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Moving Like A Media Company: Marketing Guide

 Marketing & moving like a media company does not mean just setting budgets for different platforms. It calls for so much more. It is a change in strategy from being "everywhere" to being in the right place by creating value with content. Thinking like a media company does not stop there. Just creating a community of influencers is no longer enough. It's time to go past the basic channels.

Here are just a few ways to begin moving like a media company:

  • CREATE BRAND ASSOCIATIONS

  • MARKET THROUGH MULTIPLE CHANNELS

  • REMEMBER YOUR CUSTOMER JOURNEY

  • USE DATA TO DRIVE YOUR STRATEGY




The marketing leaders and teams in today's space to adjust their thinking. Strategies should revolve around your brands end game. Work backwards from the ultimate goal.

Here are just a few ways to begin moving like a media company:

1. CREATE BRAND ASSOCIATIONS

Is your brand top of mind for your customers when the time comes for your product or service? Where are they seeing your brand? What do they think about when they see your name? Is it what you want them to think? When they hear your name, what do you want them to think about? What is the overall goal for the relationship between you and your customer?

For Jim Beam, it’s important that the company’s bourbon be associated with heritage, consistency and tradition. The bourbon that wasn't just made yesterday, more like 200 years ago. The number 1 Kentucky bourbon in America is more than a fly-by-product, it's recipe with history and tradition. 

Jim_Beam_Marketing

2. MARKET THROUGH MULTIPLE CHANNELS

Your customers operate in more than 1 or 2 places so why don't you? You competitors will be connecting with them at every opportunity they get, so take advantage of opportunities.

Distribution is a strategy that must be invested in but not diversified (like stocks). Research and find the platforms where your customers are the most engaged and go from there. It could range anywhere from Facebook, to Linkedin, to an online magazine or a music streaming app.

Reaching potential customers has never had so many opportunities for marketers. Paid advertising, emails, social media, your website and more are just some of the many ways to reach and engage with your potential customers. Don't make the mistake of putting all your "eggs in 1 basket" (focus) on one method or platform and ignoring the others. 

3. REMEMBER YOUR CUSTOMERS JOURNEY

There is an obvious difference in thinking in the way people decide which university they want to attend and which company they want to fly with for their summer vacation. Likewise, the level of thinking and consideration is significantly different between lower level management and company executives.

Awareness, consideration and decision are the stages that most buyers go through. Saying that, they way they do it is often different depending on what they need and who they are.

Make sure your content aligns with each stage of your customers journey. Take the time to identify each type of customer you are trying to reach.

4. USE DATA TO DRIVE YOUR STRATEGY

Guessing and assuming is no longer an option when it comes to marketing to your customers. Demographics and market research used by traditional marketing is out dated. Today's successful marketers rely on data.

This could be a blog post in itself. There are several tools out there to help you do this: Hubspot, Facebook insights, and Google analytics. They all show different sets of data that can help your company make an educated marketing decisions.

Where does your company want to be seen? How can you be positive that your content aligns with your customers journey? Is your brand speaking the correct language at the right stage of the journey? The end goal of your company, what is it? 

 

MOVE, THINK & MARKET LIKE A MEDIA COMPANY

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Adrian Marcus

I am the Creative Director and I'm fortunate to work on the fun side of the business. Photography, design, social media, tag lines and all, allowing me to play with all sorts of exciting projects, everything a kid could ask for.

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