At RJI, we’ve been working to improve how we share information with our readers.

Subscribe

Brian Steffens“Identifying trends is not enough,” said Jed Williams, senior analyst and program director for BIA/Kelsey, speaking at the 2013 Key Executives Mega-Conference. In today’s marketplace, you must deliver actionable programs and services to your clients (readers and those formerly known as advertisers).

“It’s all about services and content,” not newspaper advertising, basic search, or big “J” journalism.

“Clients (SMBs, retailers) are overwhelmed” with options and opportunities. They need help sorting that all out, determining what works, measuring the success of their potential investment, he said.

The average number of media used by SMBs:

  • 2010: 4.4
  • 2012: 7.8, nearly double.

Jed WilliamsSMBs are confused. At least 20 percent of the SMB marketplace are using 19 different tools or solutions for advertising or promotion.

Facebook is number 1. Newspapers are number 2. But the remaining 17 options are growing, while newspapers are struggling to keep from declining.

Sixty-three percent of SMBs use social media — that’s equal to the percentage who have websites. That’s money, time and energy not spent with your company. But teach them how to be more successful with social media and their websites, provide them with useful dashboard reports, and you’ll likely have a long-term customer. Or take over management of both, freeing them up to run their businesses, and you have another revenue stream.

This requires needs-based selling. Williams suggests leveraging your brand, not your legacy products. The opportunity is in non-adjacent solutions (solutions not part of the legacy operation).

“What do advertisers need?” Williams asked. “Fulfillment! Do you have an answer, or partner,” to provide fulfillment?

“What do advertisers need?” Williams asked. “Fulfillment! Do you have an answer, or partner,” to provide fulfillment?

SMBs were asked how they use Facebook. Number 1 (41 percent): customer acquisition. Customer retention? Five percent.

Consider launching a loyalty program in your market. It’s a huge opportunity, according to Williams. What’s the lead value in loyalty programs? Retention.

When considering mobile, you need to fulfill a job to be done. Make your app or service utilitarian. Create utility apps, not newsreaders. The Chicago Tribune’s Red Eye and TampaBay.com’s Things To Do app were examples he cited.

Williams believes outsourcing some or much of this work is a viable option for smaller operations.

Why outsource

  • This is not your core competency.
  • You don’t need to reinvent the wheel.
  • It expedites time to market.
  • It lets sales teams focus on selling.

Brian Steffens  
 
Director of Communications




Share

Recommended for You

Related Stories

E-commerce strategies for news organizations

Key Executives Mega Conference 2013
E-commerce strategies for news organizations
February 20, 2013

News(paper) CEOs emphasize change: mobile, revenue streams, opportunities

Key Executives Mega Conference 2013
News(paper) CEOs emphasize change: mobile, revenue streams, opportunities
February 20, 2013

When you come to the fork, take it!

Key Executives Mega Conference 2013
When you come to the fork, take it!
February 19, 2013

comments powered by Disqus