LET YOUR PODCAST MEAGAN FRANCIS + SARAH POWERS WORK FOR YOU The Secrets to Monetizing Your Podcast
THE MOM HOUR Top 10 Parenting Podcast 4.5 years | 300+ episodes | 150+ brand partners LIFE, LISTENED Production & Creative Services WHO new show development | sponsorship packages WE ARE MEAGAN + SARAH 2w3 ENFP + 1w9 ISTJ 8 kids | 2 businesses | 7 years collaborating
Making Money From Podcast Sponsorship Blissdom 2019 | Make Your Podcast Work For You QUESTIONS WE'LL ADDRESS TODAY Am I ready? How do I find sponsors? How do I DO it? How do I know? What do I charge? How do I KEEP DOING it?
Myths vs. Truths CLAIM: Only shows with 100k+ dl/ep can make money from sponsors TRUTH: Nope. (More on downloads soon!) CLAIM: You have to sign with a big network or agency to get sponsors TRUTH: Direct sales are a great way to get started, and some agencies happily work with smaller shows. CLAIM: You have to sell your soul and promote products you don't believe in TRUTH: No way. In fact, the products you already use and love are your FIRST potential sponsors!
80% OF ALL PODCASTS HAVE FEWER THAN 1,200 DOWNLOADS PER EPISODE
1. PUBLISHING SCHEDULE Do you know when your show will drop, down to the day, for the next six months? If not, create a plan. 6 Things As Important As Audience Size
2. EPISODE FORMAT Do episodes follow the same general format? Are there breaks built in for promotion? Is the length consistent and are episode types clear to listeners? 6 Things As Important As Audience Size
3. SOUND QUALITY Doesn't have to be perfect. Does have to be the very best you can achieve, consistently, with your budget. 6 Things As Important As Audience Size
4. VISIBILITY & DISTRIBUTION Are your show notes easily discoverable? Are you on all the major distribution platforms? 6 Things As Important As Audience Size
5. BIGGER BRAND PICTURE Are you clear about how your podcast fits into the other work you do? Can you tell the podcast's story? Can you tell the not-the-podcast story? 6 Things As Important As Audience Size
6. KNOWING YOUR AUDIENCE Have you surveyed them? Do they know how to reach you, and do you reply? Do you know the hard stats AND the softer demographics? 6 Things As Important As Audience Size
What Happened In The Spring Of 2017? 60 2 years, 100 episodes In 5,000 downloads per episode 40 Working with one agency, approached by others First audience survey & used 20 results to tell our story YOU CAN ACCELERATE WHAT TOOK 0 2015 2016 2017 2018 2019 US TWO YEARS TO ACCOMPLISH # of unique brands who paid The Mom Hour for advertising
Am I Ready For Sponsors? CHECKLIST FOR PODCAST MONETIZATION Publishing consistently on a predictable schedule with good sound quality Recording schedule and show format provide room for promotional spots Understand your stats, your audience, and how the podcast fits into your brand
EXISTING RELATIONSHIPS Blog & social brand partners can convert (but you'll have to hold their hand) Affiliates & PR pitches RESEARCH & RECON Who is already advertising on podcasts? What types of advertisers do you hear on Now What? shows similar to yours? FINDING SPONSORS AGENCIES & COLLECTIVES May have a size minimum Doesn't hurt to send your media kit & set up a phone call Understand exclusives & contracts
Now What? EMAIL CUSTOM PRICING & PACKAGING CONTENT Industry "standard" CPM (cost to BLOG reach 1,000 listeners) VIDEO $18-25? $25-40? $20-50? SOCIAL First real sponsor package we sold had a $198 CPM SPEAKING Pricing Tip: Pick a number that feels EVENTS worthy of your time, then build a package around that number.
WHAT WILL THE MARKET BEAR? Podcast advertising is still largely untested. Everyone is experimenting and you can too. Pricing Questions To AM I LIKELY TO OVERDELIVER? CPM campaigns expect CPM results. If you're Ask Before planning on giving more, you can charge more. You Hit WHAT'S THE WORST THAT COULD HAPPEN? Have enough courage to quote a higher rate a few times to SEND see what happens. (Don't claim failure after your first "no"!)
Flow Of A Sponsor Campaign THIS IS THE SAME WHETHER IT'S ONE AD OR SIX SALES CREATIVE DELIVERY REPORTING Agreement on Talking points from Podcast ad runs Proof of pricing & brand Other deliverables performance deliverables "Scripting" your (social, blog, email) Downloads after 30 Basic contract personalized drop as scheduled days signed delivery Invoice & payment Recording & editing terms
Renewals & Growth CONSTANTLY RE-EVALUATING, IMPROVING PROCESSES, & RAISING RATES SALES CREATIVE DELIVERY REPORTING
Being RELIABLE makes you monetize-able! Use your track record as a professional influencer and apply it to this new medium (you’ll be way ahead of most).
MEAGAN FRANCIS & SARAH POWERS SLIDES FOR DOWNLOAD lifelistened.com/blissdom Questions? CONNECT ON SOCIAL @themomhour @lifelistened @meaganfrancis + @powersofmine KEEP IN TOUCH! hello@lifelistened.com
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