How to create a competent media plan

bitheeranidas00

If we are talking about serious business, then planning, analysis and control are an integral part of the work. One of the main tools in the work of a marketer, PR employee or press secretary is a media plan.

This file can be compiled as a table that contains all the information about the brand or product presence in the media space. This may include data on advertisements, integrations with bloggers and influencers, mentions of the company or product in the media, as well as information about publications on the blog, website, and social media pages of the company.

A media plan allows you to solve several problems at once.

This is a convenient planning tool that allows you to determine in advance what materials, in wordpress web design agency what quantities, in what formats and on what platforms will be published.
From an analytical point of view, a media plan allows you to track audience activity and interaction with content - comments, likes, subscriptions, clicks and any other actions. And also to calculate the necessary marketing coefficients and indicators and look at work in the media field in a comprehensive manner.
The document collects all posted materials and all information about the company, which allows you to quickly find the necessary information if necessary.
Each media plan is customized and created taking into account the interests of the customer and may differ in detail. However, the main component of any media plan is data on all media that are placed in the public space: text, video, images or some other format. As additional information, a link to the cloud where the project's working files are stored and a link to the site where the publication is posted are added to the document.




You can also dump all the necessary information into the media plan, save logs (message history), leave a link to technical specifications and other necessary information. In terms of quantitative indicators, there may be parameters such as reach, conversion to lead, cost per thousand views, click-through, target action, advertising campaign budget, cost of a specific ad or placement and other relevant information that is updated in real time. The data received is used to make adjustments to the advertising campaign.

What is needed to create a media plan
How to create a competent media plan

Media planning is one of the most effective and useful tools in the work of a modern Internet marketer and it is not worth neglecting this tool. But before you start building a plan, it is important to say a few words about what should be prepared by the time of creating a media plan. Using the checklist, check your readiness to launch a campaign.

First of all, it is necessary to analyze the market, target audience and competitors in order to predict possible demand and select optimal content formats and platforms for interacting with the audience.
After this, it is necessary to produce marketing packaging for the product that will be promoted: prepare a product concept that reflects the global task that the product is designed to solve from the consumer's point of view. As well as its positioning, which should include differentiating the product from competitors. Additionally, you can study the demand for the product using analytical tools offered by search networks such as Yandex.Metrica and Google.Trends.
Using keywords, you can get an idea of ​​how often users search for something related to a particular product and predict potential demand as well as the number of units that can be sold.
In addition, it is important to agree, prepare and approve the advertising budget in advance, determine the criteria for evaluating effectiveness and prepare a brief for the performers, which includes all the necessary information about the product.
Approve your promotion strategy by choosing one of three types:
permanent action, when the product will always be present in the public domain;
pulsating action, when a mention of a product or service appears in connection with certain intervals, for example, a seasonal surge of interest;