If your ad sales funnel is full but selling ads has become more difficult, it’s a good time to assess the factors that might be stunting revenue growth. Factors like the economic impact on industries and changes in technology have certainly caused shifts in the ad sales landscape, but there are some other possibilities that could also be making an impact.
Price is a common reason people don’t buy: not just when selling ad space but when selling anything. If you are not making sales, price should be one of the first things you look at.
Start by seeing how your …
Is it more cost effective to bring in an outsourced advertising sales team or sell ads in-house? If advertising sales is a part of your association’s non-dues or your business revenue generation strategy, perhaps you’ve asked yourself that question.
Ad Sales and the revenue earned outside of membership dues is the lifeblood of most organizations, particularly professional associations. To truly be beneficial as a revenue generator, an advertising sales program must increase sales while at the same time decreasing (or at the very least not significantly increasing) cost.
Research has shown that outsourced lead generation provides 43% better results than in-house. Associations …
Here’s a challenge for you. Describe your advertising and its most important benefits in 60 seconds or less? In sales this is called the elevator pitch. We call it a KISS – Keeping It Short and Simple. Theoretically the elevator pitch, or KISS method, is only beneficial when you have a really short time to persuade a prospect on how fantastic advertising with you will be for them. However, there are quite a few other good sales lessons you can learn.
First, it teaches you to narrowly focus on the most important benefits of your publication or website. Faced with just …
Digital video can fall under the content marketing umbrella and continues to be a popular option for marketers looking to reach prospects online. In fact, nearly three quarters of media buyers have increased their budgets for video. This increase is likely attributed to the growing base of online video viewers. Eighty-five percent of US Internet users have viewed a video online. Twenty-five percent of those videos viewed were ads. While associations and B2B organizations were initially less inclined to adopt video as a marketing platform, our ad sales manager and sales reps are increasingly seeing more interest by associations and …
What is it? Native ads are digital ads that mimic the content on the site where it is found. Native ads have been controversial because they are easily mistaken for the site’s content which has been considered misleading to site readers. However, the similarity in design creates a less disruptive ad experience. So make sure sponsored content is clearly labeled as such for transparency.
Tactic: Research what types of sites your target advertisers visit and partner with their ad sales team to create content that will reach your audience. Here are some examples:
An in-feed ad: The website’s ad sales …
The year is winding down and ‘tis the season for contract renewals. Renegotiations, while at times painful, are the lifeblood of sales inventory. A returning customer is its own reward as he/she can increase your bottom line. Whether it is through advocacy, endorsements, via referrals, testimonials, or word of mouth, returning customers can often bring new business. Research shows that people trust their friends’ recommendations considerably more than any other form of advertising. Low defection rates and loyal clientele signal competency and excellent service. It reflects positively to prospective clients and makes you an attractive option when they are considering who …
Today’s association websites have gone from just being information hubs to vital non-dues revenue drivers for the organization. For associations, this site revenue comes from one of two sources: e-commerce or digital ad sales.
Associations will consult with an advertising sales company, like AdBooom Advertising, regarding their digital and print ad sales but increasingly we are asked to consult with associations and advise them on how to become IAB compliant. The Interactive Advertising Bureau, or IAB, is a global nonprofit organization of tech and media companies that created an infrastructure for selling, delivering, and optimizing digital advertising.
Why Become IAB Compliant
IAB compliancy …
I understand you are busy. The frenetic pace of sales including prospecting, qualifying leads and pitching potential clients leaves little time for anything additional. This is especially true for sales managers who are overseeing all of this with the additional task of team development, motivation and growing revenue. No matter how swamped you are there is one thing you should make time to include on a regular basis…continuing education. Sales teams and managers have many excuses for opting out of sales training courses, here are some common ones:
Taking our team out of the field or off the phone will …
If cold calling is a part of your ad sales prospecting process than you’ve likely run into the dreaded gatekeeper. A gatekeeper, if you’re unfamiliar, is usually the person or people you talk to before you get to the person you’d like to pitch to. This first line of defense is usually a receptionist or administrative assistant. If the gatekeeper can sniff out that you are trying to sell something they are usually going to make it as difficult as possible to reach your intended decision-maker. Believe it or not gatekeepers don’t have to be the enemy; in fact they …
As usual Zig Ziglar got it right. There are really only five basic reasons your prospects aren’t buying print or digital ads: need, money, hurry, desire, and trust. If you don’t land a sale you have not successfully overcome one of these common concerns. Can your ad sales team effectively counter each of these objections? Great comebacks won’t win them all, but refined lead generation and qualification can filter out the best ad sales prospects and increase results for your efforts. Know your ideal client and tailor responses and marketing to them. Here are some strategy suggestions for overcoming basic …
B2B Advertising: 5 Advantages Association Marketing Offers
When it comes to B2B advertising, mass marketing may be bigger but not necessarily better.
There’s no arguing that mass market publications are bigger, with larger ad sales teams, budgets and territories. However, there are still advantages that trade marketing offers advertisers that mass market publications do not.
Competing for B2C and B2B ad sales with large mass market publications is no easy task. In many cases however, advertising in a trade/association publication or website is a more strategic, cost-effective solution for advertisers. Here are just a few reasons why B2B association or trade advertising benefits …
Have you ever been around someone newly in love? They get enthusiastic talking about it. They smile and light up describing it. They can (and will) tell you all the great things about that person, all the time. And when they finally introduce this new great love to their friends they typically highlight the things you and them have in common.
Consider taking this approach to your ad sales presentations. For all intents and purposes it should be like introducing a great love or your best friend to people who’ve never met them.Have you tried telling them what you love about …
Bragging is rude.
It’s obnoxious and it’s annoying. At least that is the belief in most areas of life. Ad sales, however, is not most areas of life. Bragging is vital for sales survival. Reputation means a lot in advertising sales. A bad one will scare off prospects. Customers are not concerned that you are nice guys or that you have a cool logo. They want to know that you can boost their business and grow their revenue. Make it a point to include in every sales presentation, every pitch, and every website a portion where you brag a little. Be …
On one hand, it is an acknowledgement of a job well done. On the other hand, it is high-impact lead generation with minimal overhead, high conversions, and typically shorter sales cycles. Traditionally, referrals funnel in from customers telling others about your services. These days, however, it’s also become more common to search online for referrals and recommendations. Industry forums, blogs, and social media can all be sources of information and feedback about your company and its services. These can be make or break your reputation. Your reputation can be built and reach your prospect long before you ever cold …
Every client is different.
They come from different industries, company cultures, and geographic locations. Company size and budgets all vary across the board. But when it comes to a prospective client’s needs they can generally all be lumped into at least one of four categories: short-term needs, long term needs, perceived needs, and unrecognized needs. Understanding how their specific needs fits into one of the category allows us as the ad seller to provide clients with the most effective products for reaching their goal. Even better if you can provide solutions to meet all of these needs, here are some suggestions.
Did you know...
A thumbs up or ok sign are both considered offensive gestures in some countries? Both signal agreement, but in the wrong context they can be perceived quite differently. Believe it or not, body language could be coming between you and sales. Take notice of your and your prospect’s hand gestures, eye contact, body position, and unintentional facial movement. Good ad salespeople project confidence and enthusiasm about their product while showing interest in their product. It may seem like a lot, but that can usually be accomplished with simple gestures like smiling and making eye contact. Don’t be creepy, …
The Island of Forgotten Leads
What happens to your ad sales leads when it’s clear they are not ready for your services at this time? Are they banished to the island of forgotten leads? Or are they cultivated and returned to the sales pipeline for follow-up somewhere in the future? B2B sales cycles can be notoriously long, research firm SiriusDecisions found over the past 5 years sales cycles have become 22% longer and typically include three more decision makers. Adjust your prospecting time accordingly. Invest time in nurturing quality leads. Don’t assume a prospect who does not want to advertise right …
Here’s a challenge for you.
Can you describe your advertising and its most important benefits in 60 seconds or less? In sales, this is called the elevator pitch. In the spirit of Valentine's Day we call it a KISS – Keeping It Short and Simple. Theoretically the elevator pitch, or KISS method, is only beneficial when you have a really short time to persuade a prospect on how fantastic advertising with you will be for them. Actually though, there are quite a few other good sales lessons you can learn:
it teaches you to narrowly focus on the most important benefits of your …
Are You Feeling Lucky?
Are you a skilled ad salesperson or just a lucky one? One might argue skill and luck are one in the same. There’s an old saying that luck is when preparation and opportunity come together. Skilled ad sales people make their own luck. Have you ever had a colleague that seems to always have good solid opportunities fall in their lap, while we really have to work hard and grind for it?
Maybe it will help to change your perspective. Sales don't usually just fall out of the sky and into your lap. Think of sales as farming, …
Coaches may coach and players may play, as the old saying goes, but Alabama won this game because of Saban, because of how he used the entire team.
Coaching a football team is a lot like leading an ad sales team. This week’s BCS Championship game got us thinking about how the fundamentals championship teams are guided by align with successful ad sales teams. Ad Sales, or any sales for that matter, is by nature very competitive. So why do some sales teams operate like a solo sport, with one salesperson attempting to convert a marketing or procurement team? Consider some …