The Expert’s Secrets to Winning Podcast Sponsors

Whether you started your podcast as a hobby or as a lucrative way of making money, everybody aims to monetize their podcast at a certain stage. Sponsorships are one of the most common marketing strategies for podcasters, where you are paid to promote a brand, product, or service.

Yes! The growth of your podcast can rake in some serious money with podcast sponsoships.

But, it can be tricky to get sponsors. You need to build trust with your podcast listeners to amass a loyal following, and if you want to avoid breaking that trust, you should promote things that are congruent with your show’s principles and ideals – or even you as a person.

Keeping a genuine connection between your brand and viewers will assist you in getting podcast sponsorships. Here we have shared our 10+ year of podcasting experience to help you win sponsorships the right way:

Benefits of Podcast Sponsors

There are numerous ways of monetizing your podcast, but sponsorships are probably the most popular way. Sponsoring a podcast offers many benefits, but here are some of the most important ones:

Sponsors Help Build a Brand Value

You must distinguish yourself from the crowd if you plan to build a loyal audience from among the 850,000 podcasts on the market. Do you know how to do this? First, establish a strong identity for your brand.

A podcast is a great way to learn new things. There are roughly three-quarters of Americans who listen to podcasts. You can encourage them to return by providing meaningful content (and targeted useful product ads).

It is an Income Generator

Sponsorships allow you to turn your hobby into a money-making venture.

More than two-thirds of podcast listeners make decisions based on the ads they hear. Isn’t that an impressive number? Remember, when your listeners act, you earn money.

Building a platform that grows

If your podcast ads are enjoyable, listeners will return and spread the word about your podcast. Your podcast audience will grow over time as you partner with a few strategically placed podcast sponsors.

Using sponsorships is not the only way you can monetize your podcast, but it’s definitely a good place to start.

Establish a network

The relationship between a podcast host and a sponsor works both ways. First, you gain trust by promoting their products and services, which can lead to further business opportunities in the future.

Winner Strategies to Get Podcast Sponsors

Finding a podcast sponsors of your niche can be a challenging task. Here is what we feel are the three best ways of finding the ideal sponsor for your podcast:

Reach Out to Your Sponsors

One of the simplest ways of winning sponsors is directly contacting your potential sponsors. But how to find your potential sponsor?

  • Conduct an in-depth research in your podcast niche and the business associated with it
  • Analyze what services or products your customer will want, and find the business that sells those products or service
  • Research your competitors and find what brands collaborate with them as sponsors

Post nailing down your ideal sponsor, start searching for companies that might want to collaborate with your podcast. Look out for the prospect company’s detail and find their contact details, and pitch them directly with your podcast, and how you can help them boost their business.

Initially, none of us have 1000 downloads per episode, and given the high benchmark, finding a reputed and niche-specific sponsor can be difficult. Therefore, we recommend you not directly pitch the big companies. Instead, you should try to win the sponsorship of local businesses.

SayWHA radio, for example, started its monetization venture by collaborating with local businesses for sponsorships, and with the growth in listenership, climbed the way up the ladder.

Hosting Services

If searching for brands seems a difficult way to winning sponsors, you can always sign up for hosting platforms. Podcast hosting platforms provide your podcast a plot on the internet, and best of all, they can help you create, manage, and even monetize your podcast.

Some popular podcast hosting service providers are:

  • Transistor
  • Anchor
  • Buzzsprout

Through these marketplaces, you can find exclusive partnership opportunities with brands all on one platform. Hosting services are the best fit for podcasters who find the podcast monetization world perplexing. You don’t need to have a certain number of downloads per episode to signup.

Join a Podcast Network

Podcast networks are another amazing platform that connects podcasters with sponsors and the sponsors with their targeted audience. By joining a podcast network, your podcast will be visible to a wide range of advertisers and thus have a greater chance of being approached by sponsorship opportunities. 

Obviously, the sponsorships at the beginning stages will not be bringing in a lot of cash. Furthermore, as a network member, you will have to split your earning into 70/30 (70% for your podcast and 30% goes to the podcast network). Though each podcast network is different, you often have to forgo some of your personal creative freedom.

Podcast networks are an easy way to monetize your podcast, but it comes with its fair share of give and take. But, you will not be able to make much after the networks take their portion from your income. But, it is a good way to start off. Then, as your listener base increases, you can make a significant commission off ads.

Choose Your Sponsors Wisely

As a beginner, it is easy to get tempted by numerous brands, but we encourage you to only partner with companies or brands whose product or service will add true and relevant value to your listeners. For example, if you run a wellness podcast, there is no point in interrupting our audience with hair dye advertisements.

However, you should consider the following factors before making a decision:

  • Consider sponsors who are aligned with the identity and slogan of your brand.
  • Make sure you’re sponsoring products or services that your audience will find valuable. What’s the best way to resolve this problem? Using demographic or psychometric profiling.

Don’t forget to keep a tab on how you perform so you can see if you are losing, retaining, or gaining listeners, as it can be difficult to regain the attention of lost listeners.

Be authentic with the brands and the products your choose to sell to your audience. Genuineness goes a long way towards making constant sales. Unfortunately, today, most listeners can easily spot false-hearted recommendations. Therefore, unless you are not fully convinced about the products, do not sell them to your loyal listeners.

The Final Note

You can monetize your podcast and turn your venture into a scalable, profit-making business by engaging sponsors.

It is great to have sponsors on your shows but try to limit the number of ads per show to two. Infuriating your audience and making them skip off the sponsor ads may lead to disengagement.

As a final note, remember that you can lose a few listeners when you run sponsored ads. However, don’t let this discourage you. It is a calculated risk: With podcast sponsorships, your channel could be developed, your brand could be boosted, and ultimately, you could reach more listeners.

Partner With Us

Podcasting is a hobby, a passion, and a source of entertainment for many podcasters, but it is a business at the end of the day. Until you don’t deliver good content to your audience, you can not keep them engaged with your podcast in the long run.

At SayWHA Radio Network, we understand this business. With over a decade in the industry, we have mastered the art of inculcating targeted sponsorship advertisements into podcasts that actually convert.

Want to know how we can help your business skyrocket its brand value with our listener base? Schedule a Call today and unravel your business’s true potential with SayWHA Radio Network.

Liked it? Take a second to support Anshika Mishra on Patreon!
Become a patron at Patreon!

Further reading

Recent posts