This is going to be a series: We'll review one objection a day...
1. I buy search words, why do I need more than that?
Because search words only capture people who are actually looking for your product by
type or name. By only using this form of advertising, you are missing opportunities to
brand your product with local audiences that typically account for the majority of
storefront foot traffic. When the consumer determines it’s time – you want to be top of
mind. No search necessary. Display ads not only add to brand awareness but increase
the clickthrough rate on your search buys. Higher brand awareness means more
searches on keywords associated with your brand which means more clicks.
Monday
New saying "we're facilitating dialogue"
Our sales manager Christal and I had the opportunity to attend a SNA (Suburban Newspapers of America) Symposium last week and of course my mind was reeling with all the great ideas. But one of the things that I heard that stuck was....we are in the business of facilitating dialogue.
What does that mean?
I think it can mean something different to our editors and our readers; our clients and consumers, sports teams and their fans...you get the idea.
Our advertisers want their message to reach consumers; our teachers want to talk to their students' parents, charities want their message to be heard by people who care.
Our products facilitate dialogue between different communities. Dublin parents and the administration at Dublin Coffman High; the People In Need charity organization and city volunteers; Central Ohio shoppers trying to save money and women that have the know how to help....
Ask yourself and your advertisers, what dialogue should you be participating in?
We are the in the business of targeted messaging aka niche marketing
I think that we need to reevaluate how we think. We often have been taught to spit off numbers in bulk. For example we reach 800,000 households and 90% of the population (this is an example of course).
If you ask our advertisers, would you rather reach 20,000 people that may look at your message or 500 who really want it, what do you think they will say? It probably depends on if they want an awareness campaign or a campaign that will more immediately bring results.
In Real Estate for example, we've all heard the expression it only takes 2 people to buy and sell a home...so don't you want to hit the people that are really looking to take that step and put your message in front of them, do we really spend time researching how we can help our clients do this?
Social Networking is one way that you can reach niche audiences
Search Marketing,
Targeted Banner Advertising
Email marketing to sub groups
These are all ways that we can hit the masses...OR we can target communities of people looking for a particular service or product.
While our community newspapers and websites in general have the ability to blanket some markets and provide a TOMA (top of mind awareness campaign), I don't think we stress enough just how targeted our messaging can be to the "sub" communities all throughout our city...What do you think?
What does that mean?
I think it can mean something different to our editors and our readers; our clients and consumers, sports teams and their fans...you get the idea.
Our advertisers want their message to reach consumers; our teachers want to talk to their students' parents, charities want their message to be heard by people who care.
Our products facilitate dialogue between different communities. Dublin parents and the administration at Dublin Coffman High; the People In Need charity organization and city volunteers; Central Ohio shoppers trying to save money and women that have the know how to help....
Ask yourself and your advertisers, what dialogue should you be participating in?
We are the in the business of targeted messaging aka niche marketing
I think that we need to reevaluate how we think. We often have been taught to spit off numbers in bulk. For example we reach 800,000 households and 90% of the population (this is an example of course).
If you ask our advertisers, would you rather reach 20,000 people that may look at your message or 500 who really want it, what do you think they will say? It probably depends on if they want an awareness campaign or a campaign that will more immediately bring results.
In Real Estate for example, we've all heard the expression it only takes 2 people to buy and sell a home...so don't you want to hit the people that are really looking to take that step and put your message in front of them, do we really spend time researching how we can help our clients do this?
Social Networking is one way that you can reach niche audiences
Search Marketing,
Targeted Banner Advertising
Email marketing to sub groups
These are all ways that we can hit the masses...OR we can target communities of people looking for a particular service or product.
While our community newspapers and websites in general have the ability to blanket some markets and provide a TOMA (top of mind awareness campaign), I don't think we stress enough just how targeted our messaging can be to the "sub" communities all throughout our city...What do you think?
Wednesday
All Politics are Personal....does that mean local?
With Election Day less than two weeks away, there still remains a large contingency of undecided voters. Many marketing channels are available to reach them, but what channel is going to be the most effective for candidates in terms of getting votes?
Read More
Real-time feedback and real-time optimization. Campaign managers can not only launch video ad campaigns immediately, but they can also optimize ads in real-time. By taking into account video and banner click-through rates, the average viewing duration and cross-referencing those numbers with post-impression and post-click Web site activity (e.g. - donations), campaign managers can optimize each campaign to maximize effectiveness.
News spreads like wildfire with breaking news e-mails, blog posts, Twitter, social networking sites, and more. In most cases, it remains true that we have no power over how issues and candidates are presented in the news, but the power of online video advertising makes it possible for the candidates to speak one-on-one with the voters about issues that concern them.
Read More
Real-time feedback and real-time optimization. Campaign managers can not only launch video ad campaigns immediately, but they can also optimize ads in real-time. By taking into account video and banner click-through rates, the average viewing duration and cross-referencing those numbers with post-impression and post-click Web site activity (e.g. - donations), campaign managers can optimize each campaign to maximize effectiveness.
News spreads like wildfire with breaking news e-mails, blog posts, Twitter, social networking sites, and more. In most cases, it remains true that we have no power over how issues and candidates are presented in the news, but the power of online video advertising makes it possible for the candidates to speak one-on-one with the voters about issues that concern them.
Monday
Power Moms are Online
Our advertisers want to connect with woman, specifically moms, but why? Find out for yourself
Gen X and Gen Y moms use the internet differently than my mom does:
The top three activities of Gen Y moms are reading blogs, participating in an online community of moms, and creating and sharing their own video.
The top three online activities of Gen X moms are: using a photo site, rating and reviewing products, and shopping.
Gen Y moms are much more attached to media that connects them to other moms online - such as internet communities, blogs and video-sharing sites - suggesting they prefer to rely on peers rather than experts to help them parent, according to the study.
Moms who are members of Gen Y also are highly involved in creating their own content and show a preference for time-shifting behaviors, such as watching TV online...READ MORE
Have you told your advertisers that this is what women and moms are looking for online? Let's help educate our advertisers and continue to bring them ideas that offer them marketing solutions.
Gen X and Gen Y moms use the internet differently than my mom does:
The top three activities of Gen Y moms are reading blogs, participating in an online community of moms, and creating and sharing their own video.
The top three online activities of Gen X moms are: using a photo site, rating and reviewing products, and shopping.
Gen Y moms are much more attached to media that connects them to other moms online - such as internet communities, blogs and video-sharing sites - suggesting they prefer to rely on peers rather than experts to help them parent, according to the study.
Moms who are members of Gen Y also are highly involved in creating their own content and show a preference for time-shifting behaviors, such as watching TV online...READ MORE
Have you told your advertisers that this is what women and moms are looking for online? Let's help educate our advertisers and continue to bring them ideas that offer them marketing solutions.
Back at it....comments?
Ok everyone,
So I don't think many of you read this however...there are always tons of new things with online that I need to update you on so I need you to try to rely on this blog to give you some of that information. We might even do fun quizzes and prizes that you can only win by answering here on ilovetosellweb.com.
I had a semi arguement with my mother about the definition of news today...she says newspaper and TV that is news....If you haven't viewed the previous blog Web Terms in Plain English then you may not know what I'm talking about.
In the past, editors, programming managers (radio), directors (tv) they decided what was "news" worthy and pushed it out to the public...essentially saying "here this is what we think you should care about" (most of the time they were right). However, online is different...with blogs, podcasts, online video - users come to the web looking for information that they care about. An example: if I type a blog about online sales information....then I might only have 15 people read it....but to them this is information or news they care about....that is how we need to discuss the value of the web with our clients. It isn't content we gave them, it is information readers went looking for....
For more on the importance of blogs in the mainstream media read here (thanks to Joe R. at TheBAG for sharing).
So I don't think many of you read this however...there are always tons of new things with online that I need to update you on so I need you to try to rely on this blog to give you some of that information. We might even do fun quizzes and prizes that you can only win by answering here on ilovetosellweb.com.
I had a semi arguement with my mother about the definition of news today...she says newspaper and TV that is news....If you haven't viewed the previous blog Web Terms in Plain English then you may not know what I'm talking about.
In the past, editors, programming managers (radio), directors (tv) they decided what was "news" worthy and pushed it out to the public...essentially saying "here this is what we think you should care about" (most of the time they were right). However, online is different...with blogs, podcasts, online video - users come to the web looking for information that they care about. An example: if I type a blog about online sales information....then I might only have 15 people read it....but to them this is information or news they care about....that is how we need to discuss the value of the web with our clients. It isn't content we gave them, it is information readers went looking for....
For more on the importance of blogs in the mainstream media read here (thanks to Joe R. at TheBAG for sharing).
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