How media companies can become strategic advisors for their advertisers

They usually have countless options, and you’re working hard to show why your media business is the best partner for them.

But what if you could offer more than just ad placements? What if you could become an advisor they rely on to truly connect with their audience? That’s where becoming a strategic advisor comes in.

Let’s dive into how you can shift from ad seller to ad advisor—and become your advertisers’ secret weapon for success.

1. Offer strategic insights that go beyond just selling ad space

You’ve got something priceless that advertisers crave: data! You know what gets clicks, what gets crickets, and why some campaigns crush it while others fizzle out.

Instead of just selling ad space, why not advise advertisers on insights that help them win?

Show them where they should focus their efforts—whether it’s through tweaking their messaging, picking the right platform, or shifting their ad dollars to the channels that perform best.

Ultimately, when you step in as the strategic advisor, you’re not just helping them run ads—you’re helping them win big.

2. Help advertisers get the most out of their campaigns by optimizing every dollar

Advertisers are juggling so many platforms, data points, and decisions—it’s enough to make anyone’s head spin. That’s where you can really step up as an ad advisor. Offer to simplify things for them with real-time feedback and actionable tips.

If one ad isn’t hitting the mark, you can suggest changes in the messaging or visuals. Or maybe one platform is killing it while another is dragging its feet. Guide them to make those small adjustments that lead to better performance and bigger ROI.

As their strategic advisor, you’ll be the one ensuring they get the most bang for their buck.

3. Show advertisers how to engage their audience and keep them hooked

At the core of every successful campaign is one thing: audience engagement. And since you know your audience better than anyone, you’re in the perfect spot to help advertisers nail it. Guide them on using the right tone—whether that’s fun and casual, inspiring, or straightforward. Whatever clicks with your crowd, help advertisers bring it out in their messaging.

Suggest formats that go beyond plain old ads. Think polls, live videos, or quick, shareable videos that make people want to interact. If your audience loves visuals, get advertisers to use eye-catching images or videos that grab attention and spark comments.

Lastly, give them a heads-up on what really works with your audience—like the best times to post, the types of stories that stick, and any popular themes that tend to go viral. When you share these tips, you’re not just helping them run ads—you’re helping them build real connections that keep audiences coming back for more!

4. Offer fresh creative ideas that help advertisers stand out

Advertisers often need help figuring out the right creative approach for their campaigns. As a media business, you’ve got access to loads of information about what resonates with audiences.

Why not offer up some creative ideas to help advertisers get inspired?

Whether it’s testing out new formats like interactive ads, video series, or even influencer partnerships, giving advertisers fresh content ideas will set you apart as a media thought leader. This makes you more than just a vendor: you’re someone who helps brainstorm and execute creative solutions.

5. Use data to tell compelling stories that guide advertisers’ future campaigns

Data isn’t just for number crunching, it’s also a goldmine for storytelling. When you show advertisers how to turn their campaign data into a compelling story, you can advise them on what’s working, what’s not, and where they should go next.

Help them visualize the journey of their ads, and offer suggestions on how they can tweak future campaigns for even better results. This makes you an invaluable resource.

6. Stay on top of trends and help advertisers keep up with industry changes

In the fast-paced media world, trends change in the blink of an eye. As a strategic advisor, you can help advertisers stay ahead of the curve by keeping them updated on the latest industry trends.

Whether it’s the rise of short-form video content, the latest in social media algorithms, or new ad formats, keeping your finger on the pulse shows that you’re the go-to person for insights that matter. This positions you as a trusted advisor who’s always thinking one step ahead.

7. Keep open communication

When you become a strategic advisor, you’re not just running ads—you’re building a connection that goes way beyond campaigns. The key? Treat your advertisers like the VIPs they are.

Check in regularly with updates, brainstorm ideas to keep things fresh, and always be ready to listen when they’ve got new goals (or challenges) on the horizon. Be that expert who helps them think big-picture and stay ahead of the game.

And, with tools like a customer relationship management (CRM) platform, such as Copper, you can easily track client communication and key information points while also staying on-top of every next step.

The more advertisers see you as someone who is invested in their success and provides guidance, the more they'll keep coming back.

Over time, you’ll become their go-to person for advice and soon, they won’t imagine working without you!

Be more than just an ad seller—be their trusted advisor

Advertisers need more than ad space. They want expert help, new ideas, and campaigns that connect with people.

By stepping into this role, you’ll create stronger, more collaborative relationships that last. And with tools like a CRM, you'll always be prepared to assist advertisers in achieving success.

So, why just sell ads when you can help brands grow and thrive? Become their trusted advisor, and they’ll keep coming back for more.