Paid media is one of the Internet marketing methods aimed at promoting the brand’s content through advertising posts on social networks, display, video ads, and other channels. It is an effective opportunity for the company to expand the reach of its brand and get more clients. If the company decides to start using paid media in its marketing, then it needs a good paid media strategy that will help the brand compete with other companies and systematically go towards the goal.
A good paid media strategy starts with identifying the brand’s goals. Setting goals is an important element in developing a long-term paid media strategy.
All goals must match the features of the classic SMART model and be Specific, Measurable, Achievable, Relevant, and Time-limited.
The goal should be equally clear to the project manager and all involved specialists.
The company needs to accurately measure performance, or KPI (Key Performance Indicators) such as dynamics in the growing number of subscribers, an increase in audience reach, changes in community traffic, user activity, and, consequently, include them in tasks.
Regardless of the complexity of the goals, they should all be achievable in practice.
The tasks set must correspond to the competence and capabilities of employees.
The company needs to determine the time frame for achieving its goals.
Such a model will help the brand to track the progress of implementing the paid media strategy in networks and understand which tasks have already been solved and which goals have not been achieved yet.
Find promotion channels
The choice of communication channels for an advertising message is one of the key tasks in developing a good paid media planning strategy. The right media channel optimizes the advertising budget, increases the competitiveness of the advertising message, and the overall effectiveness of advertising.
When choosing paid media channels, it is necessary to consider the following indicators:
- the ability of a media channel to solve the set goals of marketing communication;
- the cost of a communication channel in terms of return on investment;
- the features of the brand’s target audience.
Using all the promotion channels of paid media at once, or focusing on a single one only, is inefficient. It is better to choose two or three options while testing the others. An integrated approach will create a balance between channels that bring constant traffic and those that work for perspective.
Creating landing pages
It’s better to send paid media not to the main page of the brand’s site, with many offers and calls to action, but to a specific landing page that matches the user’s request. The landing page is a one-page site that aims to motivate a visitor for a certain action (to buy, order, or call). It is created in the way to influence the person to perform the target action.
The landing page that is relevant to the brand’s paid media consistently presents the benefits of goods and services, expounding the benefits of the product and focusing on the purchase. This provides maximum conversion, allows the brand to increase the flow of applications, and to optimize the cost of the site. As a result, more and more users are becoming the brand’s customers.
Measure the results
Measuring how the paid media performs is especially important for continuing the success of the ads. Here the company needs to view analytics monthly on each platform, look at the messages that have successfully worked, and select the ones that provided the highest response and conversions to the site.
Also, it is recommended to pay attention to posts that have failed in order to identify patterns (this may be the writing style, content, or publication time) and improve them for better results. Measuring results is the only way the business can determine what works for its particular audience and adjust the paid media strategy accordingly.
Promotion with the help of paid media, like any other marketing tool, needs a strategy in line with the constantly changing trends and moods of the brand’s audience. Creating a strong paid media strategy guarantees sustainable business development in the long run. If the company does not have time or knowledge for the development of an effective paid media strategy, then hiring an experienced manager for this task will be the best option. The specialist will quickly determine the appropriate platforms for the brand’s products, create a profile, configure the content scheduler, monitor the placement of ads, and track their return. Since the effectiveness of promotion depends on an active and regular presence in social networks, this approach is more cost-effective and beneficial.