Where to place your marketing messages — Kelford Labs Daily
Where they would have been seen.
That’s the big question, right?
Where do I even put my marketing messages so that they’ll be seen?
Do I start posting on TikTok? On LinkedIn? Do I start a YouTube channel? Do I buy search ads? Do I sponsor conferences or golf tournaments?
Well, let me ask you this:
Where would your current best client see your messages?
Would they see your posts on TikTok? Would they see them on LinkedIn? YouTube? Google search? That golf tournament you’re wondering about sponsoring?
I started my marketing career in media buying and let me tell you this: it’s ever so slightly less complicated than it looks and sounds. It just feels complicated and confusing when you allow yourself to imagine the entire suite of possible placements.
But you’re actually more constrained than that, and that’s good.
You don’t have infinite resources, so you can ignore the stuff you can’t afford. You don’t have infinite time, so you can ignore the stuff that takes too long to spin up. You don’t have infinite capacity, so you can ignore the stuff promising endless leads and calls that you’ll just have to screen for spam.
And you don’t have infinite clients. So you can actually do the slow, manual work of figuring out where your best clients would see your messages.
Where they go. Where they went before they talked to you.
That’s where you place your ads. In the places where you can attract more of your very best clients.
And then, when you get new clients from that activity, you identify where they would see your ads. Which might be in new places, connected but slightly adjacent to the media you’re already using.
One step at a time, one client at a time.
So you don’t spend infinite money, time, and resources solving a finite problem:
Getting one client, and growing from there.
Reply to this email to tell me what you think, or ask any questions!
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