At Prize Content, we use the term ‘renting an audience’ to define the result of paid outbound marketing methods that involve paying platform holders for temporary access to their audience. Why? Because this form of advertising is focused on reaching as many people as possible for as long as the campaign runs. Once it is over, possession of the audience returns to the platform owner.
You may have previously read our post on the dangers of relying solely on renting an audience. Although there are pitfalls to this marketing tactic, that doesn’t mean it should be disregarded. In fact, there are some situations where renting an audience is a productive and worthwhile strategy. We’ve outlined some of them for you below.
When You Need Immediate Results
Unlike organic marketing methods, such as blog posts and unpaid social media activity, paid marketing affords you immediate access to an audience. The fact that the audience is someone else’s and doesn’t belong to you is irrelevant if immediate results are what you are looking for.
Earning an audience takes time, with content having a longer gestation period. While usefully informative blog posts and well-run social media accounts will help you attract an audience over time, paid marketing delivers more instantaneous results.
If you are willing to pay the fee and sacrifice long-term consistency for short-term gain, then a paid marketing campaign will give you the quick results you need.
When You Need Exposure, Fast
If there’s one situation when renting an audience is the perfect tactic, it’s when your company needs fast, widespread exposure.
Paid advertisements placed in strategic locations will maximise the audience made aware of your business through the campaign. This might mean buying static adverts in places with heavy footfall, or designing paid social media campaigns to achieve the largest and most extensive reach possible.
Requiring swift exposure also means you are faced with a lack of time to develop a comprehensive plan. The process of building a reputation and earning an audience takes a lot of time, effort, and planning. When you are restricted in your ability to put together a comprehensive plan and strategy, renting an audience is the best option.
Paid-for marketing campaigns are a lot easier to plan and coordinate. In the space of just a few hours, you can produce printed marketing materials, design a website banner, or purchase targeted online advertising. The entire plan can be created and actioned in just a single afternoon.
When You Are Targeting a Highly Specific Audience
Whether your company offers products and services that appeal to a niche market, or you have a very detailed and specific understanding of your primary audience, getting your message directly to them will significantly improve the results of your campaign.
Ensuring your most likely customers consume your organic marketing is a challenge, which is one reason why earning your audience takes time. In contrast, there are systems in place that make hitting your optimal audience that much easier when kickstarting a paid campaign.
Using PPC platforms like Facebook allows you to refine your target prospects with a mind-blowing variety of demographics and psychographics, including:
- Relationship Status
With such powerful and pinpoint targeting possible, you can put your campaign in front of your ideal customer no matter how particular, niche, or specific they may be.
To make sure you get the best results from your next campaign, work with the Prize Content team. We specialise in creating marketing and communication campaigns perfectly suited to your company and designed specifically to achieve your key aims. Whether that means renting an audience or earning one, we can deliver the results you are looking for.
To discuss how our content marketing can make a real difference to your marketing efforts, contact the team today.