The Podcasters Podcast How to Find, Retain and Maximise Sponsors for Your Show
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Want the inside scoop on getting sponsors for your podcast and keeping them coming back? Kane and Ash talk about how you can maximise sponsor retention and drive results. Learn clever ways to seamlessly weave sponsored messages into your show so listeners don't tune them out, discover ideal ad placement, duration, and frequency to drive conversions. Plus, tips for finding sponsors aligned with your audience and content so endorsements feel authentic.
KEY TAKEAWAYS
- Negotiate longer initial deals (8-12 weeks) so sponsors see results before deciding to renew. Remind them most listeners need multiple touchpoints before taking action.
- Make ads conversational, relatable and seamlessly blended into content. Avoid scripted reads that interrupt the flow.
- Place ads mid-episode when retention is highest, not beginning/end where skipping is easy.
- Select sponsors carefully to ensure true audience alignment. Products you genuinely use and endorse convert better.
- Maximise value by promoting sponsors in other channels like email lists and one-on-one conversations.
- Gradually extend deal lengths to lock in sponsors long-term as your audience grows.
BEST MOMENTS
"Can't skip if we're sneaky. Exactly. So now it's just in the brain and they can't avoid it."
"I would rather take a little bit less money at that point...and it be guaranteed over the year paid up front than having to find to negotiate sponsorships every 8 to 12 weeks personally."
"Put yourself in the listener's shoes"
"If you're sponsoring your own podcast with your own brand or selling your own thing, take this same advice."
VALUABLE RESOURCES
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ABOUT THE HOSTS
Kane Baron & Ashley Morris run the UK's first and largest Podcast Agency, Progressive Media.
They specialise in planning, launching, and Growing Podcasts that Generate Leads, Revenue and Business opportunities as well as helping Experts and Entrepreneurs improve Credibility and Positioning within their niche to Scale their Personal Brand and Business.
Kane and Ashley manage over 100 Podcasters every week Including Rob Moore, Kevin Clifton and Dapper Laughs. They have supported hundreds of Podcasts in generating tens of Millions in combined Revenue.
Progressive Media have provided Production, Marketing and Consultancy services to help creators Launch, Scale & Monetise their Podcast for over 7 years.
CONNECT & CONTACT
Email: podcast@progressiveproperty.co.uk