PYB Episode 88: Your Sponsorship Sales with Nicole Walker (Podcasting 102)

By Jaime at FSM
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Building Your Brand Through the Power of Podcasting

Is your roadmap to sponsorship sales still fraught with fog? Let’s clarify the path for you! My guest Pro Podcasting Peer today is Nicole Walker of WinHers United. She is an award-winning podcaster, international speaker, sponsorship strategist, and women’s empowerment advocate. Nicole has been named a Top 50 Mom in Podcasting, a 2020 Top Influencer, and was nominated for the 2021 Excellence in Audio Media Award. Nicole and I first uncover for you a critical truth you MUST accept when trying to land a sponsor. Then, we’ll discuss the most important rule to remember to be sure you are targeting the right potential sponsors for your show. And, finally, she and I will share some tips on how to approach them (and, even FIND them). It’s my next Podcasting 102 topic ready to roll for you today. Listen in and let’s do this…!

Link to Sound File for Sight Impaired: Click Here

Host, Lead Editor, and Executive Producer: Producer Jaime (“Jemmy”) Legagneur | Email Me! (Jaime@FlintStoneMedia.com)

My Workshops: Launch Strong and/or Maximize Your Podcast’s Potential with my Workshops!

Tip #17 from 2/23/2023: 3 Things to Say to Your Guests Before You Start Recording that Will Smooth Out Your Interviews (Instagram | TikTok)

Tip #73 from 6/7/2023: Starting Your Interviews (Instagram | TikTok)

Pro Podcast Peer: Nicole Walker, Founder of WinHers United

More About Nicole: Nicole is an Award Winning Podcaster, International Speaker, Sponsorship Strategist, and Women Empowerment Advocate. Nicole’s podcast, WinHers United, literally changed her life. Nicole has been named a Top 50 Mom in Podcasting, a 2020 Top Influencer, and was nominated for the 2021 Excellence in Audio Media Award. Nicole’s podcast is within the Top 5% of podcasts worldwide, won the 2020 Best Black Business Podcast Award, and was nominated for the 2022 Moment of Entrepreneurial Inspiration Award.

Nicole’s podcasting expertise has been featured on various platforms including Pod News, Podcast Movement, and Time Magazine. Nicole helps established podcasters and podcast conferences with sponsorship acquisition via data analytics, pitch deck creation, and sponsors identification and outreach.

Link: PYB Episode 85: Creating Your Media Kit, with John Jay Wiley (Podcasting 102)

Link: PYB Episode 86: Setting the Table for Sponsorship Sales (Podcasting 101)

Link: PYB Episode 87: Your Sponsorship Packages (Podcasting 102)

Link: Producer Jaime Invited as a Guest on the “WinHers” Podcast!

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Additional Support Provided by: Flint Stone Media and Listeners Like You!!

Remember: “The only thing more powerful than your voice is your spirit to use it.” So, turn that mic on. ~ Producer Jaime

Season 4:

Considering a rebranding of your show? Well, that starts with the name. So, what’s in a name? Well, in podcasting… it turns out there’s a LOT. So, my Pro Podcasting Peer Guest, Johnny Pyka and I are going to dive deeper into naming your podcast–starting first by debating whether the name should just say exactly what your show is about, versus going with a more clever route. Then, we’ll run through some tips, so you can feel confident in your due diligence to see if there is any reason NOT to use your name of choice. Plus, for those of you considering a rebranding of your show, Johnny and I will weigh in on the risk vs. benefit analysis of renaming your podcast. It’s my next Podcasting 102 topic ready to roll for you today, as I close out Season 4 and get ready to bring you Season 5. Listen in and let's do this...!
Once you have set the table for your sponsors, how do you figure out what to serve up as the opportunities to partner together? Today, we are going to move closer toward landing those sponsorship sales by keeping my Thanksgiving dinner metaphor going. First, much like examining your ecosystem to see WHO can be involved in a partnership, you need to examine WHAT elements you can offer to make up your packages. And, your elements go well beyond just an audio ad in the episodes themselves. I will then walk you through how to organize those possible elements into packages that make sense, meet varying budgets, and create flexibility for you to even customize a particular partnership. Plus, I will also help you untangle the mystery of how to price those packages and keep your sponsors happy with your process. It’s my next Podcasting 102 topic ready to roll for you today. Listen in and let's do this...!
When you are ready to present yourself to a sponsor, how do you best represent yourself and your show to land those partnerships? Beyond the media kit (which I covered on Episode 85), there is so much more that you need to have ready before beginning those sponsorship conversations. You have to properly set the table and have an established process to cycle them through. Doing so increases your chances for not only landing the initial sale, but also giving your sponsor an experience they will want to repeat with you over and over again. So, today, I will walk you through preparing everything else you need for sponsorship sales success: your packages, contracts, and more. It’s my next Podcasting 101 topic ready to roll for you today. Listen in and let's do this...!
No matter how many episodes and downloads you have, you won’t be ready to secure sponsorships and monetize, if you don’t have the correct materials at your fingertips. And, the most critical of these is your media kit, because you need to be able to present the story of you and your podcast (your BRAND) at a glance--like a quick snapshot. So, you need a packet that you can hand over, include as an attachment in an email, or provide a link to, in order to give a potential partner an immediate and good sense of three things: 1) who you are, 2) what your show is about, and 3) who your audience is. You need to instantly relay the value of your audience as their customer base and your compatibility for solving that sponsor’s pain points. So, now that you know WHY you need one, listen in to my conversation on creating your media kit with my Professional Podcasting Peer Guest, John Jay Wiley of the Law Enforcement Talk Radio Show and Podcast. We not only get into how to put one together, but you will be amazed at all of the partnership and monetization potential a great media kit can bring–especially when you hear John’s results! Then, check out the episode’s show notes to download our sample kits. It’s my next Podcasting 102 topic ready to roll for you today. Listen in and let's do this...!
Once you have decided on the best trailer for your show, how do you then plan the launch strategy that will compliment your initial content? Today, I will take last week’s episode on trailers up a notch and cover your options for both your initial content and your cadence of content releases. How many episodes should you release at the beginning and how often? Plus, I will share some notes on your promotional launch materials and establishing an initial format for your show that can evolve over time. It’s my next Podcasting 102 topic ready to roll for you today. Listen in and let's do this...!
Figuring out the best trailer for a particular show is one of my favorite steps of the podcast launch process! Should you start with a simple descriptive intro–which will be very different from all of your other episodes? Or, should you instead just start with a regular episode? Is there a third option for you to consider? Well, it turns out, there are a lot of options! And, I will first start by reviewing your basic choices and then running through a few of the more dynamic ideas I have tried over the years. Then, I will also walk you through what you should be thinking about for your own trailer–whether starting a new show, transitioning to a new season, or introducing a fresh element. It’s my next Podcasting 101 topic ready to roll for you today. Listen in and let's do this...!
Let’s revisit a Podcasting 102 topic from Season 1: Less Talking, More Listening. This is a valuable revisit for building your brand, as I dive into my NUMBER ONE rule when it comes to sales. So, this is a MUST listen (no pun intended--you'll hear why) for anyone who is serious about unlocking the secret code for turning a passion into a profit. And, I'll define a key concept for you along the way. Then, we'll go through a couple of case studies and samples that help illustrate not only the point, but also its true value. Today's episode is all about sales, sales, sales! It’s a rewind of one of my “best-of” episodes–Episode 9–a Podcasting 102 topic ready to revisit for you today. Happy Fourth of July! Listen in and let's do this...
Every time you turn that mic on, you are creating content you own. But, have you really absorbed, yet, what opportunities can exist for yourself, your brand, and your business’ bottom line with that content? You can turn it into tools to fuel your business! Today, I will walk you through repurposing your podcast audio, video, and transcripts and creating integrations into your various business funnels. It’s my next Podcasting 101 topic ready to roll for you today. Listen in and let's do this...!
A cornerstone of a LOT of podcasters’ success plan is monetization. But, how do you monetize your community? Well, it first starts with building that community. Today, I am joined by my Professional Podcasting Peer Guest, Anna DeShawn. She is a multi-award-winning podcaster, Ambie award-winning podcast producer and host, and Co-Founder The Qube–a podcast production company and curated platform to discover the best music & podcasts by BIPOC & QTPOC creatives. We’ll start our discussion with some insights into how Anna has built her community. Then, we discuss how she monetized that community through crowdfunding to support her podcast and other creative endeavors. It’s my next Podcasting 102 topic ready to roll for you today. Listen in and let's do this...!
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