Content production has ramped up in digital marketing, it has become harder and harder to stand out from the crowd and reach the audience you want.
By using the range of paid online promotion and advertising tools available, we can take more comprehensive control in presenting the best user experience throughout the funnel—delivering the right content, at the right time, to the right person. There are three primary functions of paid promotions:
- Improve the breadth and depth of content distribution
- Use powerful targeting to drive more qualified traffic
- Capture, retain, and shepherd qualified users to ultimately produce conversions
1. Define and target a specific audience
Defining a target audience in digital advertising or paid promotions is a more exacting exercise than usual, because we’re actually ope-rationalizing a definition that can be precisely carried out by setting controls in a PPC-like interface.
2. Choose promotion channels
Once your target audience has been defined and the above questions answered with the best data available, you must consider the channels or platforms that will best make use of it. There are three major factors:
- Which platforms have targeting capabilities and an audience that can best replicate the user profile using their targeting?
- Remember to weight the user’s expected online behavior heavily in selecting platforms – while one might offer targeting to match the most targeting characteristics, if your audience does not actively use the platform’s core service it is of little value as a promotional channel.
- Which platforms can best present the media to be promoted?
- It is important not to detract from the user’s experience of the content, or place it in a channel that does not fit it’s form. A long form video, for example, will not usually fare well in skippable preroll spots or on-site rollover placements.
- Remember also that use of different platforms can depend on device – and so might the usability of your content!
- What behavioral context is preferable to achieve your objectives for this piece?
Think outside of yourself…
One of the most critical parts of this framework is leveling what you want to achieve with what users will accept and value in a given medium, so I want to take a moment to reinforce the importance of this.
What you ultimately need to reach your goals isn’t necessarily what individuals using one of these channels wants when doing so, or are ready to do. Take the time to understand your audience and reach out to them in a way will resonate with the journey they are on.