Did you know that you’re likely only converting 11% of the businesses on your ballot? The key to unlocking more Best Of revenue is by converting your local business audience from unknown to known.

Traditional Prospecting

Traditional prospecting will never go away. There will always be businesses who need to speak to a sales rep face to face, or a business that benefits more from a sales pitch from a person rather than an email. Here are the business categories that traditionally spend the most on Best Of advertising:

• Home Services​
• Specialty Healthcare​
• Financial​
• Insurance​
• Real Estate​
• Legal​
• Automotive​
• Hospitality

You should also focus on businesses that fall into these 3 categories:

• Competing in Multiple Categories: These are businesses that fit in multiple categories on your ballot. You’ll most likely be able to sell larger packages to these businesses because they will want advertising in all categories they’re featured within.
• Competitive: These are businesses that have an ego. Being seen as the best in their industry is important to them – for example, they use their photo on all their advertising.
• Historically Purchased: These are businesses who have purchased advertising from you in past Best Of’s, or have purchased other advertising from you. You have a relationship with these businesses, they trust you, and know the value of advertising with you.

Converting Local Businesses

Now that we know that we’re only reaching 11% of businesses on our ballot with traditional prospecting, let’s dive into why this is. It could be because you have a small sales team, or you don’t have enough time. But the root of it is because you don’t have the business owner contact information.

The key to unlocking even more revenue from your Best Of is to craft a way of collecting contact information of your local business owners. This allows you to build a leads list to which you can send information about your Best Of, advertising opportunities, and more. And the way to collect that information is through a form.

But how do we get business owners to fill out our form? By offering free content! Provide content that businesses can use to promote themselves within your ballot. Here are types of content you can offer:

• Promotional Graphics: Create graphics local businesses can use to promote themselves and get their audience to nominate/vote for them. They should include your Best Of graphic, a QR code, and a call to action (Vote for us!).

• Marketing Tips: These are tips on how businesses should promote themselves – like a schedule of when they should post on social media/send emails and suggested subject lines. Also provide sample social media and email scripts.

• Media Kit: This is essentially your pitch deck. It should include your mission statement​, audience stats, important dates​, sales packages​, ad placement examples​, and special section/online directory examples.

A One-Stop-Shop

The next question is where will all of this content live? The best way to house this is within a landing page. This is where your content, the forms, your ballot, and more will be held. It is essentially a one-stop-shop for all things about your Best Of. Here is what you should include on your landing page:

• Graphics ​
• Email Sign-up Widget​
• Media Kit​
• Marketing tips ​
• Mission Statement ​
• FAQs ​
• Rules ​
• Past Winners ​
• Category List ​
• Category Definitions

Turning Leads Into Revenue

Once we’ve collected business owner data, it’s time to turn it into revenue. The best way to do this is through a targeted email campaign.

Within these emails, you’ll be including stong language like ‘claim’ or ‘defend’ to incite that need to prove they are the best. Also include clear call to actions like ‘Are you ready to win?’ or ‘Don’t miss out!’. All of your call to actions should lead to your landing page where they can view your sales packages or you eCommerce site where they can purchase packages or ad slots.

Here is when you should send your B2B email campaign:

Before the Nomination Phase

• 1 month before nominations begin​
• 7 days​
• 2 days

During the Nomination Phase

• 3 weeks before nominations end​
• 1 week

Before the Voting Phase

• As soon as you confirm all entrants​
• 1 week before voting starts​
• 2 days before voting starts

During the Voting Phase

• 3 weeks before voting ends​

Before Winners Announcement

• As soon as you confirm winners/finalists​
• 2 weeks before deadline​
• 1 week before deadline

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