Use earned media to grow your business: the Spin Sucks way
Editor's Note: This post originally appeared on the Spin Sucks blog. For the full version of the post, check out the post on Spin Sucks.
You’ve come up with a great business idea.
You’ve done your research, filed the paperwork and even have a few clients lined up.
But you’ve only just begun.
Once you get your new business off the ground, it takes discipline, focus, and dedication to scale it for growth.
Most business owners focus heavily on advertisements, or paid media, without factoring in media relations, or earned media.
What many businesses overlook is that earned media is actually one of the most cost-effective ways to raise brand awareness and, if done well, increase sales. Word-of-mouth can sometimes be much more effective than paid media, which is why earned media is a crucial part of gaining authority.
Of course, this can’t be done overnight, though it may seem that way.
A strategic earned media program is based on consistency to build awareness and relationships. It takes time, patience, due diligence and let’s be honest, spreadsheets.
Treat Earned Media as a Marathon
In the age of social media, it’s easy to get sucked into the “viral vortex” of seemingly overnight success in the media.
Realistically, your earned media plan should be mapped out during the course of six months to a year with milestones.
Remember, it is earned media, which means it takes considerably longer to see results than writing a blog post, sponsoring content on Facebook, or sending a tweet.
You’re building relationships with human beings and that just takes time.
There is no way to short-cut it.
Craft Your Story
According to Seth Godin, great stories succeed because they are able to capture the imagination of large or important audiences.
Customers want to know about the story behind the brand name.
- What makes you stand out?
- Where does your passion originate?
- Why should they care?
With advertising, you get to fully control how your story is expressed, but consumers tend to be skeptical of how this comes across.
When it comes to spreading your message using earned media, you only have control over your pitch, but not the final story. Once your story is established, it’ll also be a crucial piece of your overall public relations strategy.
As you’re doing your outreach to journalists and influencers, your business’ story will be the foundation of your relationship.
Do Your Research
A great earned media strategy relies on strong relationships with journalists and influencers in your industry.
Before doing your outreach, you have to first do your research to learn about those individuals.
This is where you’ll need the spreadsheet.
As those alerts begin to come in, begin populating the spreadsheet with the reporters and bloggers who write about your search terms. You should include their name, publication or blog name, email address, phone number, URL, and a notes column.
You won’t be using this spreadsheet for a couple of weeks, but it’s good to have this information at your fingertips.
Start a Dialogue
Once you’ve identified bloggers and journalists, begin establishing a relationship with them by commenting on their articles and blogs.
This is also where you’ll begin to establish your expertise and authority.
Don’t forget the number one rule of commenting on the internet: Leave emotion out of it.
Treat the comments section as the beginning of a beautiful relationship with journalists and influencers before you pitch them stories about your business.
Put yourself in the reporter’s shoes and figure out your hook to capture their attention.
- What’s the angle?
- What are the upcoming events in your industry that they might care about?
- Is your company doing something unique that’ll be part of a trend?
- Are you really newsworthy or are you just promoting your business?
Here are a few angles you can try when doing targeted outreach:
- The local angle: How are you giving back to your community? If there’s an issue affecting local businesses, you can reach out to reporters to give your opinion or even offer a solution.
- Human interest: Does your business cater to a specific group of individuals? Are you giving back through fundraising? Is there a charitable focus?
- Milestones: Is your business reaching a major milestone? Have you overcome a great challenge to grow and succeed as a business owner?
- Current events: Remember, reporters can’t be everywhere all the time, so they rely on citizen journalism to help with interesting stories happening around the neighborhoods.
Be Patient and Diligent
Follow-up is the key to success when it comes to earned media.
Reporters won’t always get back to you, but don’t be discouraged.
Let a week or so go by from your initial outreach, and try a different form of communication.
Don’t forget to also make the most of social media by following updates across social networks and replying to them in real-time.
Remember: Earned media is a form of sales where you’re pitching your story to a reporter or blogger so they will write about you.
Treat journalists just like you do your top prospective customers, and you’ll find yourself beating them off with a stick.
Gini Dietrich is the founder and CEO of Arment Dietrich, an integrated marketing communications firm. She is the author ofSpin Sucks, co-author of Marketing in the Round, and co-host of Inside PR. She also is the lead blogger at Spin Sucks and is the founder of Spin Sucks Pro.
Photo: Newspapers via Shutterstock