Cross posted from Interactive forum: PB
I have purloined these online sales tips from many sources over the years. I claim ownership to none of them, but I believe they have merit. How about you - do you have a list you can share?
1. Use the "advertiser alreay gets it" approach to prospecting. Pick prospects that already 'get' the Internet and its value. No sense wasting time with advertisers who don't have a Web site, much less email. Don't snicker, I've had clients with no email. Never again.
2. Having said that, if a print advertiser does not have a Web site, create and link online banners to a 'business profile page' for the advertiser. Hanging it off your Web site will help their SEO rankings because Google likes your traffic and your advertiser gets the benefit. Another idea: link their online banner to a beautiful full color PDF of their print ad. Or link to a "Contact us" form or a give-away page or coupon.
3. Create an online advertiser's list page thanking all online advertisers and linking to thier banners and Web sites. Doing this helps with search engine optimization (SEO), as a bonus.
4. Create a print version of #3 and run as a house ad thanking your online advertisers at least once a week. Just use their name, provide no additional information so that it does not replace any currrent print ads they are running.
5. For prospecting, use the Yellow Pages (print and online) to find prospects who have Web sites. The portfolio page of local Web design companies is another good source. Use Quantcast.com and Compete.com to find 'affiliated' Web sites as well.
6. Find Web sites that actually sell something online - like tickets or other small items that are easily mailed to customers. Local e-commerce sites really need the customers we can deliver. I know of a gift shop that provides pre-packaged gift baskets through the mail and a florist that did very well advertising online - particularly when placed on the obituaries page. Every newspaper in America ought to have a florist ad on thier obituary page.
7. Previous customers are 7 times more likely to buy an online ad from you again than a cold call. Dig up your old online client lists. Also, many online ad servers will provide a list of customers who are "inactive" and voila! You have the start of an excellent prospect list.
8. Don't use tech talk. Use the advertiser's talk. Don't ever say "CPM" or use other acronyms. Spell it out for them. They don't live and breath the Internet or Web Marketing. they're too busy meeting the next payroll.
9. Price by the week. $75 a week will succeed more often than selling a $300 a month package or $3600 a year contract. You get the money, it is how you present the cost that can ruin or save the sale.
10. Know how to describe your online audience. If you can't afford an expensive survey on your Web audience, simply use the NAA/MORI/BELDEN research we hear so many times. Newspapers have an ideal audience: Affluent ($44,200 median income), college educated (68%), female (55%), active buyers and searchers on the internet, and so forth.
Peter Bakke
Director of New Media
Wick Communications
3280 E. Hemisphere Loop
PO Box 27087
Tucson, AZ 85726
www.wickcommunications.comOFFICE: 520-295-4241
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