If you’ve been involved in any marketing efforts in the past, you know that marketing is multi-faceted. Not only are there different channels in which you can market, there are different ways. As part of one campaign, you may pay for an advertisement in the local newspaper while also having one of the physicians speak about allergies to the faculty at the local public school. Both are important parts of a campaign but they are very different in the way you acquire them.
There are three types of media: paid, earned and owned. The examples of the ad and talk are paid and owned media. So, what is earned media?
What is Earned Media?
Earned media is any media activity that is generated by customers, influencers or journalists and not by the company, organization or brand. Types of activity could include:
- A news article or feature in a newspaper or magazine.
- Online reviews.
- Mention or focus of a blog post.
- Sharing or engagement of a social media post.
Why is Earned Media Important?
Since the first time a human told another human about a purchasable product, there has been no better way for a brand to gain a new customer. People view highly satisfied customers as the best and most credible advocates for a product. In a 2009 Nielson study, more than 90 percent of respondents said they trust recommendations from people they know. In comparison, just 24 percent said they trust an online ad.
How Can You Leverage Earned Media?
Getting individuals to mention a brand, service or product has never been easier than it is today. Before the explosion of social media and blogs, earned media was limited to word-of-mouth recommendations and news coverage. Today, there are more channels for earned media to be created.
You can begin efforts to leverage earned media by connecting with your audience. Set up social media pages and attract followers. The larger online following you have the more likely it is for your audience to review your practice, share your social media posts and recommend you to others online.