Top Media Planning Strategies to Grow Your Business
Planning is always essential, whether it is deciding which business to start, how much capital to invest, or how to plan the advertising campaigns for the business.
And media planning is an essential component of any business’s digital marketing strategy. Before you invest a large amount of money to advertise and promote your business, you must have a solid plan in place that outlines where youâll run your ads, which is the best digital platform that will give you more leads, and so on.
Hence, in this article, we will understand the meaning of Media Planning and discuss the top 4 Media Planning strategies for businesses that will help them to grow.
So, without any further ado letâs get started with the meaning of Media Planning.
What Is Media Planning?
Media Planning is simply a process by which the marketers analyze & determine where, when, and how frequently they will run advertising campaigns in order to maximise the engagement and ROI of the business.
Advertising spends and resources may be divided among various online and offline channels such as broadcast, print, paid ads, video ads, or native content in the media plan.
The job of a media planner is to gather data & information on the interests, behaviour, and viewing habits of their customers and place the ads accordingly at the right place at the right time at a minimum cost in order to reach out to the potential customers.
Quick Tip: If youâre new to this, a media planning course can be of great help to get you started on the right path.
Now you might have understood the meaning of media planning and the role of a media planner in any organization. So, letâs move ahead and take a look at some of the best media planning strategies for your business.
Top 4 Media Planning Strategies For Your Business
1. Select Relevant & Suitable Media Channels
When it comes to sharing a piece of content, media planners have multiple options to select from various digital as well as traditional channels.
Traditional channels include television, radio, and print advertisements whereas social media, websites, email, and other online platforms are examples of digital channels.
The channel should be one that the target audience is likely to use. Users are attracted to channels based on their age, gender, socioeconomic status, and other demographic factors.
A business-to-business (B2B) audience, for example, is more likely to be reached on LinkedIn, where businesses and employees interact professionally. A business-to-consumer (B2C) audience, on the other hand, might be found on a channel like YouTube, Instagram, Facebook, and many more.
Hence, it is very important for a media planner to know the channels where your target audience is most active.
Must Read: Top 6 tips to Better Understand Your Audience
2. Leveraging Audience Targeting
The process of determining who to share a message with and how to find them is known as audience targeting. Most marketers begin the audience targeting process by developing buyer personas, which are fictitious representations of the people they want to reach.
Once a company has developed its target personas, it will be able to better select the appropriate marketing platform to reach the intended audience.
Data such as age, gender, profession, purchasing habits, hobbies, socioeconomic status, geographic location, and personal or professional goals are used to create personas. All these pieces of information can be gathered by various methods. One of the best ways is by using Google Analytics.
Determining which media platforms are used by the real people the persona represents is an important part of persona development. Audience segmentation tools are available from services such as Google, Facebook, LinkedIn, and Twitter, which allow users’ demographic information to be broken down in order to target users accurately.
Related Post: How to Identify Your Target Audience
3. Coordinating the Channel Mix
A media plan will never include only one channel. Most campaigns will include at least two or more channels to ensure that the content is served to as many people as possible. However, businesses must ensure that the message is consistent across all channels.
As your target audience is more likely to be active on more than one digital platform, you have to make sure that your ad campaigns must run on multiple channels in order to reach a greater audience.
This is especially true for social media channels. If a message is relevant to multiple audiences, it is critical to distribute it on platforms that those audiences use. For example, a smartphone app with broad appeal could be advertised on Instagram Reels to reach younger audiences and LinkedIn to reach business-minded professionals.
4. Setting Reach & Frequency Goals
Another important factor to consider in a media planning strategy is Reach, which is closely related to frequency.
Reach is basically a measurement of the number of viewers, readers, or listeners who are served the content. On the other hand, Frequency which is also known as the impression is the number of times people are likely to see or hear a piece of content over a certain period of time.
Therefore while making media planning strategies, marketers must decide what they hope to achieve with reach and frequency. Reach and frequency are typically determined by the amount of money spent to amplify the message. Occasionally, a piece of content will go âviralâ organically, without the support of an ad buy.
However, because such occasions are rare, a media plan must account for the amount of money required to get the content in front of the right number of people.
Summary
Thatâs about it! Those were the top 4 media planning strategies that you must have in order to reach out to the maximum number of audience and increase your sales.
Planning is an essential part of anything and so for the media. As a media planner of any organization, you must know the right time, and the right place to run an ad campaign so that you can reach your potential customers. And a media planner must have adequate knowledge of doing all this.
Additionally, you should also consider running ads on social media platforms for some potential leads. Train yourself by learning Facebook & Instagram Ads because theyâre the 2 best platforms currently.
We hope this article was informative and you enjoyed reading it. Let us know your views & thoughts in the comments section below.
Authorâs Bio
Karan Shah
Founder and CEO at IIDE
An âEdupreneurâ and the founder of IIDE â Indian Institute of Digital Education.
He is a passionate public speaker and teacher for over 10 years. He has trained over 1,00,000+ students and 25+ corporates in Digital Marketing via online and offline channels. He is a Harvard alumnus specialising in E-commerce. He is a TEDx speaker and is a visiting faculty at Indiaâs top management institutes like the IIMs.
