What do you do if your podcast sponsors and advertisers are not responding to your outreach efforts?

When sponsors aren't responding, it's vital to fine-tune your pitch. Personalization is key. Tailor each outreach to the specific sponsor, showing them why your podcast is a perfect fit for their brand. Highlighting mutual benefits is crucial; sponsors want to know what's in it for them. Referencing their recent campaigns or products demonstrates you've done your homework, making your pitch more compelling. Remember, a cookie-cutter pitch won't cut it. Make yours stand out by showcasing the unique value your podcast brings to their audience.

On thing that we've found helpful has been taking a very unique and different approach leaning on what makes us unique. For us that might be a direct message to people in the company that can be closer to the decission maker, but not necessarily to the main person. What to say? We simply invite them to the show to talk about their company and questions our audience might have. The goal here is for them to check out the experience of coming to the show and spend time with us. It has worked wonders! That was a huge reason on how we started working with brands like Hubspot.

If your podcast sponsors and advertisers aren't responding to your outreach efforts, don't stress! First, double-check your outreach messages for clarity and professionalism. Maybe they're busy, so a polite follow-up email could do the trick. Also, consider diversifying your outreach methods—try reaching out via different platforms or through mutual connections. Remember, building relationships takes time, so stay persistent and patient. Lastly, evaluate your podcast's content and audience to ensure it aligns with potential sponsors' interests. With perseverance and adaptability, you'll find the right sponsors for your podcast.

Make sure you are pitching the right people. Often the Marketing Department may be more interested in working with a show than the agency the company uses. Also, use LinkedIn to find people you have connections with to see if they can help push your pitch.

When sponsors aren't responding, it is time for an outside appraisal of your show. Chances are that you have "hair on the deal" - things that make your show unappealing to advertisers. Things like your photo on the Cover Art, inconsistency in your publishing schedule, too broad in your guests and topics, and no proof that your audience is growing month over month. We do 5-6 appraisals a day; while most have some technical issues that can be quickly remedied, many were never set-up properly be an advertising or sponsor-friendly show. If it is an afterthought or a money grab, sponsors know that.

Make sure you have a story to tell with your numbers. Smaller numbers don't always mean you will not get a sponsor. Having a show that reaches a very specific audience will be invaluable to a lot of sponsors who want to reach those specific people.

One thing that we found to be true every time, is that Relationships must be the main priority. The kicker, no expectations. One of our goals is to make new friends through the show. People we want to hang out with. When that falls into place, opportunities will come. Referrals, partners, customers, sponsors, you name it. Live events have been proven to be an incredible source of these relationships. Once the relationship is developed, normally after we also provided a ton of value to them, we can go ahead and start inquiring about possible opportunities to collaborate together.

Networking is like planting seeds in the podcasting world. It's not just about scoring sponsors; it's about nurturing relationships. I've found that attending events and mingling online isn't just about the pitch; it's about genuine connections. When you meet potential sponsors, focus on building rapport and sharing your passion for podcasting. This approach often leads to lasting partnerships. Remember, relationships matter as much as content.

If your podcast sponsors and advertisers aren't responding to your outreach efforts, networking is your best friend. Start by revisiting your approach—make sure your messages are personalized and compelling. A friendly follow-up might just nudge them into action. Expand your networking efforts beyond direct messages—attend industry events, join online communities, and leverage mutual connections. It's all about building relationships, so be patient and persistent. Also, take a moment to refine your podcast's pitch to ensure it resonates with potential sponsors. Networking is a journey, so keep at it, and you'll eventually connect with the right sponsors and advertisers for your podcast.

In our experience follow up has been a massive asset in our relationships. We have a rule to never assume. We never know what's going on on the other side, so we will continue to reach out, sometimes through different mediums, very politely and always doing our best to provide value. Once we were working on a deal with another show, and the person stopped responding to our messages. In our previous conversations the person mentioned he had small kids. We reached out with a legitimate question about my own kids and something we needed help with on the personal level. That did it, and we got back on track. Turns out he was in a 10 day vacation with his family and did not have access to his messages. Deal moved forward.

Flexibility and outside-the-box thinking are key to making a sponsorship deal work. Too many of us think strictly in terms of PPC (Pay Per Click). But often, the best opportunity for both the sponsor and the podcaster are creative deals that had not been thought of before. Talk to them about WHAT THEY ULTIMATELY WANT, then think about what YOU want/need, and find a solution that works together. Typically, sponsorship deals don't have this in mind, so when you do, you really stand out in a big way.

One thing that can be helpful is to look at your Podcast and supportive assets (like newsletters, micro clips, articles, and other content that comes out of the show) as a full content map. This content map can, often times, be more attractive to potential partners. Now we can present a customized solution based on what they need. "What's in it for them?" that's something we always try to keep in mind, and do our best to cater to. It can be more exposure, access to your guest list, access to your community, support to a new brand, etc. If your Content Map delivers their "want" in multiple ways, it can be a massive leverage play on your part. Each asset can be presented individually or as a bundle.

Two things: 1- If you're a small-audience, highly niche show, then you may not want to have sponsors. A pod I follow religiously, Manager Tools, got so popular that they started putting in commercial spots and then reversed course. They realized that the show was all about their expertise and that putting some random B2B ad spot was brand dilution. Now the show only advertises their conferences & products. 2. If you want more sponsors make sure you say so in the bumpers of the show. It's better to work with people that call you than to try and turn a "no" into a "yes".