Selling advertising space is one of the best ways to earn an additional income with your small business blog; however, if your advertising page lacks some of the most important information, you won’t be successful in your attempt to sell advertising. That being said, the following information will help you create an effective advertising page.
What Potential Advertisers Want to See on an Advertising Page
- Demographics and statistics.
- What you charge for advertising space.
- The size of ads you sell and where you’ll place them on your blog.
- Information on how they can purchase advertising space from you.
- Success stories from others who’ve bought advertising space on your blog or website.
Gathering Visitor Information
When someone invests in advertising space on your small business blog, they want to know who will see their ad and if those people would have an interest in what they’re selling. This information helps them decide if advertising on your site could possibly earn them a return on investment (ROI). Furthermore, they may use the information to create an ad that fits what your visitors want, which increases their chances of earning a ROI. Odds are if you don’t reveal your blog’s demographics, potential advertisers will leave without purchasing advertising space from you.
Since you don’t know what those who visit your blog like to buy, what ads interest them, their gender and etc., you have to ask, and the best way to gather this information is via a survey. Your survey can include questions such as what products and services they buy most when shopping online, and what ads get their attention. Other information you should collect from your blog’s visitors via the survey is their gender, age, country, occupation, job title and any other information you feel is relevant.
As the survey results start to come in, post them on your advertising page. Only post percentages or numbers; don’t reveal your visitors’ names, e-mail addresses or other personal information you may have asked for.
So, what do you do when your Survey doesn’t get the desired responses? Simple, offer an incentive such as a freebie or discount — freebies work better. Some freebies you could offer include eBooks, gift certificates and white papers. Make sure the freebie is relevant to your small business blog.
Revealing Your Blog’s Popularity
In addition to disclosing your demographics, you should divulge your blog’s statistics. The most important statistics to publish on your advertising page are your monthly page views and unique visitors. The numbers, of course, would be on average rather than exact. This information gives potential advertisers an idea of just how popular your blog is. If these numbers are too low, you may want to consider putting off selling advertising space until after your blog’s traffic has grown.
The Key to Getting as Many Advertisers as You Can: Give ‘Em What They Want
I can’t tell you how many times I’ve left an advertising information page because they didn’t list their prices. In order to find out how much I’d have to pay to advertise on their blog, they instructed me to contact them via e-mail or phone. With that said, DON’T hide your prices! If you reveal your advertising rates, you’ll probably gain more advertisers. And since I’m on the subject of gaining advertisers, another way to get them instantly is by placing a call to action on your advertising information page. Your call to action should be an add to cart button, so they can purchase the advertising directly from your blog.
Let Your Current and Past Advertisers Bring in the Sales for You
Ask for testimonials from past and current advertisers. Once you get those testimonials, publish them on your advertising page. When you publish the testimonial, also list the advertiser’s name, and link to their blog/website, so potential advertisers can verify that the testimonials are real and not made up.
Something that will benefit you more is case studies. After someone has been advertising on your site for over a month, or anytime they e-mail you raving about the positive results they’ve received by buying advertising on your site, survey them to see how much you helped increase their traffic and etc. Next, use their answers to write a case study, and post a link to each case study on your advertising information page.
I realize this may seem like a lot of information to absorb at once, but in my opinion, it is the best way to create an effective advertising page.
Do you already sell advertising space on your blog, and does your current advertising page seem to be working well for you? If so, leave a comment with some advice of your own.