A Comprehensive Guide to Finding Podcast Sponsors

How to get a podcast sponsor

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Content marketing has grown by leaps and bounds as a way for brands to reach their target audience and get more exposure. In addition to blogs, websites, and social media platforms, podcasts are another opportunity for businesses to reach their target audience. 

Having your own podcast gives you the opportunity to connect directly with your customers while giving them something they enjoy listening to. But in order to be successful, you need to find podcast sponsors.

In this post, We have outlined how to find and secure sponsors for your podcast, and we have also provided some tips on how to make the process as smooth as possible for both you and your potential sponsors.

Getting Sponsors for Your Show

There are a few ways to find potential sponsors for your podcast.

1. Network With Other Businesses

One of the best ways to find potential sponsors for your podcast is to network with other businesses. If you have a business or know someone who does, reach out to them and see if they would be interested in sponsoring your show.

You can also attend business networking events in your area and meet with potential sponsors face-to-face. This is a great way to make a personal connection and get your foot in the door with potential sponsors.

2. Look for Sponsors on Patreon or Crowdrise

To find sponsors for your podcast, you can use various methods, such as online directories and podcast hosting platforms like Patreon or Crowdrise.

Patreon

Patreon is a website commonly used by podcasters to find sponsors. Patreon is a membership platform that allows creators to sell memberships to their fans in exchange for exclusive content.

Podcasters can use Patreon to offer exclusive content to members, and they can also set up tiers of membership with different benefits.

Patreon is a great way to find potential sponsors for your podcast because it allows you to offer exclusive content in exchange for sponsorship. This is a great way to monetize your show and offer additional value to your listeners.

Features

  • A customizable page where podcasters can share information about their show and their Patreon campaign
  • A dashboard that provides insights into who is supporting your show, how much they are pledging, and when they are pledging it
  • Integration with social media platforms to help spread the word about your campaign
  • A built-in payment processor that makes it easy for supporters to pledge and receive rewards

Pros

  • The website offers exclusive content to members
  • It set up tiers of membership with different benefits
  • It also tracks how many people are signing up for your memberships
  • The ability to accept payments from fans via credit card or PayPal

Cons

  • It can be difficult to get people to pledge money to your Patreon campaign.
  • The website can be confusing for first-time users.

Crowdrise

Crowdrise is a website that helps podcasters and other creators find sponsors for their shows. Crowdrise is a great resource for finding potential sponsors, and it offers a variety of features that make it easy to connect with potential sponsors.

The website has a customizable page where podcasters can share information about their show and their Patreon campaign. Podcasters can also use the dashboard to see insights into who is supporting their show and how much they are pledging. 

The website also integrates with social media platforms, making it easy to spread the word about your campaign. Additionally, the website has a built-in payment processor that makes it easy for supporters to pledge and receive rewards.

Features

  • Crowdrise is a donation platform that helps individuals, organizations, and companies raise money for their own causes.
  • It has helped people raise over $500 million for various charities and causes.
  • Easy to use, with a user-friendly interface and step-by-step donation process.
  • it offers a wide variety of donation options, including one-time donations, monthly donations, and even employee matching programs.
  • Offers a number of fundraising tools and resources, including templates, logos, and social media widgets.

Pros

  • User-friendly interface
  • Step-by-step donation process
  • Wide variety of donation options
  • Monthly donations
  • Employee matching programs

Cons

  • The platform is not easy to navigate
  • Raising funds for multiple charities can be difficult

3. Place Ads for Your Sponsor on Your Website

Another great way to find potential sponsors for your podcast is to place ads for your sponsor on your website. You can use a service like Google Adsense to place ads on your website, or you can contact potential sponsors directly and ask if they would be interested in placing an ad on your site. 

This is a great way to generate extra revenue for your podcast and increase brand awareness for your sponsor.

There are three main types of podcast ads:

Pre-Roll Ads

Pre-roll ads are short ads that play before the main content of a podcast. These ads are usually around 15 to 30 seconds long, and they are a great way to introduce listeners to your sponsor.

Mid-Roll Ads

Mid-roll ads are longer ads that play in the middle of a podcast. These ads are usually around 30 to 90 seconds long and are also a great way to provide more information about your sponsor and persuade listeners to take action.

Post-Roll Ads

Post-roll ads are short ads that play after the main content of a podcast. These ads are usually around 15 to 30 seconds long, and they are a great way to remind listeners of your sponsor.

Things to Avoid When Running Ads

Too Many Ads

Listeners will quickly tune out if they feel like they’re being bombarded with commercials. Try to include no more than one or two pre-roll ads, one or two mid-roll ads, and one or two post-roll ads.

Overly Salesy Language

This can turn listeners off and make them less likely to want to sponsor your show. Instead, focus on presenting your show as a valuable opportunity for sponsors.

Bombarding Listeners With Too Many Choices

When it comes to sponsorships, less is often more. If you give listeners too many options, they may not be able to make a decision and may end up choosing none of them. Try to limit the number of sponsors you offer in each ad slot.

Ads Targeting Competitor’s Customers

This can backfire and make your show look desperate. If you’re going to run ads targeting your competitor’s customers, be sure to position your show as a better alternative.

Same Ad Text or Visuals Across Different Ads

When it comes to advertising your podcast, variety is key. Don’t use the same ad text or visuals across too many different ads – this can make your show look unprofessional and disorganized. 

Try to come up with a variety of different ad ideas and use different text and visuals for each one. This will help you stand out from the competition and generate more leads.

Irrelevant Ad Creatives

This seems like a no-brainer, but you’d be surprised how many people make the mistake of running ads that are completely irrelevant to what they’re trying to sell. 

When creating your ad, be sure to keep your target audience and what you’re selling in mind. This will help you create an ad that is more likely to generate leads.

A podcaster looking for sponsors can work with a sponsorship ad model. Under this model, the podcaster agrees to air a certain number of ads for a sponsor in each episode in return for financial sponsorship. 

This arrangement is typically made on a per-episode basis, so the podcaster can continue to control the content and advertising of their show.

These Are Popular Types of Podcast Sponsorship Ad Models

Cost Per Episode 

With this type of cost model, advertisers are charged a fixed price for every podcast episode in which their ad is aired. This is a good option for companies that want to reach a large number of listeners.

This arrangement is typically made on a per-episode basis, so the podcaster can continue to control the content and advertising of their show.

Cost Per Thousand Impressions (CPM)

Companies that are targeting a specific audience will benefit most from this arrangement, which charges the sponsor every time their ad is played.

Cost Per Click (CPC)

In this type of cost model, advertisers are charged each time someone clicks on their ad. This is a good option for companies that want to generate leads or sales.

Cost Per Action

Cost per action is a pricing model where companies are charged each time a user completes an action. This could be anything from clicking on an ad to filling out a form or making a purchase. 

It’s often used for online advertising, and it’s a good option for companies that want to generate leads or sales. CPA is the best metric for you if you have a smaller, but dedicated audience for your niche podcast.

Cost Per Acquisition (CPA)

The sum of money a business spends to bring on a new customer is known as the cost per acquisition (CPA). This can be calculated by dividing the overall marketing and advertising expense by the quantity of new clients attracted.

4. Contact Potential Sponsors Directly

You can also contact potential sponsors directly and ask if they would be interested in sponsoring your podcast. This is a great way to get your foot in the door with potential sponsors and make a personal connection.

You can find potential sponsors by searching online, attending business networking events, or reaching out to businesses you know. Once you’ve found a potential sponsor, reach out to them and give them more information about your podcast. 

Be sure to include statistics about your show, such as the number of listeners you have, where your listeners are located, and what topics you cover. You can also offer to give them a free ad spot on your show in exchange for their sponsorship.

5. Join a Podcast Network

An excellent way to increase your show’s exposure and attract new sponsors is to join a podcast network. A podcast network is a group of podcasts that are affiliated with each other. This means that the podcasts in the network share resources, such as advertising, marketing, and audience development.

Podcast networks typically have a variety of different shows in different genres, so you’re sure to find one that appeals to you. Some popular podcast networks include Midroll, NPR, and Spotify.

When you join a podcast network, you’ll need to sign a contract stating that you agree to air a certain number of ads for the network per episode. In return, the network will provide you with resources such as ad sales support, marketing assistance, and audience development help. This may be a fantastic strategy for expanding your podcast and gaining new listeners.

Midroll

Midroll is a podcast network that is affiliated with a variety of different podcasts in different genres. When you join Midroll, you agree to air a certain number of ads for the network per episode. In return, the network provides you with resources such as ad sales support, marketing assistance, and audience development help. This may be a fantastic strategy for expanding your podcast and gaining new listeners.

Features

Some of the features of Midroll include:

  • Access to a wide variety of different podcasts
  • Assistance with ad sales, marketing, and audience development
  • A contract stating that you agree to air a certain number of ads for the network per episode

NPR

A public radio network in the United States. It was founded in 1970 and is currently the largest national public radio network in the country. NPR produces and distributes news and cultural programming, and it also operates a number of radio stations throughout the United States.

Features

NPR has a variety of features that include:

  • Distribution of news and cultural programming
  • Operates a number of radio stations throughout the United States
  • Provides assistance with ad sales, marketing, and audience development

Spotify

In 2006, the company that runs Spotify launched its music streaming platform. More than 200 million people use it regularly and it is accessible in more than 60 countries. A free, ad-supported version of Spotify is available, as well as a paid subscription. 

Features

Some of the features of Spotify include:

  • It provides an analytics dashboard for the Podcaster to review their show’s performance
  • Access to a library of over 30 million songs
  • Ability to create playlists and share them with others
  • Paid subscription allows for ad-free listening and higher-quality audio

Podcast Sponsor 101

A podcast sponsor provides financial support to a podcast in exchange for promotional benefits. This usually involves placing ads or shout-outs during the show and putting the sponsor’s logo on the podcast’s website and social media pages.

It’s important to note that not all podcasts have sponsors; it’s completely up to the podcaster whether they want to pursue sponsorship opportunities or not. However, sponsorships are a great way for podcasters to generate extra revenue.

Some examples of popular podcast sponsors include Hostgator, Audible, Squarespace, and Blue Apron.

Each of these companies has a huge presence in the podcasting world, and they are always on the lookout for new shows to sponsor.

Why are Sponsors Important to Podcasts?

Generate Extra Revenue

Sponsors are important to podcasts because they help podcasters generate extra revenue. This money can be used to pay for podcast hosting fees, equipment, and other costs associated with producing a podcast.

Build Long-Term Relationships

Sponsorships are a great way to build long-term relationships with potential customers and increase brand awareness. Podcasters who are able to secure sponsorships can expect to see a boost in downloads and listenership.

Provide a Steady Stream Revenue

They provide a steady stream of revenue for podcasters and offer promotional benefits that can help increase listenership and brand awareness.

Offset Some of the Costs

Sponsorships are important because they help podcasters offset some of the costs associated with producing a show, and they offer a great opportunity for promoting your business or product.

Insights and Feedback

Sponsors can provide valuable insights and feedback

Valuable Service by Lending

They also provide a valuable service by lending their branding and marketing resources to help promote the show. In return, sponsors often receive exposure to the podcast’s audience, which can be highly engaged and passionate about the content.

Best Ways to Approach Potential Sponsors

When reaching out to potential sponsors, it’s important to be professional and courteous. Here are a few tips for approaching potential sponsors:

Do your Research

before contacting a potential sponsor, be sure to do your research and learn about their company and what they sell. This will help you create a more personalized pitch that is more likely to resonate with them.

According to Edison research, 70% of Podcast listeners consider purchasing a product they’ve heard about on the show; this represents a fantastic opportunity for businesses seeking to reach a large audience.

Start by Introducing Yourself 

when reaching out to a potential sponsor, start by introducing yourself and giving them a brief overview of your podcast. This will help them get a better understanding of what your show is about.

Explain Why Their Company Would Be a Good Fit for Your Podcast

Be sure to explain why their company would be a good fit for your podcast and how their products or services could benefit your listeners.

Offer Them a Free Ad Spot on Your Show

One way to sweeten the sponsorship deal is to offer the potential sponsor a free ad spot on your show. This will give them exposure to your listeners and help promote their business.

Follow Up With Them After Sending Your Pitch

After sending your pitch, Follow up with the potential sponsor to see if they are interested in partnering with you. Also, consider preparing a pitch email. By personalizing your communication, you demonstrate that you value their time and are genuine in your desire to establish a working relationship – not just another individual who wastes their time with frivolous pitches.

What to Do Once You’ve Secured a Sponsorship

Once you’ve secured a sponsorship, there are a few things you need to do to ensure a successful partnership:

Establish Clear Expectations 

Be sure to establish clear expectations with your sponsor regarding what they can expect from you and what you expect from them. This will help avoid any misunderstandings down the road.

Create a Podcast Media Kit 

A media kit is a document that contains information about your podcasts, such as statistics about your listeners and demographics, as well as information about your show, such as episode topics and length. This will help potential sponsors get a better understanding of your show and what it has to offer.

Send Regular Updates 

Be certain to provide your sponsor with regular updates regarding the success of the sponsorship and your efforts to promote their products.

Thank Them

Be sure to thank your sponsor for their support and let them know how much you appreciate their involvement in your podcast.

FAQs on Getting a Podcast Sponsor

How Do You Write a Proposal for a Podcast Sponsor?

To write a proposal for a podcast sponsor, start by introducing yourself and your podcast. then explain why their company would be a good fit for your show and how their products or services could benefit your listeners. 

How Many Podcast Downloads Do You Need to Get Sponsors?

There is no definitive answer to this question as it varies from sponsor to sponsor. However, you typically need a podcast audience of at least 5,000 downloads per episode to attract sponsors.

What Are Sponsors Looking For?

Sponsors are looking for podcasts that have a large, engaged audience. They also want to partner with podcasters who are passionate about their show and are willing to promote their products or services. Finally, sponsors look for podcasters who are professional and easy to work with.

How Do You Evaluate a Sponsorship Proposal?

When evaluating a sponsorship proposal, consider the following factors:
1. The size and engagement of your podcast audience
2. The relevance of your podcast content to the sponsor’s products or services
3. How well you can promote the sponsor’s products or services to your listeners
4. The professionalism and communication skills of the podcaster
5. The terms and conditions of the sponsorship agreement

How Does Podcast Advertising Work

Podcast advertising works in a similar way to traditional radio advertising. Advertisers purchase airtime from podcast networks or host shows and then create short ads that promote their products or services. These ads are then played during the show, typically at the beginning, middle, or end.

Final Thoughts

You can monetize your show and assist with covering the production costs by securing sponsorships. However, it’s important that you have your podcast hosted by a podcast host like Patreon or Crowdrise and get a podcast network like NPR, or Spotify podcaster account to submit your show for review and find new sponsors.

Be sure to do your research and only work with companies that you feel are a good fit for your show.

By following these tips, you can increase your chances of getting sponsors for your podcast. Keep in mind that it may take some time to build up a relationship with potential sponsors, so don’t get discouraged if you don’t get an immediate response. Persistence is the key!

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