Online Advertising Options
- Segmented subscriber lists: Leads that come in can be identified and separated out by Interests, actions, videos watched (and how much of each they watch), pages viewed, and by virtually any criteria desired.
- Lead nuturting programs: Leads that come in are sent a series of emails to take them from being somewhat interested to being ready for a sale!
It's easy to see why this would provide fewer leads that are better qualified.
Finding a Publisher in Your Niche
- Are you offering any marketing automation campaigns for us?
- Can you do inbound-style marketing for advertisers?
- Can you segment leads by activities, interests, etc.?
- Do you set up lead nurturing campaigns?
They'll talk about lead nurturing, segmentation. They won't talk about clicks and views! They should be able to give you an idea of how much it will end up costing per lead. Rick has seen campaigns run from $2700 to $4000 per month. The "bonus" is that the native advertising part usually remains and continues to generate leads.
Tips for Working with Publishers
Listen! The publisher knows the audience better than you. If they tell you the offer isn't going to work, but something else will, listen. They want to have a long-term relationship with you, so they have a vested interest in making it work.
More About Native Advertising
An easy way to set it up is to use a service like Outbrain. I haven't personally found it terribly successful, but it might be worth a try to get more eyeballs to your content. You'll likely get better results from a personal relationship.
If you are already advertising in print publications, ask if you can submit a regular article - maybe even for your own column! I've done this for a Scalable Social Media client - we take a popular blog post we have already put on the client's blog and change it up a bit to publish on a newspaper's website. It's a great way to boost awareness and your reputation as a thought leader in your industry.
Publishers - Start Thinking Like Marketers!
You have a huge asset - subscribers and the ability to segment. Stop giving it away by learning to offer and present true value.
Business Owners - Take a Shot at Inbound
Usually it takes at least six months to build an audience and start to see the results from inbound marketing. If you can find a publisher that will run an inbound campaign for you, you will know in a month what kind of results you could expect to gain with your own inbound program. It's a great way to test the waters before you jump in head first.
Where Publishers and Advertisers Can Learn More
About Rick Kranz
Rick has 30+ years of business management experience. He is a bit of a serial entrepreneur having built many varied companies including a display manufacturing firm, a graphics company, a hair salon, an online retailer, and an inbound marketing firm.
Rick has an extensive background in financial management and marketing. He has been a member of Vistage since 2000 and enjoys advising other business owners - helping them through the process of growing their companies.
Rick’s specialties include creating strategic marketing plans, inbound marketing, and sales management. His interests are unique and vary from golf to golf, and even golf.
He's facilitated media relationships that have returned over 500% ROI. I guess that makes him a media matchmaker.