Earned media refers to the attention a brand or product receives through unpaid channels such as word of mouth, reviews, and referrals. It is one of the most valuable forms of communication for businesses and brands, providing essential information about their market presence, public opinion, and public perception. In this article, we’ll go over what earned media is, why it’s valuable, and what you can do to make sure you are taking full advantage of it.
What is Earned Media?
Earned media refers to the publicity that a business, organization, or individual receives organically and without paying for it. Unlike paid media, which is a form of advertising, earned media can happen spontaneously in the form of word-of-mouth, comments, reviews, and media coverage.
Earned media can come in different forms. It can include:
• Word-of-mouth marketing: When friends and family recommend a product, service, or business to someone else.
• Social media mentions: Anytime a customer shares or comments about a business on social media.
• Reviews and ratings: When customers leave reviews or feedback online about a business.
• Media coverage: When influencers or journalists share news or stories about a business, product, or person.
• Public appearances: Anytime a business or individual is seen or featured in public, such as on television, radio, or in magazines.
Why Is Earned Media Valuable?
Earned media has become an increasingly valuable tool for businesses and brands for a variety of reasons. It is:
• A trusted form of content: Earned media is much more credible than marketing or advertising messages, as it comes directly from customers. People are more likely to listen to stories and experiences from people they trust.
• Free promotion: Unlike paid media, which often carries a cost, earned media is essentially free promotion. Plus, it’s a great way to communicate with customers and build relationships with potential customers.
• A form of social proof: When customers see other people talking positively about a product or service, they are more likely to consider it themselves. Earned media offers this form of social proof and gives value to a brand.
• A driver of long-term growth: Ratings and reviews are often used to judge the quality of a product or service and can help increase sales. Similarly, positive word-of-mouth can act as free publicity for a business and help it to grow in the long run.
How to Use Earned Media
Now that you know what earned media is and its value, let’s take a look at how you can make use of it. Here are some tips for taking full advantage of earned media:
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Monitor what’s being said: One of the best ways to make use of earned media is to keep an eye on what people are saying about your business, product, or service. With tools like Google Alerts, you can set up notifications to get an email anytime someone mentions your brand or keywords related to it.
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Respond to customer reviews: Public reviews are a major source of earned media. Responding to customer reviews quickly and professionally can help you to diffuse any negative situations and improve customer relationships.
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Focus on relationship-building: Word-of-mouth is a powerful tool and is often driven by relationships. Developing relationships with customers, influencers, and the media can help you to increase your earned media potential.
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Reach out to journalists: If you have an interesting story, don’t be afraid to reach out to journalists and influencers in your field. Make sure you tailor pitches to each individual and provide them with the information they need.
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Ask customers for feedback: Instead of waiting for customers to leave reviews, why not ask them to provide feedback on their experience? You don’t have to push people to leave positive reviews; simply asking questions and inviting feedback can be enough.
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Offer incentives: Making use of earned media doesn’t have to be complicated. Offering incentives such as discounts or free products in exchange for reviews is a great way to encourage customers to leave positive feedback.
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Utilize social media: Social media platforms offer a great way to reach out to customers and spread word-of-mouth. Encourage customers to share stories about you and to tag you in posts.
Having a strong presence on earned media channels is essential for businesses and brands these days. Consumers place trust in reviews and stories from friends and family, and it’s important for businesses to understand this and use it to their advantage. Hopefully, the tips outlined here have given you a better understanding of what earned media is, why it’s important, and what you can do to make sure you are taking full advantage of it.