Use Reader Interaction to Boost Integrated Program Sales

As sales people, we want to help our advertisers achieve their goals – their success is our success. Niche publications are perfectly positioned to offer special services to advertisers by utilizing our high reader engagement and our special connection with our narrowly targeted audiences. As ad sales pros, we need to utilize this connection to maximize the effectiveness of our advertisers' campaigns. But don't just offer these extras to everybody! Save them as special extras for fully integrated buys. Here are some ideas shared by sales pros and publishers at the Niche Digital Conference to help you get creative in how you can use your special connection with readers to offer information extras to advertisers.

Do readers like particular ads? Are they appropriate? Let advertisers know when an ad is (or isn’t) working! How do you find this out quickly and easily? Try integrating reader or user ratings for ads on your website or in your digital publications. This is essentially a "like" or "dislike" for ads. You can quickly learn which ads readers/users engage with most and can share that consumer research with your advertisers. The extra bonus for you: you can customize ads that run based on a particular reader’s preference - making a more personal experience for readers and giving you the ability to offer advertisers more niche opportunities.

Once people respond to ads, what happens then? The #1 problem for advertisers is deciding what to do with the leads from their ads. You can begin a lead marketing program by communicating with the leads on behalf of the advertiser for a fee or as a value added program for a fully integrated program. You can also include additional offers to increase engagement between the reader and the publication.

By utilizing your connection with readers to offer some simple accountability and knowledge sharing with your advertisers, you will be able to help them fully evaluate and improve their advertising message. You can charge for these additional services but advertisers will really appreciate it if you offer them as a value added service for their commitment to an integrated program with you. Feel free to share your other ideas with us!

 By Nancy O'Brien, President of Nancy O'Brien Advertising