How to utilise media buying and advertising to increase lead generation

This article covers how media buying and advertising can be utilised to increase lead generation for individuals and organisations.

How to utilise media buying and advertising to increase lead generation
Media buying and advertising 

Media buying and ad placement have continued to be one of the powerful tools for businesses of all sizes and industries to reach potential customers and increase brand awareness.

For decades, traditional media such as newspapers, magazines, radio, and television were the main channels for advertising and media buying. However, with the rise of digital marketing and internet usage, media buying and ad placement have become more complex, dynamic and target-oriented, allowing businesses to reach specific niches and demographics on a granular level.

In today's digital age, the use of digital media platforms such as social media, search engines, and online publications has become increasingly important for reaching target audiences. By utilizing these platforms, businesses can effectively reach potential customers and increase their lead-generation efforts.

By strategically selecting specific media outlets where and when to place and buy ads, businesses can maximise the effectiveness of their advertising campaigns and see a better return on investment.

Here is how to strategically utilise media for increased lead generation for your business. in three ways:

  • Have the right story-  We consider this the first step to utilizing the media to increase lead generation. Storytelling can be an effective way to generate leads because it can help to build trust and emotional connections with potential customers. By sharing relatable stories and highlighting the benefits of a product or service via the media, a company can create a sense of urgency and encourage potential customers to take action. How then can you be sure you have the right story? This brings us to our next point.
  • Identify the right media platforms- Working with a publication(s) that aligns with your brand and understands the act of storytelling marketing and that is also niched to your target audience is another significant consideration when utilizing the media to generate leads for your business. These publications or platforms often have a defined readership demographic, which allows companies to reach their ideal target audience. Additionally, the publication's reputation lends credibility to the business and its products or services. Also, By working with online publications that have a high readership and engagement, your business can gain access to a highly targeted audience and increase its lead generation efforts.
  • Testing different ad options - Experiment with different ad formats, such as display ads, video ads, and sponsored content, to see which ones perform best for lead generation. It also helps you find the most cost-effective option and improve the ROI of your advertising spend and make data-driven decisions that can lead to better results in the long run. Different ad formats can have a different impact on your branding, testing different formats can help you find the one that aligns the most with your branding strategy. By testing different ad options, you can track and measure the performance of each one and make data-driven decisions about which formats to continue using and which ones to discontinue.

In summary, media buying and ad placement are essential for businesses to effectively reach their target audience, increase brand awareness, and drive sales. With the evolution of digital marketing, the options for media buying and ad placement have become more diverse and target-oriented, allowing businesses to reach their advertising goals.

Also read: Eight free content marketing tools (that are actually free and useful)

Benda Consulting Services Limited (BCSL) can help you to hit your content marketing campaign target for 2023 and also generate leads for your business.

Contact: david[at]benjamindada[dot]com.

This article was written by David Akinfenwa, Business and Partnership Lead at BCSL (Publishers of

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