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BtoB

5 simple rules for buying effective online advertising

Published on .

1.Don't be intrusive; you can't annoy your target audience into liking you. Be polite, and ask viewers if they'd like to launch audio or video instead of interrupting them.

2. Skip the hard sell. Instead, give something of value to your target audience, such as educational content on your industry or a particular topic.

3. Consider time limits. For videos in ads or on your Web site, carefully consider how much time your audience will be willing to spend with you. For webcasts and webinars, end the program when you say you will.

4. Promoting webcasts and webinars is just as important as the program's quality and content (it doesn't matter how good the event is if no one logs on to view it).

5. Test small and roll out bigger programs as you discover what's successful.

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