media mix

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


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

Download Our White Paper Guide To Learn How To Perfect Buyer Personas For Your Business

inbound marketing benefits

Top 3 Ways to Maximize Your Inbound Marketing Strategy

Do you have a favorite sport? Maybe it’s something popular like football or hockey. Perhaps a more dignified pastime such as golf or horseracing better suits your style. Whatever your preference may be, do you ever wonder how your favorite athletes (hopefully!) win more than they lose? Most likely they are playing with a strategy. It may seem obvious, but strategy – even in a sport like racing – is essential to victory.

The same is true for your business website. Without a strategy, your website will fall behind the competition. Don’t let this happen! Many companies fall into the trap of creating a website for nothing more than an “online presence.” With inbound marketing, websites can do so much more than they could 20 years ago. With inbound marketing, businesses are seeing more online traffic that results in more customers and sales. But without a strategy, even inbound marketing has its limits.

Inbound marketing benefits from a well-developed strategy. There are three aspects to creating a well-developed inbound marketing strategy.

1. Create website goals

What do you want your website to do for your customer? That’s the main question that should be asked before a website is developed. Without a clear goal, a website could be published without having any significant benefit to the owner or the visitor. If a website generates most of its sales after visitors view a product information page, the goal of the website should be to create more product information pages, increase traffic to these pages, and streamline the ability to go from product information to product purchase. Inbound marketing benefits from having a website with clearly defined goals. If you are wondering about your website, try having a friend or colleague take a look at it. Ask them if they felt your website had clearly defined goals. Once you’ve determined you have the right goals in mind, it’s time you ask yourself if you have the right person in mind.

2. Create a Persona

Creating a persona is a powerful way for a business to better understand its customers. Without a persona, businesses have an incomplete idea of who to market to. So what is a persona? A Persona is the ‘ideal’ customer that a business wants to reach out to. Personas are defined by many things – ethnicity, location, motivation – but what they all have in common is that they help shape the strategy used by a company to achieve its goal.

Read more on Why Buyer Personas Are So Important

By creating a strategy with a specific end-user in mind, we are better able to understand what their problems are and how we can help make their lives easier. Don’t get too attached to your persona though! You will likely find that you may need to update them as you gain more insights on your customers. You may even considering adding an additional persona. Once you have your persona or personas created, you can move on to the next step.

 3. Get to know your persona

Now that you have a persona, ask yourself, how well do you know him or her? It may seem like knowing a pretend person’s upbringing and background is a little silly, but it can go a long way with customer satisfaction. By constructing your persona’s life story, you are better able to understand their motivation, needs, and desired outcome in life. If your persona is looking for a product that satisfies a long-term need but your business only sells products for immediate use, you’ve just gained valuable insight. You’ve recognized a need your typical customer has as well as an opportunity for your company to grow. By using information gathered from our personas, we can update and adapt our company strategy to best fit our customer needs.

Download A Free Template For Developing Personas

Just like in all sports, strategies continue to adapt as they encounter new problems and opportunities. You will likely find that a strategy created today might not work for you a year from now. That’s okay! Revisiting your goals, updating your persona’s attributes, changing their background and desired outcomes; these are all essential to a successful business. Just remember, inbound marketing benefits strongly from a well thought out strategy. How do you think your company’s online strategy is? If you’d like a free consultation, please check out the link below.

Want more resources on how to redesign your website? Click here!

Download Our White Paper Guide To Learn How To Perfect Buyer Personas For Your Business

creative marketing solutions

4 Questions to Ask Yourself When Looking for Creative Marketing Solutions

Imagine yourself coming home after a long day of work only to find your kitchen completely flooded. You run to the sink and quickly realize that you have no idea what the problem is. Time to call the plumber! Now, imagine that plumber shows up and the only thing in his tool bag is a screwdriver. You’d probably be pretty upset, right? That’s because you know that a screwdriver isn’t the right tool for a leaky pipe. Digital marketing is no different; without the right tool for the job you will not be able to accomplish your goals.

Choosing the right tool is essential for a company’s approach to creative marketing solutions. Without the right tools, you may overlook valuable information, miss out on new customers, or fail to recognize a new opportunity in your industry or business. So how do we choose the right tool for the job? Here are four things to consider when you ask yourself that question. 

1. What are my goals?

Goal creation is often the first step in any business decision. Why should choosing your tools be any different? Lets take a look at the plumber again. If his goal was to fix a pipe then he should have known that a screwdriver is not the best tool to achieve this goal. We know that a wrench is much more useful for this kind of problem. Obviously, we are not saying that screwdrivers are a useless tool. Our point is that different tools should be used for different tasks. If instead the goal were to install a door into a doorframe then a screwdriver would be the perfect tool to use. By laying out your goals, you are better able to decide which tool fits best.

2. Will these tools accomplish those goals?

Lets say the problem with the plumber wasn’t that he had one tool, but far too many! You watch him fix the sink, but feel frustrated as he wastes time digging into his bag, leaves tools all over your floor, and goes back and forth from your kitchen to his truck outside as he tries to find what he’s looking for. You feel upset because, though job gets done, the amount of time it took was much longer than what you were anticipating. The problem of having too many tools for a task is problematic in two ways.

First, having too many tools can make even simple tasks complicated. By having multiple software applications that have overlapping features, your employees may become overwhelmed with how much they are expected to understand. Software should be easy for your employees to learn, whether they’ve been with you for 20 years or 20 days. This will minimize the number of hours it takes to learn how to use the tools and maximize the number of hours they spend actually using them.

Second, any money that is used to buy tools for your company is money that could be used in areas that have a proven ROI. If you buy tools that are unneeded or overprice, you are essentially wasting money for your business. By buying tools only when you need them, you are ensuring that your company uses its resources efficiently.

By making sure you have the right number of tools you minimize your company’s spending and maximize its growth!

[Read About 8 Great Case Study Questions To Ask Yourself When Attracting Prospects]

3. How much is too much?

Do you know someone who has to have everything brand new? They buy the newest smartphone and the fastest computer only to play Angry Birds and browse the internet. If you’re anything like me, you probably get frustrated with this person. You might think to yourself, “why are you spending so much money when you don’t need to?” Some businesses are the same way. They spend too much money on the best software when they really don’t need to. We see the same two problems here as we did in the example above – unneeded upfront costs and wasted hours of employee training. Make sure the tools you’re considering will accomplish your goals, but won’t do more than you need them to. 

4. Do my tools work together?

One of the most frustrating things in business can be working on a team project. Maybe there is someone who works remotely and everything has to be accomplished online. For others, it may be that their available hours don’t mesh well with your schedule. Every company has a vested interest in minimizing the number of obstacles their employees encounter on a daily basis. By using software that integrates between users, a company is better able to track of the progress of their employees and employees are better able to focus on their work. GoogleDocs is a great example of integrated technology.

For many years, even just changing a text document could be very frustrating. One of the main ways people would update documents was through email. A frustrating experience when working with multiple people who make multiple revisions. Who’s changes do you go with? Did they change the most recent version of the document or do you need to backtrack to an earlier copy? Who’s revisions does your team ultimately to go with?

This was one of the main problems Google aimed to address with their release of GoogleDocs. By using GoogleDocs, we are now able to collaborate and make changes to the document in real time. Coworkers can track who made revisions to the document, at what time, and leave comments to one another. And the best part? No endless chain of emails filling your inbox! Finding the best software for your company may take time, but truly integrated technologies can make a significant difference to your everyday workload.

Creative marketing solutions can be complex, but they don’t have to be difficult. By optimizing the tools you and your company uses, you will find that working together will become much easier. Remember, you can’t fix a sink with a screwdriver. Go out and find the tools you need! If you’d like some advice on where to start, please follow the link below for more information

Search Engine Optimization Techniques