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There is nothing more frustrating than seeing a competitor grow faster than you just because of name recognition, especially when you know that your product or service is much better than them. However, with so many companies competing for consumer attention, it can sometimes feel like a daunting task trying to increase awareness of your brand.
Therefore, in an effort to beat the competition, many organizations spend huge amounts of money on internal marketing teams or external advertising agencies to generate brand awareness. While this helps, I’ve seen consumers today want to make sure that everything they buy is reputable and reliable, and with the current landscape of mistrust and fake news, gaining customer trust is more difficult than ever. This is why earned media is so important.
What is “earned media”?
there Three types of media An organization can benefit from getting its message out to the world. No, I’m not just talking about radio, TV or internet advertising, but about “paid”, “owned” and “earned” media.
Paid media is exactly what it sounds like: the media you pay for. This can be anything from paying to place an ad on local or national TV to sponsorship on a YouTube video or podcast. The great thing about living in the 21st century is that you can target your ads directly to your target audience. However, these ad placements are not cheap and can be very expensive for some organizations.
Related Topics: What is Earned and Owned Media? And how can they serve your business?
Owned media is content that is created and maintained by the organization itself. This can include anything from company blogs and email newsletters to company social media pages. Being online is very important in today’s digital age, but usually the only people who see it are the people who already know about you. So, unless your organization is already a giant corporation, you are basically just preaching to a small chorus of followers.
Finally, there is the acquired media, which is basically “word of mouth” turned into 11. These are the media that you get from a third party like a social media influencer or writing in a media outlet. In my opinion, this is the best kind of media, as it is not only free but also lends credibility to your brand. It is a testament to the quality of your brand if influencers and mainstream media are talking about you of their own free will. Ultimately, being known as a credible organization with a good reputation is worth more than any amount of paid advertising.
Customer trust is everything
According to research by Edelman, the ability to trust a brand is The second most important factor Customers are taken into consideration when deciding to purchase a product or service, right behind the price. One of the best ways to gain this credibility among the audience is through earned media, particularly by being mentioned or covered naturally in a news article in a well-known publication or by a major social media influencer. Despite what people do He might say in the pollsThe public still places a lot of trust in the mainstream media.
So, if your organization is able to comment on an issue in a thoughtful way, whether that’s by contributing thought leadership articles on an issue in your field or getting one of your C-suite quoted in a major industry or top-tier publication, the Trust granted On this port it also extends to your organization. Earned media is the best way to not only increase trust in your brand, but also to position you and your colleagues as trusted figures in your field.
Related Topics: 5 Strategies for How to Make Customers Trust Your Brand
Eat to Increase Your SEO Score
Another benefit of earned media is how it positively impacts search engine optimization (SEO) for your organization. This is because search engine algorithms also take into account “trust” metrics, and the more you are organically referred to in the media or by influencers, the higher your website will appear in search engine results.
Take the Google Search Quality Assessor Guidelines for example, which explicitly states The more an organization is mentioned organically, the higher its rank and position in search results. The company even came up with a neat name for this scale – the EAT score – which stands for experience, authority, and trustworthiness. Therefore, the higher your organization’s EAT score, the better your organization will perform in search engines, which leads to higher brand awareness along with more consumer confidence in your product or service.
Will this break my budget?
One of my favorite things about earned media is their fuss for money. Almost nothing costs you to pitch a story to a journalist or influencer, so organizations of all sizes have a chance to make their voices heard.
While all three types of media are important for creating brand recognition, in today’s business climate, customers are looking for stable and reliable companies to do business with. So, more than ads or blog posts, your organization needs to invest time and energy into its earned media strategies so that it can build a good reputation and establish legitimacy, gain the trust of potential customers and increase SEO, all without breaking the bank.
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