- Creating Magical Moments
- 2016 Agritour to Alaska
Agritour to Europe-Part 1: Italy
- Agritour to Europe-Part 2: France,Spain
- 2014-It Was a Very Good Year
- Time For a Good Laugh
- Facebook Now Replacing Mass Media
- Responsive Websites-Put Your Website in Your Customer's Hands
- Leaving a Legacy or a Landmine!
- Agritourism-It's Time for a N.A.P.A.
- Making Good Events-Great!
- Selling the Whole Truckload
- A Farmer's Perspective of Europe
- Experiential-Based Activities Can Increase Farm Income
- The Art of Edu-tainment
- Best Marketing Ideas in 2013
- When the Media Calls
- Top Ten Successful Marketing Strategies
- After the Fall
- Marketing-Reap What You Sow
- Empower Your First Responders
- Your Website Design Choices Made Simple
- Agritour to Experience Tuscany & Italy
- Farm Stays are Popular in New Zealand
- Smartphone Technology Available to All
- It's Time to Think Mobile
- Customers Say the Funniest Things
- Fresh Websites Bring in Fresh New Customers
- At This Farm, I Thee Wed
- Now is the Time to Evaluate Your Fall Season
- We Are in the Business of Creating Memories
- Acknowledge Good Employees with Perks and Incentives
- New Hires Need Training and Motivation
- Lessons Learned from U.K. Agritour
- Agritour in 2013 to Feature New Zealand
- Key to Success is Good Employee Hiring and Training
- Groupons and Coupons, Consumers Want a Deal
- Food Trends Link Farmers to Consumers
- E-Newsletters Remain Important Marketing Strategy
- Websites Ranked Number One Marketing Strategy
- The Fourth Season-Time to Learn
- When the President Visits Your Farm
- Family Communication is Important to Growth
- Smart Farms Are Thinking Smart Phones
- Direct Marketing-The New Basics
- Proud to Be A Farmer
- Increase Profitability:Track Costs & Revenues
- Online Advertising Now a Strong Choice
- Farm Survey Shows Growth in Industry
- Agritour in 2012 to Feature England
- Direct Marketing the Next 50 Years
- Websites with Online Reviews Give Your Business Feedback
- Harvest Dinners Provide Special Experience
- Five "Quick Fixes" to Improve Your Farm Marketing
- More Articles (Archive)
Choosing Sponsored Links on the Internet
As An Advertising Strategy
By Jane Eckert
We are always looking for more effective ways to spend our advertising dollars that can give us a measurable return. Last month, we talked about using Google AdWords to purchase ad space on the right hand column under the Sponsored Links. This will ensure that you have first page placement during a keyword search, even if your website does not come up on the first page of listings.
Besides the Sponsored Link placement for online advertising, the other approach is called the “Content Network.” This means that you place ads on other websites that share content with the public. For example, your local newspaper, city magazine, parent publication for your area, local TV station, etc.
All of your local media sources have a website and they are now selling advertising space. You can go directly to your local newspaper or media sales representatives for these publications and buy this space directly from them. If you work with your sales rep, they will typically have their art department design your banner ad or text ad versus you doing it. However, you can also purchase content ads via Google and the other search engines directly through their advertising programs online for both local and national media.
A recent study provides good research about why local online media might be a good option for you. “Consumers trust advertising on local newspaper, magazine and televisions websites, and are very likely to take action after viewing ads on these sites,” according to the Local Online Media: From Advertising to Actions” study by the Online Publishers Association.
The study further says that “local newspapers rank first with 46% of consumers taking action – including making a purchase, going to a store – after viewing a local ad.” Wow – that is a significant return. Remember people that are going to these websites are going to them because they want to read and hear about the local news. Most online media readers do not subscribe to the local paper but are choosing to get their news online.
Some other interesting findings of this research tell us that “trust is another important factor driving advertising success, and the polled consumers express significant faith in advertising on local content sites. A common trait of local online sites is the ability to attract a high concentration of influencers.”
In marketing terms, an influencer is defined as individuals who have the power to affect the purchase decisions of others. It is said that 10% of consumers are influencers and they are the first person people go to for restaurant suggestions, things to do, local events, etc. If influencers can have this kind of impact, you need them talking about you.
While many of you use your local media for traditional types of advertising, it is time to realize that their online advertising opportunities might actually yield you better returns. You have many choices for your advertising dollars and we all want to spend our money wisely. Take the time to talk with your media rep’s and start asking questions about their online opportunities. It’s time to make the content network work for you.
This is the last of my articles in this series about using the Internet to grow your business. For many of you, your season is just about over but I sure hope that you save my articles and look at them in the winter for review. If you haven’t saved them they are posted on my website.
Jane Eckert is the founder of Eckert AgriMarketing (www.eckertagrimarketing.com), a full-service marketing and public relations firm that helps farmers to sell directly to consumers, diversify operations and become tourist destinations. She is also CEO of www.RuralBounty.com, a search directory for agritourism farms and ranches in North America. Jane can be reached at 314-862-6288 or you may email her directly.