Email is 1) the strongest consumer connection on the internet short of a paid relationship, and 2) a fantastic way to deliver content and advertising, and 3) by far a bigger opportunity for publishers than social media because everyone has email…it’s required to register for social media.
In today’s crowded media market, the core value of print is in the inspiration. For digital, it is in the execution. The WSJ reported “Boden, the U.K.-based clothing retailer, ships millions of catalogs around the world each year. Shoppers spend up to 15 to 20 minutes with the catalog, says Shanie Cunningham, head of U.S. marketing, compared with an average of just eight seconds for a Boden email and about five minutes with the Boden iPad app.”
High quality content, and more and more of it, is your social media strategy. People share content, and comment on content via social media. No content, no sharing. Build your content first. Readers will share on their social media of choice. When Facebook declines they’ll share it on the next platform, be it Snapchat or Instagram or one we haven’t heard of yet.
Recent increases in print sales for Men’s magazines show why selling print and digital through the same “hybrid” sales force can be an advantage for print publishers. We have observed that when a print campaign is won, the timing on that will be well before the digital campaign is decided. Long-ago we wrote this ad-sales tip on how to leverage that print win into digital revenue.
If you view advertising sales as a purely transactional business, you won’t be building competitive advantage. When you invest in the three practices above your competitive advantage will build – one customer and one individual relationship at a time. Then, over time, your sales team will notice that they are more likely to get calls and emails returned and you win the close calls on business that might have gone to your competitor. You’ll win more renewal-business, meaning your new business wins can build the business rather than put you on a treadmill of win-lose-win-lose.