A low cost, more credible alternative to ads
Let’s face it. Advertising in journals (online and print) is expensive. And I’m betting you’re not tracking the response either.
How do I know this?
Because most science companies have no call to action on their ads. And those that do give generic phone numbers or websites that are not specific to the ad.
So you’ve no idea how your ads are doing.
So… want a low cost alternative that helps you fix both of these problems? One that generates a better ROI than advertising?
Articles and application notes have real, tangible financial value. The argument is simple: advertising in a trade magazine costs thousands of dollars per page – let’s say $6,000. But you can get 2 pages – 12 grand worth of space – with an article. And a good technical copywriter will charge you between $2000 and $3000 to write it, saving you $3000 – $4000.
Here are some more benefits:
- An article has more credibility than an ad
- You can put it on your website, where it’ll stay for years to come. You can also repurpose and promote it in many ways, giving it more mileage.
- It provides information your readers want, and subtly motivates them to request more. In other words, it does what print ads do, but at less expense.
- It positions your company as a provider of valuable information and an industry leader
Now, the article needs to have certain elements in place for it to work.
The key here is making sure the content takes a direct marketing approach.
This is where a writer with a solid combination of science knowledge and marketing skills comes in handy.
Make sure there’s call-to-action at the end of the article or app note. This can be included in the “about the author” or “about the company” section.
Using a resource box like this turns your article into a powerful direct response piece – essentially like an ad, but without the expense.
Now to be fair, some publications won’t allow this. Some will allow only contact details while others won’t allow any promotion at all.
But try and at least get your contact details in there, if possible.
If you can use a call-to-action, then do it. Ask your readers to visit a landing page and download a guide or brochure for more information.
And make the landing page specific to the article so you can track response.
Another great thing about publishing an article or application note in a trade journal is you can use it as a reprint. Calling the article a tip sheet or resource guide and then using it as a bait piece or tradeshow handout is very effective.
And similar to the advice on brochures, give the article an attention-grabbing headline when using it as a reprint.
Publishing an article instead of an ad not only saves you money, but it positions your firm as a provider of valuable information.
So consider going this route next time you’re concerned about spending a ton of marketing dollars on ads.
Until next time,