{"id":88270,"date":"2017-07-21T00:00:00","date_gmt":"2017-07-20T14:00:00","guid":{"rendered":"https:\/\/problogger.com\/?p=88270"},"modified":"2019-10-09T14:01:16","modified_gmt":"2019-10-09T03:01:16","slug":"how-to-get-your-first-podcast-sponsorship","status":"publish","type":"post","link":"https:\/\/problogger.com\/how-to-get-your-first-podcast-sponsorship\/","title":{"rendered":"How to get Your First Podcast Sponsorship"},"content":{"rendered":"<p><span><img decoding=\"async\" loading=\"lazy\" alt=\"How to Get Your First Podcast Sponsorship\" style=\"width: 716px\" src=\"https:\/\/i0.wp.com\/problogger.com\/wp-content\/uploads\/2017\/07\/How-to-Get-Your-First-Podcast-Sponsorship-1024x573.png?resize=716%2C559\" width=\"716\" height=\"559\" data-attachment-id=\"88298\" scale=\"0\" data-recalc-dims=\"1\"><\/span><\/p>\n<p><span>This is a post from ProBlogger podcasting expert, Colin Gray.<\/span><\/p>\n<p>Advertising is a sensitive subject for a lot of people. It\u2019s a step into the \u2018money stuff\u2019, into earning cash from your loyal audience, and it can feel like sullying your beautifully crafted content. Who enjoys the sight of a banner ad sticking out like a sore thumb, after all?<\/p>\n<p>On a blog, it\u2019s hard to run ads or sponsorship in a subtle way. No matter what you do, it\u2019s usually as obvious as that \u2018sore thumb\u2019, and twice as painful for the loving content creator. But, there is one way to deliver ads to your audience in a more natural, less\u2026 <em>grating<\/em>\u2026 way. And that\u2019s through a podcast.<\/p>\n<p>Sponsorship in podcasting is long established, and bloomin\u2019 effective! Why? Rather than seeing that money grabbing advertiser\u2019s message in cold, stark letters, instead it\u2019s delivered by your warm voice, dripping with personality.<\/p>\n<p>Some podcasters make an art of the advert. For example, Mark Maron creating hilarious skits out of his sponsor slots, Gimlet Media crafting highly produced, entertaining content out of sponsor interviews, or every good podcaster everywhere who simply tells a story about the time they recently used the product and how it helped them.<\/p>\n<p>In Podcasting, you can put the sponsor in context and make it more honest. That\u2019s why it works.<\/p>\n<h2>What\u2019s it Worth?<\/h2>\n<p>The first question: is it worth it?<\/p>\n<p>Running sponsor slots takes time, including finding sponsors, maintaining them and delivering the spots.<\/p>\n<p>If you can find a long-term, loyal sponsor, that\u2019s great. It becomes an efficient machine where you slot them in, every episode, telling a new story about them every now and again. But, at the start, when you\u2019re running 2-week or month-long campaigns, it\u2019s a treadmill of chasing, contracting, maintaining and recording. So the obvious question is, can you earn enough to justify it?<\/p>\n<p>The rates vary, as you\u2019d imagine, but we\u2019ve got a decent \u2018average\u2019 these days when it comes to sponsorship costs. Normally, they\u2019re based on a CPM rate, which means \u2018Cost per thousand\u2019 and refers to listeners in this case. Here\u2019s how it breaks down &#8211; all times are approximate and costs in USD:<\/p>\n<h2 data-tve-custom-colour=\"95251959\">Podcast Sponsorship Rates<\/h2>\n<ul>\n<li><span>Pre-Roll: $20 CPM<\/span><\/li>\n<\/ul>\n<p>This is a 15 second sponsor mention during the podcast introduction<\/p>\n<ul>\n<li data-unit=\"px\" style=\"line-height: 32.4px;\">Mid-Roll: $25 CPM<\/li>\n<\/ul>\n<p>This is the main sponsor slot, around the middle of the show, 60 seconds long.<\/p>\n<ul>\n<li data-unit=\"px\" style=\"line-height: 32.4px;\">Post-Roll: $20 CPM<\/li>\n<\/ul>\n<p>Again, a 15 second mention, but at the end of the show.<\/p>\n<p><span><\/span><\/p>\n<p>So, if you run a show that\u2019s grown to 3000 listeners (a great milestone, and achievable for most), and you run a pretty standard pre-roll and mid-roll package, you\u2019re looking at <span>$20 + $25 x 3 (for 3000 listeners) = $135 per episode<\/span>. That\u2019s $540 per month for a weekly show. Not a bad wee extra income!<\/p>\n<p>There\u2019s also the fact that most shows can stand to take two sponsors without diluting their content too much. This depends on the length of your show and how good you are at making entertaining sponsor slots. But, if you manage that, then you\u2019re doubling the income right away. Then add post-rolls for some, and it ramps up a little more. Remember, though, with every \u2018extra\u2019 you\u2019re also increasing the work. But, it does get more efficient, the more you do, so it can be well worth it.<\/p>\n<p>Of course, a 1000 listener show (closer to the average listenership out there) is looking at $180 per month for 1 sponsor, or $360 for two. The work is the same as with 3000 listeners\u2026 So it comes down to the time it takes to manage, which will be really individual to your show.<\/p>\n<h2>Is My Niche Worth More?<\/h2>\n<p>The qualifier here is that some niches and some shows can be worth a lot more.<\/p>\n<p>For example, let\u2019s say you run a show on Mountain Biking. I can\u2019t imagine who\u2019d want to <a href=\"http:\/\/www.mountainbikesapart.com\/category\/mountain-bike-podcast\/\">talk about Mountain Biking<\/a>, but hey, it takes all sorts, huh?<\/p>\n<p>Assume you\u2019ve got an audience on the smaller end of the scale: around 500 subscribers. But, do you know what, people who like mountain biking, <em>really really like mountain biking<\/em>. It\u2019s a niche with fanatical fans. It\u2019s also a niche with people who like to spend money. You don\u2019t get into a sport like that without developing a serious shiny gear fetish, as my own wallet can testify&#8230;<\/p>\n<p>You\u2019ve also spent the months, <em>the years<\/em> even, developing a relationship with these people. So, they know you, they trust you. That\u2019s one thing Podcasting is really great at: <em>trust<\/em>.<\/p>\n<p>Those three elements &#8211; fanatical users, a spending audience, and trust in you &#8211; combine to create a dream audience for anyone who sells mountain biking kit.<\/p>\n<p>If they pay to reach your 500 listeners, they know three things.<\/p>\n<ol>\n<li>Their product is ideally suited to every single person in that group<\/li>\n<li>The audience are ready and willing to buy good products<\/li>\n<li>The audience trusts your recommendation.<\/li>\n<\/ol>\n<p>The conversion rate on an audience like that can be mental. Perhaps 50 to 100 sales from just a couple of mentions, and more after long term sponsorship. That\u2019s worth a LOT more than the mere $22.50 per episode that the standard CPM would suggest in this case.<\/p>\n<p>So it\u2019s up to you to find an advertiser that\u2019s relevant, and convince them how great your audience is.<\/p>\n<p>So, how do we go about finding and managing sponsorships?<\/p>\n<h2>Three Approaches to Podcast Sponsorship<\/h2>\n<h3>1. Media Hosting<\/h3>\n<p>The first option is to let your media hosting take care of it. BluBrry have been brokering sponsorships for years, notifying their show catalog whenever a deal comes up. Libsyn, too, run both a self-service and a fully managed programme with dynamic ad insertion.<\/p>\n<p>Some hosts even offer free hosting if you\u2019ll move your show to their service, and allow them to manage your sponsorship. Acast is one such host, and they\u2019ll take on the whole process, finding sponsors, inserting them into your content and sending you the proceeds.<\/p>\n<p>The downsides? First, they\u2019ll take a pretty significant chunk of that payment for the work involved. Second, you tend to get offered a lot of ads that might not be the <em>most<\/em> relevant to your audience.<\/p>\n<p>Acast and other dynamic ad servers tend to require bigger audience numbers before it\u2019s worth their time. Expect to be turned down if you have less than a few thousand. Blubrry and Libsyn offer their sponsorship services for smaller audiences, though.<\/p>\n<p>If this is the option for you, then you\u2019ll find our <a href=\"https:\/\/www.thepodcasthost.com\/websites-hosting\/where-to-host-your-podcast\/\">podcast hosting roundup<\/a> here which has a lot more detail.<\/p>\n<h3>2. Sponsorship Agencies<\/h3>\n<p>If you\u2019d prefer to keep your hosting and your sponsorship separate, then a dedicated sponsorship agency might work for you. They often offer a very tailored service, including more options and flexibility around how you run your campaigns.<\/p>\n<p>One of the biggest names in this area is <a href=\"http:\/\/www.midroll.com\/\">Midroll<\/a>, who hold some of the biggest shows on the web in their books.<\/p>\n<p>Again, an agency of this type will take a significant chunk of your revenue as payment, and they tend to require a minimum of 3k to 5k downloads per episode to get involved, although it can vary by niche. The work they do is significant, though, and can be well worth the fee. It\u2019s hard work running your own sponsorship campaigns, and their contacts list can be a huge advantage in finding good sponsors.<\/p>\n<h3>3. Do it Yourself!<\/h3>\n<p>Yep, it\u2019s possible: you can manage the whole process yourself, and many shows do.<\/p>\n<p>The upside here is that you have ultimate control. You can determine pricing, location, length, and be really flexible in how you work with every sponsor you encounter. You can search out really relevant ads, only including products that you know your audience will love.<\/p>\n<p>You can build relationships with sponsors, offering more and more value, getting more in return. And you can easily include much more than just the sponsorship, such as social media, newsletter mentions, sponsored blogs, video clips or consultancy.<\/p>\n<p>To be fair, some of this you can do with your hosting, or with an agency. They can never force you to take an irrelevant ad, for example. But going DIY means there\u2019s no minimum audience numbers to get started, and, importantly, you get 100% of the ad revenue.<\/p>\n<p>But, like I said, it\u2019s a lot of work. Finding sponsors, negotiating a deal, signing contracts, inserting the ads, following up, re-negotiating, ending the relationship, searching for a new sponsor, and on, and on\u2026 If you treat it as a job, though, and you have the networking, sales and negotiating skills to pull it off, then it\u2019s entirely manageable. Done well, the time can be well worth the extra income not lost in agency commission.<\/p>\n<h2>How Can I Find My own Sponsor?<\/h2>\n<p>If you want to use your podcast hosting company or an agency, the way is clear. Sign up, and let them take care of it. But, if you want to go for glory and take the DIY route, how do you start? Here are some tips on finding and closing a good sponsor.<\/p>\n<h3>1. What Products do YOU Use?<\/h3>\n<p>The first, and most obvious, is to look around your house. What products do YOU use? Often, you\u2019re a member of your own target audience, so <em>you<\/em> love the products <em>they<\/em> love.<\/p>\n<p>For example, take my mountain biking show, hinted at above. If I were to start sponsorship for that, I\u2019d go no further than my own garage. I\u2019d look around at the kit I use, the shorts, the shoes, the bags, the helmets, the bike itself. Every single one has as manufacturer or a retailer which you can approach.<\/p>\n<p>It\u2019s the same with <a href=\"https:\/\/www.thepodcasthost.com\/podcraft\/\">Podcraft<\/a>, my show about creating great podcasts. I just need to look in my bag, or around the studio to find dozens of products and manufacturers to approach, from microphones to software.<\/p>\n<p>The big benefit here is that if YOU use a product, then you can honestly talk about how great it is. You can tell stories, give examples and generally enthuse about how much you love it. That honesty and passion translates to the audience, making your ad spots more entertaining, more useful, and far less grating on the listener. As a bonus, it also makes it more effective. They\u2019re more likely to buy something that you obviously love.<\/p>\n<p>Whatever subject you talk about, think about your favourite things related to it. It could be gadgets, books, courses, services or something else entirely. Whoever makes that thing, <em>they\u2019re your sponsor<\/em>.<\/p>\n<h3>2. Who\u2019s Spending in Your Niche?<\/h3>\n<p>Another place to find likely sponsors is in the ad spots you see every day.<\/p>\n<p>Search your subject keywords in Google and see what pops up. The sponsored results will show companies that are already spending on advertising and targeting your chosen topic.<\/p>\n<p>Similar with Facebook: next time you\u2019re wasting your life gazing at your ex&#8217;s holiday pics, keep at least half an eye on the ads that pop up. Facebook is ridiculously good at knowing what you like, and will show ads to match. As I said, if you\u2019re part of your target audience, then those ads will match your listeners. That means they\u2019ll serve up even more relevant companies that are already investing in advertising.<\/p>\n<p>Finally, get onto the big websites in your niche and check out the ads. Most big magazine sites include banner ads at some point and, again, these might showcase some inspiring products.<\/p>\n<h3>3. Old School: Print!<\/h3>\n<p>Do you still buy magazines? If not, you should! They might be on the decline (or are they\u2026?), but most industries still have a few good mags. There\u2019s something about the printed word and tangible products that keep people buying.<\/p>\n<p>Magazines survive on advertising, too. Inside those glossy pages you\u2019ll find hundreds of ads, from full page to tiny little boxes. Start contacting those companies and selling them on the benefits of new media sponsorship!<\/p>\n<h3>4. Offer a Test<\/h3>\n<p>Once you\u2019ve started negotiating, a great way to close the deal is to offer a test. This is even more useful if you\u2019re new to the game, since you\u2019ll not have much of a track record to show potential sponsors.<\/p>\n<p>You might offer a half price rate for the first two episodes, for example, reducing their risk in \u2018trying it out\u2019. If you\u2019re confident that you have a relevant audience and they\u2019re likely to take action, then the results should speak for themselves. Win the sponsor a few sales and you\u2019ll have no problem charging the full rate from them on.<\/p>\n<p>Better yet, if you\u2019re really confident, then offer a money back guarantee. Tell them, \u201cIf I don\u2019t deliver X sales or X amount of referrals, then you can have half (or all!) of your money back.\u201d Of course, you need a great way of tracking this, like an affiliate system or offer codes, and even then it\u2019s never 100% accurate. But if you account for that in the numbers and stay realistic, then it can work well.<\/p>\n<h2>Give it a Shot<\/h2>\n<p>The aim in sponsorship is to build long lasting relationships. If you can find two or three sponsors who are super-relevant and who get consistent results with your listeners, then it can lead to a hugely beneficial relationship for both parties. Less chasing, less negotiating, and more creating great content, attracting an even bigger audience.<\/p>\n<p>If you\u2019re looking to dip your toe in the waters, but sponsoring your blog is a step too far, then try your podcast. Build a relationship there and who knows, it might lead to your blog, your video channel, your social media.<\/p>\n<p>If that gives you the time and the space to spend time on the content you love, offering more and more value to your readers, then it\u2019s worth an ad spot or two. Give it a shot!<\/p>\n<p><em>Image credit<\/em>: <a style=\"background-color:black;color:white;text-decoration:none;padding:4px 6px;font-family:-apple-system, BlinkMacSystemFont, &quot;San Francisco&quot;, &quot;Helvetica Neue&quot;, Helvetica, Ubuntu, Roboto, Noto, &quot;Segoe UI&quot;, Arial, sans-serif;font-size:12px;font-weight:bold;line-height:1.2;display:inline-block;border-radius:3px;\" href=\"http:\/\/unsplash.com\/@lum3n?utm_medium=referral&amp;utm_campaign=photographer-credit&amp;utm_content=creditBadge\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"Download free do whatever you want high-resolution photos from Teresa Kluge\"><span style=\"display:inline-block;padding:2px 3px;\"><\/span><span style=\"display:inline-block;padding:2px 3px;\">Teresa Kluge<\/span><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>This is a post from ProBlogger podcasting expert, Colin Gray. Advertising is a sensitive subject for a lot of people. It\u2019s a step into the \u2018money stuff\u2019, into earning cash from your loyal audience, and it can feel like sullying your beautifully crafted content. Who enjoys the sight of a<a class=\"more-link\" href=\"https:\/\/problogger.com\/how-to-get-your-first-podcast-sponsorship\/\"> &#8230;more<\/a><\/p>\n","protected":false},"author":177,"featured_media":88298,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[22],"tags":[603],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to get Your First Podcast Sponsorship<\/title>\n<meta name=\"description\" content=\"Tips and ideas for how to get your first podcast sponsorship from The Podcast Host, Colin Gray.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/problogger.com\/how-to-get-your-first-podcast-sponsorship\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" 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