What is earned media management?
And why’s it important to the success of your business?
There’s a better way to boost brand awareness that doesn’t involve paid marketing, namely advancing your public relations efforts using earned media management as part of your key messaging and storytelling strategies.
Earned media management is focusing on journalists, influencers and consumers to promote your brand through word-of-mouth, news coverage, shares on Facebook, retweets on Twitter, and website comments and feedback. It’s publicity that’s created by a third party – and it’s free.
And while it’s not rocket science, engagement is key, as is creating compelling, relevant and informative content for your brand – stories, posts and tweets that are share-worthy.
And building online relationships with your core audience is vital, as those are the people who will help you expand your reach.
Between 25 and 40 percent of website traffic and lead generation results from earned media, and consumers, journalists and influencers who share messaging on social networks can potentially reach thousands – even millions – of people.
If you are just hoping that people will publish or share your great content, well, that’s like stepping up to the plate without a bat.
The need for change is driven by the fact that brands need to diversify their media mix to include more earned media.
Real Estate Corner:
The rising popularity of moving to secondary cities
Second-tier cities and their suburbs are making inroads in the real estate market. Millennials, Gen Xers and baby boomers are all shifting their buying habits to include secondary cities.