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Make Your Niche Podcast More Attractive To Advertisers
Episode 10322nd March 2022 • Podcast Pontifications • Evo Terra
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Evo Terra:

More ad dollars flowing into podcasting is

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generally seen as a good thing.

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Yet, niche podcasters don't see very much of it.

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Yes, there are "riches in the niches," but only if your podcast is attractive enough.

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Hello, and welcome to another Podcast Pontifications with me, Evo Terra.

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Yesterday, I shared the Vocalize story with you.

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It's a nifty service that, frankly, brand-based advertisers are going to love.

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Check it out if you haven't listened to it.

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It's a fascinating concept.

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And as I was editing that episode, I started thinking about how podcasts of

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all sizes could make their shows more attractive to brand-based advertisers.

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You see, big shows have one really attractive component that both

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brand-based advertisers and direct response advertisers both want.

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And that's a big audience.

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Podcasting has a healthy and growing industry set up to serve the needs of

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both the advertisers of the big money and the publishers who get the big money.

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But that same industry doesn't work all that well at the smaller scale.

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But that doesn't mean that brands are only spending their advertising and

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sponsorship dollars on gigantic shows.

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No, not at all.

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I mean, since the beginning of podcasting, many enterprising podcasters have been

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finding ways to make their shows more attractive to brands, convincing them of

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the benefits, and then delivering on the benefits, of working with their shows.

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But that's not easy.

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While there are dozens of podcast ad rep firms calling on the big brands to

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spend big money across lots of podcasts every single day, that economy of scale

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doesn't play well for the long tail of podcasting, leaving shows with more modest

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niche audiences to fend for themselves.

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But here's the thing, many of those small shows are purposely small.

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Or at least they're much less likely to see huge growth, which can then

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suddenly skyrocket their shows.

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Something that happens more often to shows which have a much more wide appeal.

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A super-niche show may never grow beyond a few hundred listeners.

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But, if those are the right listeners, there's probably a brand who'd

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like to talk to that audience.

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At least that's the theory.

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A theory that's been proven out time and time again, but one you'll

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probably have to prove time and time again on your own to get an ad

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or sponsorship money to your show.

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Make no mistake, this is probably an uphill climb, but it is doable.

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And I think if more podcasters did it, it'd start making this

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a lot easier for all of us.

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But what is the "it" I'm talking about?

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Well, making your podcast more attractive to brand-based advertisers

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and then securing those deals.

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So how?

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Well, I'm glad you asked.

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So how do you make your show more attractive to brand-based advertisers?

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Four ways, I think.

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Number one, know thine audience - deeply.

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As you've heard me say on this show more than once, know who you

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are for and why they are there.

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Only this time, you're doing it for proof, proof that you are talking to

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the audience they, the brand-based advertiser, also wants to talk to.

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So, how do you do that?

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Well, you do that, especially, you know, here we are, the anonymity

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that's built into podcasting.

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How do we figure that out?

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Well, several ways you can survey them using the questions in the format

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gifted to us by Edison Research.

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If you wanna see what that looks like, go to podcastpontifications.com/survey.

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And go ahead and take it if you want.

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You can also share some sort of a community or a forum, you know,

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create that on your own and get to know the people who are in

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that community or in that forum.

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You'll learn who they are and what companies they're from as well.

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Maybe start a newsletter, a newsletter that gives you the email

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addresses of those who've signed up.

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You can tell a lot just by looking at the domain names of an email,

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or, if you want, look up the email address, you know, do a reverse search.

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The second thing you can do to make your show more attractive

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to brand-based advertisers is have a commitment to quality.

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Look, you are asking brands to spend their money on your show to reach your audience.

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So there's a very good chance that those brands might actually listen to your

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show before they make that decision.

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And just check, is it up to par?

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Now, the company you're going after may have never advertised on a podcast

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before, but there's a very good chance the person who's making the decision,

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or at least somewhere along the chain, has listened to podcasts before.

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Does your show present itself well?

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Does it sound and look and feel like a place where that brand would

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be proud to be associated with?

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The third thing you can do to make your show more attractive to advertisers,

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brand-based advertisers specifically, is actually have a brand story to tell.

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Brands are always going to be reluctant to go first, especially if it has

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to do with spending money in an unexplored, for them at least, channel.

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So you might need to prime the pump by putting brand messages

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on your show on your own.

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Now, not necessarily the brand you really wanna work with or sell a sponsorship to.

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And definitely you never want to imply a brand is a sponsor

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of your show when they are not.

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But, you can pick something that seems on-brand and start the entire process.

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See what it takes to incorporate a brand's message into your episodes.

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Use a URL shortener so you can track those who do happen to click through your

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episode detail webpages or the in-app details that's on their application.

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Start to understand the real, tangible benefits that a brand advertiser would

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get by working with you and your show.

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And then bake that into your sponsor kit, a sponsor kit you have to keep updated.

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The fourth way is pretty simple - ask.

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I mean, it's great when brands come to you and ask to sponsor or to run ads on

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your podcast, but don't wait for that.

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It's probably not going to happen if you only ever wait for it.

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So yeah, put a webpage up on your website.

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Also, put your sales hat on and start making phone calls and sending emails.

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Brush up your LinkedIn profile so people know you're in the market for this.

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And the last way I'll mention is yeah, sure, grow your show.

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Because it's true, some brand sponsors are going to want to know how many people

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your podcast reaches and a thousand sounds a lot better than a hundred.

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But that only assumes that the demographics and psychographics

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of that 1,000 is the same as the 100 you had previously.

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And yes, advertising and sponsorships are often a numbers game, but so is talking

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to the right audience in the right way.

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Grow wisely.

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So there you go, five quick ideas on how you can make your podcast more

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attractive to brand-based advertisers to get some of that sweet, sweet

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cash to help your show keep going.

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I shall be back directly with yet another Podcast Pontifications.

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Cheers!

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Podcast Pontifications is written and narrated by Evo Terra.

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He's on a mission to make podcasting better.

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Links to everything mentioned in today's episode are in the notes

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section of your podcast listening app.

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A written-to-be-read article based on today's episode is available at

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podcastpontifications.com where you'll also find a video version and a corrected

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transcript, both created by Allie Press.

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Podcast Pontifications is a production of Simpler Media.