponsors.

Start with a good podcast

Before you do anything else, make sure you have a good podcast with a decent number of listeners. This is the same concept as when you want advertisers for your website or blog.

Nobody is going to advertise with you before they make sure that you are a good fit for their company. They want to know the type of content you publish, what your voice is and what your niche is. Advertisers will also be looking to see roughly how many views or downloads their podcast receives on a typical day. Having a good number of followers, posting new episodes regularly, and having a sponsorship page that shares your stats is a must have.

wait for them to come to you

Once you have a podcast that is popular and in good standing, some sponsors will flock to you. It’s good to keep promoting your podcast even when you have a large following, because the more you promote, the more likely sponsors will find you.

Post about your podcast everywhere, including on your website, your blog, on social media, and even on social bookmarking sites. Many podcasters don’t start out just to get sponsors, they end up finding them on their own over time.

Listen to other podcasts

If you want to reach out to sponsors, you first need to know which companies like to provide sponsorships to those who are making podcasts. Instead of blindly approaching people, start by listening to other podcasts on your same topic or niche.

Listen to podcasts that you know already have sponsors and find out exactly who sponsors them. This gives you a good idea of ​​the types of businesses that might also be interested in your podcast. You still have to continue promoting and finding sponsors on your own, but this is a good place to start when you really can’t decide who to approach to sponsor your podcast.

Post about your availability to sponsors

Make sure potential sponsors know that you are available to accept sponsorships. Not all podcasts want to advertise or make money, so some sponsors may be a little wary of communicating.

Make it very obvious that you are accepting sponsorships and advertisements. You can do this by posting about your podcast on a blog or website, and then having a specific page for sponsors. This lets them know what’s available and what locations are available to sponsors, how to contact you, and what types of businesses or products you’re interested in promoting. This also becomes a page where you can use keywords so any business searching through a normal search engine can find you.

Create an Ad Looking for Sponsors

You can also have an ad on your site and other related sites showing that you are looking for sponsors. This ad should have the name of your podcast and a brief description of the type of podcast you have. You can then have a short phrase mentioning that you are currently accepting offers from sponsors or advertisers.

While sponsorships are nice to have, don’t be disappointed if you can’t get sponsors right away. Companies look for the ROI (Return on Investment) for each advertising dollar. If you don’t have the downloads or the audience to impress a business, start looking at other ways to monetize your podcast first.

Most major sponsors look at the “Cost Per Thousand” factor. A typical backer will pay something like $30 per thousand downloads of an episode. So if you only get 75-100 downloads per episode, you probably won’t get the kind of sponsors that spend on podcast advertising.

Try local businesses

This will come naturally to you if you have a podcast related to your local business owner. You can do a flat deal of a certain dollar amount for a certain number of episodes.

For example, if you have a podcast on auto repair, you can approach an auto parts store for sponsorship purposes. He mentions the name of the store and refers his listeners to the store during the podcast. Be sure to tell your listeners to let the store know that they heard about them on your podcast.

Remember, companies need to know that their ad dollars are working. If no one walks into the store mentioning your podcast, after a month or two, the company will stop sponsoring you.

Take all of this information in light of understanding sponsorship from a business perspective. Many podcasters think that sponsors will knock on their door trying to advertise with them. I wish it was as simple as that. But it is rarely the case.

Getting sponsors is hard work. But if you take your time, build your listener base, and deliver a good quality podcast with interesting topics, you’ll eventually have the sponsors you’re looking for.

Just don’t count on it happening right away. Use other monetization techniques first and move on to getting sponsors.

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