Five steps to developing the best media plan for your company

The current digital landscape is very competitive, creativity and good strategies are the main pieces to evolve within so many options offered by the market. Nowadays, for any company to be successful, good quality multimedia content such as images, videos, blogs, and podcasts must be created and shared with the audience, this type of content helps to differentiate the brand from its competition.

When we talk about a marketing media plan, we must consider that the content to be communicated is as important as the chosen ways to transmit that message, which is one of the most important aspects of a campaign. Despite spending most of their marketing budget on prime-time TV ads, massive billboards, or ads in well-known online or print newspapers. Some brands fail to achieve the desired results simply because they lack a proper media plan that can allow them to reach their target audience in an efficient and timely manner.

However, keeping track of, organizing, distributing, and analyzing all of that media can get complex over time. Media preparation is the most effective strategy to fight these issues.

Do you want to make a media plan but you don't know how?

Follow these 5 steps to make your next campaign successful.

1. Determine the goals

What does your brand want to achieve? Do you have a young brand that wants to make itself known, or does it want to increase its recognition in the market by reaching a new target? Do you want to promote a new product or service? Do you want to retain customers? The answers to those questions will help you determine the goals of your media plan, making sure they are specific, measurable, relevant, achievable, and well-timed.

2. Analyze and segment the audience

What is the target audience for the campaign? What types of messages would best fit the target and drive their engagement? What is the best time to launch the campaign? (choose days and hours).

A good media plan must ensure that the message reaches the target audience, who will probably buy the products or hire the services, whom we call potential customers. To achieve this, it is necessary to classify the target that allows choosing the most appropriate media. Demographic data is a good starting point since it will allow you to determine how your target behaves and what media they consume so that you can focus your efforts on them.

3. Design the marketing strategy

When you have the budget, the objectives, and the target group, you will have to develop the marketing strategy, determining what message you will communicate and how you will transmit it. The choice of media will influence the feelings or sensations generated by advertising. Therefore, you need to design a strategy that connects with your audience without losing sight of the essence of the brand. The important thing will be to generate emotions and experiences that motivate your audience to take action and make a purchase.

4. Choose media, format, and time

The most effective ways and channels to transmit the message will be those in tune with your target and the brand image you want to project, whether online or offline.

Different ad formats exist for each medium. You'll have to pick formats that fit your marketing objectives and budget.

Remember that the efficacy of a marketing campaign is not only influenced by the medium and formats used, but also by the dates and frequency of the promotions. You must consider how long the campaign will last and if there is any seasonal activity that you can take advantage of or that affects the profitability of the ads. Right on time and place!

5. Measure the results

Before launching the campaign, you must determine your performance indicators so that you can measure the effectiveness of each of the proposed actions and goals.

There are some tools you will be able to use and check the impact that each medium is having; so you can make settings needed as soon, or even extend the budget to media that show profitability.

To guarantee optimal results, you need an expert communications agency to help you create your media plan, optimize your budget and achieve your goals.

We are Vertical Link, and we're experts in creating strategies and media plans adapted to your needs with a guarantee that your campaigns will be successful. Do not hesitate to contact us!