When to add Paid Media into your marketing mix
Adding paid media to the mix can be a powerful step on the road to building a successful marketing strategy. It can be particularly helpful to brands operating in the motorcycle industry as they can target potential customers by their interests and using specific bike related keywords, to deliver highly relevant traffic.
Whether you're looking to generate leads, increase brand awareness, or drive sales, paid media can be a powerful tool to help you achieve your goals. But building an effective paid media strategy can be challenging, especially if you're new to the world of online advertising.
It is also important to think about when to add Paid Media into your marketing mix for maximum results, the beauty of this form of marketing being that you can switch your campaigns on or off at the click of a button.
When should I use paid media?
It’s useful to consider when to use Paid Media in conjunction with or ahead of SEO, social media marketing, email marketing and other forms of digital marketing.
The decision to use paid media in combination with or as a priority over other forms of digital marketing will depend on your specific business goals, budget, and target audience.
Here are some key points to consider in terms of when Paid Media is most effective:
- When you need quick results: Paid media can deliver results quickly, as you can start running ads almost immediately after setting up your campaign. If you have just launched a new product such as a motorcycle helmet for the summer months, and you need to drive traffic or generate sales quickly, paid media can be a good option.
- When you have a specific target audience: Paid media allows you to target specific audiences based on demographics, interests (such as dirt bikes or motorcycle traveling), behaviours, and more. If you have a specific target audience of bike riders in mind, paid media can help you reach them quickly and more effectively.
- When you have a limited budget: While paid media can be expensive, it can also be more cost-effective than other forms of advertising if you have a limited budget. You can set a daily or weekly budget for your campaigns and adjust it as needed based on the results, such as how many sales you are achieving. If you have a temporary supply chain issue which is affecting your ability to deliver to customers, you can temporarily switch your Paid Media campaigns off.
- When you want to test different marketing messages: Paid media allows you to test different marketing messages and see which ones resonate best with your target audience. You can run A/B tests to see which ads perform best and adjust your messaging accordingly. You may wish to advertise to riders in different markets in their local language and Paid Media allows you to test multiple advertising messages simultaneously.
It's important to remember that paid media could be just one part of a larger digital marketing strategy. You can also invest in SEO, social media marketing, content marketing, newsletters and other forms of digital marketing to ensure long-term success for your business.
What are the key tactics for creating a well-timed paid media strategy?
Before you start running paid media campaigns, it's crucial to define your goals. Are you looking to drive traffic to your website, generate leads, or increase sales? Once you have a clear understanding of your goals, you can develop a strategy that is aligned with your objectives.
Next, define your target audience. It's important to have a clear understanding of your target audience so that you can develop ads that will resonate with them. Are you looking to sell to younger female off-road riders in a specific location? Perhaps you want to attract more French male riders aged 40 or over to your website. You can then create specific campaigns to speak to members of these demographic groups very effectively.
It's also important to choose the right platform to advertise on at the right time. There are many different paid media platforms to choose from, including Meta (Facebook & Instagram), Google Ads, and more.
Each platform has its own unique features and benefits, so it's important to choose the one that is best suited for your business and target audience.
Facebook and Instagram are great platforms for building brand awareness and creating a strong brand identity through visual content and storytelling. Google Ads, on the other hand, are typically more focused on direct response and driving conversions.
Therefore, you might consider advertising on Facebook and Instagram earlier in the sales cycle to drive initial awareness of your products. Check out this guide we created on building successful Facebook ad campaigns.
Later in the customer journey you might look to capture the sale by advertising on Google via search ads, targeting specific keywords. When people search on Google for ‘motorcycle helmet under $400’, or ‘custom bike builders in London’ you want to be showing up at the top of the search results if you provide the relevant products or services.
Your ads should always be visually appealing and have a clear call to action. Use high-quality images and videos, and make sure your ad copy is clear, concise, and engaging. Over time as your paid media campaigns deliver a positive return you can re-invest in high-quality ad creative that captures attention and engages your target audience.
Paid media campaigns require ongoing testing and optimization to ensure maximum ROI. We recommend experimenting with different ad formats, targeting options, and ad copy to see what works best, and use the data you build up over time to make informed decisions about where to allocate your budget.
By following these tips, you can develop a successful paid media strategy that helps you achieve your business goals and drive growth for your business.
If you’re still unsure on whether Paid Media is right for you, or you need help planning and executing a successful Paid Media campaign to an audience of motorcycle riders feel free to book a free consultation with us. The team of experienced Paid Media specialists here at Motorcycle Marketing know exactly how to speak to your target audience and how to do so in the most cost-effective fashion.
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