{"id":8093,"date":"2021-07-02T09:30:00","date_gmt":"2021-07-02T04:00:00","guid":{"rendered":"https:\/\/kylas.io\/?p=8093"},"modified":"2023-04-24T10:10:42","modified_gmt":"2023-04-24T04:40:42","slug":"media-plan-and-why-it-is-important-for-small-business-marketing","status":"publish","type":"post","link":"https:\/\/kylas.io\/en\/business-growth\/media-plan-and-why-is-it-important-for-small-business-marketing","title":{"rendered":"Media Plan and Why It Is Important for Small Business Marketing"},"content":{"rendered":"\n<style>\n@media only screen and (max-width: 700px){\n.img-full-mob{\nwidth:100% !important;\nheight:100% !important;\n}\n}\n<\/style>\n\n\n\n<p class=\"has-large-font-size\">\u201c<i>If you build it, you may still need Google AdWords.<\/i>\u201d &#8211; Jennifer Mesenbrink&nbsp;<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\">A twist on the popular movie dialogue \u2018If you build&nbsp;it,&nbsp;they will come\u2019, this quote aptly highlights the importance of advertising today. With the number of brands, products, and services being put in front of people, it\u2019s fallacy to assume that all you need to do is have a product\/service and customers will find it.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\">That\u2019s why media planning for small business marketing is so important and evolving so fast today.&nbsp;Consumers today&nbsp;are&nbsp;being bombarded with information, products, and services from all directions \u2013 how are you going to stand out to&nbsp;them?&nbsp;<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\"><a href=\"https:\/\/kylas.io\/business-growth\/common-small-business-challenges-resolve#htoc-a-marketing-and-advertising-campaigns\" target=\"_blank\" rel=\"noreferrer noopener\"><u>Advertising and marketing<\/u><\/a> are the answer to this age-old problem: when consumers go looking for a solution to their want\/need\/problem&nbsp;relevant to them, you&nbsp;need to be there. This could be on Google, <a href=\"https:\/\/www.prnewswire.com\/news-releases\/small-businesses-value-social-media-over-all-other-digital-marketing-channels-301505849.html\" target=\"_blank\" rel=\"noreferrer noopener\"><span style=\"text-decoration: underline;\"><span class=\"has-inline-color has-vivid-cyan-blue-color\">social media<\/span><\/span><\/a>, Reddit, or even just as a question asked to Amazon\u2019s Alexa.&nbsp;&nbsp;<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\">And that\u2019s where&nbsp;your&nbsp;media plan comes in&nbsp;\u2013 in making sure that when consumers need something relevant to the products\/services you offer, your brand shows up first.&nbsp;<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\">If you\u2019ve had any exposure to the world of advertising and marketing, the word \u2018media plan\u2019 will be&nbsp;a part of your everyday vocabulary.&nbsp;But let\u2019s start with defining what it really means.&nbsp;<\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>What Is a Media Plan?<\/strong>&nbsp;<\/h2>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\">A media plan is a plan that outlines \u2013 in very specific, objective details \u2013 the details of where, when, how often, and at what budget an advertising campaign will be run. Media planning is an activity&nbsp;usually&nbsp;undertaken by an experienced media planning team, familiar not only with the profession but with each platform and the industry you work in.&nbsp;<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\">A media plan takes into account factors such as your target audience, where they come from, where they spend time and what type of content draws their eyeballs on which platforms. These details influence the platforms you will choose to advertise on, how often your ad will be shown, what budget you\u2019ll put behind the ads, and when you will show them.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\">All of this, represented on one excel sheet makes your \u2018media plan\u2019.&nbsp;<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\">A media planner also projects campaign results and will be well-versed in optimizing the plan on the go in case those results are not being met.&nbsp;<\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>What a Media Plan&#8230;<\/strong>&nbsp;<\/h2>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image is-resized\"><img data-src=\"https:\/\/kylas.io\/wp-content\/uploads\/2021\/06\/In-blog-Infographics-2-3.png\" alt=\"Inblog infographic media plan\" class=\"img-full-mob lazy\" height=\"568\"><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\">As you can see, media planning does require a fair bit of expertise and understanding \u2013 of the different advertising channels, consumer behaviors, your product\/service, and how it relates to consumers. The better the base understanding and data, the sharper the media plan will be.<\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>What You Should Know Before You Create a Media Plan<\/strong> for Small Business Marketing<\/h2>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\">\u201c<i>Nobody reads ads. People read what interests them, and sometimes it\u2019s an ad<\/i>.\u201d &#8211; Howard Luck Gossage&nbsp;<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\">Running a successful ad campaign, choosing the right platforms, and executing a perfect media plan, comes down to so much behind-the-scenes knowledge&#8230;&nbsp;<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\">As we mentioned earlier, before you get down to creating an effective media plan, you need to have an understanding of certain base questions. Let\u2019s look at what these are:<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" style=\"font-size:22px\">1. <strong>Who Is Your Target Audience?<\/strong><\/h3>\n\n\n\n<p class=\"has-white-color has-text-color\">.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"alignright is-resized\"><img data-src=\"https:\/\/kylas.io\/wp-content\/uploads\/2021\/06\/15001260-Inblog-Experimentation-2-1024x860.png\" alt=\"man with a bow and 2 people\" class=\"img-full-mob lazy\" width=\"250\" height=\"210\"><\/figure><\/div>\n\n\n\n<p class=\"has-medium-font-size\">Most advertising platforms \u2013 especially the digital ones \u2013 need demographic parameters such as age, location, income, etc. to better target people. But you&nbsp;can also target people based on their interests, the websites they visit, the places they visit, and so on. <\/p>\n\n\n\n<p class=\"has-white-color has-text-color\">.<\/p>\n\n\n\n<p class=\"has-medium-font-size\">That means you need a complete demographic and psychographic understanding of whom you want to reach out to \u2013 their age, marital status, family composition, aspirations, interests, likes, and dislikes. The more you know, the more you\u2019re likely to reach exactly the right people who will buy from you.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" style=\"font-size:22px\">2. <strong>All About Your Product\/service and Competitors<\/strong><\/h3>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\">You need to understand the product\/service you\u2019re selling and its intricacies inside and out \u2013 that will help you get an understanding of which platforms it will perform well on, who is looking for it, and who your competitors are in the advertising landscape.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\">When we talk about competitors,&nbsp;you need to know that your competition in advertising is not just other brands making the same product as yours \u2013&nbsp;it&#8217;s&nbsp;other brands solving the same problem, or fulfilling the same aspirations as yours. Those are the competitors vying for&nbsp;<em>your&nbsp;<\/em>audience\u2019s attention too!<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" style=\"font-size:22px\">3. <strong>What Is Your Campaign Objective?<\/strong><\/h3>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"alignright is-resized\"><img data-src=\"https:\/\/kylas.io\/wp-content\/uploads\/2021\/06\/2-5-1024x860.png\" alt=\"3 people working and a loudspeaker\" class=\"img-full-mob lazy\" width=\"250\" height=\"210\"><\/figure><\/div>\n\n\n\n<p class=\"has-medium-font-size\">If your brand is new on the market, you might want to aim for awareness as a goal \u2013 but make sure your company leaders and you are on the same page.<\/p>\n\n\n\n<p class=\"has-white-color has-text-color has-medium-font-size\">.<\/p>\n\n\n\n<p class=\"has-medium-font-size\">If you create a media plan aimed at increasing awareness and they\u2019re expecting leads, you\u2019re bound for failure whether the plan works out or not.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\">Besides brand awareness, some common objectives include engagement\/interest and leads\/conversions.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" style=\"font-size:22px\">4. <strong>What Is Your Budget?<\/strong><\/h3>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\">Always draw up a media plan with a budget in mind. If you have $X in hand to spend, and 3 platforms you want to begin advertising on, where would you go from there? How frequently would you need to show your ads,&nbsp;for how many days, etc. are questions that need to follow to build the media plan. <\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\">Without a budget, you\u2019ll end up creating an open-ended media plan without enough accountability. Remember that you can always optimize the campaign \u2013 pause certain ads, and ramp up certain platforms, based on&nbsp;the performance.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" style=\"font-size:22px\">5. How Long Do You Want to Run the Campaign For?<\/h3>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"alignright is-resized\"><img data-src=\"https:\/\/kylas.io\/wp-content\/uploads\/2021\/06\/3-7-1024x860.png\" alt=\"2 women in front of a calendar and clock\" class=\"img-full-mob lazy\" width=\"250\" height=\"210\"><\/figure><\/div>\n\n\n\n<p class=\"has-medium-font-size\">In some cases, you might have certain time constraints in hand. <\/p>\n\n\n\n<p class=\"has-white-color has-text-color has-medium-font-size\">.<\/p>\n\n\n\n<p class=\"has-medium-font-size\">For example,&nbsp;as a business goal, if you want to meet a certain revenue target in the next quarter, you will need a certain&nbsp;number&nbsp;of leads in a month-month and a half, depending on the duration of your sales cycle. <\/p>\n\n\n\n<p class=\"has-white-color has-text-color\">.<\/p>\n\n\n\n<p class=\"has-medium-font-size\">This&nbsp;duration&nbsp;needs to be considered when crafting the media plan, as it will impact how heavily the budget gets distributed to achieve those goals in the specified time&nbsp;frame.<\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>How to Build an Effective Media Plan for Small Business Marketing<\/strong><\/h2>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" style=\"font-size:22px\">1. <strong>Choose the Right Channels<\/strong><\/h3>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\">\u201c<i>Our jobs as marketers are to understand how the customer wants to buy and help them do so<\/i>.\u201d \u2014 Bryan Eisenberg&nbsp;<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\">Once you\u2019ve done your target audience and competitor research, you should have a fair idea of where your audience spends time online\/offline, and which advertising channels would be best to reach them. <\/p>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"alignright is-resized\"><img data-src=\"https:\/\/kylas.io\/wp-content\/uploads\/2021\/06\/5-6-1024x860.png\" alt=\"How to Build an Effective Media Plan for Small Business Marketing\" class=\"img-full-mob lazy\" width=\"250\" height=\"210\"><\/figure><\/div>\n\n\n\n<p class=\"has-medium-font-size\">Of course, there are also online <a href=\"https:\/\/kylas.io\/leadership-growth\/digital-marketing-for-small-businesses\" target=\"_blank\" rel=\"noreferrer noopener\"><u>tools&nbsp;and&nbsp;resources<\/u><\/a> that&nbsp;are very helpful for your small business marketing,&nbsp;such as Google Analytics (or any other analytics tool you have integrated into your website to understand your customers). <\/p>\n\n\n\n<p class=\"has-white-color has-text-color\">.<\/p>\n\n\n\n<p class=\"has-medium-font-size\">You can also use&nbsp;the&nbsp;tools&nbsp;of the platform you may&nbsp;plan on&nbsp;using for advertising,&nbsp;such as Facebook&nbsp;or Google AdWords, to corroborate your decision to use those platforms.&nbsp;<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\">Of course, you should by no means consider only online platforms. Based on your product, you might also want to consider radio,&nbsp;OTT,&nbsp;billboards, and of course, influencer marketing.&nbsp;What it all boils down to is where your target audience is most likely to notice and pay attention to your content.&nbsp;<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" style=\"font-size:22px\">2. <strong>Plan Your Objectives<\/strong><\/h3>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\">\u201c<i>You are everywhere, but you don\u2019t have to be. Strategy is a decision to take a path, to say no<\/i>.\u201d \u2014 Kristina Halvorson&nbsp;<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\">We\u2019ve already spoken about how you need to have an objective in mind when you\u2019re&nbsp;creating a media plan.&nbsp;But&nbsp;you might have a campaign that flows from one objective into the next over a few time segments.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\">For example, if you\u2019re launching a new product, you\u2019ll probably have a pre-launch phase where you want to create some hype and awareness, before moving into&nbsp;the launch phase where you\u2019ll expect some conversions.&nbsp;<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\">This doesn\u2019t mean you\u2019ll need two media plans, but you might want to add\/subtract certain advertising channels, distribute budgets a certain way, and you\u2019ll definitely be measuring different outcomes of success. <\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\">The more clarity you have, the easier it will be for you to split your plan and bring in&nbsp;a solid strategy to meet all objectives while maintaining cohesiveness through the campaign as a whole.&nbsp;<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" style=\"font-size:22px\"><strong>&nbsp;3. Start with a Great Template<\/strong><\/h3>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\">\u201c<i>The things we perceive as creative brilliance are often a product of a system.<\/i> \u201c\u2014 Allen Gannett&nbsp;<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\">There are plenty of media planning templates available online for free (or for the price of your contact information), so you can always pick up one of those, make modifications to have it suit your company&#8217;s requirements, and then roll from there.&nbsp;<\/p>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"alignright is-resized\"><img data-src=\"https:\/\/kylas.io\/wp-content\/uploads\/2021\/06\/6-7-1024x860.png\" alt=\"How to Build an Effective Media Plan for Small Business Marketing\" class=\"img-full-mob lazy\" width=\"250\" height=\"210\"><\/figure><\/div>\n\n\n\n<p class=\"has-medium-font-size\">Feel free to make it yours &#8211; the more you use it and the more modifications you&nbsp;make,&nbsp;the better it will cater to your exact requirements (and will eventually become a company-level process!).&nbsp;<\/p>\n\n\n\n<p class=\"has-white-color has-text-color\">.<\/p>\n\n\n\n<p class=\"has-medium-font-size\">If you&#8217;re an Excel whiz, you can also just create your own template. We recommend breaking it down&nbsp;by channel and then by time frame (week-wise, for example), adding in sections for media types, budget, and expected results.&nbsp;Some of the results you will want to be monitoring with your sheet include impressions, clicks\/acquisitions, total cost, total revenue, and return on ad spends.&nbsp;<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\">Once you have the formulae all setup, it\u2019s a simple matter of duplicating and adapting the template for different campaigns.&nbsp;<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\">Pro tip: Don\u2019t forget to state your objective, total duration, and total budget at the start of the sheet \u2013 this sheet should be a one-stop shop for any leader wanting to understand the campaign plan.&nbsp;<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" style=\"font-size:22px\">4. Have an All-Hands Team Meeting<\/h3>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\">\u201c<i>Creativity without strategy is called art, creative with strategy is called advertising.<\/i>\u201d \u2014 Jef L. Richards&nbsp;<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\">This is&nbsp;usually&nbsp;the responsibility of your strategy&nbsp;team and&nbsp;will be taken care of&nbsp;by means of a kick-off campaign meeting where you\u2019re first given the campaign brief.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\">If you can, however, make it a point to be a part of consequent strategy meetings that might give&nbsp;you&nbsp;insight into the type of communication being used, how the product is going to be positioned, and so on.&nbsp;<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\">These creative meetings&nbsp;may not seem directly relevant to your media plan, but it will inform all your homework about the target audience, the kind of messaging they will be shown, and where it stands compared to what they\u2019re seeing from competitors. <\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\">This will indirectly play a role in the channels you choose to reach them with,&nbsp;and&nbsp;the channels&nbsp;that will be ideal to propagate that message.&nbsp;<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\">Further, your choice of channels will also influence what the campaign execution team (copy, art, and so on) will roll out. Because consumers use different platforms to fulfill different needs\/purposes, each platform warrants its own style of reaching out to consumers.&nbsp;<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" style=\"font-size:22px\">5. <strong>Run, Analyze, Optimize&#8230;<\/strong><\/h3>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\">\u201c<i>Banners have 99 problems and a click&nbsp;ain\u2019t&nbsp;one<\/i>.\u201d \u2014 Scott Sorokin&nbsp;<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\">The role of a media planner doesn\u2019t end once the campaign goes live.&nbsp;You need to keep a check on the way the budget is being spent (whether you\u2019re getting optimum results), and which channels aren\u2019t working for you.<\/p>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"alignright is-resized\"><img data-src=\"https:\/\/kylas.io\/wp-content\/uploads\/2021\/06\/7-7-1024x860.png\" alt=\"How to Build an Effective Media Plan for Small Business Marketing\" class=\"img-full-mob lazy\" width=\"250\" height=\"210\"><\/figure><\/div>\n\n\n\n<p class=\"has-medium-font-size\">9 out of 10 times, all channels won\u2019t work out as well as you wanted them to, and a couple of them might surprise you by outperforming your projections.&nbsp;<\/p>\n\n\n\n<p class=\"has-white-color has-text-color\">.<\/p>\n\n\n\n<p class=\"has-medium-font-size\">You need to monitor the campaign daily along with the campaign expert (if that\u2019s a different role in your company), so you can modify the media plan&nbsp;based on what\u2019s actually getting you results and what isn\u2019t!&nbsp;<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\">The media plan, then, is constantly evolving based on the campaign performance \u2013 you need to create it, keep going back to it, change the way forward for the coming weeks, and optimize your&nbsp;campaign&nbsp;to&nbsp;actually&nbsp;achieve your results.&nbsp;<\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\">Now that you\u2019re acquainted with media planning 101, getting started shouldn\u2019t be too difficult! The most important thing is to know where you\u2019re going&#8230;if you\u2019re confused, or unsure about what you want the plan to look like, you\u2019re going to end up with a half-baked plan that won\u2019t really work for you.&nbsp;<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\">If you have any specific questions that you\u2019d like answered about creating a media plan for small business marketing, we\u2019d be happy to help out! Simply drop a line in the comments section below.&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u201cIf you build it, you may still need Google AdWords.\u201d &#8211; Jennifer Mesenbrink&nbsp; A twist on the popular movie dialogue \u2018If you build&nbsp;it,&nbsp;they will come\u2019, this quote aptly highlights the importance of advertising today. With the number of brands, products, and services being put in front of people, it\u2019s fallacy to assume that all you &hellip; <\/p>\n<p class=\"link-more\"><a href=\"https:\/\/kylas.io\/en\/business-growth\/media-plan-and-why-is-it-important-for-small-business-marketing\" class=\"more-link\">Continue reading<span class=\"screen-reader-text\"> &#8220;Media Plan and Why It Is Important for Small Business Marketing&#8221;<\/span><\/a><\/p>\n","protected":false},"author":23,"featured_media":14688,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"ub_ctt_via":"","footnotes":""},"categories":[14,16],"tags":[38,147],"acf":[],"featured_image_src":"https:\/\/kylas.io\/en\/wp-content\/uploads\/2021\/07\/PB-Banner-Guide-Images-ONLY-6-1.jpg","author_info":{"display_name":"Shagun Sharma","author_link":"https:\/\/kylas.io\/en\/author\/shagun"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Media Plan and Why It Is Important for Small Business Marketing<\/title>\n<meta name=\"description\" content=\"Getting started with advertising strategy and digital marketing for your small business? 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