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The Center for Sales Strategy Blog

5 Things Every Business Person Needs to Know About Digital Media

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When it comes to digital media expertise, it's easy to feel like an expert and a novice all at once. This is mainly because there are so many advancements in digital that it's hard to know what you should be focused on with respect to digital marketing.

Topics: digital marketing Digital integrated media solution media snacking inbound marketing

Five Tips for a Successful Digital Needs Analysis

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You finally got an appointment with a strong prospect. Now, it is time to prepare for a successful needs analysis to make sure that all the effort you spent getting the appointment isn’t wasted. You want to make sure that you have a strong and thorough needs analysis—because understanding your prospect's business, their specific needs, challenges and expectations is imperative to developing a solution that will achieve results.

Topics: Needs Analysis Digital integrated media solution

How Inbound Marketing Can Create Raving Fans for Your Business

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Businesses are catching on. Those using effective inbound marketing initiatives are producing sales leads and, at the same time, establishing expertise and thought leadership in their specific industry. Those experiencing this success will tell you that it is contagious, but requires the constant sharing of quality content (in most cases, through blog posts), which attracts interested prospects to their companies.  

Topics: content marketing content strategy Digital inbound marketing

Will Your Job Go The Way Of The Dinosaur?

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Regardless of the industry you are in, there is no doubt that you run the risk of seeing your job function become extinct. Think about the travel industry. 20 years ago, who would have ever thought it was possible to book a business trip that included two different cities, multiple flights, car rentals, hotels, and more, all without the help of the travel agent?!

That’s not say that all travel agents went away, but the business certainly changed. Today we are going to look at the media industry—specifically, digital media sales managers. Make no mistake—this is not a media-specific issue. The same could happen in many industries.

Topics: internet marketing Digital integrated media solution Management

Shopping for Solutions: Delivering the Perfect Digital Advertising Target

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Mid-February is an interesting time of the year. The stores, malls, and grocery stores are jam-packed with people shopping for Valentines Day. If you like to shop, this may be paradise… heading out with all of the other crazed shoppers, trying to find that one special thing for that special someone. But if you're not into shopping, you probably want to minimize the places you have to go.

Imagine if you only gave yourself one opportunity to find that special gift—you're determined to go to only one store. Some of you would get lucky. Others might find that is it out of stock, while others find that the one store chosen never even carried that special something. So what do you do if you weren’t lucky? Since you only gave yourself one shot, you have two options—find another gift or go home with no gift.

Don’t like those options? Me either, but when it comes to digital marketing, I see salespeople and marketers do just that all the time when using ad targeting to reach their target consumer—their someone special if you will. Instead of using multiple targeting options available to them, they make the decision to hyper-target… using just one behavior, age group, or a small geographic area. Doing that is the same thing as just going into one store to find your target gift. You might get lucky and generate results, but more often hyper targeting minimizes your chances to deliver results.

Topics: Digital selling digital advertising integrated media solution understanding target audience

Finding that Ideal Prospect when Selling Digital Advertising

Selling_Digital.jpgOver the years, I've seen—and still see—a pattern with media sellers in the pursuit of prospects who welcome ideas that include digital. Selling digital as part of an integrated solution requires a certain kind of prospect that will "get" what you're talking about with respect to integrated solutions. To help navigate through your best opportunities, try these tips as you prospect and plan your approach:  

Topics: Setting Appointments Digital selling digital advertising integrated media solution

7 Basics to Selling Digital Advertising Creative

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Like most people nowadays, I spend a lot of time online. Due to my profession, a lot of that time is spent looking at the ads on the screen. I find myself analyzing and critiquing the message, the look, and the layout of the ads, without even realizing that I am doing it. I have seen some good and some bad. 

Topics: Digital selling digital advertising

Order Up, with a Side of Social Media

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The movie Chef, starring Jon Favreau, John Leguizamo, and Sofia Vergara was in the theaters last year, and is now available on Netflix and for rental.

Some called it “the feel-good movie of the year” — and I agree — but it’s also a GREAT way to get up to speed on Social Media!

Topics: Social Media Digital

The "Buy Now" Button Comes to Pinterest and Instagram

Why_Did_You_Buy_ThatAs Social Media continues to mature, they continue to search for new ways to engage consumers and drive revenue. Two weeks ago, Pinterest and Instagram introduced similar features aimed at accomplishing both goals and these new options could be game changers for businesses and consumers.

The first "buy now" button is the Buyable Pin that was introduced by Pinterest on June 2nd. The new feature will allow users to purchase products without ever having to leave Pinterest—when they see a blue Buy It button. If you live in the United States and use an Apple device, you will begin seeing the new feature in a couple of weeks. According to the company’s blog, you should be able to discover over 2 million Buyable Pins on your iPhone or iPad by the end of June. Android users will have to wait a little longer to see the new Buyable Pins. 

Topics: Digital

The Ad Industry Has Been Giving Clients The Wrong Impression

ad-industry-wrong-impressionMy three-year-old grandson led me to a meaningful epiphany recently. We were sitting at the kitchen table playing with some Play-Doh when he watched me sink my thumb into a small ball of the clay. He pointed to my thumbprint and asked, “What’s that?”

I answered, “That’s an impression.”

Like most three-year-olds will do, he followed my answer with a question: “Why?”

“Because when I touched the Play-Doh, I left a mark on it.”

He proceeded to copycat the procedure, pressing his fingers and handprints into several lumps of clay; after each masterpiece, he would attempt to form the new word he had learned: “Look, Grandpa, I made a ‘preshun’.”

“I left a mark on it.” 

I had been to a marketing conference earlier in the week, where much of the focus was on falling CPMs, and rightfully so. Once upon a time, the cost of access to consumers was high, thanks to the relative scarcity of media. There were only one or two newspapers in most major metropolitan areas, and only a couple dozen radio and television stations (even fewer in smaller markets, of course). The law of supply and demand favored companies who distributed advertising messages, where the supply of big audiences was (comparatively) limited, and the demand was high. 

Topics: Digital selling digital advertising