buying digital media
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Buying digital media
Kimberly Koehly, - Director of Channel Sales / EmpowHER
About Me
Former VP of Business Development at Sitewire (‘04 to ‘10) Current Director of Channel Sales for EmpowHER Certified Whale Hunting Partner Agency Business Development Educator / Speaker Married to an Australian Lover of dachshunds A good partner in a golf scramble
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What You Will Learn
1. How to leverage the digital marketing capabilities of content publishers to give your clients and your agency more manpower
2. The right questions to ask a publisher to ensure a full-service solution
3. How to use the learnings from a content integration campaign to expand other digital marketing tactics such as search and social wisely
© 2010 EmpowHER – Company Confidential3
Why is this relevant?
© 2010 EmpowHER – Company Confidential4
SEO/PPC expertFront end developer
Account Manager
Digital strategist
User Experience specialist
Social media guru
1. How to leverage
© 2010 EmpowHER – Company Confidential5
Confidential and proprietary. Do not distribute. © EmpowHER, 2010
Original Video, Articles,
Slide Shows, Resource
Centers, Provider Profiles,
Events
Q & A, Special Offers, Client
News, Expertise, Programs,
Brand/Product, Web
Advertising, Condition
Programs, Campaigns, SEM,
SEO, Audience
conversion tools
Detailed Analytics,
Custom Reports
Community/Membership,
Groups, Polls/Surveys,
Research, Member Profiles,
Content Syndication, Social
Media integration
Partnership Marketing Opportunities
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© 2010 EmpowHER – Company Confidential7
Content Sponsorship
Video Production Capabilities
© 2010 EmpowHER – Company Confidential8
Text Content Creation & Promotion
© 2010 EmpowHER – Company Confidential9
Audience Polling / Research
© 2010 EmpowHER – Company Confidential10
Search Engine Optimization
© 2010 EmpowHER – Company Confidential11
SEO Sponsored Conditions
Bones and Joints Degenerative Disc Disease Herniated Disc Low Back Pain Middle Back Pain Sciatica Spinal Fracture Carpal Tunnel Syndrome Scoliosis Epilepsy Brain Tumor Spondylolisthesis Bulging Disc Lumbar Stenosis Kyphosis Spina Bifida Cervical Myelopathy Spinal Stenosis
Social Media components
© 2010 EmpowHER – Company Confidential12
Lead Capture
© 2010 EmpowHER – Company Confidential13
Reporting / Measurement
© 2010 EmpowHER – Company Confidential14
Chapman Medical Center: Ad Report
Report Dates: 8/10/2010 – 1/17/2010
Display Ads: 300x250, 728x90 and 160x600
Total Ad Impressions: 187,290
o Increase of over 100,000 ad impressions in 30 days
Total Clicks: 141
Click-Through Rate: 0.09%
© 2010 EmpowHER – Company Confidential15
Reporting / Measurement
Chapman Medical Center: Sponsored Articles
HERarticle
Article Title:“Bulging Disc vs. Herniated Disc: What’s The Difference?”
Written by: MC Kelby
Added to EmpowhER on July 15, 2010
Received over 411 page views (8/10/2010 - 1/17/2011)
3 Facebook “likes”
4 retweet on Twitter
2). The right questions to ask
What partnership opportunities do you offer?
What is your pricing model?
What are your digital marketing tactics?
Do you guarantee performance?
What analytics do you use to track/measure performance?
How is your content created?
Who owns the assets?
Do you have client case studies relevant to me/my client?
[If a new category opportunity] – What 1st to market opportunity can we create to make this a win-win?
© 2010 EmpowHER – Company Confidential16
3). How to leverage learnings
Use the date provided!o Traffic generated from search
• Which phrases? Are you optimized for them?
o Facebook likes, comments, views
o Twitter retweets
Ask for intelligenceo Highest-traffic content areas
o Keyword performance by content area
Report to YOUR advantage
o Use YOUR logo
o Schedule a call with the client to review performance; don’t just email over the fence
© 2010 EmpowHER – Company Confidential17
Where to find publishers
© 2010 EmpowHER – Company Confidential18
© 2010 EmpowHER – Company Confidential19
© 2010 EmpowHER – Company Confidential20
© 2010 EmpowHER – Company Confidential21
© 2010 EmpowHER – Company Confidential22
General Best Practices
Everything is negotiable
Find publishers/networks who NEED more advertisers (2M or less)
Go for the highest VALUE, not the lowest COST
Ask for client references (and call them!)
© 2010 EmpowHER – Company Confidential23
Thank you!
Kimberly Koehly
Director, Channel Sales - EmpowHER
Certified Partner – The Whale Hunters
602.722.0149
kkoehly@empowher.com
kimberlyk@thewhalehunters.com
@kimberlykoehly
http://www.linkedin.com/in/kimberlykoehly
© 2010 EmpowHER – Company Confidential24
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