How do you identify the right investors for your podcast?

2 Research potential investors

Once you have your goals in mind, you need to do some homework on the investors who might be interested in your podcast. Look for investors who have experience or interest in your niche, your format, or your market. Check out their portfolio, their criteria, their values, and their feedback. You can use platforms like Podfund, Podcorn, or Patreon to find investors who specialize in podcasting, or look for angel investors, venture capitalists, or media companies who have invested in similar podcasts before.

3 Build relationships

Investors are not just looking for numbers, they are looking for people they can trust and work with. That's why you need to build relationships with them before you ask for money. You can reach out to them via email, social media, or events, and show them your interest and enthusiasm for your podcast. You can also ask for advice, feedback, or referrals, and show them how you can add value to their network. The more you engage with them, the more likely they are to remember you and consider your pitch.

4 Craft your pitch

When you have a list of potential investors who match your goals and values, you need to craft a pitch that showcases your podcast and convinces them to invest. Your pitch should include the following elements: a hook that grabs their attention, a problem that your podcast solves, a solution that your podcast offers, a proof that your podcast works, a ask that specifies how much money you need and what you will do with it, and a close that summarizes your key points and calls for action. You should also prepare a pitch deck, a one-pager, and a media kit that support your pitch and provide more details.

5 Follow up and negotiate

After you deliver your pitch, you need to follow up with the investors and keep them updated on your progress and achievements. You can also ask them for feedback, questions, or concerns, and address them promptly and professionally. If they show interest in investing, you need to negotiate the terms and conditions of the deal, such as the valuation, the equity, the milestones, and the expectations. You should also consult a lawyer or an advisor who can help you review the contract and protect your interests.

6 Maintain communication

Once you secure an investment, you need to maintain communication with your investors and keep them informed and involved in your podcast. You can send them regular reports, newsletters, or updates that show them how you are using their money, how you are growing your audience and revenue, and how you are meeting your goals. You can also invite them to give you feedback, advice, or connections, and show them your appreciation and gratitude. By keeping your investors happy and engaged, you can build a long-term partnership that benefits both parties.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?