Ad Sales Cold Calling for Fun and Profit



NO ONE likes cold calling.  Not true! I love it! OK, so maybe you don’t like cold calling, but if you handle it right it can be a terrific opportunity instead of a dreaded chore.

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It’s true! Cold calling CAN be fun!

Cold calling is the favorite part of my selling job. I use the opportunity as a reward for a hard day’s work of what I term regular calling—those everyday calls to touch base with current advertisers, track down ad copy, confirm space reservations, sell new offerings to old customers and follow up with previous contacts.  Where’s the fun in that?

Cold calling is more like detective work.  I search out new prospects from:

  • Web searches
  • Conference exhibitor lists
  • Advertising in other publications
  • Social networks

The Internet makes this pretty easy, and I can ALWAYS find a phone number.  Once I get to the receptionist, I identify myself (important to establish rapport) and ask if he or she can help me locate the person who handles advertising and marketing.  Most of the time, they are accommodating.  [Read more…]

Why Engagement Rocks and Impression-Driven Marketing Sucks



Media and technology advances change the sales landscape faster than most of us can fathom.  Salespeople may use the aforementioned as an excuse, but savvy sales pros leverage this phenomenon to their advantage, solidifying themselves as the “expert media guru” (Niche Media 101).

Real World Example: Seven weeks ago, a prospect asked us to help promote a football training camp that would be held during Spring Break, just five weeks away. Of course, they only had $500 in the budget. Yes, I thought what you’re thinking right now – Good luck.

After a quick review of the prospect’s social media profile, we developed a five-month engagement-based campaign using the upcoming camp as a launch event. Although the camp had few new sign-ups, the facility grew their weekly training from 40 to 110 in the weeks leading up to spring break. At the client’s request, we’re now preparing an annual comprehensive engagement-based marketing campaign. We sold services to the prospect and turned $500 into a nice 5-figure monthly agreement. [Read more…]

5 Things Your Prospects Wish You Did on Ad Sales Calls



Better ad sales calls add up to more revenue for your niche magazine, but why do so many calls end in disaster? Recently I endured the Worst Sales Call of My Life, one so bad it drove me away from the company. It was for a service that I was really interested in checking out from a company I had done business with before – the perfect prospect, right? So how did it all go so wrong?

Now, I am not a sales person at all and don’t pretend to be (just ask the Niche Grand Poobah). But after the pain ended I realized that the call was so bad that it was a perfect example of what not to do and contained valuable lessons. Speaking for the sales prospects of the world, just follow these guidelines and we won’t run and hide when you call. (Want to see them in action? Check out the awesome little ad sales movie The Good, the Bad, and the Beautiful!)

1. Do your client research and be prepared before you call. I know it sounds basic, but you can’t build a house without a solid foundation. Know the history of an existing client with your publication, or research a fresh prospect, before a sales call.  If you are going to take your prospect/client on a tour of your new digital or print offerings, have everything set up before the call (rates, packages, list of URLs, sites open if doing a screen share, passwords ready, or whatever else you need) and know your product, packages, and examples backward and forward.

2. Ask leading questions to find out what your prospect is looking for or what your existing client would like to add (or what isn’t working). Really listen. Don’t be so eager to give that pitch you’ve been practicing in your head that you miss hearing what you client needs. This will help you to…

3. Focus on how your product will benefit the client, not just that you really want/want to keep them as a customer. If you asked good leading questions and did your homework, then you should be able to adjust your sales pitch on the fly to deliver maximum value to the prospect.

4. Be persistent about new products, but lead with the products that will deliver maximum value for your prospect/client. You don’t want your first impression to be mediocre value! If something is a long shot, save it for a quick pitch at the end. No matter how cool you think your new product is, if a prospect says it isn’t a good fit for their business, then move on to greener pastures.

5. Think about the future with prospect/client relationships! Don’t encourage time wasters who will never commit, but just because someone doesn’t advertise or upgrade to your new product this time around doesn’t mean they won’t in the future (or won’t share how awesome you are to others). If an existing client doesn’t take the upsell but wants to talk about maximizing return from what they already buy, then taking a little time with them goes a long way to building and maintaining your relationship with them for the future.

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Niche Media has created super niched-out events specifically for magazine publishers for over 12 years. We’ve helped pave the way for the era of boutique events that connect specific audiences and provide great educational, friendly and super-fun environments!

– Twitter: @NicheMediaHQ
– Facebook: NicheMediaHQ
– LinkedIn: Niche Media Network
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3 Ways to Keep Your Ad Sales Team Motivated



We understand that sometimes you may lost your motivation when trying to sell ads for your niche publication. However, ad sales are crucial to your magazine, which means it is vital to keep your ad sales team motivated. Niche Media is here to help! We have rounded up 3 ways to stay motivated and sell more ads. Have a look:

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Check out some ways to sell ads and boost motivation.

  • Stay flexible: Make sure you are paying attention to what your advertisers want and need and be sure to remain flexible. If they need extra time or different options, try and work with them to create a package that best meets their needs and keeps them coming back.
  • Brainstorm new ideas: Take some time to work with your team to come up with new and creative options for advertisers. There are so many opportunities to expand within your niche if you get creative! If you can come up with an advertising opportunity that is unlike anything prospects have ever seen before, chances are you will sell more ads.
  • Be enthusiastic: Maintain a positive attitude and chances are your advertisers will be much more receptive. Plus, it helps to get them talking about what they love and what works for them.
Finding new ways to sell ads and stay motivated can sometimes be challenging, but it is so important part of generating more revenue for your niche publication!

 

 

 

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Niche Media has created super niched-out events specifically for magazine publishers for over 12 years. We’ve helped pave the way for the era of boutique events that connect specific audiences and provide great educational, friendly and super-fun environments!

– Twitter: @NicheMediaHQ
– Facebook: NicheMediaHQ
– LinkedIn: Niche Media Network
– YouTube: NicheMediaHQ

Photo from Free Digital Photos

3 Crucial Components of Successful Content Marketing



Getting the desired results with content marketing is essential to the success of your niche publication. It is important to make sure you are taking the proper steps to ensure you are doing everything you can to maximize the potential of your content marketing. In order to help get you on the right track, we have compiled 3 crucial components to successful content marketing. Check them out:

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Take a peek at 3 crucial components of successful content marketing.

  • Segmentation: Your audience is made up of a wide array of different types of people. In order to make sure you are catering to each type of reader you have, it is a good idea to include segmentation in your content marketing plans. Make sure you are creating content that appeals to all of your audience members instead of just a handful.
  • Focus: It is also important to make sure your content marketing is staying focused and not straying from the main point you are trying to make. It is a good idea to have a clear understanding of your goals as well as the point you are trying to get across in order to avoid going off on a tangent.
  • Shareworthiness: Content should also be remarkable, interesting and original. It is crucial that your readers deem your content shareworthy in order to reach the maximum amount of people. Make sure your content is interesting enough that your readers will want to share it with friends and family members.
Successful content marketing means a successful niche magazine. Make sure you are taking every step to boost the efforts of your content marketing plans.

 

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Niche Media has created super niched-out events specifically for magazine publishers for over 12 years. We’ve helped pave the way for the era of boutique events that connect specific audiences and provide great educational, friendly and super-fun environments!

– Twitter: @NicheMediaHQ
– Facebook: NicheMediaHQ
– LinkedIn:  Niche Media Network
– YouTube: NicheMediaHQ

 

Photo from Free Digital Photos

Tips to Increase Banner Ad Inventory



Having banner ads on your niche magazine’s website is important for a number of reasons. These ads can quickly and effectively catch the attention of the user if done properly. However, we know that you may need to find ways to mix it up at times in order to increase your banner ad inventory. Take a look at a few ideas for doing just that:

Niche Media

Check out some tips for increasing your banner ad inventory.

  • Add a duplicate ad at the bottom of your website: Even though most banner ads are positioned at the top of your website, you may consider adding a duplicate to the bottom of the website. Users may feel more inclined to click on ad at the bottom of a page since they have finished viewing the content on the rest of the page.
  • Consider top-level peel away ads: Peel away ads are interactive and definitely catch the attention of the user. These types of ads are well received by advertisers as well as users.
  • Brainstorm for creativity:  Using creative and original banner ads on your website will not only appease advertisers, but will help to engage your users as well. Brainstorm different ideas to make banner ads more original and unique with your team.
Banner ads are important to your niche publication’s website, which means it is essential that they look great in order to appease advertisers as well as users.

 

 

 

Photo from Free Digital Photos

3 Types of eBooks for Your Niche Magazine



Making your niche magazine available to your readers in tablet form is important. Since more and more people are purchasing tablets, it is important that you make your niche magazine available in this format so that readers can access the product anywhere. In order to help you get a better understanding of what an eBook is, we have put together the 3 different types available. Take a look:

Niche Media

Check out the 3 different types of eBook available.

  • eBook: This is your very basic form of a digital version of your magazine available. A simple eBook will give you a static presentation of your niche magazine. You will be able to make the font size larger, however, other interactive features are not typically available.
  • Enhanced eBook: An enhanced eBook is the next step up from the basic eBook. This format allows you to make the content much more interactive and engaging for readers. Audio and video elements are often available with an enhanced eBook format, which will give your audience members a new way to interact with your content.
  • Interactive eBook: The interactive eBook format will take your digital version to a whole new level. Consider an interactive eBook to use elements such as: three dimensional objects, quizzes, interactive infographics, animation and video.
It is important to make sure you choose the right digital platform for your niche magazine in order to give your readers an engaging and interactive experience.

 

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How to Use Twitter Hashtags for Your Niche Magazine



The use of the hashtag on Twitter is important when it comes to your content marketing and social media strategy for your niche publication. The hashtag, as defined by Twitter, is “the # symbol, called a hashtag, is used to mark keywords or topics in a Tweet. It was created organically by Twitter users as a way to categorize messages.” In order to get the most out of your niche magazine’s Twitter account, it is important to a few important considerations about hashtags into account. Take a look:

Niche Media

Check out some tips for using hashtags.

  • Read up on what’s happening in the industry: Hashtags are a great way to find out more about what is currently happening in your niche industry. Type in a few various hashtags that are keywords for your industry. You will find numerous tweets, which can help you learn more about what is developing in the industry.
  • Keep them easy to remember: When coming up with hashtags for your niche publication, make sure you are selecting ones that are easy to remember and direct. This will not only help others find you, but encourage followers to use these hashtags as well.
  • Get involved with Follow Friday: Follow Friday is a Twitter movement that involves people and businesses announcing and following new people on Fridays. Designated by the #FF hashtag, Follow Friday is a great way for you to get out there and put your name more in public view.
Hashtags are an excellent way to get the name of your niche magazine out there while also connecting with your readers. Make sure you take advantage of hashtags to further your content marketing and social media efforts.

Questions to Consider Before Using Infographics in Your Content Marketing



Infographics are a fairly new tool being used across the board for a wide variety of things. These neat little illustrations present data or information in a very visual way, which would often be confusing if presented in any other way. While some of the infographics being produced do a great job of explaining material to readers, some are merely colorful and bright pictures. If you are considering implementing infographics in your content marketing plan, consider a few questions:

Niche Media

Check out some questions to consider when it comes to infographics.

  • Will the infographic have something relevant to add to the conversation? Creating an infographic just to have one will most likely not have the effect your were searching for. If you have a topic you wish to share with your readers that is complex and requires a more visual explanation, an infographic could be just what you need.
  • Can the infographic be reached on various platforms? Having an infographic that is formatted to fit various formats is key. One of the goals of an infographic is to reach the highest number of your audience as possible. In order to ensure your readers are seeing and reading the infographic, make sure it is widely accessible across your different platforms.
  • Do you have a good designer? Infographics catch the attention of your readers due to its good design and attention to detail. In order to make sure you have the best infographic possible, be sure you have a wonderful designer who understand your niche publication enough to integrate your values into the infographic.
Adding an infographic to your content marketing plan is a great way to generate interest among your readers. Infographics instantly draw attention and can explain topics that are confusing and need visual assistance.

 

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5 Questions Every Ad Sales Person Should Ask



By Ryan Dohrn, President of 360 Ad Sales Training  

If you want to make more and bigger advertising sales for your magazine, then you need to have a plan for success before every call. I preach a lot about having an ad sales process and holding meetings that win business. Ad sales training is mostly about understanding that there are several ways to win an advertiser’s business, but the secret is finding the one that is most likely to result in a sale and will maximize the buy. So what’s the secret formula?

I have found that most meetings that win business are centered on the advertiser and have very little to do with the media you are selling. Sure, what you have to offer is an important factor, but if you spend 20 minutes talking about your offerings right off the bat you will get nowhere. The meeting must be about the advertiser. Their needs. Their desires. The things which are meaningful to them, like making money. So, how do you get to that winning moment where you ask for the order? You must first ask some really good questions of the advertiser. Lead them to the point where they realize that they need you more than you need them.

Here are 5 of the most critical sales questions every ad sales rep should ask on every sales call:

1. “If we could create the perfect ad for you, what would it look like and what is the outcome you expect from it?” Don’t be afraid to have them get specific. The more you know about what they expect from an ad campaign, the better equipped you are to put together the perfect package to meet their needs.

2.  “How many times does a new customer of yours need to see your advertising message before they make a decision to do business with you?” You can’t build an advertising plan for them without knowing what it takes to get a customer response.

3. “What ad campaigns/types of ads have worked for you over the last 12 months to meet your goals? Why did the ads work? What ads have not? Why did they not work?” Really listen. Later this will prepare you to respond to objections and to improve upon what they have done before.

4. “Are there any new products or services you will debut in the next 6 months?” You will be their hero if you can build a package that will help make their next venture a success.

5.  “What are the three main goals you are trying to accomplish with your advertising? Be specific.  How long have you been trying to reach these goals?”

Take lots of notes. Now you are prepared to make more and bigger sales by putting together the perfect integrated sales package for their needs!