THE TOP 8ADVERTISER

EXPECTATIONS

DON'T GUESS. KNOW.

KNOWLEDGE MARKETING PRESENTS

DON'T JUST MEET, BUTEXCEED YOUR ADVERTISER'SEXPECTATIONS

Expectation

Targeted Messaging

One

A new approach

It is of benefit to both you and youradvertiser to deliver targeted messagesto specific audiences. Batch and blast?

Please stop!

Targeted Messaging

Careful targeting decreases list fatiguewhile increasing engagement and

ultimately increasing conversions thatlead to successful sales.

More successful sales equals happy andsuccessful advertisers.

Expectation

Cross-Channel Distribution

Two

The more the merrierWhat’s better than pursuing a targeted

audience in one medium?

Pursuing that same targeted audienceacross multiple channels such as print,digital, enewsletters, tradeshows and

more.

Lost opportunityIf your programs are not cross-channel,you are missing out on valuable revenueopportunities. Listening to your audienceand engaging with them at the right timewith the right content through the right

channel is not only effective,but expected.

Expectation

Qualified Leads

Three

Do your jobA list is not a lead. If you are giving your

advertiser a list of names and emailaddresses and calling it a day, you are not

doing your job.

What is a lead?

A true lead is a name with anaction attached to it.

Qualifying the leadShow your advertiser the action John

Smith took – whether it be downloading awhitepaper, registering for their webinar,

completing a new product survey oropening their monthly enewsletter.

Expectation

A Smooth Workflow

Four

Your advertiser wants a clean, logical andintuitive user experience for the leads

that encounter their brand.

Nice and Smooth

Leads and conversions are easily lostthrough messy workflows, so don’t fall

victim to complex, maze-like workflows.

If it looks at all complicated to you, itprobably will be for both your advertiser

and the audience as well.

Uncomplicate Things

Expectation

Measurable and DetailedReporting

Five

When was the last time you showed youradvertiser where their ad was placed and

said, “Here you go?”

Please don’t say recently. The days of relyingon intuition should be behind us.

Intuition = bad news

What kind of analytics are you able toprovide advertisers?

Performance activity reports aren’t a wish,but an expectation. How many leads were

converted? Did your advertiser makemoney? Advertisers want to see concrete

proof of effectiveness.

Show me the money

Expectation

Timely Delivery

Six

Have you ever passed along a lead to youradvertiser more than a week after it came in?

If so, shame on you!

Passing the time

DeliveryA lead should always be delivered in a

timely manner,whether that is real-time,daily or weekly.

The longer you wait to pass on a lead, thelonger it takes your advertiser to follow up

with that lead.

TimelyThe more time that passes between the lead’s

action and follow-up, the less effective thatlead will be and the more disappointed the

advertiser will be.

Expectation

Data Quality

Seven

Data quality is the key to marketing and saleseffectiveness. If you don’t have quality

data, the chain breaks down.

Data Quality Over Quantity

Your advertisers want to know more aboutthe names you are giving them. They want tosee enriched data profiles that go beyond the

standard business card profile. Better dataenables better targeting and better programs.

The smaller the slice,the higher the price

Expectation

Publisher-AdvertiserCollaboration

Eight

What happens after you hand leads over toyour advertiser?

If this is the end of the road, you are doing itwrong.

Going the extra mile

As a publisher, you possess specialcapabilities and knowledge of your audiencethat can be of utmost help to the advertiser.

That advertiser is going to expect you to sharethe wealth.

Share the wealth

Go beyond “just a lead.” What else can youoffer? Think creative, custom editorial content,delivery, lead qualification, lead automation,

nurturing, forms, and page design.

Going beyond the lead

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