Media Buying Strategies for Small Businesses: Stay Focused on Your Plan

Occasionally, we all get an excellent “deal” from the media. It’s tempting to throw $300-$500 at something you’re getting for 50% or even 75% off. However, it’s essential to remember your overall strategy and why you pursue it in the first place. Maintaining focus is critical regarding media buying strategies for small businesses.

Understanding the Purpose of Different Media Types

Every type of media has its strengths and purpose. If you’ve been following this blog, you know that each medium plays a specific role in a well-rounded marketing strategy. Here’s a quick refresher:

• Radio: Great for promotions and local offers.
• TV: Ideal for branding and building a solid image.
• Newspaper: Reaches older demographics, particularly with coupons and special offers.
• Print Magazines: Effective for long-term branding and image-building.
• Online Advertising: Reaches a broad audience and works well for direct offers.
• Social Media: Generates buzz and reaches audiences that traditional media may miss.

When tempting “deals” come across your desk, you must think critically about whether they align with your marketing plan and your media buying strategies for small businesses.

Is This Deal Right for You?

Before jumping on a discounted media offer, ask yourself if your marketing plan is for that type of advertising. Suppose it doesn’t consider negotiating with the media outlet to buy the deal now but run it when your strategy aligns with that particular media format. This approach ensures you’re still taking advantage of the deal without compromising your overall strategy. But what if your marketing plan never calls for that type of media? There are two potential reasons:

1. It’s not the suitable media to carry your message. Maybe your product or audience doesn’t align with that channel.
2. It wasn’t part of your initial plan. You may have overlooked it or not prioritized it then. In that case, reassess your current priorities and see if this media type makes sense.

If you had higher priorities initially and nothing has changed, it’s best to pass on the deal. Only consider buying into new media if it truly fits into your media buying strategies for small businesses and complements your existing efforts.

Why Are You Getting This Deal?

Much like those Halloween Jack-o-lanterns that go on sale after November 1, there’s a reason why media outlets are offering discounts: their product isn’t in high demand. They aren’t offering deals out of the goodness of their heart—they need to move inventory. Just as you wouldn’t buy 100 Jack-o-lanterns on November 1 simply because they’re on sale, exercise the same caution when approaching media deals. If it doesn’t fit into your marketing plan, take a pass. These “screaming deals” can quickly add to the budget you’ve set aside for more strategic marketing efforts.

Stick to Your Plan

Regarding media buying strategies for small businesses, the best approach is to stay disciplined and only spend on the media that aligns with your long-term goals. If a deal fits into your plan, go for it. If not, let it pass. Choosing carefully ensures that you don’t waste valuable marketing dollars and that your investments are focused on the efforts that will truly grow your business—without ending up with a pile of unused Jack-o-lanterns.