New ways to sell print & digital subs online jellyfish publishing

Specialist Media Online Event | 6 November 2012

Maximising subscriptions

from digital channels

Carola York, Managing Director, Jellyfish Publishing

Carola York | Specialist Media Online Event | 6 November 2012

Carola York Managing Director, Jellyfish Publishing

Jellyfish are a digital marketing agency, renowned for their expertise in PPC.

Jellyfish Publishing is a standalone business division within the Jellyfish Group,

dedicated to serving its numerous publishing clients. It works in partnership with

publishers to create digital campaigns which generate new subscribers - on a

Cost per Acquisition model.

I joined Jellyfish Publishing earlier this year following 25 years working for a range of

consumer and business-to-business publishers – both big and small - including

The Spectator, EMAP, The Tablet, TSL Education, The Economist and IPC.

As a specialist in subscription marketing, I help Jellyfish’s publishing clients grow

their print, digital and app subscription businesses.


Maximising subscriptions

from digital channels


Does your website...?

All of the above?

Provide content? News?

Features? Data?

Encourage sign up to

newsletters? Free trial access?

Promote advertisers’ products

& services via banner ads?

Promote and sell print & digital

subscriptions, apps, events?

Have subscriber log-in areas?

Free to access sections?

Offer a source of community?

User groups? Chat rooms?


Are you maximising potential subs?

› Do you just have one subs page – plus a facility for

subscription orders to be placed online?

› Does your site really sell your subscription offering?

› Could potential subscribers be getting distracted by

the plethora of editorial, ads, and other offerings on

your site?


The better way – a dedicated subs site


› It’s completely focused on selling subscriptions – on every single page.

› It has no ‘leakage’ points or distractions such as advertisers’ banner ads.

› It can use editorial content, but purely as a sales tool.

› Your subscriptions marketing department will be in charge – not your

editorial or digital team – so it’s focused on subscription-related

KPIs.

› If you direct all your subscription promotions to the site – email, PPC,

social – you’ll generate more subs.

Why?


Using editorial as a sales tool House Prices to Crash?

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Using editorial as a sales tool AIM Listed Company Tips

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Follow the ‘digital journey’


... through to successful sign up.


Nursery World

› 120 new subscriptions within first 30 days of launch › 1,000 new subscriptions generated in 9 months › www.nurseryworld.magazine.co.uk


National Geographic

› 30,957 subscriptions last year www.national-geographic-magazine.co.uk ›


Mobile vs tablet vs desktop


This is no longer the internet


This is...


And it has multiple personalities

Multiple

screen sizes

Different

interactions

Different

access times


There’s something new to help...

Responsive

design


What is responsive design?

Responsive design allows your website to adapt to whatever device

and screen size your customer is using - mobile, tablet or desktop.

One website. Same page. Same content.


www.jellyfishpublishing.co.uk

Responsive design in action

Haymarket

www.medeconomics.co.uk

Conde Nast

www.vogue.co.uk

The Guardian

www.guardian.co.uk

http://www.jellyfishpublishing.co.uk/

http://www.medeconomics.co.uk/

http://www.vogue.co.uk/

http://www.guardian.co.uk/


› You don’t necessarily have to rebuild your existing website – it’s a front end technology

› You don’t necessarily have to develop separate apps – as your website pages adapt to fit all tablet and mobile devices

› It improves the user experience – therefore customer satisfaction and ultimately performance

› It saves you time - and therefore money –

as you’re just having to maintain one website, even when a new device comes onto the market

Why use it?


Search engines like responsively designed sites, so you’ll

generate more incoming traffic

Google stated in June: “Sites that serve all devices on the same set of URLs, with each

URL serving the same HTML to all devices and using just CSS to change how the page is

rendered on the device. This is Google’s recommended configuration.”

Conversion from your promotions will improve

Emails are increasingly opened on mobiles – yet most email promotions direct you to a

subscription web order page designed for completing only a large screen desktop device.

And even those publishers now using responsively designed sites direct you to a standard

web page to order a subscription. So make sure your subscription site and payment

pages are responsively designed too.

The benefits for selling subscriptions


Directing people to pages -

which resize according to the

device – tablet – or mobile –

makes for a positive user

experience and improves

conversion from all types of

subs promotions – print and

app.

Improve response from app promotions


› People search on their mobiles at different times

of the day to desktop and tablet.





› People search on their mobiles at different times

of the day and week to desktop.

› Think who you are targeting. If you’re selling a

tablet app, direct your search ads to tablets only.

› Consider that most emails are now opened on

mobiles – design them accordingly.



1. Use a dedicated, multi-page subscription site

2. Use editorial on your subscription site – as a sales tool

3. Follow your prospect’s ‘digital journey’ through the site

4. Monitor conversion rates through your payment funnel

5. Use responsive design

6. ... possibly instead of developing an app

7. ... definitely for your subscription payment pages

8. Target mobile users at different times of the day to desktop and tablet

9. Consider who you are targeting and what type of subscription you are

selling and target and design your ads accordingly

10. Ensure your email promotions work well when opened on mobile devices

Top tips


Questions?


Contact us [email protected]

01737 749 673

www.jellyfishpublishing.co.uk

Documents

New ways to sell print & digital subs online jellyfish publishing