You’ve established social media channels, communicate regularly with your followers and produce new content routinely that you think they will like. How do you take your digital marketing campaigns a step further to see better results? Paid digital media could be your answer – but only if you approach it strategically.
Alan Schieber shared some tips at the recent Emfluence Conference I attended. He explained how to integrate paid media into your existing digital campaigns in a smart way.
First, he needed to debunk a few general assumptions about paid media. Many think paid media costs too much, isn’t effective, or they want it good, cheap, and fast, among other issues. To clear this up, Schieber noted that paid media is effective for an affordable price, but only if you address it in a strategic way. Marketers and retailers may want it good, cheap and fast, but achieving all three strategically isn’t possible. Instead, pick two.
Now that we’re on board with paid media, define your goals. This must be done before you choose the paid media channel. Have your goals? Great; let’s move onto those channels…
There are a lot of them!
However, since you’ve already established your goals, choosing the channels that fit your goals is easy. Just keep in mind what each channel accomplishes and what the mindset of your audience will be when viewing your ads. There are three types of channels:
- Display/video channels – examples include YouTube, Facebook and Google Display Network. Your message might be interrupting their experience. Therefore, make the ad worth the viewers’ time since you’ll be fighting for their attention. This type of channel is great for a new product launch or retargeting.
- Social media channels – examples include Facebook, Instagram, Snapchat, Twitter, etc. Again, you’ll be fighting for your audiences’ attention so be interesting, unique and relevant. These channels allow for easy audience targeting, so take advantage of that by using your email lists and uploading them into your ad audience settings.
- Search/ecommerce channels – examples include Google, Adwords, Bing Ads, Amazon, etc. Unlike the previous two channels, here your audience has intent. They want an answer or solution and searched for it, so give it to them! Make sure you’re using relevant keywords, so your advertising spend is worth it. This channel is great for finding new customers who are already interested in your products or services.
Once you have a clear goal and have selected the channels you want to use, make sure your message and landing page (where you directed your audience from the ad to) are actually relevant. Be sure the content there is what they searched for or wanted to see. After all, if you spend money to get them there, the final destination should contain quality content!
For a complete look at Schieber’s presentation, click here.