You have now created your “advertise here” page and your media kit document. You have your contact details available on your site but still no e-mails from interested advertisers. If you run a small site, having an advertise page will not be enough to attract advertisers. Google Adsense is your friend while your readership is small.
But what if you are tired of contextual ads? What if it does not work for your content? What if you want another source of revenue? In those cases you have to learn to “sell” your site better and start directly approaching companies that are related to your content. Here is a simple guide that I follow personally when looking to approach advertisers directly.
A simple guide to follow when approaching advertisers
- Search Google or Yahoo for your content keywords. Look in the “sponsored listings” and other ad areas on the search result page and see what companies spend money to advertise there.
- Go to your competing sites and other relevant websites and see which companies advertise on them.
- Select the most relevant of these companies. If some of these companies provide relevant products or services to your visitors, take a look at their site, learn about the company and find the contact details of their marketing department.
- Send them an email. Present your site as best as you can. Keep your emails short and to the point. Tell them about your site and what you can help them with. Include these details: Who are your visitors? How many unique visitors do you get? If you do, what relevant keywords do you rank high on?
Here is an example of an email I sent out recently to one potential advertiser:
I run a #your content topic here# blog at #your URL#. I rank high in Google for several keywords including #relevant keyword one# and #relevant keyword two#.
I was interested to hear if you would be interested in advertising on my site as I believe it could bring you some highly targeted, quality traffic.
Let me know what you think. I am looking forward to hearing from you.
- The responses. Companies are usually very fair and you can get a high response rate in many cases. Here are the responses I got on the email above:
The open answers:
Yes we may be, did you have something particular in mind?
You’ve done a nice job with your site. Tell me what you’re thinking.
The affiliate deal answers:
With reference to your email we would be very interested in appearing on your great website, I would like to suggest a cooperation with you! Would joining our affiliate programme and working on a CPA basis be something you might be interested in?
I have looked at your site and think that it would be perfect for our strategic partnership program. On becoming a strategic partner I can provide you with a white label, feed or banners all with a unique tracking code to allow you to list our inventory on to your site.
The text link answers:
Thanks for your message as received below, it has been forwarded onto me. We would be interested in advertising, specifically text links back to our relevant pages, could you let me know what the cost would be for this?
Thank you for your mail. Would it be possible for us to stick a link on URL or possibly have you create and endorsement about company name within the current content of this page? We are very interested in this page and working with you.
The thanks, but no thanks answer:
Thank you for your email. We are satisfied with the way we market our product and are not at this point looking for further outlets. Thank you for your interest in our company.
- Give them a realistic offer. When you do get a positive response, the ball is in your court. Think about a long term relationship potential. Do not oversell yourself. Do not overestimate your abilities. Do not overcharge. Under promise and over deliver.
You have nothing to lose
Companies are looking for value. If they pay you for one month and do not get satisfying results they will not come back. Some options you can offers is a month of trial or a hybrid deal where you get a fixed fee with a CPA affiliate deal on top.
Use Google Keyword Tool to get an idea of the cost per click for the different keyword phrases. It will help you know how much they currently spend per visitor and what their budget range is. Think realistically what your blog can perform, reply back and offer an interesting deal which is a reasonable price for the size of your site and for their budget.
It is not that hard process. All in all you have nothing to lose. Contact some relevant companies and see what they say today. Please comment if you have any experience with this. And please post your progress if you try this system.
Image by Adler Guido.