Publishing your company’s own newsletter is an effective marketing tactic, but you can reach only people already on your house list. To place your company, products, and services in front of an engaged, motivated audience, and to increase brand awareness and engagement opportunities, many industrial marketers are advertising in respected and trusted industry newsletters.
Subscribers use e-newsletters as a resource for timely information and to stay current with new technologies, product applications, and suppliers during the buying process. Forty-five percent of technical professionals subscribe to three or more free e-newsletters, according to the “2017 Digital Media Use in the Industrial Sector” research report from GlobalSpec Media Solutions.
E-newsletter advertising is a great way for industrial marketers to connect with and influence their target audience. Your efforts, however, will only be as effective as your ad’s copy, image, and call-to-action. Follow these best practices to create compelling and noticeable advertisements that encourage readers to take action.
Your goals will determine what kind of ad you produce and drive all creative and content decisions.
For example, if your goal is to drive engagement opportunities, consider a product-specific ad that focuses on a particular product’s benefits and how it can solve a problem or help a reader do a job more effectively. These types of ads will interest a prospect that is at the stage of their buying cycle when they are evaluating or comparing different products.
On the other hand, newsletter ads can be used to reach readers early in their buy cycle who aren’t quite ready to make a decision. These prospects will be more interested in educational ads that promote white papers, technical articles, and other relevant content. Such ads can help educate readers about your products or trends in the industry while helping you build brand awareness.
Write Compelling Headlines
The most successful headlines and copy are those focused on the interests and needs of your audience. Know your audience and your content will flow from there.
The ad headline is your most important piece of copy. The headline determines whether a reader will simply glance over your ad or spend a moment reading the rest of your copy.
Keep your headline short and to the point. Be persuasive and use your headline to promote a solution to a problem. Example: “New Container Seals Resist Tampering.” Or use your headline to offer something of value to the reader. Example: “Complimentary LED Mount Sample Kit.” Or: “How to Calibrate an Oscilloscope.”
Complement with Copy
Your copy should complement and build upon the promise of your headline. It should be easy to read, therefore short, simple sentences work best. Focus on benefits and creating value for the reader rather than making a sales pitch, and use copy to speak directly to your reader by using words like “you” and “your.”
Don’t feel like you need to get all of your points into the copy- there simply isn’t enough room. Instead, provide just enough incentive for the reader to click-through for more information.
Add an Image
Along with your headline, the image in your ad is what gets noticed first. Again, the word is complementary: your image needs to work hand-in-hand with your headline and copy. If it doesn’t, the reader will be confused and quickly move on.
Ensure that your images are high quality. Product photos should be clear and crisp. Avoid graphs and images that include text as the words may not be legible. Unless your goal is corporate branding, company logos will not be the best use of an image in your advertisement. Readers who are unfamiliar with your company or don’t recognize the logo may pass over your ad.
Every e-newsletter ad should include a call-to-action that entices your reader to click. Your CTA should give a reason to click and make clear exactly what will come next. “View a product demo video,” “Visit our website for more information,” “Order a product sample,” or “Download the white paper” are good examples of transparent call-to-actions.
Consider using more than one hyperlink. You can put one in the copy, which might be, for example, the name of your product or title of a white paper, and another link in the call-to-action.
Choose the Right E-Newsletter
When deciding which industry e-newsletters to advertise in, make sure you work with a media partner that has the attention of the audience you are trying to reach, the expertise to help you create a compelling ad, and backend reporting services that deliver timely information to you including click-through rates, engagement opportunities and other metrics that help measure your success.
GlobalSpec Media Solutions offers you the ability to target the very professionals you want to reach via their inboxes. Our 80+ newsletter titles focus on specific industry segments and products, giving you access to a highly engaged audience of decision-makers who use newsletters as a key resource during all stages of their buying process. Find out more here.