How to Develop a Digital Media Buying Strategy on Social Media

Regardless of the brand you represent, the size of your company, or the foundation you have built, developing a digital media buying strategy is essential for maintaining structure and growth for your brand. The fundamentals that make up your social media buying strategy include advertising, employees, the software you use, etc. There are many steps that need to be taken when developing a buying strategy for your business. Having a digital marketing agency such as Bright Age will help you through this systematic process.

digital marketing agency - media buying strategy - laptop

The first step in developing a digital media buying strategy is to determine goals and set a budget at the beginning of the year. These social media goals vary upon the company, but overall, they should be things that you plan on putting money into. For example, if one of your goals is to create more engaging advertisements, you may be putting a large sum of money into paid social media ads. This is something you would put in your budget, which is the next leap in developing a digital media buying strategy. It is a way to keep track of costs, determine your social ROI, and overall to make sure you are not using more than you have. It can be a traditional budget, where you start with a sum of money, allocating amounts of each category, a flexible budget, where if one category runs out of money and another one has some to spare, you would just move it over, or a zero budget, where you basically start every category with a budget of zero dollars, increasing the amounts per category while justifying the cost every time.

Social media is ever evolving, so it is important to determine exactly when it is a good idea to take a “leap of faith” and jump into something drastic. As the social world evolves, you must evolve with it, which may be overwhelming. With this said, new features on social media platforms are something that you may want to incorporate into your social media strategy. Unique content creation, paid advertisements, and creative promotions are all things that will help your audience identify your brand. These are also things to incorporate into your budget. Content creation takes time, money, and creativity, which is what a digital marketing agency will help maintain. Speaking strictly on advertising, this is one of the biggest budget areas. The best way to determine where to put most of the advertising money, would be to first determine which social media channel is most relevant to your brand. If your most engaging channel is Instagram, it would make the most sense to put more advertising money toward that specific network. Depending on what industry your brand falls under, the cost per click will vary.

The software your company is using is something to consider as well. Making sure you are using what is necessary for your brand is the key component when determining what subscriptions to be a part of, and what to renew on a monthly basis. Analytics tools are essential for many companies using social media for marketing. A social media agency will manage this for your brand when evaluating your social media report. This will track things such as live engagement, cost per click, follower rate, likes, etc., which in return will help you determine what category to spend more time in.

Influencer marketing is one of the biggest topics in the social media world today. A decade ago, that sentence would read differently. Because of brand deals, influencer marketing has been widely used especially in the past few years. This is a great tool to use if applicable to your brand. For example, clothing, wellness and beauty, and makeup brands use this tactic a lot. Influencer marketing tends to follow the more authentic, casual appeal when choosing what photos to post while representing your brand. The influencer marketing industry is huge. In fact, the industry is set to reach $10 billion in worth by 2020, which is why many companies are taking advantage of this opportunity if it fits their brand image.

Analyzing what, where, when, and how to incorporate specific segments into your brand’s budget for the following year can be overwhelming. While we have highlighted many things to consider in this decision-making process, incorporating a digital marketing agency into your brand will immensely help this process. The digital world as we know it is only projected to increase in size, which is why it is essential to know what to represent when developing a digital media buying strategy on social media.

The Impact of Social Media on the Entertainment Industry

Social media has offered the entertainment industry a new and improved outlet of sharing and marketing their creations. They are able to spread the word of an exciting creation, such as a new movie debuting, across the world faster than by word-of-mouth or other traditional methods. Whether it is a TV show, music, or a new movie premiering, social media allows companies to send their call to action out and receive fast responses to their content.

Social media networks are seen as another form of entertainment to the public which means the industry needs to be able to keep up with their audience’s short attention span. In order to help keep up with the demand of their audience, companies can hire a digital marketing agency, like Bright Age, to help them manage each social media platform. Sharing trailer releases, live engaging, advertising events, and interacting with fans is all within an agency’s capabilities in order to gain the buzz the company wants for its product or service.

Trailer Releases                                                  

One client of Bright Age that has seen the impact of social media on the entertainment industry is Galaxy Theatres. Bright Age has helped build their social media presence with their audience in many ways, such as posting new trailer releases for the movies coming soon to their theatres. They share these types of posts on Twitter, Facebook, and Instagram to reach their target audiences. For instance, they recently shared the latest trailer for the new Star Wars movie The Rise of Skywalker that is coming out this December. Why post about the movie so far in advance? This is a strategy to create buzz. The audience starts thinking about wanting to see the movie and many people will preorder tickets as soon as they are available.

https://www.instagram.com/p/B354tC5BQsW/

Live Engagement

Live engagement is another great way to excite your audience with the material you are producing. One example is live streaming on Instagram, which allows you to have the cast of a show or movie answer fans’ questions. Another way to live engage is through Twitter, by tweeting to your audience in real-time as the episode of the show is airing to drive your engagement up. By having these live engagements, it brings a new way of entertaining your target audience along with forming a larger community, such as when Bright Age interacts with fans for Walt Disney Television on Twitter during the different shows’ live broadcasts. This task can be daunting with the volume of comments and people that can enter the conversation at once, but with the help of a professional digital marketing agency, this can be more manageable.

Fan Interactions and Events

Just like live engaging in an episode, consistent engagement with your audience afterward is just as important. A study showed that 88% of consumers use Facebook and Twitter in exchange for the traditional entertainment experience. This means that if a company like Galaxy Theatres wants to stay on the radar with their customers, they need to make sure they are consistently engaging with their audience through social media. By doing this, Galaxy Theatres is able to accomplish its goal of attracting people into their theatres.

With the goal of customers coming in to watch the movie allows the cycle of interaction to happen between Galaxy Theatres and their audience. 72% of people post about the movie they watched after they have seen the film and 20% post before seeing the movie. Through the sharing of this 92 % of people, Galaxy Theatres’ community is able to grow and reach more people. With the help of Bright Age, they post on their social media platforms using images, such as the poster of the new Star Wars movie The Rise of Skywalker, to let people know how to buy their tickets. Another way to entice their audience to buy tickets was by sharing a short video post of John Boyega and Oscar Isaac, two actors in the movie, talking about Star Wars and how people can get their tickets now.

https://www.instagram.com/p/B356a2pBYhW/

https://www.instagram.com/p/B35tXr2B_6w/

Guidance From A Digital Marketing Agency

With all the new ways social media impacts the entertainment industry, hiring a digital marketing agency, like Bright Age will help guide your company to reach its goals. They are able to help figure out the best way to advertise your product, along with keeping in touch with your audience to make sure your customers feel appreciated, and keeping them in the loop of what is going on with events along with interactions as it happens in real-time.

Starting from Zero: Tips for Companies that are Just Starting to Utilize the Power of Digital Marketing

Digital marketing has grown rapidly over the past few years, and increasingly more companies are turning to the digital realm to attract business, often with the help of a digital marketing agency. Since more people are buying things online and using the Internet as a whole, it’s worthwhile to tap into digital marketing. Here are some tips on how to get started on your own by using digital media to your advantage.

Set Objectives

What do you plan to accomplish through digital marketing? Start with broader or more general goals. Perhaps you’re looking to increase your site traffic or boost your sales. Next, examine how you will reach your objectives, such as through social media marketing, or by modernizing your website. Plan for realistic milestones that are challenging to reach, but still attainable.

Understand Your Audience

Before you can jump into digital marketing, you have to know who you’re marketing to. A good way to identify your target audience is through creating a buyer persona. Through every step, ask yourself if the content you create will be useful to this imaginary buyer. You can also use your target audience to help narrow down which social channels would be more effective for posting your content.

Get Started!

An important but surprisingly overlooked tip is to make sure to include vital information such as addresses, phone numbers, hours of operation, etc. in a place your audience can easily and immediately find it.

Digital marketing agency screenshot of Galaxy Theatres Atascadero Facebook About showing address and phone number

Once you’ve made sure your basic information is available, start posting! Post regularly on the social channels you’ve decided are best for your marketing strategy. It helps to keep a content calendar or some other type of schedule to keep track of what you are posting and when you are posting it. Also, consider the best times to post. Morning and late afternoon are often ideal because people are waking up or leaving work, respectively.

https://www.instagram.com/p/B1HzifZg_9V/

Think about starting a blog for your brand. A regularly updated blog with posts that feature SEO, or search engine optimized, keywords can help to get your name out there. Choosing the right keywords is also important to help you gain organic, or non-paid, traction.

Take advantage of the visual nature of today’s digital world and add appealing visual elements to your digital marketing strategy. However, make sure to be consistent, and take the time to develop these visuals in a cohesive way that represents your brand.

Digital marketing agency screenshot of Profiles in History Instagram feed to show cohesive visual elements posts

Harness the power of analytics. Keep track of the numbers to see how well you are doing, what’s working and what isn’t, what fields you may be able to improve in, and how far you are from reaching your pre-determined goals.

Engage with your audience. Interacting with people on social media instead of only focusing on advertisements is an easy way to create a positive image for your brand. People like being noticed, so “like” other people’s posts and comments. Responding can be an effective engagement tactic as well, even if it’s as simple as, “Thanks for the support!”

The frontier of digital marketing may seem vast and overwhelming. If all of these tips and new vocabulary are making your head spin, look into working with a digital marketing agency. Bright Age will help you plan and strategize your digital marketing campaign to reach your marketing goals.