How to Get Sponsors for Your Podcast: Ultimate Guide for 2024

I’ll tell you how to get sponsors for your podcast the right way because most podcasters do it the wrong way.

Don’t worry about magic numbers. Even if you don’t have a massive following yet, start looking for sponsors now. Remember that everyone has to start somewhere and your podcast can be the next big thing.

Pitching and a great sponsor proposal are critical to getting big sponsors and big money. Build a profile of your typical listener. This is called a persona or an avatar and my company uses them effectively in sponsor proposals. Think of the daily lifestyle of someone in your audience. What are their motivations and what do they buy? Use social media and podcast networks to help connect you with potential sponsors.

The sponsor proposal is mission-critical to show sponsors your unique benefits. If a sponsor doesn’t see benefits, they won’t fund you. Be clear and persuasive in your sponsor outreach and it will make all the difference.

Key Takeaways

• Build your extended reach and understand your audience
• Send a great pitch to sponsors that are aligned with your demographic
• Prepare a compelling and clear sponsor proposal

Understanding Podcast Sponsorship

Sponsorship is about connecting a company to people who buy things. Brands will fund your podcast in exchange for reaching your audience. This involves knowing the basics, appreciating the benefits for sponsors, and exploring different types of sponsorships.

Sponsorship Basics

Podcast sponsorships are agreements where brands provide financial support to your podcast. In return, you promote their products and services in various ways.

Start with your sponsor wish list and the brands that you would like to fund you as a sponsor. Choose brands that align with your core values and personalize the approach to each sponsor. Podcast sponsorships are agreements where brands provide in-kind and financial support in exchange for visibility, branding, and promotion. 

Sponsor Benefits

This is where most podcasters get it wrong. They try to sell the sponsor 30 or 60-second commercials on their show. This makes it all about your numbers. If you don’t have a huge following yet, concentrate on selling your brand and a panoply of different year-round benefits.

Benefits for sponsors include building a positive brand image, educating fans about the sponsors’ products and services, increasing the customer base, and driving traffic and sales. Sponsoring your podcast shows that they support content creators who are building communities. The relationship with you can enhance brand loyalty and visibility.

Sponsors can also get access to your audience, higher engagement and better conversion rates compared to traditional advertising.

Sponsors have been a game-changer for my clients and allowed them to turn their podcasts from a hobby to a business, with monetization and growth. To attract your sponsors, understanding your audience and building a solid foundation is key. You need high-quality content, engagement, and consistency in the schedule when episodes drop. Sponsors are interested in podcasts with a loyal and growing audience, so demonstrating this can significantly increase your chances of getting great sponsorship deals.

Podcast advertising has a longer shelf life because many people listen to archives of episodes and share the content on social media. 55% of podcast fans took action after seeing an ad.

Different Types of Podcast Sponsorships

Pre-roll ads are short segments at the beginning of episodes. They are usually 15-30 seconds and capture the audience’s attention quickly.

Mid-roll ads are longer, more detailed ads that appear in the middle of the show and they are usually 60 seconds. The benefit to sponsors is higher listener engagement since they are integrated into the content.

Post-roll ads come at the end of the podcast. They may have less engagement, but they still serve as valuable reminders for fans to stay until the end.

How to Identify Your Potential Sponsors

Your Sponsor Wish List

Most people start their sponsor wish list with their Lovemarks, the companies they use and recommend to others. This is great and be sure that these products align with the buying habits of your audience.

Think about the spending habits of your audience and choose products that your fans are likely to buy. Make a demographic profile including age range, gender mix, income, occupations, diversity, motivations, pain points, and lifestyle.

When you’re identifying potential sponsors, don’t just stick to one category. I got into the world of sponsorships when I did a Women’s Small Business Expo and I needed to pay for my live events. I thought of things like office supplies and shipping companies for the business lives of women. But I didn’t expand my sponsor list to the personal lives of women, who also buy consumer goods. When Wal-Mart called me and became a sponsor, it was a light bulb moment. I realized I needed to expand my sponsor prospecting to many different categories of companies.

Some sponsors give you money and some do in-kind sponsorships, which is a trading of benefits and services, with no monetization. In-kind and trade sponsors are great because they are budget-relieving. You can get hotel rooms, cars and airline flights. That being said, don’t always settle for product donations. Push for financial sponsorship whenever you can.

Researching Your Sponsors

Your podcast is called a “Property” in the world of sponsorship. Start by looking at other similar properties such as podcasts, blogs and YouTube channels to see who their sponsors are. This is great because you don’t need to educate them as much about your value since they are already playing in your space.

A lot of people start searching for their sponsors on LinkedIn, but this could be an exercise in frustration because some sponsors don’t list on LinkedIn. Your relationship is not with a faceless corporation. It’s with a human being, so I recommend getting a list of decision-makers in the sponsor industry.

In your spreadsheet of potential sponsorships include company name, contact information and notes about sponsorships they’ve done in the past. Since many people in sponsorships are working remotely get as much contact information as possible including work email, personal email, social media links, office phone, and cell phone numbers.

Using these steps ensures that you identify sponsors that are a great fit and will be great partnerships with benefits for you and your sponsors.

Your Sponsorship Proposal

Your industry-standard sponsorship proposal is one of the most important, but least understood documents in the world of sponsorships. The sponsor proposal is all sponsors see about you and how they make their funding decisions. If your sponsorship proposal is not industry-standard you’ll be rejected and you may not be able to re-submit.

Your Compelling Sponsor Pitch

A great pitch sets the stage for an amazing first impression and a great sponsor deal. Be brief, be brilliant, and be gone. Begin with your benefits and hit the hot buttons of what sponsors are looking for. Introduce your podcast name, and theme and get to the benefits and audience as quickly as possible. Don’t wax rhapsodic about your bio. Make the sponsor the star.

Tell the sponsors why your podcast is unique and why it stands out in your market. Give stats, but don’t get caught up in them. Tell sponsors about your potential demographic and how you can add value to their business.

Have a clear call to action and always have next steps. Be professional and personal with great storytelling. 

Sponsor Discovery Session

Your first conversation with a sponsor should be a fact-finding mission. Don’t go right into your presentation. Ask the sponsor questions that make them open up to you. Then tailor the proposal to what they are looking for.

When I got FedEx as a sponsor for my Women’s Small Business Expo, I asked them what they were looking for. They said that signage and an exhibitor booth were not important to them. They wanted to reach women business owners and re-brand FedEx so entrepreneurs didn’t think about them as the expensive white glove shipping company. We gave them press releases, social media campaigns, and an award ceremony. If I assumed that they wanted signage and a vendor booth, I never would have received the sponsorship and FedEx was so happy that they sponsored me for 5 years because we listened to them.

Your Media Kit

The media kit is part of the sponsor proposal and it has an overview of your podcast, key statistics, demographic details, and audience insights. You can also include testimonials from viewers, listeners and sponsors with thumbnail photos. Make sure it has great graphics and headlines and it’s easy to skim.

Sponsor Fees and Pricing

Have a sheet about sponsor fees that includes your podcast and other benefits you can give sponsors such as social media campaigns, email marketing, videos, push notifications and traditional media.

Don’t share your pricing in the first conversation. Sponsors find this too transactional. Instead, find out what’s important to your sponsors first and then concentrate on providing brilliant solutions for them.

Be flexible and let sponsors know that your sponsor proposal isn’t “fully baked”. Sponsor fees are like ordering a special omelet with no onions off of a menu. You’ll have different benefits for different levels of sponsor fees.

Your Persuasive Sponsor Outreach Strategy

Choose the right communications channels to reach your prospective sponsors and tailor your approach to fit the unique aspects of your sponsors and your podcast.

Sponsor Prospecting Channels

My company gets sponsor funding for clients and sponsors have told me many things off the record. One of them is that they don’t want to be surprised by a phone call. It’s best to introduce yourself with an email. You can also do your initial outreach with a direct message on their social media.

After you’ve sent them a few digital messages, you can call your sponsors directly. This is how I got my first sponsors. Remember that sponsorship is a relationship business and you need conversations to create relationships and rapport.

Sponsor Outreach by Email and Social Media

Your email needs a great subject line so people open it. If people don’t read the body copy of your email, they won’t get your great messaging. Lead with your benefits in the subject lin and be direct. Subject lines phrased as a question, get more people to open them.

In the body of your email, personalize the message. Show the sponsor that you’ve done your research by inserting “I see” statements such as, “I see you’re doing community outreach” or “I see that you’re marketing to a specific demographic.

Mass email campaigns can be tempting because it takes less time, but if sponsors think that you’re including them in a spray and pray campaign, they are less likely to engage with you.

Social media also needs to have clear and focused messaging. Use visuals and short communications. Build a relationship over time and focus on long-term relationship-building.

Consistency is important. Clear and consistent follow-up shows that you’re a professional and increases trust. 

Leveraging Your Podcast Metrics

Here are the metrics that matter to your sponsors

Understanding Important Metrics

Downloads per Episode: This is your primary metric and it shows sponsors how many people listen to each episode.

Listener Demographics: This includes hard data such as age range, gender mix, location, income, diversity, and education. Psychographics include motivations, pain points, interests, influences, lifestyle, and buying habits. Don’t just depend on your digital platform for this information. You know your audience, so add some of the information you’ve gathered personally.

Engagement Rate: How long your listeners interact with your content. Metrics like average listening time and social media interaction show how engaged your audience is.

Growth Rate: Show how your podcast has grown over time. Your growth can be attractive to sponsors and it also creates a sense of urgency. They can get in on the ground floor until your podcast blows up and becomes more expensive.

How to Showcase Your Metrics to Your Sponsors

Professional Reports: Create clean, user-friendly reports about your metrics. Visuals such as charts and graphics are great. We create personal infographics for sponsors to make the data easy to understand.

Highlight Strong Points: Emphasize your best metrics. If you have a high engagement rate or significant growth, put this compelling information at the top of your reports in large font and eye-catching graphics.

Case Studies: Show how sponsors have benefited from partnering with you. Include compelling testimonials with thumbnail photos and company logos.

Regular Updates: Provide regular updates on your metrics and how you’re promoting your sponsors. This prolongs your relationship with your sponsors and ensures transparency.

Making Your Sponsor Value Proposition Stronger

To attract corporate sponsors, make your podcast stand out from the mediocre middle. Focus on great content, production quality, and audience reach. This will help you present your podcast as a valuable platform for potential sponsors.

Improving Content Quality

Audio quality is critical. People will forgive bad videos before they forgive poor audio. Invest in a good microphone and sound editing software. If you have video, use a good-quality video camera, webcam, or smartphone. Clear sound and video keep listeners engaged and increase your rave reviews.

Guest appearances can add value. Inviting experts and well-known influencers in your niche can provide fresh insights and attract their fan base to your podcast.

Growing Your Audience

Your extended reach makes your podcast more attractive to sponsors. Use social media promotion including Facebook, Instagram, TikTok, X, LinkedIn and Pinterest. Also, create a proprietary list and do email marketing to people who have requested to be on your database.

Borrowed credibility includes collaborations with other podcasters, influencers and thought leaders. 

Search engine optimization (SEO) is also important. Learn about keywords and descriptions to lead people to your podcast and discovery platforms such as Apple Podcasts, IHeartMedia and Spotify.

Engage with your audience through comments and feedback. This builds your community and makes listeners feel valued and engaged.

Maintaining Your Sponsor Relationships

You got sponsors and did your happy dance. Now it’s time to maintain strong sponsor relationships to get those delicious sponsor renewals. If a sponsor likes you, they can sponsor you this year, the next year, and the next.

Sponsor Communication

Regular and clear communication is essential. Keep sponsors informed about your progress including listener metrics, audience feedback, and how you’re promoting your sponsors. This builds trust and shows that their investment is worthwhile.

Send sponsor fulfillment reports at least quarterly by email but don’t stop there. Schedule time to go over the sponsor report in an actual conversation. When sharing updates, focus on relevant data. Remind the sponsor why they are funding you and reinforce the benefits that are important to them.

Respond promptly to all emails and inquiries from the sponsor. This makes you a professional and creates trust and value. In conversations, ask for positive and negative feedback. You don’t want residue to build in your sponsor relationships. One of my bank sponsors didn’t like something in our program and they told me. When I heard their objections, I was devastated. Then I asked them if I could change what they didn’t like. The happy ending is that they were so pleased that they sponsored me for many more years.

Delivering On Your Promises to Sponsors

Delight and surprise your sponsors. Deliver what you promised and go beyond to give them extra benefits. If you agreed to mention sponsors in your episodes, use clear and natural ad reads that fit smoothly into the content of your show.

Send your sponsors recordings, timestamps, and audience comments. Make sure to follow any specific guidelines or scripts to meet the sponsors’ expectations accurately. If you can’t fulfill specific promises, address this immediately. Offer alternative solutions to keep the sponsor’s trust and do regular check-ins to see if your sponsors are happy with the program.

Strategies for Long-Term Sponsorship Success

Focus on Quality Content

In the end, it’s all about the content you put out. If it’s honest, entertaining, and engaging, you’ll attract listeners, shares, and great reviews. This translates to great value for your sponsors.

Understand Your Audience

I can tell if someone walking down the street would be part of my audience. Research and share important demographics about your audience including their hard data, lifestyle and buying habits.

Communicate Consistently

Maintain regular communication with your sponsors. Don’t worry about being a pest. Sponsors want updates on performance and changes. One of the best ways to keep your sponsors is with consistent new information pitches.

Personalize Your Sponsor Relationships

Each sponsor is different and they want different benefits. Tailor your approach to the specific needs and preferences of each sponsor. This can make them feel more connected to your podcast and its audience.

Leverage Social Media

Use social media to promote your sponsors. Engage with your audience on the platforms and showcase your sponsors’ products and services. 

These strategies can help you build and maintain strong relationships with your fans and sponsors.

Frequently Asked Questions

Final Thoughts

Sponsorships have changed the trajectory of my success. I started a Women’s Small Business Expo because I wanted to empower women by showing them how to start and succeed in their own businesses. I discovered sponsors because I needed to pay for the event and I’ve been sponsored by Bank of America, Wal-Mart, IBM, Microsoft, Staples, Southwest Airlines, Epson, Health Net Insurance, and many more companies.

Starting my business got me out of the poverty trap and an abusive relationship. Deciding to strike out on my own was the catalyst for the good things that happened in my life. I was able to travel the world, buy my first home as a single woman, create transformational events and get sponsors.

I went from being a victim to being the architect of my own life and I’ve learned to be more vulnerable by talking about my mistakes and challenges. 

If I can start a business from my kitchen table with just an idea and get sponsors, so can you. Get funding from sponsors, grow your podcast, and live your life of dreams. I’ll be waiting to hear your success story…