The Media Mix
I believe that every company can benefit by refreshing their digital closet: website, social media and content, for success. As part of that, there are different media options to be considered. Evaluate each of my suggestions in turn and you’ll find a mix to suit you, your business and your budget.
Blogs: Agree how frequently you will post and stick to it. No excuses here, blogs are the one piece of content any business can produce, regardless of size. The key to successful blog content is to make it current and relevant. Offer your users unique data insights from your business data or discuss current industry topics. Not only will this create content for your site to help with SEO, it also builds up a bank of thought leadership content, which can be shared with journalists to illustrate your industry leading opinions – something that is invaluable when you don’t have a historic media profile.
Email: Many companies find it a painful process but email marketing is still the best way to speak directly to your customers and prospects. The rule with email marketing is ‘less is more’. Make sure you know who the top performers in your subscriber lists are and segment your lists accordingly. Each user demographic should be served content based on their preferences and the frequency of interaction with your previous campaigns.
Social: It’s ubiquitous and presents some of the best opportunities for brands to speak to new customers. The trick to amplifying your content over social channels is to work out what you want to achieve from your message and then schedule your release time accordingly. During commuting hours, content is more likely to be viewed on a mobile device and the user may browse and start to enter the purchase funnel but go no further. However, content served at 11.30am or 4.30pm, when the user is more likely to be in front of their PC, could lead to a higher chance of a conversion and completed transaction.
Video: If video isn’t yet part of your marketing strategy, and your budget can stretch to it, start now! A video can transform how a user accesses your brand and engages with your messages. Good video content is immersive and informative in ways that an online banner cannot be. Plan your video narrative carefully and, as always, make sure it is carefully targeted. A ‘one size fits all’ approach no longer works with video marketing unless you are spending your whole budget on a TV campaign!
Whichever of the media options you choose to incorporate into your plan, it is important that they are done consistently and that they are carefully targeted for your various user groups. If you serve up unique content based on your user’s motivators, those individuals will keep coming back for more and your business will see the results. Good luck!