Four Ways to Double Your Digital Revenue

Double Your Digital Revenuewith simple adjustmentsto your business model

and withoutburning out your list

Who are you?

MarketConsumer

B2BAssociation

RegionalOther

RevenueAdvertising

Lead generationPaid content salesEvent registration

Other

Who am I?• Digital media strategist

• 20+ years in digital media• Practical, revenue-generating

strategies for publishers• SVP of Digital for …

• Penton Media (B2B)• Interweave (Enthusiast)• HarperCollins (Books)

• Consulted for dozens of other media companies

Not typical digital strategist

attire

Built several multi-million dollardigital media businesses

I’ve seen what really works …

and I’ve seen what doesn’t!

Let’s kick it off with a bonus tip!

Email drives revenue

1 email = 10 Facebook = 100 Twitter = 1000 page views

And another bonus tip!

Everything must be mobile-friendly

Web, email, landing pages … everything!

Build upon the media revenue pipeline

Attract

Engage

Retain

Convert

#1

Attract

Engage

Retain

Convert

Use PPC advertising to build your list• Facebook / Google can pay you to add emails to your

list• Can work for any market or revenue model• It’s all about conversion funnels …

PPC Ad Landing Page

Thank You / Upsell

Drip Email 1-X

Checkout

FaithGateway Example• Facebook campaign• $2,700 ad spend• 13,643 emails added• 20 cents cost per email

• Upsell• 245 product sales• $5,994 revenue

• Made $2.22 for every $1.00 spent!

#2

Attract

Engage

Retain

Convert

Make list building your website’s #1 job

• REMEMBER: email drives revenue!• Advertising / ecommerce revenue• Lead generation / list rental revenue• Event registration / print circulation• Traffic back to website

• Use direct marketing tactics• Landing pages / lead magnets• Free membership area• EVERY page designed to build list

America’s Test Kitchen Example• Everything geared

toward collecting email• Overlay offers• Free membership• Lead magnets• Landing pages

#3

Attract

Engage

Retain

Convert

Increase your email frequency• Weekly / biweekly digest versus daily• Fear of burning out list / reducing list size and open rates• Opposite happens if done right!

• Become the de facto daily read for your market• Usually quick read, short emails• Readers are happier (up-to-date, quick reads)• Advertisers are happier (exclusivity, more clicks)• Publisher is happier (more revenue, engagement, etc.)

Athletic Business Example• Converted weekly email to daily• Circulation did NOT decline• Open rates and click rates went

up!• More traffic back to web site• More revenue from email• Higher CTRs on ads

#4

Attract

Engage

Retain

Convert

Better manage your inventory / pricing

• If you’re selling out your inventory, you’re underpriced• Don’t discount your most in-demand positions

• If you have trouble selling something, get rid of it• Remove clutter, improve performance, focus sales team

• Exclusivity and performance sells

Electronic Design Example• Very little discounting

on premium positions • Welcome / overlay ad• $10K per week

• Page wraps• $10K per week

• Single sponsor enews• $6K per week

Simple website fixes tobuild a bigger audience and

drive more revenue

Download at …www.eMediaStrategist.com

Digital Revenue SecretsMaster Class

6-week intensive online course

Practical strategies to grow your digital media business by 2-3x

www.eMediaStrategist.com