How to Use Press to Directly Increase Profit: The Role of the Advertorial
- editorial team
- Mar 25
- 3 min read
Strategic PR is changing from passive mentions on websites to active advertorials, allowing brands to see a 25 to 72 percent increase in sales and major boosts in revenue.
By: MMM Editorial, Keirah Chen
The industry standard when receiving media placements or news coverage on your brand has always been to post and then move on. Founders and visionaries may do high-profile interviews or get national features, link it on a press page on their website, and hope for the best. The most important part is often forgotten– which is utilizing these placements to direct and generate revenue. The hard part is not over yet. Advertorials increase profit, trust and buyer interest.
At MMM, we see the highest revenue and most benefits when our most successful clients no longer treat press as a trophy or accomplishment, but also as a high-conversion sales engine. In previous blog posts, we've explored ways to add placements in your check-out page and other places where customers actually are. Now, let's discuss an age-old method that's quickly regaining steam recently. The Advertorial.
Advertorials are advertisements written in objective journalistic articles. They are a strategic hybrid of advertising and editorializing. These quotes look and feel like a news story, but also drive revenue for your company.
The Third-Party Verification Advantage: Advertorials Increase Profit
The main reason to put press placements directly into your product pages is simple: third-party verification. While marketing copy tells potential clients why you think your work is great, a media placement is the proof that objective experts also agree.
When a media piece featuring you or your company is placed directly on a product page, it is the final step in truly selling your work. If you've ever been to Five Guys, you've seen a real-time example of this. The burger chain is known for covering its walls with raving food reviews, and while only existing customers can see this, it validates the person already planning to buy food. Similarly, by moving a quote from a journalist to your checkout page, you add authority during the most critical time where potential clients make their decision.
[Related] Try our new workbook to equip you with the language and materials to highlight the most compelling parts of your brand—so you become impossible for the media to ignore.
Tips to Successfully Build an Advertorial Out of Your Recent News Placement
Turning a single interview into a way to build revenue can be done by following these strategic steps:
Create a dedicated landing page. Do not just send traffic to your home page; build a landing page where the media article is the main focus at the top. It can help to build the language or the article itself into the webpage so it looks native
Test as an advertising angle. Use the headline of your article as the primary ad copy. For example, if you are selling a specific material product, the headline should say "Why [This Big Time News Organization] is calling this the best product ever."
Visual Proof. Make sure you screenshot the article or the most important quotes and post them as high-quality JPGs in your product images.
Ultimately, this shift is about reclaiming the narrative of your brand's success. By moving media placements from a quiet section on your website with little traffic to the center of your products page, you are gaining simple visibility as well as trust.
Ready to see this kind of major growth for your brand? Let's connect about growing your news coverage and revenue base.
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