7 Ways to Use Earned Media
Earned media is one of the fastest growing segments of marketing budgets around the globe. It’s effective, it has a solid ROI, and it’s a straightforward process. Getting earned media is the first step, assuming you’ve already put a goal and plan into place. What happens next, after you’ve received the earned media, is up to you. And we strongly recommend leveraging that earned media for all it’s worth. Let’s look at 7 ways you can use your earned media to maximize its value.
- Offline Marketing Materials
Do you attend conferences, use snail mail marketing materials, or do sales calls? Why not reprint the earned media content on print marketing materials? You can then distribute them at events, mail them to prospects and customers, or hand them out on face-to-face sales calls. It’s one more simple way to leverage the word of others.
- Republish Everywhere – Promote, Promote, Promote
You have your own blog and owned media, right? You likely also have an email list and a regular newsletter or autoresponder. Share your earned media, either excerpts or the full post. Link to the source as well, and strongly consider asking for permission before you publish anyone’s posts or comments about your company. It’s good practice and it’ll earn you a better reputation in your industry and with your audience.
- Add it to Presentations
Whether you’re hosting online webinars or face-to-face presentations, share your earned media with your sales and marketing staff. Let them leverage it in their educational and marketing presentations both online and off.
- Social Channels
This one is kind of a no-brainer. Please, please, Like, repost, and share your earned media on your social media channels.
- Add Logos to Your Website (and Marketing Materials)
Whenever you’re endorsed by another brand or talked about on a notable media channel, leverage visual and brand recognition by putting their logo on your website. For example, “as seen on CNN.” It builds credibility.
- Quotes
Pull quotes from earned media to post your blog, social media channels, and other print and digital marketing content. For example, in a sidebar on your blog, you might quote notable people and publications that have talked about you.
- Your Media Kit
Include earned media details in your media kit and in any media or PR pitches that you make. Again, it adds credibility and demonstrates to others that you’re a company worth talking about. You may find that you have much better PR success when you add earned media to the pitch.
Getting earned media is the first step. Leveraging it and getting your money’s worth is the next step. Boost your ROI from earned media. Promote it. Share it. Engage with it and enjoy the benefits this powerful marketing tactic provides.
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