How do you sell media to modern consumers?

1 Know your audience

The first step to sell media to modern consumers is to know who they are, what they want, and how they consume media. You need to understand their demographics, psychographics, interests, pain points, goals, and media habits. You can use various tools and sources, such as market research, analytics, surveys, interviews, and social listening, to gather and analyze data about your target audience. This will help you segment your audience, identify their needs and preferences, and tailor your media solutions accordingly.

2 Choose the right channels

The second step to sell media to modern consumers is to choose the right channels to reach them. You need to consider the strengths and weaknesses of each media channel, such as its reach, frequency, impact, cost, and measurability. You also need to consider the fit and relevance of each channel to your audience, your message, and your goals. You can use a mix of traditional and digital media channels, such as print, radio, TV, online, mobile, and social media, to create an integrated and effective media plan. However, you should avoid using too many channels or spreading your budget too thin. Focus on the channels that deliver the best results and ROI for your media objectives.

3 Create engaging content

The third step to sell media to modern consumers is to create engaging content that attracts, informs, entertains, and persuades them. You need to craft a compelling and consistent message that resonates with your audience and communicates your value proposition. You also need to use creative and appealing formats, such as images, videos, podcasts, infographics, and interactive elements, to capture and retain their attention. You should also optimize your content for each media channel, using the appropriate tone, style, length, and keywords. Moreover, you should test and refine your content based on feedback and performance data.

4 Build relationships

The fourth step to sell media to modern consumers is to build relationships with them. You need to establish trust and credibility with your audience by providing them with valuable and relevant information, solutions, and experiences. You also need to engage and interact with them by inviting their feedback, opinions, questions, and suggestions. You can use various tools and platforms, such as email, social media, webinars, blogs, and podcasts, to communicate and connect with your audience on a regular basis. Furthermore, you should nurture and retain your audience by offering them incentives, rewards, loyalty programs, and referrals.

5 Measure and improve

The fifth step to sell media to modern consumers is to measure and improve your media sales performance. You need to set clear and realistic goals and KPIs for your media sales campaigns and track and analyze their results and outcomes. You can use various metrics and tools, such as impressions, reach, frequency, CPM, CPC, CTR, conversions, ROI, and analytics, to evaluate and report on your media sales effectiveness and efficiency. You should also identify and address any gaps, challenges, or opportunities for improvement and optimization. You should also keep up with the latest trends, innovations, and best practices in media sales and adapt your strategies accordingly.

6 Learn and grow

The sixth and final step to sell media to modern consumers is to learn and grow as a media sales professional. You need to constantly update and expand your knowledge and skills in media sales and related fields, such as marketing, communication, psychology, and technology. You can use various resources and methods, such as books, articles, podcasts, courses, webinars, workshops, and mentors, to learn and develop your media sales competencies and capabilities. You should also seek and embrace feedback, criticism, and advice from your clients, colleagues, managers, and industry experts. Moreover, you should celebrate your achievements and successes and learn from your failures and mistakes.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?