Are you currently in the process of developing a media plan? If so, it’s important to ask yourself a few key questions about your budget, your ambitions, your target audience, and more.
Keep reading to learn more about the media planning questions you need to be asking yourself.
Is your budget the right amount for your business ambitions?
Think about how much you need to be spending, versus how much you simply wish you could spend. Are you willing to spend the amount you’ve budgeted, even if your media plan fails and you lose any return on investment? Be mindful of just how much you can feasibly spend on your media plan and if it’s worth the investment.
Do you know who your target audience is?
This is an absolutely vital part of creating a media plan, but far too many marketers and brand leaders don’t clarify it enough. Your target audience is a group of people who could potentially be your ideal buyer. They are grouped into different categories, such as demographics, location, buying habits, industry, profession, gender, income level, ethnicity, etc. You should also have a very clear idea of where your target market consumes their media throughout the day. This will need to be determined before you spend any amount of money on advertising. Sometimes, it helps to create an actual buyer persona, or a “fake” person to represent your target audience.
Do you know how to reach your target audience?
As we mentioned above, you’ll need to know where your target audience is spending time and consuming media throughout the day. One way you can do this is through audience segmentation targeting. This involves breaking up your target audience into different segments, or groups of users. You can then target different media advertisements for each segment and then compare and contrast the results through analytics. Doing so makes it possible to find the right form of media advertisement or platform to target contextually for the most success. This can be done using cookies or device IDs.
Does your advertising creative resonate with the target audience?
This is very important when it comes to developing a media plan that aligns with your branding. Not everyone will enjoy your advertising creative. Just as well, certain audiences on certain platforms may prefer your advertising creative over others. The key here is to constantly track your performance and change your advertising creative, one change at a time. For example, let’s say you’ve been advertising a video of a chiropractor fixing a young man’s back. People on chiropractic blogs seem to enjoy it, while those on social media don’t. You decide to focus advertising the video on blogs only, and continue tweaking the video to include better CTAs and information.
When is the best time to reach your target audience?
While it’s incredibly important to know the “where” of your target audience, it’s also vital to know the “when” of your audience. The only way to really know the best time to reach your audience is to test and measure over and over again. Keep an eye on when your posts get the most engagement. Is it on the weekends? Is it between the hours of 3pm and 5pm? If so, focus on delivering all of your advertising creative during those times. Your target audience will only be able to engage with your brand if your media is presented to them when they are interested and receptive to such media.