alternative revenue from your website via direct advertising

Not many business owners think of their website as a potential revenue source. But with a little elbow grease and business acumen, you can turn your website into a money-making tool.

Benefits of Direct Advertising

Set your own Ad Rates

When advertising brokers get involved with B2B marketing, the prices are usually predetermined. When you choose to do direct advertising, you have the leeway to manually set the price depending on the client. Variable pricing is a great way to allow negotiation with advertisers.

Direct Contact with Advertisers

Direct advertising allows you to negotiate pricing with advertisers without having to go through middlemen. By having direct contact with them, you’re much more likely to develop long-term relationships and arrangements. It’s a great yet underused networking tool.

More Payment Options

Many brokers have rigid guidelines for sending payment. For most, they will allow you to receive payment once a month and they only use certain payment services. When you work directly with advertisers, you have the freedom to choose the frequency of your transactions as well as the method of payment.

Diverse Advertising Options

By representing your website without the use of a broker, you can significantly increase the type of ads you can sell. Link brokers and advertiser networks will usually have space allocations and ad types already selected. Direct advertising gives you plenty of wiggle room to work with your advertisers when choosing space and ad type.


Disadvantages of Direct Advertising

Potential Disputes

When it comes to spending large (or even small) amounts of money, companies can get finicky. Buyers may break arrangements or ask for their money back. The best thing you can do is be prepared for such events and it will be your responsibility to resolve any arguments that may arise. Word spreads fast in the corporate world; don’t leave any advertisers with a bad taste in their mouth.

Difficulty Finding Advertisers

By handling the ads on your site directly, you will have to find advertisers on your own, as opposed to the large selection that come with ad networks.


Should You Still Consider Direct Advertising as a Revenue Option?


Direct advertising allows you the freedom to price and work as you see fit as well as a higher earning potential. It also permits you to build a lasting and trustworthy relationship with your advertisers. Not only does this allow both parties to find what fits best but it also creates a networking possibility for the future.

To avoid potential disagreements and uncomfortable conversations, it’s important to work only with reputable advertisers. Having a written agreement put together before the work starts will help ensure a constructive relationship between both parties.

While the task of finding advertisers may seem daunting, it is not nearly as difficult as one may think. To get started, you’ll need a sell page and a rough idea of your pricing.


Getting Started with Direct Advertising

Sell Page

A sell page is a great tool in direct advertising. It is a convenient one-page document that outlines the benefits of advertising with your site. It should also include the following:

  1. General Traffic Statistics
    A potential advertiser is going to want an idea of how many people actually visit your site within a given period of time. You should include monthly page-views or the number of daily visitors of your site. It’s important to make sure the stats are easy to read for potential advertisers. A visual representation of your statistics is a great way to make sure potential advertisers can easily understand your sell page. If you’re not comfortable with putting your statistics on your sell page for everyone to see, you can provide general numbers and ask them to contact you for more information.
  1. Third-Party Ranking Schemes
    If your site does well on third-party ranking systems (such as Alexa Rank and Technorati rank/RSS subscribers), it’s a good idea to list them on your sell page. If it doesn’t, do not list them because it may prevent advertisers from working with you.
  1. Types of Advertising Options Available
    Advertisers will want to know what type of ads you can sell on the site. But be careful not to bog down the sell page with a large number of options. It’s best to get the point across without overwhelming the reader. Your potential advertisers will want to see ad options that are simple and clearly defined.
  1. Disclosure Policy
    Before getting advertisers on board, you will want to figure out your stance on paid links. Will they be shown as sponsored links on your site and how will you be doing so?
  1. Advertising Guidelines
    When it comes to the business of advertisers, you should decide if there are certain websites you aren’t willing to advertise. These might include adult and gambling sites.
  1. Advertiser Testimonials
    If you’re able to get testimonials from previous advertisers, listing them on your website can help attract more. It will make you seem trustworthy and reputable. If you’re unable to get testimonials, including a list of your previous advertisers can help. It will show that you’re transparent about your past work because you’re confident about it. This can also apply to any awards or recognition your site has gotten from third parties.
  1. Call-to-Query Note
    The bottom of your sell page should include a call-to-action for advertisers who may be wary about buying an ad. Let them know you are more than willing to answer any questions they may have and provide pricing.
  1. Contact Details
    You should provide a valid email address or contact form for advertisers. A telephone number will also be helpful but is optional.

The sell page itself should be a banner or link located in a prominent position on your site, such as the header.


Using Variable Advertising Rates to Your Advantage

Variable Advertising Rates

Listing your advertising rates can hurt your chances of landing advertisers. Never assume to know the financial situation and expectations of the buyer. Their budget may be far different than what you’re looking for. Numbers that are even slightly above what buyers are hoping to pay can turn them off. You also want to keep the power of negotiation. By charging everyone the same rate, you are in the same position as the middlemen. This defeats the purpose of direct advertising.

You can provide your contact information and explain that you prefer to talk to customers directly about their needs so you can give them a fair price. It’s also a good idea to look at the buyer’s website to get a better idea of what their budget range may be.


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