If the only paid ads you've used to promote your wellness business were on social media, you could be missing out on a huge opportunity! Mary Ann Pruitt, President and CEO of Mosaic Media is here to share how you can maximize your visibility with targeted media buying. You may be thinking that traditional channels are outdated or too expensive, but Mary Ann offers practical advice that will empower you to jump into TV, radio, print, and digital with confidence! Go beyond the obvious social media channels with actionable strategies that will quickly elevate your marketing efforts and build your authority.
You'll...
- Learn how traditional media platforms like TV and radio have transformed and become more accessible for small businesses.
- Understand the significance of an updated paid advertising approach, beyond relying solely on social media.
- Gain practical advice on budgeting and setting realistic timelines for seeing results from your media buying efforts.
- Discover valuable insights from real-life case studies of health practices that have achieved remarkable success through strategic media buying.
Marianne Pruitt is a media strategist and the driving force behind Mosaic Media, where she develops effective marketing strategies for small and service-based businesses. With a passion for empowering entrepreneurs, Marianne shares her insights on media buying and digital marketing, ensuring that businesses, big and small, can thrive in today’s competitive landscape.
Timestamps
00:00 - Introduction: Setting the stage for media buying in health and wellness.
02:30 - Defining Your Lead: The importance of clarity in lead definitions.
05:15 - Measuring Success: Key metrics health and wellness practitioners should track.
12:30 - Practical Tips for Media Buying: Maximizing budget and ROI.
16:45 - The Power of Retargeting: How to effectively engage potential customers.
25:00 - Future Trends in Media Buying: The role of AI and first-party data.
30:00 - Lightning Round: Personal insights and inspirations from Marianne.
Understanding Your Audience and Measuring Success
Establishing a clear understanding of your target audience is essential for effective media buying. Marianne emphasizes that knowing who your leads are allows you to tailor your marketing strategies specifically to them. This foundational step sets the stage for successful campaigns that convert leads into clients. By creating a detailed profile of your ideal customer, you ensure your messaging resonates and drives engagement.
Furthermore, successful media buying hinges on the ability to track and measure key performance metrics. Marianne highlights the importance of understanding where your leads come from and what actions they take after engaging with your ads. Utilizing advanced tracking tools enables health and wellness practitioners to gather valuable insights that inform future marketing strategies. This knowledge empowers businesses to optimize their ad spend and enhance their ROI.
The Impact of Retargeting and Future Trends
Retargeting is a powerful strategy that allows businesses to re-engage users who have previously interacted with their ads. Marianne explains how this tactic can significantly enhance conversion rates by reminding potential clients of your offerings. By serving targeted ads to individuals who have shown interest, businesses can effectively guide them further along the customer journey, leading to increased engagement and sales.
Looking ahead, Marianne discusses key trends shaping the future of media buying, particularly the integration of AI and first-party data. As the digital landscape evolves, it is vital for businesses to adapt and leverage these advancements. AI tools can enhance targeting and efficiency, while first-party data becomes increasingly valuable in a cookie-less world. By staying informed about these trends, health and wellness practitioners can ensure their marketing strategies remain relevant and effective.
Resources mentioned in this episode of Worth Your Salt:
Books and Podcasts:
Leading Change by John Kotter
Radical Candor by Kim Scott
Never Eat Alone by Keith Ferrazzi
- The Ed Mylett Show - Leadership and growth podcast.
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