Digital media has grown in leaps and bounds in a very short space of them, and with it the number of companies, enterprises and even solo entrepreneurs hoping to generate revenue from digital media ad sales. Whether they are digital media sales reps selling advertising space in a huge global publication or ads on a network of niche blogs, they all have one thing in common: their job is getting harder every day and without great digital media sales training they are simply not going to be successful.
At Pearl Lemon Sales we specialize in sales training across a wide range of niches, but when it comes to digital media sales training we can offer a very big advantage over our competitors. We belong to the Pearl Lemon Group, which is compromised in part of some of the best digital media specialists in the business (they have the awards to prove it.)
By tapping into their experience and expertise, and combining it with the extensive sales knowledge our sales trainers bring to the table we are able to offer bespoke digital media sales training programs that are more complete, more current and far more effective than anyone else’s.
The sale of advertising space on digital platforms such as websites, blogs, digital magazines, and other digital properties is formally, if loosely, known as digital media sales. Digital media sales professionals are in charge of maximizing revenue from the sale of digital advertising space by collaborating with clients to develop effective campaigns that produce results while also generating the highest possible revenue for the digital publisher or platform where the advertising is placed.
Digital media sales is a complicated, ever-changing process with many components and variables, such as ad formats, bidding, and measuring metrics like click-through rate and conversion rate, to name just a few. When compared to conventional advertising sales, the digital arena moves swiftly while also providing marketers with reliable measurement systems that allow them to easily demonstrate ROI.
In reality, measuring the impact of digital advertising on actual offline sales — that is, identifying how exposure to digital ads has influenced buying behavior in the real world – is becoming achievable. This can make the job of a digital media sales professional even harder, as buyers will increasingly be looking for those measurable results, and will want to know how their company plans to provide them.
Programmatic buying, or the automated process of acquiring advertising based on data-driven processes, is causing disruption in the digital media sales sector. Programmatic buying threatens to obliterate the role of the digital media salesperson.
The way ads are traded has evolved as a result of technological advancements. Programmatic advertising delivers eyes and audiences at a faster rate, with more precise targeting and efficiency. Automated systems can reach far more inventory purchasers than a traditional direct sales force. It’s all about the numbers.
The rise of programmatic buying hasn’t completely crushed the function of the digital media sales professional; rather, it has shifted the role’s responsibilities. In today’s digital media sales environment, digital media salespeople must be data-driven and tech-savvy, capable of supervising the programmatic component while yet having important relationship-building abilities for interacting with customers.
The good news is that When coordinated in a manner appropriate with the current complicated environment, the prospect for sales growth remains enormous.
Advertisers are seeking a higher return on their media investment than ever before, and they have more alternatives than ever to do so. When you add in altering consumer psychographics, constantly changing and evolving marketing technology, and difficult media buyers, you’ve got some of the industry’s toughest hurdles ever to navigate.
Digital media sales training from Pearl Lemon Sales takes a dynamic, engaging approach to teaching digital media sales professionals – both those with long experience and those making a transition from traditional media ad sales – how to navigate these challenges and position their offerings as viable alternatives, and the right solutions, to their prospect’s digital media advertising needs.
People can make their own digital media ad buys in a matter of minutes. Google Ads, Facebook Ads, Bing Ads and more all offer self-service options that, on the surface at least, are quick and easy.
The truth behind that statement is a very different story, as many basic PPC users discover when they fail to get anywhere near the ROI they were expecting from these digital media ads. That’s when they begin looking for expert help, and as we show those enrolled in our digital media sales training classes, this is where they can make some serious sales, not by making a big pitch, but by becoming that distressed ad buyer’s digital media ad consultant.
We show digital media salespeople how to stop being just another salesperson and instead assume the role of marketing consultant for the prospective client.
Clients can choose from thousands of digital media advertising alternatives, not to mention the traditional ads they might be considering. So a successful digital media ad salesperson needs to do more than come up with numbers. They need to know all the important technical metrics sure, but media buyers want someone to guide them to the best digital media solution for them.
Clients are choosing the advertising options that are most closely related to their company’s growth. We connect the benefits of your service to client impact at the core of our training. The entire digital media ads sales messaging, materials, and process will be influenced by this.
The ultimate goal is to become the clients’ marketing advisor, offering strategic advice at every stage of the buying process pipeline to assist them in addressing business growth prospects – all through your innovative advertising. In our digital media sales training, we’ll walk your sales team through just how to do this.
We’re ready to tell you all about it, and show you just how it will benefit your sales teams and your bottom line. Contact us today to get this conversation started.