Basic Approaches for Publishers Selling Digital to Drive Revenue

We've put together a few thoughts and ideas to make driving digital as easy as offering the dessert menu

Empowering local publishers to drive revenue is a cornerstone of why Locable exists and is part of the reason we've been writing (and shooting video) for the Growing Digital Revenue Series.

The series started with foundational concepts and has grown to this point covering:

• Audience is the new "core" business for publishers
• Exploring the types of local advertising prospects
• An examination of the sales cycle and explanation for why digital is the most profitable use of your sales time
• A highlight of how to hire a local ad salesperson given the changing media climate
• Simple tips and tricks to help publishers avoid common mistakes online - mistakes that can impact revenue
• 4 Common Myths that keep publishers from enjoying success with digital
• And, now, an introduction to selling with a focus on a solutions approach

I recounted the series because it's important to understand the basics if you're going to have success selling digital and the basics are not what publishers often think. Sure, traffic, pageviews, SEO, click-thrus and the like are all important things to understand but the basics revolve around your audience, brand, and ability to deliver unique value to local businesses. It is this interconnectivity that gives you an unfair advantage and enables you to painless sell and deliver digital value.

Remember, if you're approaching digital like it's a condiment people will expect to get it for free and will completely miss the value you can bring them... digital should be positioned as an appetizer or dessert and in each case it enhances the entree.

In the video below, I highlight the importance of storytelling, connecting your various channels, and addressing the ever-present question - "How much traffic do you have?"