6 Keys to Online Sales Success
6. Close the loop.
Finally, close the loop with your advertisers by reporting back to them and making their buy more tangible. The worst thing that can happen to both parties is for an advertiser to spend money with you and feel like it just went into a black hole.
For Web campaigns, report back to them at least once per month with the results of the previous month. Include impressions delivered (brand impact) and clicks (response impact).
For e-mail campaigns, report back to your clients one week after a mailing, since most people will read a newsletter within a week of receiving it. In the report, include the number of e-mails sent (brand impact) and clicks on the advertiser’s ad (response impact).
For b-to-b publishers, it is important to show the quality of the leads, so if possible, also send along a list of the domain names that clicked the ad (Web or e-mail). Make this reporting automatic—even if the numbers are poor in your estimation.
If you’ve followed the previous steps properly, there won’t be any surprises, and the advertiser will have confidence in you and be more willing to buy from you again.
Eric Shanfelt is executive vice president of eMedia for Aspire Media. He previously served as senior vice president of eMedia for Penton Media, and spent a year as an industry consultant helping more than a dozen b-to-b and consumer media companies grow their online media business. Shanfelt has an extensive e-media background spanning 17 years and specializes in practical revenue-generating strategies for publishers.