How to Sell Digital Advertising: Growing a Digital Sales Team

Over the past 5-10 years advertisers have shifted budget from traditional media (TV, Radio, Print, OOH) to digital solutions. During that same time frame consumer habits have shifted to spending more time on digital devices than traditional media.

Media professionals have had to adapt to these changing trends by not just changing their sales pitch, but starting to offer new digital products in order to compete.

However, if you don’t work for a digital company it can be confusing to figure out how to start selling digital ads. It’s not enough to just know about them, you need a plan to actually add these products to your sales tool kit.

In this course I’ll walk you through digital advertising basics and show you how you can start selling and executing digital ad campaigns TODAY. I’ll then show you how you can scale your local clients to regional and national deals, and how to take advantage of whitelabeled third-party solutions to scale your digital advertising sales.

Course Subjects:

1. Introduction: What we’re going to cover in this course
2. Media Trends: Review changing consumer and ad spending trends and how some major companies have adopted
3. Define Digital Media: Review each media type and their Pros and Cons
   1. Social
   2. Display
   3. Video
   4. Search
   5. OTT
4. Awareness vs. Direct Response: How to identify the type of campaign your client needs to run
5. Targeting Options: How can we find our audience in a digital setting
   1. Behavioral
   2. Contextual
   3. Demographic
   4. Location
6. Data Platforms: What companies actually collect and sell data to digital advertisers
7. KPIs & Success Metrics: How should we define success for each campaign
8. Pricing Models: How to buy and sell digital ads (No more points and GRPs)
9. Benchmarks & Building a Proposal: Using Performance Benchmarks to determine client budget and create a proposal
10. Finding Clients: Who can benefit from digital advertising
11. Starting a Conversation: Open the doors with new clients and address their questions and concerns
    1. Three questions that you can use to build a plan
    2. Common Client Questions & Answers and how to respond
12. Expanding Your Reach: Get those first clients to increase reach and spend by scaling to regional and national deals
13. Self-Serve Platforms: Start executing campaigns with self-serve platforms TODAY
    1. Google Adwords
    2. Facebook Power Editor
    3. GroundTruth Ads Manager
14. Going Pro: Using white-labeled solutions to really scale your business and offer more solutions to your clients.
15. Thank You: Recap and additional resources