One of our first sponsors for our electric vehicle podcast left us after just a few months, stating that they "got many more hits with a lower cost banner ad". That reasoning did not sit well with me at the time but I couldn't quite put my finger on why, But then it became crystal clear.
As podcasters, we have a much greater amount of influence over our listeners by talking about a product or service than say a webmaster does by putting up a banner ad. The value of a banner click and the value of an honest verbal endorsement is like night and day. Numbers of clicks alone cannot show this difference. A good podcaster cannot compete with the sheer volume of a high traffic banner ad in terms of click, but the real difference is what those people do after they visit the site.
A problem we had with our first sponsor is that there was no call to action besides visiting a website. It was a visibility campaign which can work fine with podcasting sponsorship but certainly is not trackable just by clicks. I felt we had our listeners talking and blogging about our sponsor at the time, which could not easily be tracked back to us.
Today, our current sponsor couldn't be more happy with their sponsorship of our podcast. They do understand the power of influence and they are seeing the benefits given their high end product and recent IPO.
If you are searching for a sponsor, look for one that can and will benefit from your influence.
Bo Bennett, PhD
The Dr. Bo Show > http://www.TheDrBoShow.com
About Me > http://www.bobennett.com
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