A paid media campaign is a key component of successful digital marketing. It’s a way to reach your core audiences via other sites or third party platforms. It should help expand your reach, create buzz, and drive leads for your business. Putting money toward a paid media campaign without seeing a return on investment is like pouring money down the drain. And yet, many companies easily fall victim to this mistake. They decide to go with one type of campaign and fail to check on the status of it.
Ensuring your paid media campaign is successful isn’t as easy as it sounds. You can’t just sit back and watch for leads to come in. You need to be an active, engaged marketer in order for the campaign to be successful. Not sure where to start? Keep reading to discover three important ways to make sure your campaign is a good investment.
1. Know Your “Why”
First and foremost, you need to get in touch with your “why.” This is more than just saying that you need more leads. It’s also more than just mimicking other companies. Running a paid media campaign means asking yourself some core questions about your business.
To start, why is now the right time to run a campaign? If you’re a brand new business, you may be trying to attract more initial consumers for feedback. If you’ve just launched a new product or service line, you may be trying to get the word out about it. Also, what is your main goal? Typically, there are two main buckets that your business will fall into: awareness and conversion.
If awareness is your number one priority, then it may be worth diving into demand gen. This is a marketing strategy rooted in data with a primary focus on building overall awareness. The end goal, of course, is generating more returning customers over time. For conversion, this is where a full funnel marketing strategy comes into play. It’s a matter of enticing new users to complete a purchase and leave happy and satisfied.
2. Personify Your Audience
After you’ve done some deep thinking and got to the root of your why, it’s time to personify your key audience. When you built your business, you likely thought about your core consumers. You may have even created personas, or made up profiles that mimic the groups of people you are wanting to be consumers. This can be a fun exercise for you and your team with an end goal of really getting to know your audience. Your personas can evolve over time as you begin to learn more about your consumers and their needs and wants.
Before setting up a paid media campaign, you need to embody your audience. This includes asking yourself where they are spending their time. If your core audience are members of the Millennial and Gen Z generations, then you may need to consider adding TikTok to your campaign. If, however, your demographic is on the older side then Facebook may be your best bet. This is based on audience data for social media sites.
Besides knowing where you should spend most of your marketing dollars, personification can also show you how to capture the user’s attention. Keep in mind that the average consumer sees upward of 10,000 ads per day! Standing out in such a crowded space can be challenging. Yet, knowing what grabs your audience’s attention can benefit your campaign. Snappy headlines, alluring imagery, buzzworthy video, and catchy music are different tactics you can lean on depending on your unique audience.
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3. Be a Vigilant Monitor
Once your campaign is live, the work doesn’t stop. This is one of the major pitfalls many marketers fall into. While a set it and forget strategy is easy, it isn’t purposeful. Being a vigilant monitor on your campaign is imperative for success. This is particularly the case for newly launched campaigns.
Monitoring your campaign means checking on the status of it. Depending on your company’s size, this may be a daily activity or a weekly one. However, the day a campaign launches do yourself a favor, and check on it throughout the day. You can catch any errors early on, ensuring you aren’t wasting money by a casual mistake.
It can be a good idea to compare how your campaign is progressing every week. You can compare week to week over time to see if your campaign is still getting traction. Notice any spikes or drastic falls in activity and try to decipher what they could mean. Each month, take a look at the bigger picture and determine any increases or decreases. Don’t be afraid to optimize and tweak the campaign once you have some data to back up your changes.
Paid media campaigns are supposed to help your business. However, a poorly led campaign can hurt your bottom line. In order to ensure your campaign is successful, you need to set yourself up for success. Know why you are running a campaign and identify your audience to fulfill their needs. Set yourself reminders to check-in on your campaign. Nurture a media campaign by giving it time and attention, and watch it flourish and expand your business.