If you’re in the advertising business, chances are you spend a lot of time analyzing your performance. What worked? What didn’t? As an agency or brand, how can you better target your audience and reach them at the point where they’re most likely to consider your offer?
The answer lies in becoming number one in your field. That may sound like a lofty goal, but it’s really just about tracking what works for you and using that insight to make improvements going forward. In this blog post, we’ll outline the top three ways you can become number one in your field. This article will be useful not only for media buyers, but also for business owners to understand what characteristics are crucial to work with for your business success.
This article is based on Anatoliy Labinskiy’s Ecom Business Stream podcast episode 6 with Isaac Tobelen.
As we all know, the world of advertising has become more competitive than ever. In order to stand out and reach their target audience, advertisers need an edge. And there’s no better way to acquire that edge than by learning how to become number one in your field.
You probably already know that becoming number one means being extremely good at something. That’s why it’s imperative for anyone who wants to succeed in their field to first understand what makes the best media buyers tick. Here are some insights into what separates top-notch buyers from the rest so that you can create a plan for improvement if necessary.
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Overcome your fear about the advertising budgets.
If you’re like most advertisers, you probably feel uneasy about advertising budgets. You have a pretty good idea of how much your ads are going to cost, but you may not know exactly how high or low those numbers can go. That doesn’t have to keep you from putting together a budget and submitting your proposal. With competition intensifying in every medium and budget being squeezed, there is even more incentive for brands to think outside the box. The best way to overcome this fear is to understand the numbers.
If you see that something doesn’t, don’t be afraid to start over and rebuild everything from scratch. You’ll see that this is much cheaper than paying for ads that are not performing well.
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Figure out how to work with data and see the patterns.
The rise of social media, mobile and programmatic advertising has created a perfect storm for marketers looking to stay ahead of the curve. But while there are new tools and techniques emerging every day, only brands that work smarter, not harder will stand out in the future of marketing.
As a marketer, you’re probably already familiar with the classic 3C’s when it comes to analyzing data: segmentation, conversion tracking and attribution analysis. These simple processes help you determine where your money is being spent and which channels are driving the most response from your audience. Don’t be afraid just to stare on the data in your ad account for a while. Some time later, you’ll see that everything is connected.
Work on your marketer mindset.
Your marketing mindset is one of the most important components of a successful media strategy. A great media buyer is not just a person who’s just pressing the buttons on the laptop. To be a great media buyer means to be a great marketer. You need to understand the audience, how to create the avatar, to analyze if your audience is really solution aware, problem aware, or they are not aware at all.
Before you begin to work with a new ad account and to track the performance, ask yourself:
- How to find the right audience or how to validate audience
- How to talk to this audience: what is the best message, what is the best hook, what is the best headline, what is the best creative.
- What is your audience reasoning at: are they problem-aware or solution aware?
- Which part of the message is working best
That’s something that most marketers are not doing, they’re not going that deep. They just find basic things, which is the best angle, what people speak about, even the majority of the media buyers not going that deep to find out their avatar.
If you want to be the best in your field, you need to improve your skills in the areas where you are already doing well. The more you know, the better you can do your job. More useful information you can find in Anatoliy Labinskiy’s Ecom Business Stream podcast episode 6 with Isaac Tobelen.