The Marketing Funnel for Your Media Strategy

 

Digital media buy placements can be done whether on Social Media Platforms or Search Engine Platforms. With proper planning and strategy, you can promote your business to the right audience at the right time and on the right platform. It all leads to knowing where your target demographics are usually present and allocate more media budget to amplify your presence on each platform. Some businesses tend to focus all of their efforts on running Facebook Ads not knowing that their audience are mostly on video sharing platforms like YouTube or TikTok. At the end of the day, you don’t want to be spending on media placements on platforms where you’re least likely to convert an audience to actual clients.

That’s why it’s important to go through the different phases of a marketing funnel that’s been proven and tested to work on digital placements. It’s important to follow the funnel chronologically to ensure that you’ve covered all bases to come up with enough data and insights that you can use for re-strategizing and pivoting your efforts to where you’re most likely to get more clients.

 

Here’s the four phases of the marketing funnel that would work for your media strategy:

• Awareness

It doesn’t matter if your business has been existing for a long time or just about to launch a new one. Brand awareness is a vital part of the marketing funnel for the sole reason that you need to target as many eyeballs as possible when running your paid ads. Two ad objectives fall under this phase: Brand Awareness and Reach. 

Measuring the success of your awareness phase efforts can be attributed to a low Cost per Mille (CPM) with high Reach and Impressions. This means that your ad spend was cost effective by reaching more profiles while maintaining a low cost per result. A good duration for an awareness phase ranges from 1 to 2 months.

• Consideration

Profiles targeted from the awareness phase are vital in the data collection needed to kick off the consideration phase. At this point, the ad placements can be more aggressive from when you’re trying to introduce your business to a baseline set of audience. The objectives for this phase focus on getting results from Traffic, Engagement, App Installs, Video Views, and Lead Generation.

Ad objectives under the consideration phase require the target audience to take action on the delivered ad material thus, the cost per result (CPR) of these ads will make you spend more than what you did during the Awareness phase. If done correctly, your ads can maintain a CPR that’s within your benchmarked ad spend which would enable you to make a sound projection when allocating media budget to a specific objective that generates more favorable results for your goal within the 2 to 3 months that you would be running these ads.

• Conversion

Creating a custom audience from all the profiles that took action in all of your past ads will enable retargeting/remarketing for your conversion phase efforts. After introducing your brand and making the audience consider your business for their next products or service needs, it’s time to convert them to actual clients. With the Conversion phase, you can choose to run Conversions, Catalog Sales, or Store Traffic ads that will encourage your audience to take specific actions to take that final step into driving more sales for your business.

With Conversions ads, you can drive traffic to your website to add items to their cart, download your brand’s app, sign up for your newsletter, call your hotline, or actually make a purchase. Catalog Sales objective is to show various products from your ecommerce store’s catalog to generate sales. While Store Traffic amplifies the promotion of your brick-and-mortar store location to an audience that’s within your serviceable area.

 

Organic efforts in promoting a business is a sustaining effort that should be amplified by your Paid Ads marketing efforts. This way, you get to reach an audience who are not part of your current following and may have not heard of your business yet. Conceptualizing a media buy strategy can be overwhelming since you’re spending a good amount of marketing budget with the goal of generating results while your campaign is running. Virtual Assistant Talent has a team of digital media specialists that can help you out in running a successful yet cost effective paid ads campaign. 

 

Looking forward to improve your marketing funnel? Hire a digital marketing virtual assistant today! Call 866-596-9041 to hop on an initial consultation so we could get your business running and improve your lead conversion!