Day 9: Earned Media
Dear Reader,
Last, but certainly not least… let’s talk about earned media today.
Simply put… earned media is earned (no pun intended) from building a great brand and providing a great customer experience.
Earned media is any form of news media coverage, public mention (shares, re-tweets, etc), third party endorsement, customer review, word-of-mouth, organic SEO, podcast interview, or growth hack that drives awareness, traffic, and sales to your owned media properties.
Now here’s the thing…
In my experience, you should not be spending to much time and budget on earned media until you’ve created must-have user experiences on your owned media properties.
Furthermore, I believe you have to create a delightful customer experience by surpassing your customers’ expectations. And then, you’ll start generating earned media organically.
Earned media correlates to market traction.
Traction is quantitative evidence of market demand. It’s proof that people want your products or services. And there is no better indicator of traction and market adoption than earned media.
But earned media requires patience. And discipline to focus on the things that matter most… like your UX and customer experience.
Once you start producing earned media for your brand, you’ll need to also invest sweat equity into managing, organizing, and reporting it… which is very important.
Because your earned media can be re-purposed and amplified across your owned and paid media campaigns to earn more reach.
Remember…earned media helps convert people into customers. It creates consumer trust. And it helps you grow revenue. Its bottom of the funnel content that sells stuff.
Good luck,
P.S.
Tomorrow we’re going to talk about social media. And why I think it is a marketing trap if you’re not careful. More tomorrow.
From the Desk of:
Anthony Ragland
Thursday, May 6, 2021
7:14 a.m. (ET)
Tip of the Day
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The Rise of Clubhouse, the Audio-Chat Social Media Platform
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