Make Your Niche Podcast More Attractive To Advertisers

More ad dollars flowing into podcasting is generally seen as a good thing. Yet niche podcasters don't see very much of it. Yes, there are "riches in the niches," but only if your podcast is attractive enough.

Podcasting has a healthy and growing industry set up to serve the needs of both the big-money advertisers and the podcast publishers who get the lion's share of the more-than-a-billion dollars spent on podcast advertising. 

But that industry doesn't work all that well for podcasters on a smaller scale. Nor does it work for many potential advertisers and sponsors with more modest budgets. 

That doesn't preclude niche shows or smaller would-be sponsors from participating in podcast advertising and sponsorship. It just means those niche podcasters have to be little scrappy. And they can start by making their podcasts more attractive to potential sponsors. 

Here are five ways you might go about doing so.

1. Know Thine Audience. Deeply.

Set up a survey, like the template gifted to podcasters by Edison Research. Set up an online group, community, or forum. Or start a newsletter. You can learn a lot by just email domain names.

2. Have A Commitment To Quality

Does your show present itself well? If they select a random episode—or your most recent—will it sound, look, and feel like something they'll want their brand associated with? 

3. Have A Brand Story To Tell

Spending money in an unexplored channel is a little scary, regardless of the size of the budget. So you might need to prime the pump by putting brand messages on your show so the brands you want to work with have a clear idea of what their money gets them.

4. Ask For The Sale

Yes, put a sponsor or advertiser inquiry page on your website. But also put your sales hat on and start making phone calls, sending emails, and brushing up your LinkedIn profile as you go on the hunt for dollars.

5. Grow Your Podcast's Audience

Yes, some brand-based sponsors are going to want to know how many people your podcast reaches. Advertising and sponsorship is often a numbers game, but so is talking to the right audience in the right way. Grow wisely. 

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Links

Vocalize IncPodcast listener survey template via Edison ResearchTake the survey for Podcast PontificationsOver 100K active podcasters trust Buzzsprout Got a podcasting service? Become a sponsor of Podcast Pontifications.Serious about podcasting? Join the Advancing Podcasting Community today!
Got a podcasting service? Become a sponsor of Podcast Pontifications.Serious about podcasting? Join the Advancing Podcasting Community today!

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Podcast...

More ad dollars flowing into podcasting is generally seen as a good thing. Yet niche podcasters don't see very much of it. Yes, there are "riches in the niches," but only if your podcast is attractive enough.

Podcasting has a healthy and growing industry set up to serve the needs of both the big-money advertisers and the podcast publishers who get the lion's share of the more-than-a-billion dollars spent on podcast advertising. 

But that industry doesn't work all that well for podcasters on a smaller scale. Nor does it work for many potential advertisers and sponsors with more modest budgets. 

That doesn't preclude niche shows or smaller would-be sponsors from participating in podcast advertising and sponsorship. It just means those niche podcasters have to be little scrappy. And they can start by making their podcasts more attractive to potential sponsors. 

Here are five ways you might go about doing so.

1. Know Thine Audience. Deeply.

Set up a survey, like the template gifted to podcasters by Edison Research. Set up an online group, community, or forum. Or start a newsletter. You can learn a lot by just email domain names.

2. Have A Commitment To Quality

Does your show present itself well? If they select a random episode—or your most recent—will it sound, look, and feel like something they'll want their brand associated with? 

3. Have A Brand Story To Tell

Spending money in an unexplored channel is a little scary, regardless of the size of the budget. So you might need to prime the pump by putting brand messages on your show so the brands you want to work with have a clear idea of what their money gets them.

4. Ask For The Sale

Yes, put a sponsor or advertiser inquiry page on your website. But also put your sales hat on and start making phone calls, sending emails, and brushing up your LinkedIn profile as you go on the hunt for dollars.

5. Grow Your Podcast's Audience

Yes, some brand-based sponsors are going to want to know how many people your podcast reaches. Advertising and sponsorship is often a numbers game, but so is talking to the right audience in the right way. Grow wisely. 

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Links

Vocalize IncPodcast listener survey template via Edison ResearchTake the survey for Podcast PontificationsOver 100K active podcasters trust Buzzsprout Got a podcasting service? Become a sponsor of Podcast Pontifications.Serious about podcasting? Join the Advancing Podcasting Community today!
Got a podcasting service? Become a sponsor of Podcast Pontifications.Serious about podcasting? Join the Advancing Podcasting Community today!

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Podcast Pontifications is a production of Simpler Media. New episodes are released weekly, providing ideas and questions every serious podcaster should be thinking about.

It's created and hosted by Evo Terra. Follow him on Twitter for more podcasting insights as they come. Allie Press assists with the production and transcription of the show.

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Mentioned in this episode:

Support For Abortion Rights

While Americans overwhelmingly support the right of an individual to make their own decisions about abortion, unfortunately, that right is no longer protected everywhere in the U.S. The Supreme Court overturned Roe v Wade on June 24th.

Abortion is a basic healthcare need for the millions of people who can become pregnant. Everyone should have the freedom to decide what’s best for themselves and their families, including when it comes to ending a pregnancy. This decision has dire consequences for individual health and safety, and could have harsh repercussions for other landmark decisions.

Restricting access to comprehensive reproductive care, including abortion, threatens the health and independence of all Americans. Even if you live in a state where abortion rights are upheld, access to safe medical procedures shouldn’t be determined by location, and it shouldn't be the privilege of a small few.

You can help by donating to local abortion funds. To find out where to donate for each state, visit donations4abortion.com.

If you or someone you know needs help, or if you want to get more involved, here are 5 resources:

1. ShoutYourAbortion.com is a campaign to normalize abortion.
2. DontBanEquality.com is a campaign for companies to take a stand against abortion restrictions.
3. Abortion.cafe has information about where to find clinics.
4. PlanCPills.org provides early at-home abortion pills that you can keep in your medicine cabinet.
5. Choice.CRD.co has a collection of these resources and more.

We encourage you to speak up! And spread the word.

This podcast uses the following third-party services for analysis:

OP3 - https://op3.dev/privacy
Chartable - https://chartable.com/privacy
Podsights - https://podsights.com/privacy