One of the most common questions we get from small and medium-sized businesses is how to craft a media buying plan tailored to their services. There is an unnecessary air of mystery around the process that can make media buying feel inaccessible to the average business owner. We have an entire department dedicated to business services marketing that can either handle the process for you, or empower you to do it yourself. To get you started, here are 7 quick and easy ways to begin incorporating media buying into your existing business services marketing plan.
1.Who are your personas and target audience: Media buying for business services starts with knowing your audience and the personas most likely to need your services. Before you invest a single dollar in a media buying spend, get clear on who you are talking to and where they are listening. By knowing your audience, you can spend less money on your campaigns, but maximize their effectiveness because your placements will be answering questions and directly targeting the right people.
2. Focus on time- and location-based targeting: Once you know who your audience is, you need to understand how to reach them. This is especially true when marketing business services. Understand whether your customers are shopping during business hours for their own companies, or whether they are confusing research at home, after hours. If your ads aren’t reaching them at the right time, they are going to waste. Tailor your media spend around the times and geographic areas that are most likely to yield results. The more you know about your target audience, the more effective you can be.
3. Set clear, measurable primary goals: Realize what you are trying to accomplish. Are you looking for leads? Trials? Sales? Brand awareness? The list goes on. Understand how your media buying fits into the marketing mix and what you hope to accomplish. We believe that if you can’t measure it, you shouldn’t do it — and this is no exception. Establish clear, time-bound, and trackable performance indicators. We encourage all of our clients to set up omni-channel marketing strategies that work together seamlessly to accomplish different goals. If you’re unsure how to do this, our services might be for you.
4. Understand your unpaid marketing potential: It might sound counterintuitive, but a good media buying strategy starts with knowing what you don’t need. Evaluate how your natural search results are performing and how your unpaid media on blogs and social media is impacting your brand, then only use paid media to fill in necessary gaps. Your media buying spend should work smarter, not harder for your dollar, which is why tracking everything is so important.
5. Understand how media fits into your creative, branding and content strategies: Anything you choose to invest in media buying should complement and support your work across other channels. A true omni-channel marketing strategy acknowledges that the customer journey doesn’t happen in silos. Customers move across devices, between content types, and through the purchase cycle more seamlessly than ever, so each of your marketing efforts should mirror and support each other — and ideally drive customers to other platforms to complete their journey.
6. Know the lingo: Take time to debunk any jargon, lingo, and marketing-speak surrounding your media buy. Even if you use an agency to support your business services marketing plan, it pays to understand what they are talking about. Knowing the difference between CPC and CPI can mean the difference in being over or under budget depending on how much money you have to spend. Never be afraid to ask questions. As a multi-platform agency, we are here to support your business — and that means helping you understand your marketing needs.
7. Programmatic and automated media buying: Last, but certainly not least, we encourage you explore programmatic or automated media buying opportunities. These emerging tools adapt your media spend to real-time data about your clients, campaigns and performance so you are spending just the right amount — not a penny more, or less. Click here to learn more about how these programs can support a more seamless and cost-efficient media buying experience.