“Think about the Audience First”
We are joined this week by the one and only Mark Bologna of the Beyond Bourbon Street, a fantastic podcast that explores and celebrates the culture, history, and beyond of New Orleans. We chatted with Mark about how he identified (and grew) sponsorship opportunities as an independent podcaster.
All images courtesy of https://beyondbourbonst.com
First and foremost, introduce yourself! Who are you, what do you do, etc.?
Sure! I’m Mark Bologna, creator and host of the Beyond Bourbon Street podcast.
At what point in your podcasting journey were you when you sought your first revenue stream, what form did it take (ad, partnerships, etc.) and how did you get started/land that first sale?
I intentionally did not try to make money for the first two years. I didn’t want the distraction and instead wanted to focus on creating the best show possible. I also wanted to see if there was interest in the content and whether or not I could build a community around a shared love of New Orleans.
Is there a set number of listeners I need before advertisers et al. will take me seriously?
Not at all. What matters is that you have an audience that is interested in the products or services of a potential partner. Remember, their bottom line is going to be about return on investment (ROI). If they believe you can return value they’ll be interested. I also think how you present yourself to potential partners is important. You’re a professional so act like one. Put together a simple media kit, do your homework and calculate an estimated lifetime customer value for the potential partner, and sell them on why a partnership will be good for them.
What is one of the more “creative” partnerships you’ve done on your show?
Hmmm. One of my partners is NOLA T-Shirt Club of the month. Besides paying me monthly to promote them, they send me a new shirt each month. During COVID their shirts have become my business clothes! I’m also writing a book for a national publisher that approached me based on the content of the Beyond Bourbon Street podcast.
How has your audience reacted to your monetization efforts?
Overwhelmingly positive. The key is to build trust and to be open about what you are doing. I work with partners I feel a connection with. I have to like their product, appreciate the way they do business, and most importantly believe they offer something my audience will enjoy. You won’t see me promoting bed in a box companies, or prepared for you dinners - unless a local company was a good fit. I may partner with national brands at some point but only if they are a good fit for my audience.
Anything else you’d like to cover?
Think about the audience first. I turn down many potential partners because I don’t think they match my audience. This helps build trust. Every time I recommend a company to my listeners, my reputation is on the line. Also, don’t be too quick to monetize. Focus on the basics. Get good at being a podcaster. Learn how to interview well, and to take constructive feedback (there will be lots of it!). Don’t get sucked into the pennies you can earn from podcast hosting companies. I make far above average rates with a relatively small listener base because my partners know the partnership will pay off. If it doesn’t then we part ways amicably.
Thanks for your time Mark, so please: Give us those shameless plugs! Where can we find you?
You can find Beyond Bourbon Street on all the podcast apps, as well as Spotify and Alexa. Our website is http://beyondbourbonst.com/ and our Facebook groups is over at http://beyondbourbonst.com/facebook. Follow us on social media @beyondbourbonst.