Who doesn’t love free publicity? That’s exactly what earned media is. Coverage for your brand through organic means. It can be though reviews, media coverage, mentions, social shares, etc. As nice as it is to get that free shout out, it is also the most difficult to achieve. Let’s think about a consumer review. We all use them. What’s the first thing that most people do after they read a review somewhere? The answer is that they visit the website of that business and on average they will read roughly 10 before they go the site, according to Local Consumer Review Survey, 2020. We can’t stress the importance of getting positive earned media, whether it be through a Google review, an Instagram share, or media coverage. Here are a few tips to ensure that you will get a rave recommendation through earned reviews no matter where it comes from.
1. Create interesting & engaging content: if people resonate with your content they will feel compelled to share it.
2. Create good media relationships: it’s always nice to have a few media friends. Make sure to nourish those relationships through equal benefit.
3. Make your audience happy: good customer service for the win always
4. Use all your channels: Instagram, Facebook, LinkedIn, etc. Make sure that you’re always posting, engaging and consistent with your voice on all your channels.
5. Authenticate your expertise: you can do this through writing articles, social media as well as client testimonials.
You have to “earn” your earned media. Nothing is truly free and free publicity is no different. You will have to strive to create a brand name that is reputable and stands the test of time over and over again. Once you do this though, you can reap the rewards of word of mouth marketing and possibly earned media.
