What on Earth is Earned Media? And Why on Earth Does it Matter?
Social Media is obviously a big thing when it comes to digital marketing – probably the biggest. Businesses are simply expected to have a presence or… what does that say about your business?
With a whopping 2.23 billion users logging in to Facebook each month, that can be targeted very specifically to fit your target audience demographic, how can a business not be on Facebook? Your potential customers are there, and they want to see you! But, of course, it isn’t as simple as just building a page. One must post interesting content that adds value regularly. Rather than sell, sell, sell, you must strive to be seen as an information source, be it for amusement or otherwise. The point is, people seeing your brand and being aware of you and thinking of you at the point in-which they need your services. A lot of brands are also finding that social media is being used by people as a customer service portal – a way to speak to brand directly, and in real time.
So, who in your business will take responsibility for this and how would you know they’re doing it in the correct way? How will you know if it’s working? Many questions, ever-changing answers. But here is a gold nugget for you (you’re welcome). From years of managing social media accounts, training, reading and research, here is one thing I know is statistically proven to work for most businesses: If you can get good reviews, then shout about them very very loudly. Why? Because of course, any business will say they’re amazing in their advertising, even if what they offer isn’t that great (think about a worldwide fast-food chain that used to have a scary clown involved). They say that the best marketing is simply to be so good at what you do that people will talk about you (which I agree with, to a point). Earned media (reviews) is proven to be seen as the most trustworthy source of information to consumers – and that goes for all countries. Why? Because of course you’d say your business is amazing!
So how? The best way (I’ve found) is to create graphics, animated or static, to highlight the lovely things your clients say, and to post them onto your social media, and test the results to see what works and what doesn’t. Don’t just project an image of success – give great service so people will talk about it and ask them if they will. Most people understand and are happy to help. Then you shout about it. Very very loudly.
In order to be successful, one must project an image of success at all times. True. But only if you truly are successful by giving a great service.