Dream Local Digital's, Shannon Kinney, joined a host of outstanding speakers in Port Jefferson, New York, at the New York Press Association's fall convention.
Shannon presented in two sessions, to help publishers drive more traffic and revenue on social networks and identify the right fits and mix for their digital sales staff.
Schedule Shannon to speak at your event >> http://dreamlocal.com/seminar-request/
3. Online Marketing Landscape
• SMBs Digital Marketing spend to outpace Digital
Advertising by 2.5x this year *
• $97billion projected in PR and Social Media Marketing
consulting services (each more than radio and
newspaper combined) *
• SEO projected spending $40billion, Email
management $43billion *
• 80% of companies will participate in social media
marketing this year, nearly double from last year **
• Mobile and Video Marketing rapidly growing
Sources: * Borrell Associates, **eMarketer
9. The customer: Local businesses
• Increasingly, cannot afford traditional
marketing, but don’t understand options
• View online marketing, and Facebook in
particular, as an affordable and important
option
• Are too busy to keep up with managing their
marketing and their businesses, seek assistance
• Are hungry for solutions
• Social media can bring significant results
10. Media Used: Newspaper SMBs
63.9%
48.6%
42.6%
38.3% 37.7% 36.6% 35.5% 34.4% 32.8% 32.2%
70%
60%
50%
40%
30%
20%
10%
0%
“Newspaper SMBs” over-index in usage of
Facebook, E-Mail, Google, Twitter, Video
Source: BIA/Kelsey, LCM Wave 17, Q3/2013 (and prior waves, if relevant). Methodology:
Online panels. Sample: SMBs Who Advertise with Newspapers.
11. Your Clients’ Needs Are Changing
• Newspaper SMBs use digital media heavily – and
plan to do more. And they’re also more selective.
• They’re ramping up their online presence, and how
much they spend to maintain it and engage across it.
• Digital fragmentation presents tough challenges –
like measuring ROI for “owned” and “earned” media.
• Newspapers are still well-positioned to serve this
marketplace.
12. What does this mean?
• Local businesses are seeking online marketing
solutions are overwhelmed with options, and trust you
• Your competition is NOT other media companies
• As print slowly erodes, digital marketing services grow
rapidly
• Marketing services vs. advertising: where growth
opportunities lie, requires different kind of sale
• Need teams to be able to sell audience, understand
the advertiser problems to solve and identify solutions
13. What does it mean to your sales effort?
• Does NOT have to be a separate group or
“agency”, BUT does need digital sales acumen
and dedicated sales resources
• An entirely different level of service
• Non-product or platform specific
• Client-focused vs. product-focused
• Non-biased
• Solution-oriented
16. Being able to sell a
SERVICE vs. SPACE…
…this is what builds lasting
advertiser relationships and trust!
17. Selling Differently: Solutions
• NO space selling, NO individual
product selling
• YES: ongoing campaigns based
on CLIENT NEEDS
• How this sales process helps
you sell more of everything
else & builds trust
• How these products are GLUE
19. Needs-based selling for REAL
• Create a process and formula for needs-based
selling that includes:
– Needs assessments
– Ask probing questions to understand ALL business
needs
– Sell PLANS not days, runs, short campaigns
– Regular “check ups”
– Prescribe best ways to use all of your tools for
them – even advertisers that have run for years!
• Intense sales training
• Accountability!
22. Keys to Success
• Hiring digital native or young won’t fix it – skills
development needed
• Basic sales skills
• Marketing
• You lead by how you set your team’s priorities –
reinforce in your
• Culture
• Focus
• Incentives, goals
• Accountability
23. For NYPA Members:
A free evaluation of your options
http://Publishers.dreamlocal.com
shannon@dreamlocal.com
www.dreamlocal.com
@shannonkin, @dreamlocal
www.facebook.com/dreamlocal
207-593-7665