How does Earned Media add value to Digital Marketing?

Everyone gets the value of having their own media channels from blogs, social media accounts and newsletter subscriber lists. Owned media is easy to measure and manage. Purchased media like PPC campaigns, branded content and display ads also have a measurable impact on your marketing budget. So next the question is how to measure the impact of earned media in your digital marketing campaign.

Earned media include the product reviews, social shares, press coverage, guest blogs and more. It can extend to positive informal conversation customers have about the brand in offline and word of mouth. When your social media post is shared or the comment on your feature article has published, the exposure gained has been earned is because of the quality of the content. Sometimes it can also be negative like the customer complaint or critical comment on social media. To get value from earned media, a digital media agency in Dubai need to track this.


Other than any other digital channel, the earned media channels offer trust and legitimacy. People will not buy from companies they don’t trust. They believe in earned media more than adverts. Its time when the potential buyers value the trust you offer, media companies in Abu Dhabi considered earned media as their prominent digital marketing strategy.

Steps to build earned media in your marketing plan

1. Create unique content

Instead of writing content that reads like a sales brochure and gets ignored, gives readers something that helps them to solve their issues, drive reviews, recommendations or shares.

2. Increase quantity, Write only quality content

Content marketing and blogging are vital for SEO. Blogs are important in driving traffic to your website and maintain customer retention. A website posting 10 blogs will definitely get more traffic than other website posting only 5 blogs a month.

3. Find your top fans

Monitor media to find happy customers who are saying good things about you, then engage. Reach out and demonstrate your appreciation by improving their social presence with a shout out and re-share. You might also consider giving them special discounts.

4. Measure the Results

Even though earned media is free, it takes to budget and resource to secure it. You’ll need hours and people to create content and promote it via channels like blogs, PR, email, app notifications, and social. Capturing the impact of any earned placement or five-star review on traffic, shares, sales, conversions, downloads, or newsletter will show you what worked.

Comments

  1. Zinavo-Web Design | Web Development | SEO | Mobile Apps | ERP/CRMAugust 25, 2020 at 2:11 AM

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  2. Dubai Website DesignFebruary 22, 2022 at 3:00 AM

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