Small Audience, Big Results: Making Sponsor Deals Work for Any Podcaster
School of Podcasting: Expert Tips for Launching and Growing Your Podcast
How to Value Your Podcast Beyond Download Numbers
Heidi explains using social media, mailing lists, speaking gigs, and engagement to bolster sponsorship value.
Hey everyone, it’s Dave Jackson from the School of Podcasting! In today’s episode, I sit down with Heidi Kay Begay from Red House Productions (website: redhouseproductions.net) to discuss how you don’t need a massive audience to start monetizing your podcast. She reveals practical and inspiring strategies to pitch your value and land meaningful brand relationships, even when your show is still growing.
Key Points & Takeaways
- You Don’t Need Huge Download Numbers:
- Heidi Kay Begay
- shares how she started pitching to sponsors around episode 30 of her niche show, Flute360, and landed deals despite having a small audience.
- Mindset Shift: Treating your podcast like a business is crucial. I loved Heidi’s “corn and wheat” metaphor—don’t expect business results if you’re just planting hobby seeds!
- Pitching Sponsors: Heidi describes reaching out directly to music-branded companies—flute makers, apparel, gadgets—and focusing on how to create a win/win relationship from day one. She didn’t let her lack of experience or nerves stop her!
- Focus on Value Over Numbers: Rather than falling for CPM (cost per mille) models, Heidi looked at what brands spend for visibility in her industry—conference booths, event program ads, etc.—and built sponsorship packages (bronze, silver, gold) that reflected that value.
- Partnership, Not Just Ad Reads: Heidi emphasizes listening to a sponsor’s specific goals and showing genuine interest in their needs, often including interview opportunities and co-promotions to make the partnership more meaningful.
- Negotiation is Key: Most deals aren’t signed after one email. Expect lots of back and forth, and be ready to listen and adjust your offer. Don’t feel you need everything perfect before you start the conversation.
- Pricing Sponsorships: Heidi recommends considering not only downloads but also your total digital presence—social media, mailing list, engagement rates, speaking appearances, etc. Sponsors look at much more than just podcast stats.
- Campaign Tracking & Follow-Up: Not all sponsors require detailed post-campaign stats. Some are satisfied knowing their brand was featured; others want custom URLs to track results. Being organized and professional goes a long way.
- Dealing with Rejection: Both Heidi and I agree—a “no” today could be a “yes” later. Don’t burn bridges, rejection is often just “not now.”
- AI Music Tools: I shared my experience using Suno (suno.ai), an AI music creation platform, to generate podcast outro music. If you use paid tiers, you own the commercial rights (worth checking out, especially if you need affordable, legal music for your show).
- Check out Heidi's Course on Monetization.
Websites Mentioned
- redhouseproductions.net – Heidi’s podcast production/consulting hub.
- schoolofpodcasting.com – My site for podcast coaching, resources, and community.
- suno.ai – AI music creation platform.
- horseradionetwork.com – Referenced for creative sponsorship strategies.
- aroundthelayout.com – Model train podcast, discussed influencer marketing measurement.
- Heidi Kay Begay - Heidi's site including her Flute 360 show.
- Dave Jackson’s Guide to Confident Podcast Launching & Marketing - Dave on Heidi's show
Episodes About Getting Sponsors
- From Model Trains to Money: Monetizing Your Passion Podcast
- Making a Living Talking about Horses - Glen the Geek is Never Boring
- Why Your Media Kit is Probably Trash: Lessons from Justin Moore
A No Might Be a Not Now
If you think your audience is too small to monetize, don’t let that stop you from reaching out to potential sponsors. You never know until you ask! A “no” is just a “no for now”—sometimes those decline emails turn into bigger opportunities down the road.
Want help launching, growing, or monetizing your podcast? Head to schoolofpodcasting.com and use promo code listener for a special deal. Thanks for tuning in, and if you liked the show, please share it with a friend!
Mentioned in this episode:
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