009: How to Strategically Amplify Digital Media by Knowing and Targeting Your Buyers with Ryan Smith

November 8, 2018
Podcast

In podcast Episode 009, Ryan Smith, president of LEAP Amp, walks through how a media amplification plan can address your awareness and lead generation gaps.

This is critical to sharing your brand’s story: your audience won’t react to your videos, whitepapers, infographics, and field events if they can’t see them.

We discuss buyer persona psychology and targeting each one contextually. This is a must.

If you’re a traditionally or sales-minded marketer, this is akin to segmenting lists for email marketing or outbound phone calling. Except this approach is born in digital and social.

Three key aspects to a successful plan:

1. Be contextual to get audience reactions. Do this by establishing or auditing buyer persona psychology (hint: your “buyer personas” might be outdated).

2. Targeting a mix of media and channels with right-sized ad spend to either generate awareness, leads, or both.

3. Decide on what Key Performance Indicators (KPI) matter. For example, if part of the media plan is dedicated to awareness, understand why awareness is important. Also, understand why the awareness metric is impressions or CMPs, not the number of leads generated.

Show highlights:

  • 02:00 – Intro Ryan Smith, president of Leap Amp media and brand amplification agency in Indianapolis. Started in Marketing in PR in Indy Car Racing. Why working for nothing to learn your craft early is important
  • 24:00 – Pros and cons of B2B digital amplification driven by conversion, due to sales culture creating toxic top of funnel marketing awareness relationships
  • 34:00 – Market research, how to do it, why it is important for brands strategically to tell a story that resonates and drives outcomes
  • 40:00 – Multiple personas can be targeted unique ad sets, resurrection of community management
  • 47:30 – Social selling as extension of community management, influencer marketing. What is old becomes new again, especially streaming and connected TV options with targeting (versus traditional TV)
  • 60:00 – Wrap up and where to find Ryan Smith, President of Leap Amp online

Find Ryan and LEAP Amp online:

Personal:

LEAP Amp: