By Dawn Dawson, Chief Marketing Officer – Mortgage Solutions Financial
Fragmentation, higher costs of garnering a customer’s attention and getting your message to them when it is relevant are the biggest marketing challenges businesses face in 2024. Utilizing your existing connections to boost your business is crucial, and it starts with your media partners. Here’s why:
1. Gain a Competitive Edge
Your media rep is a wealth of knowledge on the latest technologies, trends, and what strategies are effective on their platforms. Staying ahead of and being an early adopter of trends keeps you relevant and in front of your customer. Rely on your rep’s expertise in this area.
2. Stronger Relationships, Better Outcomes
Building a rapport with a rep who understands your business’ goals and brand will better your business’ results. A good rep is responsive, willing to engage with your brand and connects you with your target audience on their platform. Pay your media partners net 15, plan a year out and work the plan with your rep.
3. Invaluable Creative Input
Before you generate your creative, find out what has been working in the markets you are looking at. Be responsive and test your creative often. Prepare to battle creative fatigue. Your rep can provide examples and templates that will help you generate the business you are looking for.
4. Embrace Full Funnel Strategies
Adopting a full-funnel strategy can maximize your ROI by attracting more qualified leads. Your media partner can provide valuable guidance on budget allocation across different stages of the funnel as well.
5. Respect The Platform
Each platform is unique and should be treated that way. It is impossible to be an expert on every single platform. For example, our company was advertising on TikTok, but we were using Facebook creative as ads in the beginning. It failed. We learned that TikTok favored a different style of short form video. When Facebook first started, it was a platform to get directly in front of the consumer (DTC). TikTok is about the rise of the influencer. Media partners are critical to your success because they are experts in their respective platform.
Personally, our business wouldn’t be where it is without the right reps. Building a genuine, two-way relationship goes beyond just business transactions – it fosters a sense of accountability and collaboration.
