Buying digital media

reach

Buying digital media

Kimberly Koehly, - Director of Channel Sales / EmpowHER

About Me

Former VP of Business Development at Sitewire (‘04 to ‘10) Current Director of Channel Sales for EmpowHER Certified Whale Hunting Partner Agency Business Development Educator / Speaker Married to an Australian Lover of dachshunds A good partner in a golf scramble

2

What You Will Learn

1. How to leverage the digital marketing capabilities of content publishers to give your clients and your agency more manpower

2. The right questions to ask a publisher to ensure a full-service solution

3. How to use the learnings from a content integration campaign to expand other digital marketing tactics such as search and social wisely

© 2010 EmpowHER – Company Confidential3

Why is this relevant?


SEO/PPC expertFront end developer

Account Manager

Digital strategist

User Experience specialist

Social media guru

1. How to leverage


Confidential and proprietary. Do not distribute. © EmpowHER, 2010

Original Video, Articles,

Slide Shows, Resource

Centers, Provider Profiles,

Events

Q & A, Special Offers, Client

News, Expertise, Programs,

Brand/Product, Web

Advertising, Condition

Programs, Campaigns, SEM,

SEO, Audience

conversion tools

Detailed Analytics,

Custom Reports

Community/Membership,

Groups, Polls/Surveys,

Research, Member Profiles,

Content Syndication, Social

Media integration

Partnership Marketing Opportunities

6


Content Sponsorship

Video Production Capabilities


Text Content Creation & Promotion


Audience Polling / Research


Search Engine Optimization


SEO Sponsored Conditions

Bones and Joints Degenerative Disc Disease Herniated Disc Low Back Pain Middle Back Pain Sciatica Spinal Fracture Carpal Tunnel Syndrome Scoliosis Epilepsy Brain Tumor Spondylolisthesis Bulging Disc Lumbar Stenosis Kyphosis Spina Bifida Cervical Myelopathy Spinal Stenosis

Social Media components


Lead Capture


Reporting / Measurement


Chapman Medical Center: Ad Report

Report Dates: 8/10/2010 – 1/17/2010

Display Ads: 300x250, 728x90 and 160x600

Total Ad Impressions: 187,290

o Increase of over 100,000 ad impressions in 30 days

Total Clicks: 141

Click-Through Rate: 0.09%


Reporting / Measurement

Chapman Medical Center: Sponsored Articles

HERarticle

Article Title:“Bulging Disc vs. Herniated Disc: What’s The Difference?”

Written by: MC Kelby

Added to EmpowhER on July 15, 2010

Received over 411 page views (8/10/2010 - 1/17/2011)

3 Facebook “likes”

4 retweet on Twitter

2). The right questions to ask

What partnership opportunities do you offer?

What is your pricing model?

What are your digital marketing tactics?

Do you guarantee performance?

What analytics do you use to track/measure performance?

How is your content created?

Who owns the assets?

Do you have client case studies relevant to me/my client?

[If a new category opportunity] – What 1st to market opportunity can we create to make this a win-win?


3). How to leverage learnings

Use the date provided!o Traffic generated from search

• Which phrases? Are you optimized for them?

o Facebook likes, comments, views

o Twitter retweets

Ask for intelligenceo Highest-traffic content areas

o Keyword performance by content area

Report to YOUR advantage

o Use YOUR logo

o Schedule a call with the client to review performance; don’t just email over the fence


Where to find publishers


General Best Practices

Everything is negotiable

Find publishers/networks who NEED more advertisers (2M or less)

Go for the highest VALUE, not the lowest COST

Ask for client references (and call them!)


Thank you!

Kimberly Koehly

Director, Channel Sales - EmpowHER

Certified Partner – The Whale Hunters

602.722.0149

[email protected]

[email protected]

@kimberlykoehly

http://www.linkedin.com/in/kimberlykoehly


Buying digital media

Business

Transcript of Buying digital media