10 Tips for Moving One-Time Advertisers to Long-Term Partners

Have to find your business "sidekicks"!

[This is a part of the “Getting Started with Blog Advertising” blog series. Have you seen the other posts?]

Your goal as a blogger, from a business perspective, is to find true partner organizations who want to grow with you as your blog continues to grow.

In other words, you want businesses that will continue to pay for advertising for not just a few months, but years! It can be tough to find these types of organizations but it’s definitely possible as I’ve experienced it first hand!

And there’s truly nothing like a healthy business relationship that is mutual and beneficial for everyone involved, especially the readers!

Ultimately one must remember that there are a number of factors that are going to impact a long-term relationship and that many of them are simply outside of your control as budgets, marketing initiatives, and staff of the organization are always subject to change.

But, there are definitely some things that you can do to move advertisers into business partners, which are more than just repeat sales! Here are 10 quick tips for you to review:

  1. Build personal relationships with not only your direct point of contact but also anyone else that’s important in the overall business. Your traffic and ROI will be subject to change but you can weather those changes with a strong relationship!
  2. Provide good (and accurate) metrics of the advertisers success and ROI. This would include pageviews, visits, impressions, clicks, and more.
  3. Work intimately with the sales and business teams to find out true conversion, especially as it relates to products.
  4. Brainstorm strategic initiatives and market programs with their teams to show that you’re truly invested in their success.
  5. Get to know their business. Really. Not just their name.
  6. Provide clear and consistent communication with their team. Over-communicate in the beginning.
  7. Stand firm on your pricing but provide above-and-beyond service and value for them. Serve them well and do what you can to take it to the next level.
  8. Is there an opportunity to physically meet in real life? Do it. Grab a cup of coffee or a meal or even travel to their business offices.
  9. Network them with like-minded individuals and businesses. Introductions are a healthy part of a growing relationship!
  10. Be gracious and open to change. Be ready for even long-term partners to bail if they need and serve them even as they walk out the door.

I have been reminded of #10 very recently as a significant business partnership has been dissolved due to changes in the economy and business. It’s tough to lose a long-standing partner but there’s nothing that I can do about it.

What about you? What’s your experience? Have any additional suggestions?

[This is a part of the “Getting Started with Blog Advertising” blog series. Have you seen the other posts?]