Superheroes of Marketing Podcast

The Innovative Advertising Option Almost No One Knows About

Posted by Alisa Meredith on Apr 22, 2015 11:34:00 AM

The Innovative Advertising Option Almost No One Knows About Podcast via@overgostudio
For years, publishers of all sizes have been making money off print advertising and practically giving away banner ads and other online listings. Since many of these publishers have millions of pageviews a month, this seems a huge missed opportunity - for publishers AND advertisers. Luckily, some publishers are offering a new way to get better results for less.
When we say "publishers" we think about magazine and newspaper publishers who now also have an online presence - often with huge established audiences. However, now that everyone is a publisher, this new kind of advertising may start to open up to more and more industries with a wide variety of budget options.

Online Advertising Options

Banner Ads. People largely tune out these banner ads - publishers give them away for pennies per click and the best advertisers can hope for is increased website traffic.
Native Advertising. A step up from banner ads is native advertising - where a publisher allows an advertiser to post an article on their site and include a link to the advertiser's website - or they show links to "related articles" which reside on an advertiser's site. These appear to be a part of the content and are thus considered somewhat more trustworthy by many readers.
Lead Generation Campaigns are yet more sophisticated. The publisher site hosts an ebook or webinar signup for the advertiser, captures the leads and then passes those along to the advertiser for follow up. As you might imagine, this is more effective than banner or native ads, but the quality of the leads is somewhat iffy, and the leads are not generally ready for a call from a salesperson.
Hybrid Campaigns include all the elements above, but go two huge steps beyond. Some publishers are now using marketing automation programs to offer complete inbound marketing campaings for their advertisers. They have the huge audience and the ability to use:
  1. 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.
  2. 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

It's true - not everyone is doing it (yet), but the best way to find the right fit is to find a publication in your niche and contact the advertising department and ask:
  1. Are you offering any marketing automation campaigns for us?
  2. Can you do inbound-style marketing for advertisers?
  3. Can you segment leads by activities, interests, etc.?
  4. 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.

Topics: Social Media, advertising

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