Frontline Perspectives

Test different messages in ads to ensure a strong response.

Sponsoring an industry trade publication e-newsletter is an effective lead generation opportunity for many of our clients. In addition to being a good source of quality leads, this type of advertising opportunity can provide a lower cost method of reaching target niche markets.

First, look at the key industry publications that represent target markets. What online media options are available for the publication? Review the editorial calendar to understand the best timing options for the type of message that you are considering. What placement opportunities are available (header, side or in-line)?

Headers have the strongest responses, but are also the most expensive. Side can pull well but creates a challenge for the design on vertical ads that can tell your message easily. You’ll need to weigh the options available with your budget parameters, but we recommend header ads whenever possible. It’s just like the adage in real estate–location, location, location.

Now think about what message is your best attention-getter. Ask a provocative question. Mention tips and best practices that are key to success. Offer a white paper or access to a webinar demo. Three to five seconds, and then….send them to a landing page with a clear set of benefits, features and directions to move them to the next step…getting to you.

Lastly, watch your ad click-throughs and make changes to test better responses. Do the same on your landing page. Test colors, movement, placement, font style and size. Test speed of message (we see many that are too fast and too busy.) Make sure your landing page has no more than three calls to action or it will be unclear what the visitor should do.

We will often recommend switching banners on weekly pubs, otherwise you will see diminishing returns based on lowering click-throughs each week. Keep it fresh and keep your name in front of them.

E-news sponsorships offer a great low-cost way to reach a target market and provide low-cost quality leads. You’ll start to better understand the publication, which can provide with avenues to pitch letters, their editorial staff, and look for speaking opportunities at trade shows within that show.

Now is a good time to access any opportunities before the summer months, and even the fall months ahead. Timing can still dramatically impact your bottom line this year.