How to Create an Effective Media Strategy

Media planning is mainly about deciding how and where you’ll spend your advertising budget. These decisions can be complex because there are many factors involved, such as the cost of ads, audience size, and demographic targeting. That’s why it’s important for marketers to understand how to create an effective media strategy.

Who could be included in the process of creating a media plan?

You could create a media plan by hiring a team of people who each bring a different skill to the table:

  • Someone who knows marketing strategies

  • You also need to produce high-value, engaging content, so a person with excellent messaging skills

  • Someone who understands branding strategies as well as someone who knows what it takes to attract customers at scale

  • Finally, you’ll need someone who can measure results, and analyze the data from your campaigns

As I discussed in my previous article, a digital media planner can be invaluable to you. But you can’t hand all responsibility for effective media planning to another. This is your media campaign.

Six media planning tips critical for your success

When planning your media strategy, it is important that you take into account your target audience, objectives, and channels. An effective media planning strategy should help to make sure you are targeting the right people with the right message, at the right time, and in the right place.

Here are my six top tips to help you develop your media plan.

  1. Start media planning by asking yourself the right questions

The first step in media planning is to ask yourself some key questions. These include:

  • What is the goal of the campaign: sales, leads, in-store visits, etc.?

  • What will the measure of success be?

  • What is a typical sale or lead worth?

  • Are there individuals you aren’t reaching but would like to?

  • What is a reasonable budget to spend?

Once you have answered such questions, you can then move on.

  1. Find your most relevant media channels (offline and online)

Social media platforms such as LinkedIn, Facebook, Twitter, and Instagram are popular ways to reach clients and generate awareness for a brand. However, you mustn’t neglect offline channels, such as radio, television, and in-print publications.

The most important thing here is to learn where your audience hangs out, and then target your media campaign to the most relevant channels.

  1. Study the competition

It is important to study the competition for any media campaign. Doing so will help you identify the best channels, placements, and targeting for your campaign. This will also allow you to see what competitors are spending money on so that you can avoid overspending or underspending in crucial areas.

  1. Create value and share engaging content

Media planning is about leveraging the benefits of media channels to achieve your objectives. How do you do this? You must publish content that is engaging and shareable.

Creating content that is shareable and engaging is an art. The bigger the audience, the more people you can connect with and affect. There are many ways to do this. Some of these ways include blogs, podcasts, social media posts, articles, direct emails, and newsletters. It all depends on your audience and what they want from your brand.

  1. Communicate and interact with your audience

One of the most important aspects of a media campaign is that you communicate and interact with your audience. Create content that is relatable to your audience, and get them excited about the product or service you are offering. Then communicate, connect, and interact. Answer questions. Thank people for their feedback. Discuss concerns. Every interaction is an opportunity to build trust and convert.

  1. Use software tools to track media campaign performance across platforms

Campaigns typically have a mix of advertising channels, so tracking performance across channels is key. Thankfully, there are numerous software tools out there that are specifically designed to help develop media planning campaigns and monitor their progress – taking away much of the heavy lifting and allowing you to focus on speaking with and converting the leads your campaign delivers.

Media planning: The takeaways

Whether you collaborate with a team of people or use software tools to develop and track your media planning and media campaigns, it’s crucial for you to ask the right questions, utilize the right channels, and publish engaging and shareable content. You’ll need to know what your objectives are and how to measure results.

In my next article, ‘9 Media Planning Tools to Create Awesome Campaigns’, I examine nine of the best media planning tools available to help you execute all the roles involved in media planning, so you don’t need to hire an expensive media planning team.

In the meantime, to learn more about media planning, listen to my podcast, ‘Keeping your audience engaged through effective media planning with Kerry Guard.

And if you are ready to take the next step to boost your sales, join our Accelerate Sales Program.

Publish Date: 11/3/2021 12:00:00 AM
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How to Create an Effective Media Strategy
Media planning is mainly about deciding how and where you’ll spend your advertising budget. These decisions can be complex because there are many factors involved, such as the cost of ads, audience size, and demographic targeting. That’s why it’s important for marketers to understand how to create an effective media strategy.
Who could be included in the process of creating a media plan?
You could create a media plan by hiring a team…

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