September 5, 2014
An earned media campaign has the potential to allow you to connect with consumers in a way that also inspires trust. We’re all familiar with paid media, which can be highly effective, but sometimes lack the sincerity that consumers respond to.
If you’re trying to improve your earned media game plan, here’s how to go about it.
Do your research
Before you can kick off your campaign, quite a bit of research needs to happen. In order to get the results you’re looking for, you need to have a thorough understanding of your audience. Where do they hang out online? What will they respond to?
Not only that, but you need to understand who the movers and shakers of the industry are so you can work with them to pool your resources and make things happen. Without this basic understanding of your audience, your earned media campaign is going to fail before it begins. Put the time and effort in and your results later with reflect that.
Understand that success takes time
Like any other marketing campaign, an earned media campaign is going to take time. Researching your audience, and then connecting with influencers to generate some buzz can’t be accomplished overnight. It requires patience as you move through the stages of a carefully crafted strategy, and some brands lose their way by failing to realize that it’s okay to wait for long-term payoff.
The biggest mistake brands can make is to get antsy, to expect instant results, or feel pressured by a boss to make things happen sooner. Deviating from a carefully constructed strategy because you’re feeling outside pressure is likely to end in disaster, which means reminding your team, and your boss, why you’re sticking to what’s going to work for your brand.