How to Sell Online Advertising to Print Advertisers? Answer: Dan Ambrose, Advertising Sales Consultant and speaker at the upcoming Mequoda Summit says: “Advertising sales is all about salesmanship. Greater sales skills will make more and bigger sales. And a media company that understands and executes the sales and marketing of advertising with excellence will gain sales and market share over time, growing nearly without limits.” In other words, it’s a toss up. So get to know your advertisers as best you can before offering them your best deal on an advertising package. Which hopefully, will include what we’ve listed below. Three Steps on How to Sell Online Advertising to Print Clients 1. Offer them a package. They are already buying ads in your print product, so the next logical step is to offer them ad space on your website for an increased rate as a “print + online package”. This shouldn’t be a hard sell, so long as you follow the next two steps. 2. Let them be more active. Advertisers get bored with “text links” and “banner ads” very quickly, so come up with new ways for them to increase leads by letting them become more active in your marketing. Let them sponsor contests, interview them for your subscription products, so on and so forth. 3. Offer them a sponsorship opportunity. If you’re looking to really build out your website, offer them the chance to sponsor sections of your website. Sites like RCRWireless let advertisers sponsor whole topics, while others like AutoTrader let them sponsor online tools. Still, some, like Computerworld offer their advertisers “Zones” where they can give away a free report in exchange for email leads that go directly to the advertiser. Read How to Sell Sponsorships on Your Website for more info. Everyone has an opinion on online advertising… what’s your take? How have you convinced advertisers to spend more money? Let us (and our readers) know in the comments…
Posted on: Sun, 30 Jun 2013 11:44:22 +0000
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