Getting Podcast Sponsors as a Small Show
You may be about to launch, a fairly new or smaller show that is looking to monetize your efforts. You love podcasting and getting your message out there but you want to now or in the future get your show ready to make an additional income like getting podcast sponsors for all the work you are putting in.
We get it, especially because you are putting your heart, soul, sweat, and tears into this baby. There are lots of hours, time, and learning that goes into growing a podcast. So, today I am going to cover getting podcast sponsors if you have under 10,000 downloads.
Getting Realistic
First, you have to start with being realistic. As we have said many times before, podcasting is a long-term game. You most likely aren’t going to be making millions at first and landing a ton of high-paying sponsors. Those are usually looking for high download numbers and have very specific criteria.
But that doesn’t mean you can’t land sponsors, even before you launch your show. It’s about making a plan and going for the right people.
Make a Plan
First, you are going to want to figure out what your niche is and who your listeners are (or are going to be). You want to have your avatar written out and if you do have statistics for your show, keep tabs on them.
Then you are going to want to create your media kit that tells the potential sponsor more about your podcast, the hosts, your listens, reviews + stats, and potential packages.
You’ll also at this time want to begin thinking about what kind of sponsors would fit your listening base and would be perfect for your show/niche. The more clear this is, the better. I would aim for small businesses (that can afford to sponsor a show) or ones that are marketing to your specific audience. The larger companies are harder to find contacts for and have stricter criteria.
Afterward, create your pitch, follow-up emails, and begin reaching out to your potential sponsors.
What now?
So you’ve been sending out emails for a while and haven’t been getting the sponsors and responses you have been looking for. Revise your plan.
Look at your audience and niche – is it specific enough? Is it worded in a way that effectively represents the sponsor’s needs?
Who are you reaching out to? Are they not the right fit for your listeners or are there other companies that could make more sense?
What about your emails? Are you hitting the sponsor’s needs and showing how you will benefit them? Is it clear and concise? Try some A/B testing on what types of emails perform better for the industry you are connecting with.
Continue to re-evaluate as you go or anytime you feel like your current strategy isn’t working. Remember, this isn’t a short game and it can take some time to land sponsors. But even with a small show with the right people you can be helping companies reach their exact audience in a more intimate and authentic way.
If you need support setting up your monetization plan, reach out to us.
Aleea
