How your website can generate more ad leads
A new generation of B2B marketers are thorough online researchers, and one of their first stops is the publisher’s website. In fact, 80% of new advertisers’ purchasing decisions are made when the salesperson is absent.
How do they feel when they arrive on the advertising page? Are they persuaded by the messaging and prompted to take action? Or are they slightly frustrated and uninspired? Will they ghost or contact you?
We followed the customer journey for 30 niche magazines nationwide to find the best ideas that improved the customer experience and motivated prospects to take action, with examples
1. Place the advertise links at the top of the home page
In the survey of 30 magazines, only seven put the advertisement link at the top of the home page. To research the others, by the time we found out how to advertise, we had scrolled to the bottom of the page and searched for a tiny link.
Research shows that links in the top navigation perform better, so placing “Advertise” at the top is an easy fix to make the customer journey easier, faster, and frictionless.
Here are examples of how two publishers, TheHomeMag, and Tampa Magazines go further and highlight “Advertise” in a button at the top.
One of the few newspaper groups that put an “Advertise” link at the top, The Western News, also organizes products into a drop-down, making it faster for advertisers to find what they want, subtracting one click from the process.
Even more impressive, Spotlight Media in Fargo, which publishes multiple magazines and a digital agency, highlights a button to book an appointment in the navigation bar at the top of every page of the website.
The key is to allow the prospect to communicate however is most convenient for them: Calling right away, booking an appointment, or sending a form to receive a media kit.
2. Put the value proposition in the headline on the Advertise page
All the research shows that a compelling message – a unique benefit – also boosts conversions. Using the advertising page’s headline is a great way to attract attention to the value proposition immediately.
However, about 50% of publishers used this best practice. Many settle for some version of “Increase your business,” “Advertise” or “an effective and affordable way for you to promote your new or existing business.” that could apply to any media.
The example below shows what NOT to do.
A compelling message that motivates the prospect should show a unique benefit the media offers that no other competing options can match.
Instead of using raw numbers – 80,000 readers – in a headline, compare relative to other options: Does the media have the largest, the highest, the only, or the best of a particular benefit critical to advertisers? Put it in a headline.
Here are a few great unique value propositions we found clearly stated on the advertising page:
Claims Journal: “The highest trafficked p/c claims-specific new site in the world,” and that advertisers will be assisted by a “No hassle, knowledgeable team member.”
AIN Journal: “We live and breathe this industry” and “We can help you reach the global aviation community” resounded confidently.
Group Travel Leader: “The most trusted voice in the travel industry.”
VegNews: Reach a “highly engaged audience of plant-based enthusiasts who live and breathe the vegan lifestyle.”
Would a wholesale vegan product marketer feel confident and persuaded enough to explore further and click or call? VegNews makes a good case.
In the Tampa Bay Area, a crowded print magazine market, Tampa Magazines boiled it down to this: Tampa’s #1 City Magazine.
You know your value proposition. Boil it down for a headline on the advertising landing page.
3. Get visual
Most magazine publishers have a background in writing and think in terms of text. Here are some ideas to snap you out of the habit.
As you can see from the last example, some niche magazines do a phenomenal job with bold images once the advertisement link is clicked. The images were better than the words in most cases!
Aviation International Media, AIN, which publishes three magazines for the aviation industry, shows an airplane heading straight at the view on its advertising page.
Tampa Magazines and Claims Journal, one of three employee-owned magazines for the insurance industry, used video.
The screenshot of Tampa Magazine above shows an embedded video at the top of its landing page. Instead of a human speaker, it uses music and text over a series of stunning photographs to tell its story:
Claims Journal, uses video on its advertise landing page to reinforce the message in the text on the landing page. The video is much more engaging than text and has a greater emotional impact.
Note the other strengths on this awesome landing page: Multiple calls to action, a phone number option, a compelling value proposition, and a conversational tone about the process aimed at marketers who dislike being “sold.”
Using a real team member adds authenticity. However, many tools and options exist to help create and edit videos. If you use a spokesperson, AI-powered OpusClip transcribes the words and places them on the video. edits out the filler words and “uhms” and edits to the length you want.
VideoBolt will help edit a script, find professional talent, and produce a polished result. Loom is another option.
4. Numerous calls-to-action, including a phone number
Only half the publishers had a phone number on the advertising page. There must be more than a phone number at the bottom of the home page. Using a form alone sends the message, “you will not be treated like an important customer.“
Are advertisers important to you?
Allow the customer to decide how to connect – maybe they want to download the media kit first. Maybe they want to talk to someone right now. Let them.
HomeMag places two options in the middle of the advertising page:
VegNews even presents the sales reps’ images and phone numbers so marketers know who they will be speaking with and can contact them directly.
VegNews solved the problem of communicating with a prospect who has been selected to receive a message kit. After they submit an email, the page shows a new message, “Your Media Kit is on its way,” with a second call to action, “Want to chat now?” and, their two reps with direct lines, one on each side of the country.
Note that calls-to-action should be in the top half of the screen to eliminate scrolling. For buttons, any bright color will draw attention and increase clicks.
5. Show your digital products, partnerships, and processes
Most publishers now offer a variety of marketing products. Don’t assume marketers will download the media kit or call a rep to find out you do. A drop-down from the Advertise link in the top nav bar can showcase more of your products, or you can highlight them in an area. The Home Mag shows that its print ads come with extra features, including call monitoring in this visual:
Spotlight Media also features products in a spectacular moving showcase of its colorful magazines and mobile products in the website’s background, demonstrating its visual chops since all this moves around. The best way to see how they do it is to visit the website.
6. Add testimonials and customer logos
Research shows that referrals are one of the most important and trusted sources of information for B2B purchasers.
Testimonials are not always easy to get, but worth the trouble. VideoAsk also has a structured method of obtaining a referral; the seller makes a short video and posts a series of questions, then sends the document to the customer, who can click to answer each one.
Here’s an excellent testimonial on the advertising page of The Home Mag, “The first issue I advertised in paid for itself in the first two days.” Impressive!
7. Optimize LinkedIn profiles for sales
Prospects now search for people with whom they are meeting, and the LinkedIn profile is often at the top of the search results. Colleen McKenna, president of Intero Advisory Services, recommends that all her clients optimize their LinkedIn profile for sales, rather than as a resume.
Here’s how one master of marketing, Kim Johnson-Safran, optimized her LinkedIn profile to show the value propositions and services at Site Impact, the company she represents. How many sales VPs have put their company brand in the background image?
Consider including a link to the LinkedIn profile when showing team members on the website.
The checklist
For publishers interested in optimizing the website to pre-sell advertisers and obtain more leads, here is a quick checklist:
() “Advertise” button is at the top, in or above the navigation bar
() The landing page uses bold images or video
() The headline is a compelling message that describes a unique benefit the advertiser cannot find anywhere else
() Calls-to-action options include a phone number and/or appointment scheduling link
() They are in the top half of the screen and repeated further down for viewers who scroll further
() A testimonial is on this page
() An ongoing strategy to obtain testimonials in place, such as successes reported in team meetings and Videcast created and ready to send to customers
() LinkedIn profiles are optimized for sales
Optional
() The selling team is introduced with their image and a direct cell phone number.
Many thanks to all the publishers whose examples of best practices are showcased in this report.