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 dangerous for a brand-new podcast nobody had ever heard of.

In all probability a bit like your podcast, mine wasn’t owned and promoted by NPR or some large media firm. It didn’t begin with a family title 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 on its personal small nook of Apple Podcasts—similar to a whole lot of hundreds of small exhibits 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 a bit 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 1: Take What You Can Get

Step 2: How A lot to Cost for Sponsors

Step 3: Create Sellable Content material

Step 4: Plan for Distribution and Development

Step 5: Promote What You Must Provide

Step 6: Leverage Current Relationships

The best way to Get Podcast Sponsors Earlier than Launching Your Present

If accomplished proper, beginning a podcast generally is a nice supply of aspect revenue and might even mature right into a full-time gig, if you’d like it to and also you play your playing cards proper.

After all, it’s honest to level out that sponsorships are simply considered one of some ways to earn money out of your podcast. You can additionally construct a loyal viewers and promote digital merchandise or use your podcast to discover extra freelance work.

However nearly each different monetization technique has the identical disadvantage: It takes time.

Once 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 sort of persistence. I wished income from day one.

If you wish to learn to get podcast sponsors and also you’re anxious to see a constructive ROI ahead of 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 suppose, “$8,000. That’s it?” And so they’re proper that in some methods, $8,000 isn’t 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 best 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 so as to monetize our arduous 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. Actually, considered one of our sponsors even gave us a glowing testimonial after our first episode went stay, which we, after all, used once 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 way more upsides that can kick in later.

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Step 2: How A lot Did We Cost for Podcast Sponsors?

This all sounds nice in concept, nevertheless it’s a bit messier in actual life. Let me share with you precisely the way it occurred for me.

Once I began Freelance to Founder, I had no thought how one can 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 cheap quantity I might get.

However right here’s how I went about determining precisely what that cheap quantity was:

Just a few months earlier, I had obtained an e-mail pitch from an organization asking me to be an affiliate for them. So I discovered that outdated thread and replied with this:

Hey, It’s been a pair months since we final talked.

I’ve seen is stepping up its sponsorship recreation. I hearken to the Fizzle Present and browse Paul Jarvis’ e-mail publication and I seen placement in each of these locations.

Since we additionally discuss to 31,000+ freelancers & creatives a number of occasions every week at Millo, I questioned if might get so much out of partnering with us.

Perhaps you possibly can ahead this to whomever is organising sponsorship offers at ?

The reply I obtained couldn’t have been any higher:

Hey Preston,

I really additionally deal with sponsorships at !

Proper now, we’re targeted totally on podcast sponsorships (Paul’s publication is a part of the podcast sponsorship) or partnering with individuals as associates.

What kind of sponsorship alternatives are you curious about exploring?

Naturally, you possibly can see why this was such a incredible leap ahead. Each she and I had been extremely concerned with specializing in podcast sponsorships.

After all, this sort 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 often need to ship 20-30 chilly emails (or 5-10 heat emails) earlier than we get an amazing association like this one.

I responded as shortly as I might (edited for size):

Hey, 

I’ve nearly received pilot episodes for our new podcast able to hearken to.

It’s known 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 might be an amazing match for to be a sponsor.

Can I ship you the pilot episode when it’s prepared and we will 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 essential to notice right here that I curbed any hesitancy she may need immediately in my e-mail:

Hey, thanks for the response.

We’ve received a pilot principally completed for Freelance to Founder. Nonetheless a number of small polishes to make, however right here’s the place we’re at.

I’d love so that you can take a hear and see if it’s one thing can be concerned with.

We’re specializing in unbiased, inventive individuals who wish to scale their enterprise.

We might do a cool advert about how takes billing and bookkeeping off a freelancer’s plate leaving room to scale their enterprise.

I understand it’s a little bit of a danger on season 1, however we’ve received 33,000+ individuals on our e-mail record and a community we’ll be pushing it to. Given it’s a joint danger, 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 ebook the complete Season 1.

After a number 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 best choice (and it genuinely was).

Right here’s a part of the e-mail I despatched once we began discussing pricing:

What I really would recommend is experimenting first with singularly the present sponsorship. Right here’s what I can provide for the present sponsorship:

1. 1. 30 second mid-roll and end-roll advert in every of our 8 episodes.
   2. Banner + textual content + CTA + hyperlink in every e-mail that sends for every episode (est. 35,000 readers)
   3. 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 value for this sort of setup. What would give you the results you want for what I’ve listed under?

For those who will help me establish a value for the podcast sponsorship, I’m very excited to maneuver ahead with writing and recording the advertisements, and so on.

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 offer you a good bit of cash), she lastly received 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 capable of 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 often they reserve $500 per episode for exhibits getting like 10-20K downloads per episode. My lead felt that even with none assure of downloads, the e-mail went a good distance plus your model is a good match for us.

Additionally, between us, they’ve solely ever accomplished model new exhibits a number of occasions and a number of other have gone on to be big… now commanding so much per episode from us… hopefully will probably be the identical along with your present!

I used to be fully jazzed in regards to the thought! Securing $4,000 from the primary sponsor on a podcast that didn’t exist but!? Glorious!

After all, I might inform from her language that she felt prefer it was a lowball bid. I most likely might have gotten extra. However I didn’t ask. As a substitute, I used to be tremendous grateful and knew that touchdown a high-profile, first-season sponsor like this was precious 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 a better fee.

The responses simply stored getting higher:

Sure, I positively perceive it might be a better fee subsequent time… like I mentioned, we’re pleased to pay extra as soon as we have now some baseline metrics to work with.

That preliminary deal has since was years of inventive partnerships with this similar firm.

Keep in mind, the artwork of enterprise growth, partnership, sponsorships or promoting is all in regards to the lengthy recreation.

This preliminary deal almost three years in the past has allowed my firm to:

• E-book renewal sponsorships with this similar firm on a number of podcasts.
• E-book 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 assist.
• Fund our podcast to maintain producing episodes at a revenue from day one.

Step 3: We Created Area of interest (Sellable) Content material

Once I began my present, I used to be fully targeted on its marketability. However not simply how enticing it might be to listeners. I additionally targeted on how it might 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 exhibits and “professional roundtable” podcasts.

What did this imply after I went knocking on advertisers’ doorways? It meant I had one thing distinctive and completely 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 really wish 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 additionally as a result of there’s a endless lineup of food- or cooking-related manufacturers that wish to attain restaurateurs.

Eric now makes a cool six-figures from his podcast, Restaurant Unstoppable.

For those who’re undecided your area of interest has advertisers prepared to place cash on the desk, check out comparable podcasts and test if they’ve precise sponsorships.

If the choice appears slim and none of your private connections come readily to thoughts as potential advertisers, perhaps it is advisable 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 Development

Beginning your podcast is only the start if you wish to produce a present that advertisers get enthusiastic about.

For those who, like me, wish to promote podcast sponsorships within the very early levels, you’ll most likely want to incorporate plans for distribution and progress when pitching advertisers.

See, relating to podcast sponsorships, it’s all in regards to the numbers.

Most advertisers simply want a constructive return on their funding so as to justify renewing a sponsorship along with your podcast. The extra concrete numbers you may give a sponsor, the higher. For instance, if you understand you’re going to get influential friends in your podcast, you’ll want to embody 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 capable of make guarantees like this to our first sponsor (direct copy/paste from my e-mail):

I understand it’s a little bit of a danger on season 1, however we’ve received 33,000+ individuals on the record and a community we’ll be pushing it to. Given it’s a joint danger, I’d be pleased to chop you a deal on season 1.

Having 33,000 individuals on our present e-mail record and an enormous community of pals who had been going to share our new podcast with their networks, I used to be assured we might get some good obtain numbers within the first few weeks.

Learn extra: How “Podcast Princess” Hala Taha Turned Her Aspect 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 most likely 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 this present day, I’m a bit shocked we had been capable of ebook 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 really 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 received to construct in as a lot stability as doable. And you are able to do that by promoting no matter you’ve already received.

For instance, if you happen to’ve already received a bunch of Instagram followers otherwise you’ve grown a big e-mail record, think about together with publicity on these two platforms when somebody agrees to sponsor the podcast.

It’s a win-win. You’ve another excuse to speak about your new podcast in your present channels and your sponsor will get extra publicity, “at no further value.”

For instance, we already had an e-mail record and a social following we might leverage, so I included these in our pitch. Right here’s the preliminary proposal I despatched to our first sponsor:

1. 30 second mid-roll and end-roll advert in every of our 8 episodes.
2. Banner + textual content + CTA + hyperlink in every e-mail that sends for every episode (est. 35,000 readers)
3. 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 record: ~35,000
• Avg open fee: 34,000
• Avg click on fee: 3%

For those who’ve received a little-known (or fully unknown) present, your job is to persuade potential sponsors that you just’re a protected wager—that they’re not simply throwing their cash away fully.

Step 6: We Leveraged Current 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.

Once I determined to launch my first podcast, I had constructed up partnerships with associates as I labored on rising my passive revenue 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 capable of keep away from all of the trust-building that often has to happen earlier than a pitch can occur.

We received straight to the purpose and I used to be capable of shortly weed out those that I knew wouldn’t have an interest and people who had potential.

Begin by brainstorming and reviewing your present community to search out potential sponsors or individuals who could have connections to potential sponsors. You is likely to be stunned at what you discover.

Associate with Individuals Method Extra Gifted Than You

Once I first began this podcast, I knew I wouldn’t have the ability to inform the sorts of tales I wished to inform since I had nearly no expertise in entrance of a microphone.

So, for season one, I partnered with an outdated buddy of mine and agreed to separate the sponsorship income with him in alternate for his podcasting expertise.

It was a significant win.

Since then, I’ve partnered with the present host of the present, Brandon Hull, who does a significantly better job than I ever might at discovering high-quality friends, asking them the best questions, and placing all of it collectively in an entertaining and attention-grabbing means.

I by no means suspected that so many podcast friends 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: The best way to Begin a Podcast: A Step-by-Step Information

The best way to Get Podcast Sponsors at Any Stage

If promoting sponsorships is the way in which you wish to monetize your podcast, then take it from me: you are able to do it.

It takes some critical hustle. I used to be informed “no” by a whole lot of potential advertisers within the means 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 greater value, which they fortunately paid.

For those who’re prepared to take no matter you will get (keep in mind, it’s not simply in regards to the cash), give attention to creating related (and sellable) content material, make stable plans for distribution and progress, get inventive with what you need to provide, and encompass your self with gifted individuals, getting cash by promoting sponsorships in your podcast is completely achievable.

Wish to construct your private model or broaden your online business by new advertising and marketing ways? Take a look at our free coaching programs taught by world-renowned instructors that share their confirmed frameworks for fulfillment.