Have you ever sponsored a podcast? Would you consider doing so?
As you may or may not know, I have a podcast. The Small Business Big Network podcast is for and about small business owners who want to get more from their networking. It’s on all the usual podcast platforms or you can find it on my website www.lizdrury.co.uk/podcast if you want to have a listen.
Earlier this year I started offering the opportunity to sponsor my podcast, and to date I’ve had 5 different sponsors.
What they get for their sponsorship money is:
I’m currently charging £99 for a package to sponsor two episodes.
Great value, right?! But there’s more to it than that.
There’s even greater value than you might think, if you put a little bit of effort in.
If you advertise on the back of a bus for a couple of weeks, it might be great if your bus is on a busy city centre route – not so great if it trundles along the country lanes to Little Piddling once a fortnight. And at the end of the two weeks your ad is taken down never to be seen again.
But if you sponsor a podcast episode – that lives forever, if you keep sharing it.
If you get involved with the episode(s) you’ve sponsored, you’ll get more out of it. Of course the usual podcast listeners will hear your ad, and hopefully some of them will take action, but if you share it with your audience as well you’ll get even more return. These are people who already know about you but may not have bought from you yet. Reminding them about you and your business by sharing a podcast you’ve sponsored, might just encourage them over the line.
Social media is a hungry beast and we’re all always looking for things to share. A podcast episode that you’ve sponsored is ideal content – and as long as your ad wasn’t about a time sensitive offer, then it’s evergreen too, so you can share it ad infinitum.
The more people you tell that you’re a podcast sponsor, the better you’ll do from it – and of course the podcast host benefits from new listeners too. Everyone’s a winner!
So, if you sponsor a podcast – mine, or any other podcast – don’t just sit back and see what happens. It will work much better for you if you get involved. Talk about the fact that you’re a sponsor and share far and wide.
One of my recent sponsors was business coach Sheena Whyatt. She runs ‘Kapow’ which is a programme of coaching and training for small business superheroes. Sheena is someone who has harnessed the power of sponsoring a podcast for maximum impact, by getting involved and sharing the content. Here is what she had to say about it:
‘For my business, this investment has been like adding a new superpower—one that increases visibility and drives engagement with potential clients who are eager to transform their businesses. The response has been incredible, with more interest in KAPOW! and IGNITE! than ever before.’
If you’ve sponsored a podcast in the past, I’d love to know what you got from it, and also whether you helped yourself by shouting about the fact that you were a sponsor?
And if you want to sponsor my podcast I’d be delighted to chat!