At the 2011 Niche Digital Conference, attendees shared their ideas to boost online revenue for target-interest magazines. Do your own ideas to share? Tell us in the comments!
#1 Exclusive advertisers: Allow one advertiser on a certain day of the month to occupy all the ad spots on each page of your entire website.
#2 Balance editorial calendar against SEO research. Use key word research tools to determine what web users are “really” searching for… then write content about those topics.
#3 Provide an RSS feed of news to advertisers with static websites. Most advertisers have dead, static sites and your content can liven them up and help them look more relevant. Use Feedburner to help.
#4 Get on board with Google+. What is your plan? Don’t play catch-up. Get ahead of the kids and figure out what Google + has to offer through their various “circles”.
#5 Create a unique incentive plan for your sales team that provides a bonus for selling online. Your margins are better in web, so pay a better commission. Or, structure a better plan for banners sold. Out of cash? Give days off or free lunch. Get creative.
#6 Create special holiday or seasonal digital editions. From holiday gift guides to summer camp guides, take ideas and turn them into digital-only special publications. Be sure to tell advertisers how you are going to tell the public about the special digital edition.
#7 Stop giving away digital space! Just stop it!
#8 Create an e-newsletter from your sales team to your current advertisers. Create a list of your current clients and start sending out an e-newsletter. This should contain helpful hints, links to great articles, and deadline information. You can find great information about this on marketingsherpa.com, adage.com, techcrunch.com and ryandohrn.com.
#9 Use short videos to answer advertisers’ common questions. Is there a question that you are often asked by advertisers? Record an answer and create an answer archive. Keep it simple. Jing is a great tool for this type of sales tool.
#10 Spread out your content! Don’t publish all of your magazine’s content online at the beginning of the month. Use the date stamping tools of your content management system to load your content all at one, but publish it piece by piece over a period of time.
#11 Create strategic alliances to offer expanded digital services to your advertisers. Find local web designers, videographers, photographers, and other service providers. Form a creative network where you all get rewarded for referrals.
#12 Register the .tv and .mobi for your main domain. Expand your offerings!
#13 Flip it – “Buy an ad in our digital edition and get the print as added value.” This is a unique twist that may not work for everyone, but give it a try to shake things up for your sales team.
#14 Make sure you charge for social media. You should charge $75 – $125/thousand for your social media updates on your Facebook page and Twitter feed.
#15 Create e-books from magazine content. You have years of content, so put it to good use. Create e-books around a specific topic.
#16 Use a daily video tip to drive B2B sales. Advertisers like the exposure, and they are also your best experts. Have them pay to be the expert in a section on your site and record their answers to submitted questions.
#17 Create an interactive media kit. A PDF just isn’t enough. Advertisers require more stimuli than ever before to make a decision. Also, they want information NOW! http://mediakit.fastcompany.com is a great example of an online media kit.
#18 Monitor your SEO ranking and search volume monthly for key search terms. Each month you want a report that shows you where your site ranks for all the key terms that you have researched as important. Also, you want to re-run your key word research often. Raven is a good tool for this.
#19 Create a social media interaction plan. Each day a member of your team should be assigned to monitor and reply to social media comments. Assign days and make it mandatory.
#20 Create a simple website sign-in with Facebook Connect. Make it as easy as possible for users to sign in to your web site. This is critical if you want to survey behavior or demo targeted advertising.