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How to solve advertiser challenges with online promotions

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Advertisers need leads. They need foot traffic. They need to grow their email databases and social followings. Advertisers need to collect data about their customers.

Promotions can help bring these results to reality.

Unless you take the time to understand your advertisers' needs on a deeper level, you won't be able to give them what they really need – measurable results.

4 tips for solving advertiser challenges with promotions:
In the words of Gordon Borrell, CEO of Borrell Associates, "Advertisers want results, and you can measure those results with promotions."

Here's a step-by-step guide to delivering measurable results – whether those be leads, foot traffic email addresses, Facebook Likes, or customer data – to advertisers in your market.

1. Complete a sales training course. According to recent data from Borrell Associates, 42 percent of local media sales managers rate their sales reps' ability to sell digital products as poor, and 92 percent believe more digital sales training is needed. Take advantage of on-demand online training – like Second Street's Promotions University – to learn how to pick the right promotions for your advertisers and become better at delivering results.

2. Have a needs analysis conversation with ALL your advertisers. Relationship selling isn't going to work anymore – your advertisers see more sales reps than ever before, and they don't have much time to make decisions. You need to have needs analysis conversations with all of your advertisers in order to understand their challenges and to determine how you can move the needle for them in your market.

3. Pick the right promotions for your advertisers. Each of your advertisers will have different needs and goals, and while you can include survey questions or an email opt-in on the registration form of any promotion you run, each type has its own particular strengths.

4. Share measurable results in a follow-up meeting. Since you will have had a needs analysis conversation before the campaign even started, you know exactly what the advertiser wanted to get out of the promotion. You are in a position to share the success with them! Be sure to use the results as a tool to gain trust and ultimately secure more business from the advertiser.

DOWNLOAD THE PLAYBOOK
For even more information about how to drive measurable results for your advertisers – and lots of case studies – download the "How to Solve Advertiser Challenges with Online Promotions" playbook.

Matt Coen is the president and co-founder of Second Street, a leading provider of private-label online promotions platforms and partner success services for media companies based in St. Louis, Mo. He can be reached at (314) 880-4902 or matt@secondstreet.com.

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