top 8 advertiser expectations
TRANSCRIPT
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THE TOP 8ADVERTISER
EXPECTATIONS
DON'T GUESS. KNOW.
KNOWLEDGE MARKETING PRESENTS
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DON'T JUST MEET, BUTEXCEED YOUR ADVERTISER'SEXPECTATIONS
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Expectation
Targeted Messaging
One
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A new approach
It is of benefit to both you and youradvertiser to deliver targeted messagesto specific audiences. Batch and blast?
Please stop!
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Targeted Messaging
Careful targeting decreases list fatiguewhile increasing engagement and
ultimately increasing conversions thatlead to successful sales.
More successful sales equals happy andsuccessful advertisers.
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Expectation
Cross-Channel Distribution
Two
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The more the merrierWhat’s better than pursuing a targeted
audience in one medium?
Pursuing that same targeted audienceacross multiple channels such as print,digital, enewsletters, tradeshows and
more.
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Lost opportunityIf your programs are not cross-channel,you are missing out on valuable revenueopportunities. Listening to your audienceand engaging with them at the right timewith the right content through the right
channel is not only effective,but expected.
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Expectation
Qualified Leads
Three
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Do your jobA list is not a lead. If you are giving your
advertiser a list of names and emailaddresses and calling it a day, you are not
doing your job.
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What is a lead?
A true lead is a name with anaction attached to it.
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Qualifying the leadShow your advertiser the action John
Smith took – whether it be downloading awhitepaper, registering for their webinar,
completing a new product survey oropening their monthly enewsletter.
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Expectation
A Smooth Workflow
Four
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Your advertiser wants a clean, logical andintuitive user experience for the leads
that encounter their brand.
Nice and Smooth
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Leads and conversions are easily lostthrough messy workflows, so don’t fall
victim to complex, maze-like workflows.
If it looks at all complicated to you, itprobably will be for both your advertiser
and the audience as well.
Uncomplicate Things
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Expectation
Measurable and DetailedReporting
Five
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When was the last time you showed youradvertiser where their ad was placed and
said, “Here you go?”
Please don’t say recently. The days of relyingon intuition should be behind us.
Intuition = bad news
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What kind of analytics are you able toprovide advertisers?
Performance activity reports aren’t a wish,but an expectation. How many leads were
converted? Did your advertiser makemoney? Advertisers want to see concrete
proof of effectiveness.
Show me the money
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Expectation
Timely Delivery
Six
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Have you ever passed along a lead to youradvertiser more than a week after it came in?
If so, shame on you!
Passing the time
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DeliveryA lead should always be delivered in a
timely manner,whether that is real-time,daily or weekly.
The longer you wait to pass on a lead, thelonger it takes your advertiser to follow up
with that lead.
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TimelyThe more time that passes between the lead’s
action and follow-up, the less effective thatlead will be and the more disappointed the
advertiser will be.
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Expectation
Data Quality
Seven
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Data quality is the key to marketing and saleseffectiveness. If you don’t have quality
data, the chain breaks down.
Data Quality Over Quantity
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Your advertisers want to know more aboutthe names you are giving them. They want tosee enriched data profiles that go beyond the
standard business card profile. Better dataenables better targeting and better programs.
The smaller the slice,the higher the price
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Expectation
Publisher-AdvertiserCollaboration
Eight
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What happens after you hand leads over toyour advertiser?
If this is the end of the road, you are doing itwrong.
Going the extra mile
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As a publisher, you possess specialcapabilities and knowledge of your audiencethat can be of utmost help to the advertiser.
That advertiser is going to expect you to sharethe wealth.
Share the wealth
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Go beyond “just a lead.” What else can youoffer? Think creative, custom editorial content,delivery, lead qualification, lead automation,
nurturing, forms, and page design.
Going beyond the lead