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How to Drive Website Banner Ad Conversion on Your Association's Website

Posted by WebLink Digital Media on Apr 19, 2012 8:01:00 PM

Association Website AdvertisingThe old display funnel of advertising.  Isn’t it great? 

It’s simple. It’s effective. 

And yet, still, sometimes members advertising on chamber of commerce and association websites have trouble getting their ad to result in action. Some members continue to advertise the same way, year after year, throwing images on backgrounds and phone numbers over pictures, instead of thinking about how the ad will move prospective customers through the funnel.

Display advertising brings conversions of people who weren’t necessarily looking for your specific product or service the first time they saw your ad. So, if they weren’t looking for your product, how do you get them to buy from you? At WebLink, we work with advertisers to make sure they get the highest conversions from their ads.

The funnel will clearly show you where it all starts:  BRAND AWARENESS.  First and foremost, if you’re not advertising at all… then get on the train because association websites receive thousands of monthly visitors and you’re getting left behind by all your competitors who are stealing your business.  For those of you smart cookies who ARE advertising… be sure visitors remember your brand!  

Here are a few tips/ tricks on getting a banner ad to WORK on a chamber or association website.  We want your banner to get people to take ACTION. 

  1. Do your research - Check out your competitors. What are they doing that you like? What are they doing that you don’t like? Does everyone have a twitter logo and you don’t? You have to stay on top of your competition if you expect to surpass them.
  2. Be semi-entertaining- You don’t have to have glitter and pop ups and flash ads to get my attention. But at the very least, put some thought behind the photos and logos you use. Go here for some inspiration: http://sixrevisions.com/design-showcase-inspiration/banner-ads-examples/
  3. Use your words wisely - Less words. Bigger fonts. Brief is good. Clutter is annoying.
  4. Be strategic - Where you place your ad/buy your ad space is crucial. Make sure you are targeting the right audience.  Learn about the audience. For instance, research shows that the people who go to chamber and association websites, across the board are more educated and have more money.  You might choose something like this over a local online news site for example.
  5. Keep your file sizes low. 45-75KB is best. Banners that load faster provide a better website user experience.
  6. Choose colors in context - This goes back to researching where you choose to advertise.  Be mindful of the background colors in the association website and be careful what colors you choose for your banner. You want to stand out; but you don’t want to be distracting.
  7. A call to action - Typically, ads seem to get better ‘click thru rates’ when there is a need created for the viewer to click on that ad for more information. This also creates that Brand Awareness. The more times they click around and see your name, the more likely they are to remember you and the more likely they are to buy from you in the future.  This can include phrases like “click here” or “check this out”.
  8.  Don’t be afraid to switch it up and try something new! Fresh ads are…. well…fresher! If you’ve had the same ad on a website for six months and aren’t seeing much in terms of driving conversions, then don’t hesitate to try something new!

Are you a business advertising on an association or chamber of commerce website? We’d love to hear what you’ve done to increase conversions.

Are you a chamber or association? Where are you seeing the highest conversion for member ads?

Audrey Bennett, assistant project manager, WebLink digital mediaBy Audrey Bennett.  Audrey is the assistant project manager for WebLink International's Digital Media Sales Team.  She works with business associations, chambers of commerce to provide high value website advertising opportunities for their members.

Topics: Association Website Advertising


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