Selling digital ad renewals to your customers may be easier than you think. First, realize you’re going to use a different approach than you use with new sales. Prompt follow-up with your customers after the campaign cycle is key.
Following these 6 tips can take you beyond just presenting the CTRs:
- Once you get the results from an advertiser’s digital campaign, look beyond the overall numbers. Sure showing increased website traffic is great. But where are the spikes? What story do they tell?
- Is there even more detailed information you can share with your customer when you analyze the peaks and valleys of customer engagement? What new information can you share with your clients about your customer behaviors?
- It’s always best to determine KPI goals together, but be sure to check in regularly to make sure your client’s needs/goals haven’t changed.
- When you present the results and conversions of the digital ad campaign, also show a comparison on how it performed against the client’s print advertising. What’s the best mix of integrated advertising that works with your audience and should it be adjusted?
- If your client’s results fall short of goals, show them success stories and give them new solutions to try.
- Always present results in a clear, easy-to-understand way. Your clients have to make countless decisions daily. Make your renewal process super-easy for them.
What to do when the client doesn’t renew
Don’t lose hope! Keep detailed notes in your CRM as to why they didn’t move forward on that particular campaign. Could it be the timing? Pass on the info to your sales manager and team. Look for ways to make improvements to the sales program. It’s important to show your clients (and former clients) their feedback is important to your magazine.
Finally, don’t take your renewals for granted. The right presentation can ensure your customer is happy for the long-term. As a magazine ad sales pro, you also know that the world of publishing and advertising is constantly changing. Make sure your selling renewal process is constantly evolving too.
About this blogger: Diana Landau is the Content Wrangler for Niche Media. A former sales director and corporate marketing hack, she has now found nirvana in writing and wrangling quality content. Diana is a food, wine, art and SF Giants enthusiast…who sometimes gets carried away.
Niche Media has the best events, education, and training in media! Our super niched-out events & content give target-audience publishers in the B2C, hobbyist, B2B, city & regional, and association markets the tools they need to build revenue, audience, and more.