Media plan: how to create for your business

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To win over the public, companies must be present with quality and stand out from their competitors. This situation is different from local businesses, which were successful because it was the only option available in the region. Therefore, it is essential that the company build its media plan.

This plan serves to keep the company relevant to the persona. That way, engagement and connection with potential customers will increase. However, care must be taken to create the media plan properly so that it is really useful to the business.

For you to apply to your company, we will explain how it works and how to make a media plan.

What is the media plan?

The media plan is the process used to determine a business’ content sharing strategy and promotional actions. Thus, it works as a map of the appropriate media to achieve a good conversion.

This involves deciding on which ad platforms your networks will be present, which will be the strategy used for paid traffic, the content format considering the particularities of each channel and the metrics that will be analyzed.

To make a good media plan, you need to know the persona, the product or service, and other points. That’s because each action must be strategically thought out to be really efficient.

How important is the media plan?

Digital marketing has opened the door to many possibilities, which can confuse analysts at the time of planning. However, the media plan makes it possible to use budget and possibilities intelligently, as detailed analyzes are carried out for each available channel.

Paid traffic drives campaigns to be seen by more people, but it’s not enough to use this feature anyway. It is necessary to have a plan that guides this promotion of publications.

For example, while Facebook Ads is more accessible and reaches more people, it’s not always the best option. If you want to target a particular professional niche, LinkedIn can bring you better results, even if it’s more expensive.

How to create a media plan?

Set your goals

To define any plan, the first step is to know what your objective is. It is not enough to say that you want to increase sales, you need to understand the reasons and define how much you want to earn, in order to calculate how much you will invest in media and define which KPIs should be monitored.

If you are still struggling at this stage, see possible goals below. They can help inspire you:

  • Billing R$ 15 thousand for 3 consecutive months;
  • Get 5,000 leads per month;
  • Increase conversion by 17% in Q1 2021.

Calculate the available budget

Carrying out a plan requires knowing the budget available to execute it. Therefore, try to understand how you can allocate your financial resources in a way that will bring the desired return.

It is ineffective to simply boost a few posts across platforms with a random value. This step is important for the CAC (Customer Acquisition Cost) to be positive and attractive to the business. So, know how much to invest in each option, always taking into account the segmentation and presence of your potential customer.

Meet the persona

In the digital age, customer experience has been a priority in marketing strategies. Therefore, define your persona to direct efforts, understand where your customer is and know their expectations.

Thus, it will be possible to correctly determine which media will have the greatest customer engagement and conversion. Let’s say you invest in Facebook and Instagram, but the public searches for your product on Google.

So, in this media plan, you’ll give preference to Google, or maybe it’s better to reframe your persona because it’s no longer consistent with reality. Always analyze what will be best for your reality.

Conduct a competitor analysis

Your positioning doesn’t have to — and shouldn’t — be the same as that of your competitors. However, it is important to get to know them and research what actions they are taking. This will help you differentiate and stand out in the market.

In one space, list at least 5 competitors. If you can’t think of 5 direct competitors, they could be indirect. Then list which media each of them works in and how the ads they do.

For this, we recommend using the Facebook Ads Library. With the platform, you can see your competitor’s active Facebook ads, which also includes Instagram ads.

Through Facebook Ads Library, you can filter ads by impressions. That way, you can find out which ads from other companies are performing better and be inspired by them.

Build the Brand Persona

Don’t think that Brand Persona should only be created in big business. From the beginning, it is necessary to assemble the representation of the business, as it must have its own characteristics, tone of voice and personality, even if they are similar to the characteristics of the entrepreneur.

Some examples of companies that use this concept well are Magazine Luiza, Netflix and Nubank. This makes the customer feel intimate with the brand and increases the connection, always remembering it when they need to make a purchase.

In addition, Brand Persona maintains the brand’s discourse coherent, because regardless of who is setting up the campaign, it will apply the essence of the brand there. Thus, there will always be a standardization in the tone of voice.

Choose the media

After understanding all the factors mentioned above, such as where the customer is, what the competitor’s strategies are and what budget you have available, it’s time to choose which media you will invest in.

At this stage, you should already have a sense of where it makes more sense to invest and you can even combine more than one medium. However, be careful to get quality in all of them and invest an adequate percentage of the budget.

It’s not such a difficult decision, but it’s likely that, once you’ve put it into practice, you’ll find that you can change the resource allocation percentage. That’s because some media will bring more leads than others.

Build and follow a calendar

Wanting to work without a calendar is the path to disorganization and oblivion. Therefore, build the schedule for each media that will be used, set the start and end date of each campaign and the period for carrying out A/B tests. We recommend carrying out the schedule according to the term of your campaigns.

Having this organization will allow you, in the future, to know which were the subjects that were most discussed and which gave the best results. This avoids duplication of content and the use of incoherent subjects.

Ensure that everyone involved in executing the media plan knows the deadlines, the workshop format and has access to the calendar. For that, we suggest that you have an initial meeting, to present the project, objective, persona and everything that was defined in the previous steps.

Also, it is important to make use of tools such as Trello and Google Drive, as they will help with the workflow and facilitate the correct execution of the steps. However, choose only those that will be needed, remember that many tools can end up in the way.

Track metrics

There are some metrics to assess how the campaign is running. This allows you to redesign the campaign to eliminate weaknesses and leverage what worked. Here are some important metrics:

  • Reach — The number of people impacted by the channel used. The longer the range, the better;
  • Cost per Thousand — Indicates the amount you will have to invest to reach a thousand people;
  • CTR — Measures how many people clicked on your ad;
  • Conversion rate — Consists of the number of people who perform some action requested by the campaign.


The media plan will help identify the best strategies for the business, especially after the metrics monitoring phase. Think through each phase carefully and analyzing all factors so that the results are satisfactory.