I’ve recently spent some time on vacation, getting away from
the normal routine and enjoying some warmth and sunshine in Florida. I’m like
everyone else in that vacation time is precious andI want to make the most of
it.
Deciding where to eat on vacation is a big decision. Once
the destination has been determined, we start in on doing our research. We
search online, look for new or different foods we want to try, and ask friends
who have vacationed there previously for recommendations. This has been a
formula for success for me with many previous vacations.
And you know what, your advertisers are doing the same thing
to select where to spend their marketing money.
Advertisers are searching online to see who are the local
marketing experts. Business owners are looking for new options to try that
might help build their customer base. And they are asking friends what has
worked for their business. So what are you doing to make sure you are providing
business owners and marketing managers meaningful information for their
searching process? The likely answer is you are not covering all of those areas
currently, which gives you a chance to implement a quick improvement plan.
On your website, make sure you have updated information
about all of the advertising segments you offer. Make sure your information is
up to date, and that the contact emails are current. Too many times, this page
on your website is set up and then forgotten. If you quote circulation or web
traffic numbers, make sure those are current. Your website is often times the
first impression to a business owner, and that website should set you up as a
marketing expert locally. Local research and market expertise should be on
display, to show a business owner they need to work with you instead of your
competitor or an advertising agency.
If you’ve started offering new services, make sure you
mention them. The business owner is looking at your website thinking of you
strictly for your core competencies. They will think you are strictly a
newspaper, so if you are also offering direct mail, commercial printing,
digital display programs across the internet, you must tell them. The more
problems you can solve for an advertiser, the more likely you get that initial
inquiry call first. But to get that phone ringing or email sent, your site has
to provide the information at a high level.
For vacation planning, getting recommendations from friends
that have been there before is the most important segment for me when making a
decision. You can use apps like Yelp to get reviews and recommendations, but I
prefer getting feedback from friends that I know and trust. Your local market
is no different.
At every sales manager position I’ve held, I’ve asked for
testimonial letters. And at every position I’ve held, getting those
testimonials has proved difficult. The business owners aren’t usually the hold
up; it is the sales reps. But getting testimonials is very important to help
sway people making buying decisions and you need to make it a priority with
your sales team.
Making a marketing buy can be expensive and funds are
typically limited. Providing assurances that investing those dollars with you
is a good decision, providing a solid return on investment. Getting that assurance
from a local business can help sway that buyer and help remove buyer’s remorse.
Providing a preponderance of evidence with a dozen or so
testimonial letters from a variety of business types should be a part of your
marketing portfolio. If you have five people in your sales department, you only
need three letters from each rep, so this isn’t a burden on the sales team. Don’t
let the thought of writing a testimonial letter become a burden on the
advertiser either. The number one reason your customers
won’t do it is the lack of time. So offer to write it for them. You know the
highlights you want to feature, and the ways the advertiser used your products
to achieve their success.
Media companies are experts in marketing, but rarely do a
great job of marketing themselves. These tips can help change that narrative
for you in your local market.
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