Today, we’re exploring the world of podcast partnerships versus sponsorships with the fabulous Stephanie Thompson. The key takeaway? Partnerships are better at growing your show. Forget just pocketing cash for a shout-out; we’re talking about meaningful connections that can actually grow your audience.
Stephanie explains how she snagged partners before she even had a following—zero downloads, folks! So, if you’ve been thinking about how to take your podcast game to the next level, this chat is for you. Grab your earphones and get ready to learn how to team up with brands that vibe with your message!
Takeaways:
- Partnerships are more about shared goals and values, compared to one-off sponsorships.
- Monetization through partnerships can grow your audience, not just your pocketbook.
- It's all about the fit; the right audience and brand alignment are crucial for success.
- Don't promote brands you don't believe in; integrity is key in partnerships.
- Transparency with analytics and feedback helps maintain healthy brand relationships.
- Educate your partners about your audience to foster better collaboration and understanding.
- Stephanie did a “trial run” on her courses – BEFORE she launched.
Stephanie's Story of Her First Partnerships
Here are the key steps Stephanie took to build her podcast and secure brand partnerships:
Learning and Preparation
- Took a 12-week marketing and branding course
- Learned how to pitch and approach brands
- Developed skills outside her original profession (education)
Asset Gathering (Before Launching Podcast)
- Wrote and published a book
- Created a small but highly engaged Instagram account
- Started a private Facebook group
- Built an email list
- Focused on a specific niche audience (women's pelvic health)
Brand Partnership Strategy
- Identified brands she was already using in her personal life
- Looked for products aligned with her audience's needs
- Researched potential brand contacts on LinkedIn
- Prepared a pitch focusing on audience value, not just downloads
Initial Outreach
- Directly contacted CEO of first brand (period underwear company)
- Shared personal story and podcast vision
- Emphasized potential audience benefit
- Showed passion and commitment
Negotiation Approach
- Transparent about current audience size
- Highlighted other assets and engagement
- Proposed multiple ways to collaborate
- Focused on long-term partnership, not one-off sponsorship
Continuous Improvement
- Reported detailed partnership results
- Maintained relationships with brands
- Incrementally increased partnership value
- Educated brands about podcasts' unique value
How Do I Get a Partner?
Start by conducting an honest asset audit of your podcast, focusing on engagement quality over pure download numbers. Identify brands that authentically align with your audience's needs by looking at products you already use and love. Research potential brand contacts through LinkedIn, prepare a pitch that emphasizes audience value and your unique vision and approach marketing departments with a partnership proposal that shows how you can provide mutual benefit. Remember, it's not about having a massive audience but having the right audience and demonstrating your ability to connect brands meaningfully with potential customers.
Stephanie also has a 7-Step Partnership Course. Use this link (affiliate) and use the coupon code sop10 to get 10% off your purchase.
Want Another Story of Someone Who Got a Sponsor Before Launching?
Check out The Riches are in the Niches With Harry Duran episode 767
Want More Strategies for Making Money Podcasting?
Profit From Your Podcast by Dave Jackson is a practical guide for podcasters who want to turn their passion into profit. Drawing on decades of experience, Dave walks you through multiple monetization strategies—from sponsorships and affiliate marketing to selling your own products and services. Whether you're just starting out or looking to boost your income, this book provides actionable tips, real-world examples, and the mindset shifts needed to build a sustainable podcasting business.
