Which media partners are at my disposal and how do I evaluate them vis-a-vis my objectives?
Anytime you’re marketing to a trade audience, it limits the number of media partners available to you. But the fire service does have a decent number of different options that reach various segments of firefighters and EMS professionals, and Google and Yahoo! offer cost-per-click options for fire service-related keywords. Depending on your budget, it may be beneficial to try limited campaigns across a number of different sites. But before committing to any significant level of spend, be sure you’re confident that your media partner is able to meet your objectives. Here’s what you should be looking for from your media partners: Reach: It sounds like a no brainer, but it is important to make sure that your media partner reliably reaches your target customers. Just because a site has a recognizable brand doesn’t mean it has an engaged online audience. How many unique visitors per month do they receive? What is the makeup of their audience? How many page views per visit do they receive? Ar
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