How to Buy Media Step by Step

Getting the hang of media buying may seem like learning a foreign language, but there are some specific steps that, once learned, can go a long way toward understanding the process and, for the right company, implementing a media buying plan that works.

Pinpoint your target market – The very first step is to understand who you’re trying to reach. The more detailed you can be at this stage in the process, the better. Create a profile that includes facts like their gender, average income and location. This profile will help you identify the best media buying opportunities. 

Research your market – Once you’ve completed a basic profile, you need to do some market research to find out more. Conduct your own research, but also look for opportunities to invest in additional market research so you can get more insight. Research from a third party can help you find out more facts about your target audience and their behavior.

Focus your marketing objectives – There are many goals that can be attained with media buying, but in order to be more effective you need to get focused. Do you want to create awareness for your product or service? Do you want to increase your sales? Decide what is most important to you in terms of your media buying efforts and use that decision to make the best buys. Knowing the results you want to achieve will help you avoid getting distracted or making buys for the wrong reasons.

Plan out your strategy – Once you’ve gotten your research together and have set your objectives, you need to create your strategy. Your strategy should include locations where you will buy media, specific outlets that you’re considering, your budget for media buying and how that budget will be allocated. Be sure that your strategy includes every necessary detail you’ll need to implement your plan. The more research you do, the more likely you’ll be able to negotiate for the rate that you want.

Implement your strategy – After you put time and research into your plan, it’s time to bring it into reality. Reach out to the media outlets that you’ve identified as the best choices for your needs. Start negotiating your media buy rates and keep an eye on your budget and advertising deadlines. As you make your media buys, track your results. This way you can refine your plan and improve your results.

With these five steps, you can think like a smart media buyer who knows how to get more mileage out of your budget.

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