How can you effectively pitch digital advertising options to clients new to online marketing?

More often that not, advertisers who are not on digital are wasting a ton of money. A great place to kick off is auditing their exiting marketing efforts. You can sell digital by showing the ability to reach their audience, where they hang out as well as how you can measure it.... Measurability and targeting capabilities are a huge selling point in digital.

I can say one must avoid words like viral, creating buzz , make it trend etc. These short term goals aren’t conducive to sustain a long term digital strategy.

Know who you're pitching to and make sure you've got the right person. For example, LinkedIn has asked me to contribute to this article about pitching digital media to advertisers. I have never worked in media sales and have absolutely nothing to bring to this topic. As a result of Linkedin's mis-targeting of me, my trust in its ability to identify the right people should I wish to use it as a marketing tool is eroded. LinkedIn has proactively proved it is bad at this. Same with digital advertising. We all get cold call/spam e-mails offering services we don't want to buy, and increasingly I get approached on LinkedIn in this way. The best outcome is that I ignore it. More likely I will be irritated and block whoever has made the approach.

1. **Business Insight:** - ?? Gain a comprehensive understanding of their business model, goals, and unique selling propositions. It's like learning the script before delivering a compelling performance. 2. **Target Audience Understanding:** - ?? Dive into their audience demographics, behaviors, and preferences. Think of it as studying the audience before putting on a show – tailor your pitch to resonate with their potential customers. 3. **Customized Solutions:** - ?? Craft digital advertising options tailored to their specific business and audience needs. It's akin to designing a bespoke outfit – a perfect fit that accentuates their brand and speaks directly to their audience.

We still spend a lot of time educating businesses on the benefits of digital advertising. Of course you start with the basics of identifying goals, target demographics, etc. Then, we explain how much time their target market spends utilizing different digital media outlets. We provide the potential client with a digital audit next to a top competitor, highlight the areas that are important to the business and explain why it is important. Most newbies to this marketing space appreciate the education, as well as understand the importance of the measurement capabilities and ROI.

=> Communicate with CLEAR EXAMPLES how online marketing will contribute to reach their specific business goals. => Make it EASY and Understandable, as not everybody is a digital expert, make it as Friendly as possible . => Keep it REAL , explaining the advantages doesn't mean offering high unachievable results, be realistic but highly ATTRACTIVE for the client .

This is your reminder to embrace innovation. Be adaptive. Wonder how to pitch digital advertising? ? Explain its cost-effectiveness and flexibility. Not sure how to justify online marketing? ? Show its measurability and trackability. Struggling to highlight its interactive nature? ? Share how it fosters audience connection. How to prove its innovativeness? ? Highlight variety in formats and platforms. Online marketing is more than just the future. It's a powerful tool that offers businesses flexibility, measurability, and a platform to engage and connect with their audience. How are you integrating digital advertising into your client pitches?

Los clientes entienden el valor de la publicidad online así: - Mostrando indicadores - Explicando la Importancia de un CTR, tiempo de permanencia y engagement. - La rapidez de obtener métricas confiables. - Casos de éxito. - Mostrando la actividad de su competencia en el mundo digital. - Que entiendan que es un embudo de conversión o funnel digital. En la medida que esto les quede claro será más sencillo que lo entiendan y tomen opciones publicitarias online.

Educating stakeholders is the other job of marketing experts to fight for an internal budget. The best way to get leadership buy-in is to tie in case studies of competitors, market trends, use case applications, and forecasts to show decision-makers you've done your homework.

The biggest advantage I share with them is getting really granular and specific on return on investment. If their systems are set up correctly we can map out the entire buyer journey from ad to purchase. Much harder on the traditional advertising journey. This way they know where every dollar is going on the spend and they will get better at optimizing that dollar the more time they put into it.

1. **Targeted Precision:** - ?? Imagine having a magic wand that directs your message specifically to the people who are most likely to be interested in your product or service. That's the precision of targeted advertising online. 2. **Real-Time Visibility:** - ?? With digital advertising, it's like turning on a spotlight whenever you want. Your brand can be visible to your audience at the exact moment they are online, making real-time impact possible. 3. **Data-Driven Insights:** - ?? Think of digital advertising as a crystal ball that provides insights into your audience's behavior. Access data on clicks, impressions, and conversions to refine your strategy and optimize campaigns.

Discuss the variety of digital advertising avenues: Search Engine Marketing (SEM): Paying for ads on search engine results pages (SERPs) keyed to relevant business keywords. Social Media Marketing (SMM): Engaging with audiences through tailored content on social platforms. Display Advertising: Placing visually appealing ads on websites and apps, including banners and videos. Email Marketing: Sending personalized, targeted communications to nurture existing or prospective customer relationships. Content Marketing: Creating valuable content to educate, inform, or entertain, establishing thought leadership. Each option has unique strengths, and combining them effectively can create a holistic, impactful digital presence.

Remember that while many prospects will have little to no knowledge of the technology, very few people are interested in listening to an “educational sales rep seminar”, so it’s important to let them lead the conversation by you asking them questions and LISTENING to their responses as your guide as to when to interject information. “Selling ain’t telling” is an old cliche’ but still rings true.

When demonstrating the value of digital advertising, it is important to showcase relevant case studies around similar niches but also similar budgets so the expectations are set correctly at the start. When reviewing the bids needed on Google Ads for example, ensure you factor in the low and high prices plus search volume for top of page to accurately get a idea of cpcs. This makes sure your projections allow for a movement in cpcs throughout the month.

In my experience, talking through KPIS, how you will achieve their goals, and how they will translate into value has been a great way to engage new-to-digital customers. With this ground work, it is still a gamble to them, and usually an expensive one. Reviewing comparable campaigns from their competitors and demonstrating the successes and failures helps your client to gain some affinity. Finally, presenting your campaign and aligning it with KPIs, budget, and the client's goals is a great way to finalize your presentation/discusion.

Cost: Start with a modest budget for a test campaign. Learning Curve: Offer training and user-friendly platforms. Privacy: Adhere to regulations, secure data, and be transparent. ROI: Showcase real-time analytics and success stories. Ad Fraud: Implement measures on reputable platforms. Effectiveness: Highlight targeted reach compared to traditional methods. Commitment: Propose short-term campaigns for flexibility. Saturation: Showcase innovation and niche targeting. Ad Blocking: Emphasize engaging, non-intrusive content. Integration: Demonstrate enhancement of existing strategies. Brand Safety: Choose reputable platforms with strong safety measures. Industry Effectiveness: Share adaptability through industry-specific success stories.

Emphasize the trackable and measurable nature of digital advertising. Address common brand concerns. Highlight the ability to analyze data in real-time, providing insight into campaign performance. Address cost concerns by emphasizing the flexibility of digital budgets and the potential for cost-effective strategies, such as pay-per-click. Reassure them about targeting accuracy, and make sure their ads are reaching the right audience. Showcase success stories or case studies to instill confidence and demonstrate the tangible benefits of a well-executed digital advertising strategy. In addition, provide ongoing support and training to ease any concerns and ensure a smooth transition into the digital marketing landscape.

I always say to the clients; you got to spend money to make money. All businesses fit in the online world and for everything there is an audience ready to buy . I ask the clients to be bold and to take the chance on digital adverts.

Digital Advertising isn’t about: ? A complex concept hard to grasp ? Not suitable for every industry ? In direct competition with traditional marketing methods ? A strategy that doesn't yield immediate results But, it is: ? An innovative way to reach a wider audience ? A secure way to promote your business online ? Complementary to existing marketing strategies ? A long-term investment that guarantees results Your digital advertising strategy helps to answer these questions: 1. How to target a wider demographic? 2. How to overcome industrial competition? 3. How to modernize your marketing strategy? Tailor your digital advertising strategies to your client’s specific needs and goals. Show them how it can solve their problems.

If clients are unfamiliar with the concept, provide personalized training and support, ensuring they feel confident navigating the digital landscape. To alleviate worries about effectiveness, showcase real examples of how online marketing has successfully benefited businesses similar to theirs.

Pitch digital advertising as a targeted, measurable, and cost-efficient solution. Highlight its ability to engage audiences, adapt strategies in real-time, and reach a global market. Emphasize diverse ad formats, mobile optimization, and offer educational resources, showcasing its superiority over traditional methods for effective online marketing.

At Publicity Port, we focus on educating the clients about the 'long-term' approach. Many agencies focus solely on the potential returns and metrics, but they often overlook the power of educating clients about the digital landscape. By providing a clear understanding of how digital platforms work and the realistic expectations they should have, you build trust. This approach demystifies the process, making clients more comfortable and willing to invest in online marketing, especially those skeptical or unfamiliar with the digital world.

In my First 2 months i didnt even get 1 order of digital marketing. But once i understood that personal marketing is everything in 2023 then i never looked back. Since then i have worked with 40+ clients which i have fully satisfied. All i can say is its about the journey and not the destination,and for sure good things come to those who wait.

Lo más importante es no venderles humo. Si les vendés que la publicidad digital es el mismisimo paraíso, al 2do mes te va a abandonar porque, aunque los resultados sean buenos, ellos van a estar esperando mucho más. Por lo tanto, hay que mostrarles tanto lo bueno como lo malo. La honestidad vende más que el paraíso.

It’s vital to set clear expectations, define budgets, & project ROI. Start by understanding their current marketing strategies and goals. Educate them on digital marketing basics, emphasizing how it differs from traditional marketing in targeting & engagement. Clearly outline what digital marketing can achieve, including realistic timeframes for results. Collaborate to establish a feasible budget, explaining the cost-effectiveness of various channels like PPC, SEO, & social media. Provide ROI projections based on chosen strategies, using industry benchmarks for guidance. This approach ensures clients have a clear understanding of the process, potential costs, & expected outcomes, aligning digital strategies with their business objectives.