Re: The best ROI advertising

From: Alexis D. Gutzman <alexisg_at_marketingsherpa.com>
Date: Fri 12 Jul 2002 07:47:58 -0500

Given these details, I would think your best bet would be site sponsorship
on sites and advertising in newsletters that your likely customers --
marketers and publishers -- will be reading.

Who influences your readers? Whom do they trust? When I wrote for
Internet.com and Office.com, I knew who was influenced by my writing because
the vendors trying to reach them all started calling.

The very best way to sell B2B is to get someone with a large readership to
do a case study not about you but about one of your customers. Show your
customer being wildly successful using your technology in their arsenal. Let
your solution sell itself.

If you can't get these publications to write about you, sponsor the site or
advertise in their newsletters. Ideally, you'll find the publications that
lament the problems in your industry and try to find solutions, so you'll
know readers are truly interested in solutions (which you offer in your
ads). Some publications will tell you their editorial calendar, so the week
when they are lamenting soft bounces that might result from a marketer's
email vendor (list host) having another client with a bad list that poisons
the well for every message coming from that vendor, at least until the
vendor can get it resolved, you can offer your white paper "How Not to Be
Affiliated with Spammers: You Might Not Realize You Already Are."

Regards,
Alexis
---
Alexis D. Gutzman
Tech Columnist, EmailSherpa
Managing Editor, Reports
MarketingSherpa
http://www.sherpaweekly.com <== Free "Top 10 eMarketing Mistakes" Report





Received on Fri Jul 12 2002 - 07:47:58 CDT