Key components of media planning 4. Effective frequency for media planning 5. Free media plan templates 6. Best media planning tools. The success of your content marketing efforts depends on a few things. Understanding your audience is the first and foremost success factor.
Then comes consistency, frequency, and auditing. Generally speaking, a marketing media plan is a tool devised as a result of selecting the channels for content distribution and establishing its frequency.
It exists as a visual aid to help content marketers implement their marketing strategy. The purpose of creating a media plan is to deliver the message to the target audience over the time and to determine the most effective ways of doing it. First of all, a media plan is based on your media strategy.
A media strategy is a way you use different media to convey your message. Its purpose is to select the channels and decide on marketing activities needed to reach your marketing goals. Secondly, a media plan is the implementation your strategy over time. Its purpose is to assess and analyze the performance of the content across various media.
To do effective media planning , marketing and PR specialists need to answer the following questions first:. All these are the step-by-step components of media planning , which we will overview below separately. Image courtesy of freepik. Why do we have a Marketing Department in our company? What are we expecting to achieve at the end? It can be:. These objectives need to be broadly defined, as we are talking about our long-term goals here. Goals should be more specific than the objectives.
Besides, they must be measurable. We can set up goals for each of the marketing activities that we define later. Who are the people whose attention you hope to grab? Remember about the owned, earned, and paid media.
Consider including all of them in your marketing plan. Our friends over at Venngage have plenty of customizable marketing plan templates you can use. Bear in mind that you must not limit yourself to text only. Create visual content — images, videos, infographics. They are what gets shared across social media. Plan your content distribution. Decide on how often you will produce and share various types of content across all your channels.
This will help you manage your time better and create consistency of updates from your brand. Assign the roles within your team. Who will be responsible for what? Plan the number of posts that should be present within the specific social media platforms on particular periods of time. Just like when making a financial plan template , create evaluation measures that you may use once the plans have already been executed.
Strategy Media Planning journalism. It is the way that companies and businesses use different media platforms to provide information about their offerings. It can be in a form of textual designs or visual aesthetics. With this, a media strategy can be incorporated within communication plan templates where client relationships are involved. Media strategy can also be a plan that a company uses to develop product placement in the market.
This will be achievable through the usage of social media posts, online pages, and advertisements. If you use 6. Is it positive? If you have a hurdle rate, enter it and compare. This will give you valuable insight as to whether you should run your campaign.
Here you can also track your response and conversion rates for different types of media and calculate costs per impression, response rate and conversion rate based on your media buy. Great fulfillment is crucial for any marketing campaign.
Your fulfillment processes directly affect your conversion rate, so make sure you outline your requirements. Review your key metrics to learn what you did well and what you can improve on in the next campaign. Access s of guided, interactive plans for almost any type of marketing task. The detailed how-to guidance is designed for use on the job.
Qlutch is your one-stop shop for how-to guidance for the most common marketing projects. Free to use online. Select the Business Goal for Your Marketing Campaign Start your campaign plan by thinking about what you need to accomplish. Generate new leads — To generate new leads.
Qualify leads — To better qualify and rank leads so you can segment them and then follow up based on their timeframe and likelihood of buying. Nurture existing leads — To communicate with leads that are in the pipeline but may not be ready to buy or to take the next step; a nurturing campaign reminds them of your value and provides information that can help move them along. Up-sell existing customers — To encourage current customers to upgrade their existing product, to increase the quantity or frequency of their purchases.
Nurture existing customers — To communicate with existing customers and reinforce the value you provide. Generate referrals — To encourage customers or prospects to provide referrals. Training — To train current customers, new customers, or even prospects to use your product; to train distributors, channel partners, and even your own employees.
Identify Your Target Audience Who is the target audience for your campaign? Determine Your Marketing Campaign Creative Concept After determining your business goals and target audience, the next step is to think about a campaign theme. This video by Influence at Work discusses the 6 principles that guide human behavior: Reciprocity Scarcity Authority Consistency Liking Consensus The science shows that using these principles in your campaigns should yield improved results.
What about your competitors? What campaigns have they run in the past that you liked? Here are potential media: Online Advertising — Facebook, Twitter, LinkedIn or other ad networks Website — A blog post, microsite or special landing page Video — Hosted on your site or on YouTube or Vimeo or Facebook or Twitter Social Media — Any or all of the communities where your audience participates Email — Sent to your existing list or rent a vetted list Email Newsletters — Banner ads or sponsorships PR — Pitch your story to journalists or bloggers Search Engines — Use paid search or SEO for your campaign content Print — Advertise in magazines or trade publications Events — Hold a special event or seminar or be creative at your annual trade show Podcast — Promote it on SoundCloud Webinars — Host an online presentation via GoToWebinar TV — Advertise on a highly targeted cable show Radio — Sponsor an industry talk show Outdoor — Create a building wrap or special display 5.
It may come at annual planning time when a goal is established and the company or buyer realizes that they need help Validate problem and gain support — The person who identifies the problem begins the process of gaining support to find a solution. May identify other areas that are affected by the problem Research solutions — The person begins to research potential solutions to the problem Vendor or supplier discussions — The buyer begins to talk with vendors or suppliers Identify leading vendors or products or services — The buyer has selected one or more leading vendors or suppliers and will use that company as its benchmark Formalize bidding process — The buyer sets its formal objectives, budget, and parameters for the project, then seeks bids, proposals or quotes 6.
Estimate Campaign Metrics Creating detailed estimates of your campaign metrics forces you to think through the key drivers of your campaign success.
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