How To Choose A Media Buyer

“Marketing is a commodity” - Brian Kurtz

Successful businesses know how to stand out with their marketing and connect with  a strong compelling message to the most ideal prospects.  Getting this implemented in your business is where a skilled media buyer can be your secret weapon. You can harness the power of an experienced media buyer and significantly impact your success. Here’s how to make the most of media buying services for your business.  

First, consider the essential skills of a Media Buyer

a. Strategic Planning: A media buyer must possess a strong understanding of your target audience, market trends, and the competitive landscape. They should be able to develop a comprehensive media strategy that aligns with your business goals.  Also, they should use direct response principles to give you the best return on your marketing dollars. 

b. Market Research: An effective media buyer conducts thorough market research to identify the most suitable platforms, channels to reach your target audience. They should analyze data and insights to create compelling messages, graphics and videos for you.

c. Analytical Abilities: A skilled media buyer should possess strong analytical skills to track and measure the performance of your campaigns. They should be adept at interpreting data and making data-driven adjustments to improve your advertising effectiveness continuously.

d. Experience:  Media buying does come with a learning curve.  Be sure to discuss how much in adspend a media buyer has managed successfully before hiring them.  

Second, what qualities are found in the best Media Buyers?  

Having a Media Buyer that possess a combination of excellent qualifications along with superb skills gives you an advantage over your competition.   Here’s what to look for:

a. Creativity: A great media buyer can think outside the box and come up with innovative strategies to make your business stand out. They should be able to craft compelling messages, develop eye-catching graphics and produce first-class videos that resonate with your ideal prospects.

b. Attention to Detail: Precision is paramount in media buying. A great media buyer pays meticulous attention to detail when applying direct response marketing principles to the campaign data to ensure optimal performance.

c. Adaptability: The media landscape is ever-evolving. A skilled media buyer embraces change and adapts their strategies accordingly. They should keep up with the latest industry trends, emerging platforms, and technologies to deliver the best results.

Last, set expectations up front with your Media Buyer

Great outcomes are achieved through combined wisdom and mutually agreed upon expectations.   This is true for high returns on marketing also.  Consider discussing these areas with your media buyer:

a. Campaign Objectives: Clearly define your campaign objectives and communicate them to your media buyer. Whether it's increasing brand awareness, generating leads, or driving conversions, align your goals to ensure a focused and result-oriented approach.

b. Key Performance Indicators (KPIs): Identify specific KPIs that will gauge the success of your media buying campaigns. This could include metrics like reach, engagement, click-through rates, or conversion rates. Regularly review these KPIs with your media buyer to evaluate performance.

c. Communication and Reporting: Establish open lines of communication with your media buyer. Regular updates, progress reports, and transparent discussions will ensure that both parties are on the same page and can address any concerns promptly.

When not to use a Media Buyer

In order to make this a complete conversation, it would be appropriate to discuss when not to use a media buyer.  While media buyers can be invaluable assets, there are situations when it may not be necessary to engage their services. Consider the following scenarios:

a. Limited Budget: If your budget is extremely tight, allocating funds to a media buyer's services may not be feasible. In such cases, you may consider starting with self-managed social media campaigns using user-friendly online advertising platforms. While it may require more time and effort on your part, it can be a cost-effective alternative when professional media buying services are not within your financial reach.

b. Limited Advertising Needs: If your local business operates in a niche market with a small target audience, it may not require extensive media buying efforts. If this is you, it’s recommended to focus on highly targeted marketing channels or collaborations with complementary local businesses to reach your specific audience effectively.

c. In-house Expertise: If you already have a dedicated marketing team with experience in media buying and advertising, outsourcing the services of a media buyer is obviously not necessary. However, it's crucial to assess whether your in-house team has the time, resources, and expertise to handle the complexities of media buying effectively. If not, collaborating with a professional media buyer can still bring fresh perspectives and enhance your marketing efforts.

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