How To Use Media Mix When Marketing To Your Audience’s Buyer’s Journeys

Some marketers make the mistake of trying to reach as many people as possible with their content. The problem with this is that your pushing information to people who are either not ready to receive it or not interested all together. Without tailoring your content to your specific audience at their buying stage and delivering it to the platforms where they actually consume messages you’re missing out on a huge conversion opportunity.

Why Use Mix Media Marketing

Mix media marketing is the process of utilizing niche marketing to get granular with your messaging. Depending on your audience and their buying stage different platforms and messages will reach better than others. Email typically converts those at the middle or bottom of the funnel while social media is great to reach those at the top of the funnel. Let’s take a closer look at the different stages in the buyer’s journey and which mix media marketing strategies work best.

[Read About Using the Buyer’s Journey to Create Great Content]

Awareness Stage

The awareness stage is at the very top of the funnel and is a great time to just put your brand out there. At this point the buyer has a problem that needs to be solved but they might not even be fully aware of the problem or that there is a solution. During this stage educational content and strong SEO is key. You want to be found when users are searching and use keywords that resonate with their pain points.

Best types of mix media marketing at this stage:

  • Blogs- with keywords focused on relevant topics to your audience
  • PPC and SEO to drive traffic to your site
  • Mass Media- TV, Radio, to get your brand name out there

Consideration

During this stage the buyer is aware they have a problem and is actively looking for a solution. You need to show your target audience that you can deliver the solutions they need and are a trusted source. You’ll want to get more granular at this stage and really tailor your messages to their needs. You can use segmented email messages that push buyers through the funnel.

Best types of mix media marketing at this stage:

  • Targeted emails that trigger actions such as signing up for a webinar, downloading content, or reading a case study

Decision Making Stage

If your audience has made it this far in the buyers journey than you are one of the companies they are considering. Now is the time to really drive home why you’re better than the competition and develop an emotional connection.

Best types of mix media marketing at this stage:

  • Retargeting- reconnect with those who have visited your site to keep your brand fresh in their mind using retargeting ads or email
  • One to one connections- this is the why us part. Demos, personal emails, phone calls, and other follow-ups that show your audience you’re there for them will go far to push your buyers through the last step before converting
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