Discover the secrets to attracting brands and tips for how to get sponsors for your podcast. This past weekend, I had the incredible opportunity to speak to a room full of podcasters about how to position themselves for sponsorships and brand partnerships. It’s no secret many podcasters hesitate to explore sponsorships as a viable income stream, often believing their audience is too small or simply not knowing where to begin. In this blog post, we’ll delve into some of the key insights I shared during my session at Afros and Audio, shedding light on mindset shifts and actionable tips to secure those coveted sponsorships.
If you’re new here, I’m Danielle. 👋🏾
I’m a travel podcaster and a podcast marketing coach who helps experts position themselves as thought leaders, strategically grow their downloads, and monetize through brand deals and partnerships. I have been podcasting since 2018 and started blogging in 2015.
If you’ve considered working with brands, I understand the challenges that come with getting started. I struggled with getting sponsorships for The Thought Card. I made all the mistakes you could possibly think of, until my first paid brand deal in 2021. That campaign gave me the confidence to start putting myself out there consistently. I later invested in coaching and courses, which all paid off because podcast sponsorships and brand deals account for the majority of my income today.
I share all of this to say that if you want to monetize your podcast through sponsorships, you absolutely can. You can start wherever you’re at. For how to get podcast sponsorships, the tips I outline in this blog post will help you focus on what matters most (which isn’t always straight forward for creators). If you’re interested in getting sponsors for your podcast, keep reading.
The Inside Scoop On Winning Sponsorships For Your Podcast
1. Build Your Portfolio
Stop stressing over podcast downloads. To attract brand partners and secure sponsorships, focus on building a robust portfolio. This is your show-and-tell presentation to potential sponsors, demonstrating how you can help them achieve their goals.
Your portfolio can display your podcast’s growth, audience engagement, and past successful collaborations with other brands. This track record assures potential sponsors that their investment in your podcast is likely to yield positive results. Having a well-organized portfolio streamlines their decision-making process. It allows them to quickly assess whether your podcast is a good fit for their goals and target audience.
Honestly, many brands are still wary about advertising on podcasts because they aren’t sure about the ROI (return on investment). Knowing these objections, build a body of work that addresses their concerns and increases their confidence. Brands are more willing to invest in a podcast advertising campaign if they can see (and hear) examples of your past work and understand how podcasting can boost awareness, increase sign ups, or even sales.
Practice creating ads, sending out newsletters with clear call-to-actions, and sharing posts on social — anything you’ll eventually work with brands on. Track the results, including clicks, downloads, views, impressions, and more.
When Instagram Reels first came out I knew I wanted to get better at creating short-form vertical videos, so I spent the entire summer perfecting my video creation skills. I later included reels in my sponsorship packages because I felt more confident in my ability to create engaging content which ultimately meant I could charge more.
Overall a well-crafted portfolio can significantly increase your chances of securing sponsorships and brand partnerships. Not only does it help you present your show in the best light but also demonstrates its potential and the benefits of working with you.
2. Cultivate Relationships, Not Transactions
Avoid falling into the transactional trap when approaching and working with brands. Podcast sponsorships are not financial transactions; they are about building genuine relationships. Keep in mind there are real people behind these brands. So approach potential sponsors as partners and collaborators. Building trust and strong relationships can open doors to long-lasting and mutually beneficial sponsorships and repeat business.
3. Create Win-Win-Win Campaigns
The most successful brand deals are those where everyone wins. Craft campaigns that benefit you, the client (sponsor), and, your listeners. Prioritize the needs and interests of your audience to ensure that sponsored content aligns with their expectations, is beneficial, and ultimately keeps them happy and engaged.
4. Explore Diverse Sponsorship Opportunities
Podcast sponsorships extend beyond pre, mid, and post-roll ads. Get creative and tap into the totality of your brand which means go beyond the audio file. Consider offering brands other deliverables that will drive results such as:
- Link in bio access
- Pins for Pinterest
- Website ads, and more!
In my audio course, Stand Out & Secure Lucrative Podcast Sponsorships, I share over a dozen deliverables you can include in flat fee campaigns. This training is for audio creators with less than 5,000 downloads. Discover what brands are (really) looking for and how to effectively communicate how working with you is a worthy investment.
5. Patience and Persistence
Securing sponsorships for podcasts may not happen overnight. It takes time to get the ball rolling. Stay focused and continue building your empire and maintaining those relationships. Consistency, quality content, and dedication are key to long-term success.
Putting yourself in a brand’s shoes, would you hire you? If the answer is ‘no’ or you’re unsure, you may have some more work to do. Once I started thinking like a brand, PR agency and marketer, I started to see massive results, even though I admittedly do not have the biggest travel podcast.
If you’re eager to monetize your podcast through sponsorships, I invite you to consider one-on-one coaching. Here’s what you can gain from working with me:
- Learn how to position yourself effectively for sponsorship success.
- Craft compelling pitches that grab the attention of potential sponsors.
- Get expert feedback and guidance on your marketing plan and monetization strategy.
- Develop the confidence to pitch not only for brand partnerships but also for speaking engagements and collaborations as a podcast guest.
- Confidently negotiate partnership terms and land your first, second, or even tenth brand deal.
The time to make your move is now. Fill out the application to join my podcast coaching program. The world of podcasting is evolving, and the opportunities are waiting for those who are ready to embrace them. Let’s get started and turn your passion and creativity into a thriving sustainable income stream.