The secret to a profitable marketing campaign is more than just creating a social media ad, copy, video, or whatever. It’s about having a strong, resonating messaging that can make its way to your target audience for the least amount of money at the optimal time to drive a marketing ROI.
The world is full of different strategies, but here’s a straightforward media buying strategy that works for all types of business.
Number one, getting to know who’s your customer. Defining a customer allows you to focus on the right demographic and use your marketing dollars carefully to maximize results. It knows your ideal customer, what they want, where they hang out, their pain points, what they’re going through, etcetera.
The second thing that you should know and pay attention to is your offer. It may be just single or multiple different offers. These will serve as the gateways to lead generation. Without them, site visitors have no way of getting converted into leads. They are also critical for nurturing existing information into a position that makes them more sales-ready.
Once you know your offer, you want to create multiple different offers. And once you make multiple offers on your landing pages, your ad itself, your creative, or your copy.
Say you have a live digital marketing campaign and found some digital media busy for your brand. You developed a creative concept with your creatives, and you start seeing some click rolls in. But here’s the thing– the first concept you developed may work sometimes but won’t always work out right out of the gate. When your message is seen for the nth time by the same audience, it will resonate a little less each day, burn out, and soon find yourself back to square one, itching for a new concept.
This is why when you have your offers. Media buying is all about testing! There is no magic trick for it out there. Testing is the only way that you need to understand well what works and what does not. But of course, you wouldn’t be able to do testing if you don’t have a budget, or you will burn your money. Carefully set a budget to get the correct data and tweak how you do it over time to determine what’s working and what’s not.
How long do you have to do testing? Knowing the ins and outs might take a month or even three or more, depending on your budget.
The last part is your sales process. Know your sales process from A to Z as it is your roadmap to better sales performance. Simply put, the sales process is a potential customer’s journey from realizing they need your offer to make an actual purchase. A sales process is a structured set of tactical steps that you must establish and not rely on talent and resourcefulness.