5 Essential Media Buys for First-Time Marketers

5 Essential Media Buys for First-Time Marketers

When people are searching for your products or services on the search engines, you need to make sure they can find you. But paid search is 100 percent in your control and can drive immediate traffic out of the gate. So, if you were going to focus on one place, Google is it. There is much good advice on specific search engine marketing strategies to help get you started. The only exception would be if you are a B2B business, where LinkedIn may be a better place to start. Retargeting techniques. The above three categories are helping you find new customers, but there is nothing more effective than going after known past customers or prospects using retargeting techniques. Google and Facebook also offer retargeting options of their own ad platforms, but the advantage of Criteo is as a one-stop shop for retargeting across the web. Google can only get you on their network sites, about 25 percent of the reach of Criteo. This lets you focus your new customer marketing efforts.

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5 Essential Media Buys for First-Time Marketers

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Getting the word out about your startup business is always a challenge. But at least there are a handful of techniques you can focus on to jump-start your early marketing efforts, all of which are available on a cost-effective basis.

1. Utilizing paid search.

Paid search is an obvious choice. When people are searching for your products or services on the search engines, you need to make sure they can find you. Organic search from search engine optimization efforts are out of your control (although you should do your best to optimize your site for success there). But paid search is 100 percent in your control and can drive immediate traffic out of the gate.

Yes, there are other search engines beyond Google (e.g., Bing, Yahoo, Ask, AOL), but Google controls 65 percent of the search market and an even bigger percentage of the mobile market for search, given its Android platform powers over 80 percent of mobile phones out there. So, if you were going to focus on one place, Google is it. There is much good advice on specific search engine marketing strategies to help get you started.

2. Using social media.

With more than 80 percent of Americans having a Facebook social media account, it is the single largest media property with which to market to target customers. And, better yet, Facebook brings levels of customer targeting that have never before been easier or more cost-effective.

To give you a sense to how easy it is to drill down to your specific demographic, psychographic or other consumer interests, seek out information about what targeting is possible on Facebook. If you have the time to focus on LinkedIn, Twitter, Instagram, Pinterest or other social networks, you can add those in after Facebook. The only exception would be if you are a B2B business, where LinkedIn may be a better place to start.

3. Showing up in marketplaces.

If you are a product seller, there is no better place…

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