In this episode of The Podcast Trapper, I discuss my top strategies for pitching to sponsors!
Landing incredible sponsors is easier than you think. Grab a notebook and learn from my experience as a podcaster and producer. As independent creators, we often get intimidated by sponsorships - but after this episode, you’ll be ready to get out there and connect with the perfect sponsor for your brand.
(If you’re weighing options for how to make money with your podcast, check out our episode on all the diverse ways to make an income with your show. And if you’re confused about the difference between sponsorships and partnerships, I got you! There is an episode about that too.)
In this episode, I’ll teach you how to know when your show is ready for sponsors, what details to include in your pitch deck, and why starting small is the secret sauce to major growth. Let’s get into it!
When should I consider approaching sponsors?
Some people online will give you magic numbers. You’re ready to reach out to sponsors when you hit _ downloads! You’ll be ready when you have _ team members.
As usual, I’m here to dispel myths about being a successful podcaster. There is no magic number, and I have the evidence to prove it!
If you’re consistently creating content you’re proud of, start thinking about sponsorships. I want to share a few examples from my own experience with clients. This info will inspire you to get out there, I assure you.
I once worked with a client who had between 200-300 downloads per episode. By most industry standards, this isn’t a ton. But wait.
This person knew their worth, and their show had immense value. In their very specific niche, having a captive audience of a few hundred people was basically unheard of. This was a show with listeners who were engaged and ready to be marketed to in an authentic way, and this podcaster worked with us at Adode Media to make that happen. They landed a $20k sponsorship with ease because their sponsor was amazed at how powerful their small audience was. This goes to show that in podcasting, your impact is your power. It’s not all about the vanity metrics!
In another case, I had a client who got sponsorships…before they ever launched their show. Isn’t that amazing? It took networking and outreach in their community, but there was money rolling in before they released a single episode.
I hope these examples encourage you to start small.
What information should I include in my pitch?
This is one of my favorite topics ever. First of all, I frequently hear podcasters choosing a specific metric to use when marketing themselves to sponsors. I.E., they reach out to sponsors with their number of downloads or only their blog traffic. As an experienced podcast professional, I recommend going several steps further to make a more significant income! This will pay off in the long run.
Instead of choosing just one metric, put together a pitch deck with the following information and bundle it with a higher price tag. You put the work in, and your audience is growing. This is how you can show off your effort.
Lifetime Downloads
Include not just your last 30 days of downloads but your entire lifetime of downloads. This proves how much your show has grown over time.
Listen-through Rate
You’ll want to include your listen-through rate to show your potential sponsors how much of your content is being consumed by your listeners and for how long. As an aside - make sure you’re charging more for space in your pre-roll! All podcasts have a higher listenership in the first moments of the episode, so your cost for advertising in that space should be premium.
Ratings and Reviews
What are people saying about your show? Make sure to include some quotes from listeners who love the work you’re doing. If you don’t have reviews yet, be sure to ask your listeners to leave you a 5-star review during your episode opening or closing. Sometimes podcasters forget to ask, and an audience doesn’t realize how valuable their words are! Ask for testimonials always.
Sponsor Testimonials and ROI
If you’ve already worked with sponsors, include their testimonials and their numbers before and after. Screenshots and notes are your best friend as an entrepreneur! Get into the habit of collecting this information. If you haven’t worked with sponsors yet, everybody has to start somewhere. Read on for advice on how to start small.
Number of Subscribers to Your Newsletter
If you have an email newsletter, include your number of subscribers. Our list here at Adode Media is 5k-ish and growing constantly. It was grown organically, and our sponsors love the fact that our audience is engaged and loves opening our bi-monthly newsletters. (In fact, if you’re not subscribed to the Blk Pod Collective newsletter yet, get on the list here! We create excellent newsletters with industry news, shows that are on our radar, and podcasting meetups for Black creatives).
Blog Traffic
Blogs are major. If you’re growing your blog and seeing results, make sure to include your blog traffic in your pitch deck for sponsorships.
What Kind of Sponsors Should I Seek Out?
There are some sponsors that many creatives use. I’m looking at you, BetterHelp, and Squarespace! While there’s nothing wrong with that, I suggest that you start by considering the unique needs of your audience instead.
For example, if you host a podcast about dogs, reach out to sponsors who provide virtual dog training, organic dog treats, holistic dog food, or Rover. If you host a podcast about relationships, consider sponsors who provide important services like online premarital counseling, inclusive wedding dress stylists, apps for staying connected to your partner, etcetera.
What does your audience need? What sponsors do you already follow that meet the needs of your listeners? Sponsors you already align with are the easiest people to work with because you already believe in the work they’re doing, and they can see that you’re a follower.
Consider the alignment between your mission and the vision of the company. Is it a great match? If so, be sure to passionately reach out to them with your pitch deck and why you would be a great fit to work together!
How much should I charge?
Again, there is no magic answer to the question of how much you should charge.
Every show is different. The question I suggest that you ask yourself is, how much are your costs right now? What would cover your costs?
If it’s just you building your show solo, you can start pretty small. If you’re like me and you have a team of 4+ people working on every episode, you are going to want to start at a higher cost to be able to pay your team.
Sponsorships can be advantageous at $50 or $50k. It just depends on where your show is currently and what would propel you forward. It helps to work with a podcast strategist - so if you need help, reach out to us at Adode Media.
How do I Start Small?
Starting small is often the way to build a pitch deck for larger sponsors down the road. By reaching out to small businesses or local companies, you’ll be able to get the testimonials, ROI growth stats, and experience to present in your pitch deck.
By working with a few companies that pay you $50 or $100 a month, you can see massive results in your value. You can build a pitch deck you’re proud of.
That’s all for today’s episode.
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