Sooner or later, any brand’s strategy begins to stall. Whether you’ve just come off a big stride or concluded a long-term campaign, your efforts will eventually plateau or even slow ever so slightly. While you’re still seeing growth, it might not be as much as you want.
Marketing is tricky, especially to learn while putting forth the effort to run your business. Why not leave that part to the experts? Thousands of companies in the United States have discovered the positive benefits of working with an experienced, reputable media partner. A media partner has a wide array of advertising products and the expertise to handle the development and distribution of broadcast commercials, as well as highly targeted SEO and PPC campaigns.
Too often, business leaders feel they should only consider using a media partner when they need help or when their current advertising efforts aren't meeting expectations. They view it more like an emergency room visit when in reality they’re more like your general practitioner giving annual checkups. Media companies enhance and optimize successful campaigns to increase overall success and aren’t only for "struggling" brands. Working with a media partner keeps your brand healthy and on the right track.
Let's discuss just a few of the reasons why you should consider using a media partner, even if what you're doing is already working.
A Media Partner Expands Your Current Efforts
Expanding your current marketing tactics is one of the biggest advantages of working with a media partner. Media companies’ strong reputations afford them better access to TV networks and other outlets your brand wouldn’t have access to otherwise. Aside from increased access, media companies put their extensive resources and expertise to use for your brand. Their production infrastructure lets them efficiently create your commercials with a better result than you’ll be able to learn how to do yourself. Media companies also understand digital marketing strategies to optimize your website content and create online ads.
A Media Company Can Introduce Your Business to New Advertising Mediums
Working with a media partner may expand your reach into entirely new advertising mediums you'd never even thought about before.
In one case, a leading HVAC business trying to expand its marketing efforts in new directions partnered with an experienced media company to incorporate email into their marketing mix. With expert analysis, input, and recommendations from their media company, they sent out 266,000 emails to their target audience. Email marketing campaigns are among the most effective tactics, reaching people where they’re likely to check and bringing in an average return of $38 for every $1 you spend. Following the media company’s additional suggestions to employ this different avenue, this HVAC firm reached over 14,000 people via Facebook retargeting campaigns and won 168,000 impressions through display retargeting, ultimately improving revenue and growing its consumer base.
Media Partners Have the Knowledge You Need
Experienced media partners may have marketing knowledge and expertise in critical areas for your business — knowledge that you may lack. Most companies need at least some level of help with marketing, especially if advertising is not one of their core competencies. Leveraging a reputable media company’s experience helps optimize your ad spend, especially if your goal is to implement digital targeting better and "trim the fat" from specific initiatives.
Consider TV advertising. Perhaps you want to deploy an ad campaign for an upcoming promotion or sales event. One key consideration that you would need to examine is: What is the best length for your ad spot? You may not know the answer to that question. An experienced media company takes your budget, business needs, and campaign objectives into account to develop workable guidelines to maximize your ROI. They may realize that 30-second TV ads perform far better for your particular industry than ads that are 60 seconds or more in length.
You Don't Have to Be "Failing" to Use a Media Partner — They're Good for Anyone
There are many reasons to work with a media partner. Granted, businesses struggling with their advertising strategy will likely find the help that media companies can give to be highly impactful.
However, a brand doesn't need to be "failing"to benefit from a partnership with the right media company. They'll help regardless of whether the business has an in-house marketing team or no internal marketing infrastructure at all to enhance your results. Their expertise can build upon your previous successes with particular advertising channels. Alternatively, they can also develop tactics for businesses with no marketing experience at all.
If your current marketing tactics yield a strong ROI, you should still consider working with a media partner. The long-term upside of a partnership ensures your brand continues to deliver strong returns beyond the short-term costs. Leveraging the knowledge and experience reputable media companies offer leads to increased growth over the next several years.
