That's something we all agency people get to hear a lot. Here is the money you asked for and now we need MQL from today or we need followers! Well I would like to add some pointers we all should consider while we all want to do best by our client.
- YES, we want to get leads for you, but we woke up today - there are lots of companies who have been already doing the same since ages
- We will pump money only on Google, as others (read Meta, X and LinkedIn) are not relevant
- Whether you are a B2B or B2C company, the decision makers at the end of the day are humans only and they will be on the b2c platforms too
Contents
Know your audience
Knowing who your Target Group (TG) is, always helps. Everybody wants to target the C Suites - they spend the least amount of time on Social Media unless you provide something they like or interact with. Further the hierarchical lines are going away; if previously only the C suite decision maker was your TG, now they have EA and the managers who do the basic research and then put forward their recommendations to the C suite. So it’s not only the C level who’s important or should be in your Target Audience. In books we have also studied them as buying agents. e.g. Diapers are used by the toddlers, but bought by their parents.
Consistency in advertising
Why do Industry leaders advertise? Well Coke has been the industry leader for a long time but still we see their ads across billboards, signages on road side, TV, Malls, Digital Entertainment and they sign the Brand Ambassadors. What’s the need, but they still do it to ensure they have and retain Highest Brand Recollect value. The ANSWER is consistency, they want to capture newer audiences everyday, they don’t want competition to get their audience. Don’t leave your (parking) spot, else someone else will take it. Create and Always ON marketing budget and never ever stop advertising
Where to advertise
All platforms which are available should be evaluated, Do a T analysis, keep your Target Audience/ stakeholders on one side and put the mediums available on the other side. Where do you find them? What’s their interest? What do they do online? What content do they consume? Make sure you run ads as the need of the hour, but consistently keep doing the BRANDing for easier recollection when you run specific advertisements for specific goals
Collect Data and Personalise Communication
Once you start doing all the above, you will get a lot of data of your own, this is the First Party data. You don’t need to rely on the ad platforms to get in touch with them, keep collecting the data, break into smaller segment, do custom communication and keep improving your results
And always hire an agency
Doing all the above needs a dedicated integrated team who understands the whole spectrum of advertising in this complex Digital world. Every individual of the team will bring in their expertise to the specific areas which will help you achieve your objectives. But before you set the expectation (Often we all want to measure KPIs), make sure you take them through a detailed orientation program. Once they understand your company, services or products, distribution channel, strengths only then they will be able to work as an extension of your Marketing Team - this is the most critical factor for the success after you have signed on the dotted lines…
