written by Liz Laenger
I'm asked constantly what do I do for my clients as a Media Buyer. So I thought I'd go "Back to Basics" on this one.
After I've accepted a new private client, we started an "on boarding" process. Once I've received the requested information I start my own process. It looks like this.
1. Identify who your buyer is. This is the most important part. I'm positive that if I used the best words, the perfect images and I showed it to the wrong audiences - it would be a complete waste of time and money. Unfortunately I'm afraid this happens a lot because I hear people say it all the time that, "Facebook is a waste"or "I tried social media advertising and it didn't work". You have to know who your buyer is. Your buyer is the one who purchases your product or service, which makes you money on the sale. It is no one else. I only place ads on platforms that have targeting categories or geo-targeting. Why would you spend money on anything else?
2. Check or set up your PPC platforms. I apologize for using some media buying jargon but this one is easy. You want your business to be easy to find when your prospects search for it.
Most people no longer use phone books. They "Google" or search for your number. Also, now they are doing this on their smart phones. Don't you want your business to show up on this listing? Of course you do! What if you could have your phone number show up on a button and all they have to do isclick it and be connected toyou? That would be perfect because you want to get your business from a direct response of an ad you placed. Why? Because then that justifies the money you spent on the ad. It is very easy to get your business listed on Google, Bing, and Facebook with one touch dialing, directions, and website address.
3. Determine what platforms you should use to communicate to them. Your typical buyers are found on one of these places: Facebook, LinkedIn, Instagram, Twitter, Pinterest, as well as others. Facebook is a great place to start because they have a wide range of categories to target as well as behaviors and geo-targets (just locations around your storefronts) too. You can start by testing out a few that you think will work at $10 a day.
4. Post updates, articles, and images that your prospect would recognize. Your non-prospects will keep scrolling or not click. If you are just starting out, you are learning as you go. If you are talking about a common interest of your product or service, it will not grab the attention of your non-prospects. Communicate in "how to's" and short cuts that support areas of interest of your product or service. Put some value out there! Typically I choose Pay Per Click advertising, which means that you only pay when someone clicks on the ad. This will also give you some indication of what your prospect likes or finds engaging. Testing is always on-going, and engagement interests often evolve. I love to guess what I think will work, but I also leave my pride in the parking lot because I would much rather get paid than be right!
5. Set up your email system for further communication. Here is where yousegment, sequence, and sell. Are you collecting your prospect's email addresses so you can further discuss your products and services? Hopefully so. There are numerous email services to use that allow you to upload your current list of email addresses. Many of them allow you to segment each person on your list by the action they take (opening, clicking on a link) so that you can send them only the emails that they will be interested in. Now you will keep your audience and/or buyers engaged by sending them great information that will help them as well as invite them to purchase by offering them, yet again, another direct response offer.
I hope you found this helpful. I am looking forward to going in to even more detail on each of these steps. You are welcome to ask me specific questions by clicking on my red button What Would Liz Do?