Earned media is the shoutout you earned (by being awesome) but didn’t pay for. Pretty simple, right? Kinda.
The boundaries between owned media, paid media, and earned media can seem clear on paper—for instance, owned media includes things like your website, social media pages (kinda), and blog, while paid media typically refers to traditional advertisements, and earned media refers to free coverage—but IRL things can get a little fuzzy.
Let us be your guide to earning media and gaining that all-important brand visibility, all without spending a (direct) dime.
The good ‘ole fashioned version of earned media is word of mouth, and don’t discount the importance of it. Word of mouth is still a really important way of increasing your visibility. Think about all the times you’ve found a hairdresser, gardener, or dog sitter by asking around! It’s the same in business. Entrepreneurs ask their professional and personal networks for people recommendations (writers, salespeople, etc.) and service recommendations (payroll companies, marketing firms, etc.). YOUR job is to be so great that when your customers’ business besties ask around for recommendations, you and your business come straight to mind.
The digital version of word of mouth is online reviews. Depending on your business, customer reviews online may or may not apply. But other forms of earned media coverage include being picked up by a journalist or blogger who wants to tell your story, being featured on a podcast, and being highlighted by an influencer on social media.
If you’re looking to gain visibility through earned media coverage, here are three ways to do it for free!
Earned media is a super helpful way to build your brand’s visibility and credibility. It may not directly cost you anything, but that doesn’t mean you don’t need to invest in earning that free coverage. Your assets need to be ready to go when that opportunity for earned media pops up. (If you get the chance to be a podcast guest, but you don’t have a functional website to direct people to, then you probably won’t capture that new audience.)
Earned media also requires time. It takes time to pitch journalists, bloggers, influencers, and podcast hosts. Even if you score an opportunity without a pitch, it’ll probably still require time—like the time you’re literally recording the podcast or the time you’re prepping for the IG takeover. But, trust us, the time spent on earning media is time well spent.
For help landing earned media opportunities that grow your brand visibility, book a sales call with us!