How To Sell Digital Media (Part 1)
So, You Want To Sell Digital Media?
How many of you have gone to online media shows and found yourself looking at exhibitor booth signs and wondered:
I still don’t get it… what do these guys sell?
What do they do that is different from each other?
Is this something I should know more about?
Are the media buyers confused, too? It’s hard not to be when the media sellers are all saying the same thing: “We are the best! We are the #1 way to reach your audience. ROI? Yep, we got it! We’re #1!”
Every day, hundreds of digital media sellers attempt to sell their offering by pointing out their unique grip on the market (Theirs? Yours?). They reach the right audience in the right way and therefore should be in the consideration set, right? They are all counting on agencies and advertisers appreciating their unique value. We all want it to be obvious – “obviously, with our brand and yours, we are the right place for you (your advertiser) to advertise.”
Well, they are all right – for someone. But, how should they communicate this effectively? Tout the reputation of their brand? That is offline thinking.
The mistake most online media sellers make is that they don’t think of advertisers as publishers, which they are. In fact, every person and every brand and even some agencies are online publishers. If you have a Facebook page (1 in 7 people on the planet), Linkedin profile, Google+, blog or Pinterest account, you are a publisher. If you are a brand with a corporate website, microsite, Facebook fan page, Twitter feed, etc., you are a publisher. And, obviously, online and traditional offline publishers are publishers as are businesses like retail and wholesale…even app developers – if you have a URL, you are a publisher. And, we publishers all want the same thing:
Traffic. People coming to our content. More and more visitors each day. Ideally, the cost to us for each new visitor, on average, is less and less. We want traffic that is engaged with our content and the measure we all use is – can this traffic be scaled and monetized? While not every digital asset is e-commerce, we want to monetize our traffic through “proportional or fractional” conversions. To explain: if I sell products or generate leads or subscriptions there is a value to each of these “full conversions.” But, if I want people to read my blog and tell a friend, that is a fractional conversion. In fact, every engagement point is a fractional conversion. Even something as innocent as page views: What is it worth to us to get a visitor to go from the landing page to another page? What is worth it to us to get our average user to increase their time on site from 1 minute to 2 minutes? What is each Facebook “like” worth? How many downloads of white papers equals’ one person buying our service? What is the actual monetary value we assign to each of these engagements?
About the Author:
Steve Bookbinder is the Co-founder and CEO of Digital Media Training, a training partner to some of the most successful sales organizations around the world. DMT delivers training which treats sales as a competitive sport and changes behavior needed to help sellers consistently win. DMT is a leader in M-learning training reinforcement with a proven track record of improving sales through training. Steve has delivered more than 500 keynote speeches at national sales meetings, conducted more than 3,000 training workshops and trained, coached and managed more than 35,000 sellers and managers from leading companies around the world for more than 20 years.
About Molly DePasquale
Molly DePasquale is the Manager of Operations and Sales Training Strategist for DMTraining. She manages the day-to-day business and training operations while helping research and develop new training programs as well as refreshing signature programs to reflect the newest sales trends, technology, and best practices. Molly utilizes her wide-range of skills to create sales and marketing assets focused on delivering value to DMT’s clients. Molly has a passion for learning and leveraging new knowledge and experiences. Outside of DMTraining, Molly is a hard core Pittsburgh sports fan, enjoys staying active by running and golfing, and unwinds by reading and playing the piano.