Want to receive brand attention for free from someone you probably have never met before? With Earned Media, it’s possible.
So, what is Earned Media?
Earned media is the brand exposure you get from other marketing methods other than paid advertisements. So basically, when anyone else that talks about your brand without being paid by your business, be it from an influencer, a customer, or a blogger.
When the media experienced are essentially online. Word of mouth, usually seen in the form of trends, mentions, actions, recommendations, or contents from the third party. One of the most effective driving forces of the live media is usually a combination of solid organic rankings in search engines and the content distributed by the brand. The classifications of the first page and the good content are generally the larger controllers.
Rankings on the first page of search engines greatly determines your sites and content links to reach the top of the search results. This means highly rated content are more likely to receive greater participation and actions, so a good SEO strategy is crucial. When it comes to brand content, the interesting and informative content can arrive in all shapes and sizes. Whether it’s a blog, infographic, video, press release, web seminar or electronic book, the bottom line is that the content must be useful to receive the value of the lived means; Therefore, a great content strategy is also important.
Here are some examples of Earned Media:
- News Articles
News articles, whether in print or online form, both are continuously reporting on major community events that have a local and national influence. Local newspapers may readily pick up this topic and write it down for internet readers, just as a TV story about a new business development.
- Online reviews
Customers no longer limit themselves to dinner chats and phone calls to communicate their thoughts about things they’ve used.
When customers come across a product they like or dislike, they write reviews on sites like Yelp, TripAdvisor, Amazon, Google Reviews, and others to let the world know. Every single one of those customer reviews is earned media for your company.
While it’s fantastic to be mentioned positively, it’s also vital to remember that this is a double-edged sword, earned media includes that negative review from a different customer who had “the worst dinner ever” at that same restaurant. Your products and services are no exception. To manage negative reviews, we have provided you with a guide. Check it you here it is.
- Tweets
Twitter may be known for its worldwide trending topics, but there are innumerable smaller communities of Twitter users who share their opinions on industry-related concerns. As a result, a tweet is a small example of earned media. However, it is dependent on the source of the tweet.
- Organic Traffic
Earned media is typically in the form of content, which might be textual, picture or video. However, if you generate your own content and “earn” traffic to it by ranking highly on search engines, the traffic you receive is considered earned media.
Side note: Technically, SEO (Search Engine Optimisation) isn’t a form of earned media. SEO is a process that you may regulate to improve the performance of your media. However, the optimisation you undertake can help you “earn” organic traffic. Organic traffic is therefore a sort of earned media, even if the content is owned media.
So how do we “earn” Earned media?
Here are a couple of methods:
- Create Quality Content
Make that reason for people to tap the share button. Shareable material usually comes in the form of a list, infographic, or video and is either highly useful or very funny. We have provided a guide to just do exactly that. Check it out here.
- Spend a lot of time with Social Media
You and your potential consumers are practically strangers if your brand doesn’t have any social media presence. You should invest a lot of time and energy communicating with them individually online in order to make an impression on them and encourage them to talk about your brand. Pose questions to your followers about their everyday lives or their interactions with your products/services. Give a shout-out from your account to your top brand users. Your desire to show people that you care about them, their experience, and your own company by responding to their postings can generate positive recognition towards your brand, and those positive feelings are share-worthy.
That’s the magic in social media, it brings you SO much closer with customers.
