5 Tips To Sell Online Advertising
I was reading through the YE Forums and came across this post by ProLogic trying to get people to advertise on his website. My main business is selling online advertising - either Pay Per Click or sponsorship. Here is what I have found to be useful when trying to sell sponsorship advertising online:
- Have a story to tell. You need to have something different, have a special angle. My website, for example, has the largest collection of famous entrepreneur profiles on the Internet, over 850 contributing writers, and 13,000 pages of content. What is your story to tell? Why should someone invest in your website over the millions of others?
- Have something established. It is a lot harder to sell sponsorship for a website that is brand new. People are afraid to invest in a project that will be huge in 6 months. They want to see results - now. If you are just starting off, try to show that you have already accomplished a lot. Highlight the strong points about your website and demonstrate that this is something that is ready to go now and does not need another 12 months of development to get going.
- Build a case study. Your first clients will be the hardest to get. Everyone wants to know how your existing sponsors are doing before they want to invest. Are your sponsors getting a return? Do they find your website valuable? Sponsors want to see what you have already done. If you do not yet have a sponsor offer a discounted rate to someone or start on a pay per click campaign so you can show the results of sponsorship.
- Get testimonials. The more you can show that people love your website the better. Everyone wants to be a part of a popular company. Show potential sponsors that your website is different and has a loyal following by giving testimonials and stories from your visitors. Why do they like your website? What is the demographics of your visitors? If you can include a smiling picture of the person giving you the testimonial it is even better!
- Go beyond sponsorship. Many advertisers are tired of being sold just a banner ad or text link. Think of ways you can get your sponsors involved beyond the traditional advertising methods. Can you involve them in a contest? Can you interview them and put them on your website? Can you put them in your newsletter? The more you can show them that you want to have them be an active part of your community and not just have a banner ad on your website, the more they will want to be involved.
These are my top 5 tips based on experience. What have you guys found works for you in selling online advertising?
Evan Carmichael
Evan CarmichaelYoungEntrepreneur.com Blog Manager
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Evan,
I’m the marketing director at Triton Distribtuion Systems in CA. I’m building a series of travel sites that will require an advertising strategy and someone to execute it. Check out our China site at http://china.tritontraveler.com/ this is a brochure site now but I am building the first travel site that will enable travelers to book trips into and out of China from one source. We are the only company that has the rights to distribute Chinese travel inventory so I’m thinking this will be big. I’d like to talk with you in more detail to see if there is an opportunity to work togheter. Let me know what you think - Russ
Great Article. Thanks
Good Idea about the sponsorship info.
I am just now investigating how to sell advertising online. This brief account above is clearer than most of the other (and longer) things I’ve read. Thanks!
our website is going to be active within a few days with our video platform front and center on the site. We are only a couple of weeks away from getting our audience solidified. How can I get people to invest today we need the funds.