Quite a number of people have been asking me for some time now how I get direct advertisers on my several of the blogs and sites I run. First, let me clarify that it’s not an easy feat to attract advertisers. In fact, in the last year alone, only about 2 out of 5 inquiries end up as a sealed deal.
From experience, here are some tips and suggestions I’d like to share with everyone about dealing with direct advertisers:
- First, you’ll have to publicly advertise that you accept advertising. The simplest way to do that is to put an Advertise link somewhere conspicuous in your blog or website.
- Your Advertise page should show an overview of what your blog is all about and the target market or readers. See my advertise page here for a sample. It’s also good to mention how much media coverage or features your blog had in the past. This gives a good impression of credibility and reach.
- Show at least a summary of your stats on your site and provide a detailed one when asked for it. Most people don’t do this because their stats are not high enough. However, you don’t want to end up disappointing a potential advertiser when they realize your actual page impressions. They can always come back later when the numbers are high enough and both of you are spared of the unnecessary email exchanges.
- Have a decent blog design. It’s never a secret why TV & Print advertisers are pairing up their products with attractive models and actors to endorse them.
- If possible, give the advertiser a good deal for the ads they want. Most will ask for above the fold so you may want to create a screen shot of your blog with the ads laid out.
- Don’t splurge on too many ad inventories. I’ve seen blogs where ads have more space than actual content. I’m sure you’ve seen them with 3 Adsense ads for content, 1 Adsense Link Ad unit, a TLA banner, a Google Product Referral Banner, a Performancing banner, a couple Adbrite ads, Kontera InText, Amazon Associates and more. Check which ones are converting nicely for you and let go of the others.
- Take less in exchange for longer periods of advertising time. I always find good deals selling ads at 25% discount and extending the contract 50% longer. Actual direct advertisements get the curiosity of other potential advertisers which might want the same ad spot later.
Again, remember that the growing trend of blog advertising worked under the premise that even though blogs don’t have that too many eyeballs, they’re more focused on the target market. So, unless you’re blog is covering that really nice niche, it’s even harder to attract potential advertisers. Pageviews doesn’t guarantee that nowadays; just look at the billions and billions of eyeballs at Friendster.