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Building a Successful Media Plan in 2023

June 15, 2023
8 min read
Nick Yushchenko

Founder, Test Ads


Having conducted a thorough competitor analysis and created an effective social media marketing funnel, the next key stage is to bring it all together into a media plan.

A media plan outlines how your marketing strategy will be implemented. It includes details such as the platforms you will use, the content you will share, your target audience, and your budget. With the context of your competitors' activities and your marketing funnel in mind, you can craft a media plan that will effectively reach and engage your potential customers.

Building a Media Plan

Building a media plan involves several key steps. Use the insights gained from your competitor analysis and funnel creation to inform each stage.

  1. Understand Your Funnel: Revisit the marketing funnel you created and ensure you understand each stage. Each part of your media plan should align with a stage in the funnel, guiding your audience from awareness through to advocacy.
  2. Competitor Campaign Analysis: Analyze your competitors' campaigns. What platforms do they use? What kind of content do they share? When and how often do they post? Use this information to inform your own strategies.
  3. Create Your Plan: Using a spreadsheet or similar tool, create a media plan that outlines your marketing initiatives. This should include the platform you will use, the type of content you will share, your target audience, key goals, funnel stage, budget, and more.
  4. Review and Approval: Submit your media plan draft for review. Make sure to allow time for discussion and necessary changes.
  5. Implement Your Plan: Once your plan is approved, begin implementing it. Keep track of your progress and make adjustments as necessary.

Example of a Media Plan

Here's a simplified version of a media plan for a fictional company, ZoRaw, a vegan shoe brand:

  • Campaign: Launch of new product line
  • Platform: Facebook Ads
  • Target Audience: Health and fitness enthusiasts in the Northeast, Southwest, West, Southeast, and Midwest regions
  • Goals: Brand Awareness, Engagement, Clicks, Sales
  • Budget: $150/day for brand awareness and engagement campaigns, $75.60/day for sales campaigns
  • Period: October 2023

This media plan includes a variety of campaign initiatives that target different stages of the marketing funnel. It begins with broad campaigns aimed at raising brand awareness and engagement. It then moves to more targeted campaigns designed to drive clicks and ultimately, sales.

Remember, this is a simplified example. Your media plan may be more complex, depending on your specific marketing goals and the size of your business. But no matter your goals, creating a media plan is a crucial part of any marketing strategy.

To learn more about each stage of this process, be sure to check out our guides on conducting a competitor analysis and creating a social media marketing funnel. With these tools at your disposal, you can build a robust, effective media plan that drives results.

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