Monetizing Your Podcast: Why Promoting Yourself is the Ultimate Win-Win

By Brad Walsh.

When it comes to starting a podcast, one of the first questions I get is this: "How do I monetize my podcast?" It's a valid question, after all, creating quality content takes time, effort, and sometimes money. But let me start by being completely transparent: monetization wasn't even on my radar when I launched my podcast. My sole focus was creating a platform to elevate and amplify the voices of women. It was a passion project straight from the heart, and that was enough for me.

However, as my podcast grew, so did my vision. Naturally, I started to explore ways to monetize my platform. For most people, the default answer is sponsorships. And while sponsorships are a popular route, they're not as straightforward or as lucrative as they might seem. Let's break it down.

The Sponsorship Route: Aligning Brand and Message

When seeking sponsorships, alignment is critical. You want brands that resonate with your podcast's core message. For example, my podcast focuses on women's empowerment, so I'd look to partner with brands like women's clothing lines, beauty products, or companies that champion diversity and inclusion. Bringing on an auto mechanic shop or a tech company without a connection to my audience wouldn't make sense.

Even if you land a great sponsor, here's the reality: for every sale made through your podcast, you'll only see a percentage of that revenue. The rest goes back to the company. They're a big brand, doing the heavy lifting of manufacturing and logistics, so that's fair—but it's also limiting. You're effectively sharing profits for every ad or commercial you run on their behalf.

The Better Alternative: Promoting Your Own Products and Services

Now, here's where things get interesting. Most podcast hosts have a business or expertise outside their podcasting life, whether coaching, photography, consulting or something else. Why not use your podcast as a platform to promote your offerings instead of someone else's?

When I realized this, it was a game-changer. As a podcast coach and photographer, I started creating commercials for my own services and inserting them into my episodes. The result? I keep 100% of the profits, build awareness around my brand, and establish deeper connections with my audience.

Think about it: instead of splitting profits with a sponsor, you're turning your audience into potential clients for your business. It's a win-win-win.

Strategic Placement: Pre-Roll, Mid-Roll, or Post-Roll?

Where you place your commercials matters. I've experimented with pre-roll, mid-roll, and post-roll spots in my episodes, and here's what I've found:

• Pre-Roll: This is my top choice. The commercial plays right after the episode intro, before the main content begins. Your audience is fully engaged, waiting for the episode to start, making it the prime time to promote your services.
• Mid-Roll: These ads break up the episode, inserting a commercial mid-conversation. While effective, they can disrupt the listener's experience, so timing is crucial.
• Post-Roll: My least favourite option. Many listeners don't make it to the end of an episode, so ads placed here often go unheard.

For me, pre-roll has been the sweet spot. In fact, one of my coaching clients found me because she heard my pre-roll ad. She reached out, signed up for my program, and I kept 100% of the revenue. That's the beauty of promoting your own services—it's direct, efficient, and profitable.

Sponsorships vs. Self-Promotion: What's Right for You?

There's no denying that sponsorships from big brands can extend your reach. These companies have large audiences, and their promotional power can introduce your podcast to new listeners. But consider this: wouldn't you rather use that precious ad space to elevate your own business, grow your brand, and retain all the profits?

At the end of the day, monetization is about strategy. Whether you choose sponsorships, self-promotion, or both, ensure it aligns with your goals and vision. The choice for me is clear: my podcast is my platform, voice, and brand. Why not let it work for me?

So, to all aspiring podcasters out there, ask yourself: How can I make my podcast not just a platform for others but a true extension of my own success? When you figure that out, the possibilities are endless.

Brad Walsh is a podcast host, producer, photographer, and a published #1 International Best-Selling Author. He is also an International Speaker who felt a strong desire to inspire others during the pandemic. It led him to create EMPOWEROGRAPHY, a Top 2.5% Globally Rated Podcast. This platform showcases strong, inspirational, and dynamic women who share their stories of success, triumph, resilience, and transformation.

He had no idea that what started as a simple concept would take on a life of its own. He is excited to share this platform with you and continue to EMPOWER, ELEVATE and EDUCATE by amplifying the voices of women worldwide. You can contact brad via the website or on Instagram.