Let’s be honest: you want to see your business’s name on the news, but you don’t want to have to pay to get there. After all, intentional ads are good and well, but journalistic attention is far more likely to bring in the leads you can actually convert, right?
We understand. While owned media and paid media certainly offer their own benefits and have their own place within a multifaceted marketing strategy, there’s another ultimate form of media that brands are constantly chasing after… and possibly without evening knowing its name.
Specifically, we’re referring to earned media.
The Ins-and-Outs of Earned Media
Simply put, “earned media” is any kind of publicity you and/or your brand receives without having to create or pay for it on your own. In other words, that five-star Yelp review? That public praise you were tagged in on Facebook? A passing recommendation of your business from one friend to another by word of mouth?
Those are all examples of earned media.
What’s more, earned media is becoming increasingly commonplace given the continual broadening of the internet, social media platforms, and the overarching globalization of today’s market.
And for you, that means more opportunities to convert customers. In fact, not only do 83% of online audiences trust their peers’ digital recommendations more than that of advertisers’, but “25-40% of all traffic and lead generation comes from earned media,” as reported by Newswire.
How Earned Media Is Earned
“Great,” you may be thinking. “Earned media sounds fantastic but how do I, well, earn it?”
Allow us to present you with a few key methods:
- Develop Exciting Content — When you have cohesive, catchy, and reliable content to share with your audience, chances are they’ll want to share it to their own stories and with their own friends. Specifically, “shareable content tends to be either really useful or really funny, and in the form of a list, infographic, or video,” as suggested by Hubspot. Whether you’re taking a public stand on an issue, unveiling a new innovative product, or simply rebranding for the coming year, you’ll always have the opportunity to develop increasingly exciting content.
- Engage Your Audience — While content provides you with a polished brand presence from the outside, developing your leads from the inside via engagement is what will garner trust.
By responding to and interacting with your audience on your website and social media platforms, you can further build a positive brand reputation that is worthy of more attention. In some cases, this may also include capturing the attention of influencers. Beware, however, as the trick is figuring out how to gain the influencer endorsement without handing over a significant sum of money.
- Attend Live Events — By attending events that are relevant to your brand and industry, you can provide yourself with the opportunity to more literally and physically interact with potential leads.
Try posting photos and videos to your Instagram story in real-time, tagging on-site advocates and attendees, spotlighting your company culture, and generally putting a face to your overall brand name. The more personalized you can make your brand, the more likely your audience is to trust you, gravitate toward you, and pull their network along with them.
Of course, these three methods aren’t necessarily the end-all-be-all for any one business. But they’re three distinct ways of building your brand voice and angling it in a way that individuals are more likely to take note of you.
Earning Made Easy
Developing a strategy for earned media is as helpful as it is challenging. After all, when you’ve effectively earned public attention without spending so much as a dime, you know your overall business is generating both effective products and an authentic presence.
The obstacle, though, is determining how to get there.
“When asked to identify the top three biggest challenges in implementing an earned media strategy,” Cision explained, “60 percent of marketing/communications professionals chose identifying and connecting with key influencers, 52 percent chose measuring financial impact of programs/prove ROI and 42 percent chose creating compelling content.”
But don’t worry — before you begin sweating over the small details, we want to remind you that you never have to develop, implement, or coordinate such a strategy on your own.
Not when you have Mad Men Marketing on your side, at least.
Our team understands that your focus should be trained solely on your existing responsibilities as a leader and entrepreneur. Thus, our services are specifically designed to offer you more than mere media management; namely, we provide creative digital campaigns, social media strategies, research-driven results, and more!
So, are you ready to interact? If so, reach out to Mad Men Marketing today by calling 904-355-1766.