As the year draws to a close, it's the perfect time for local media salespeople to push harder and finish strong. There’s still opportunity to meet, or even exceed, year-end targets. Here are seven strategies to help boost your branded content sales and set the stage for a successful start to the new year.
1. Reignite Conversations with Existing Clients
The final weeks are a great time to reconnect with your current clients, because other reps may have taken time off early. Check in on how their campaigns have performed, ask questions, and offer ideas for finishing the year with impactful branded content. Use year-end holiday or event themes (New You, New Year) to create urgency for new campaigns.
Pro Tip: Offer clients a limited-time holiday discount for upgrading their packages or extending their campaigns into the new year.
2. Capitalize on Year-End Budgets
Many businesses have leftover marketing budget they need to spend before the fiscal year ends. Reach out to clients and prospects who may be looking to invest last-minute ad dollars. Propose branded content packages that provide value quickly, like sponsored articles or email newsletters that can run before the year ends.
Pro Tip: Highlight the potential return on investment (ROI) by showing successful year-end campaigns you’ve run in the past.
3. Pitch Holiday-Themed Content
End-of-year holidays are a natural time for branded content. Think about creating special holiday-themed content packages for clients, such as local year-end events. Focus on providing content that can help businesses promote seasonal offers, sales, and events.
Pro Tip: Consider offering multi-channel bundles that combine social media, website, and newsletter exposure, allowing clients to amplify their messages across multiple platforms.
4. Highlight Success Stories from the Year
Show clients examples of branded content success stories from the past year. Whether it's a local business that saw increased foot traffic or an e-commerce company that boosted sales, these case studies will inspire confidence in your solutions and reinforce the value of branded content.
Pro Tip: Create a portfolio or slide deck showcasing your most successful campaigns, with metrics like engagement rates and conversions.
5. Leverage Urgency with Limited-Time Offers
Nothing motivates faster decisions like a deadline. Introduce a special “end-of-year” offer that includes added value for clients who book branded content packages before the year ends. This could be an exclusive discount, added content placements, or a bonus social media post.
Pro Tip: Frame it as a way to help them hit their own year-end business goals, while maximizing exposure during the holiday season.
6. Encourage Multi-Year Deals
As you finalize deals in December, consider offering incentives for multi-year or multi-quarter branded content packages. It not only helps secure next year’s revenue early but also shows clients that you’re invested in their long-term success.
Pro Tip: Bundle end-of-year campaigns with special promotions for the first quarter of the next year, ensuring continuity in their messaging and presence.
7. Focus on Building Momentum for Next Year
Don’t just aim to close deals for the current year; use these months to build a robust pipeline for the new year. If clients aren’t ready to commit now, lay the groundwork for future deals by offering strategic advice or scheduling early Q1 meetings to plan branded content campaigns for the upcoming year.
Pro Tip: Create a teaser for “What’s New in 2024” content offerings, giving clients a glimpse into exciting, new formats or editorial features planned for the new year.
By following these strategies, you can close out the year with strong sales and enter the new year ready to capitalize on new opportunities. Keep the momentum going by focusing on client relationships, creative solutions, and leveraging the holiday season to your advantage. Need extra help strategizing? Reach out to julia@brandedcontentproject.com or liz@brandedcontentproject.com for a quick planning call!
The Branded Content Project is designed through a strategic partnership between the Meta Journalism Project, Local Media Association and the Local Media Consortium to help facilitate additional growth, engagement, and revenue success for more publishers of all shapes and sizes.
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