Earned or Paid Media? Why You Need Both To Drive Sales
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Transcript of Earned or Paid Media? Why You Need Both To Drive Sales
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EARNED OR PAID MEDIA? WHY YOU NEED BOTH TO DRIVE SALES
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COMPANIES THAT FOCUS HEAVILY ON EITHER PAIDMEDIA OR EARNED MEDIA ARE LOSING OUT ON THEPOTENTIAL TO FULLY LEVERAGE THEIR MARKETING
EFFORTS. WHY?
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BECAUSE DESPITE THEPOPULARITY AND
SIGNIFICANT POWER OFEARNED MEDIA, IT PRESENTS
CHALLENGES THAT ONLYPAID MEDIA CAN SOLVE. THE
SIMPLE TRUTH YOU NEEDBOTH TO REACH THE
AUDIENCES YOU WANT,CREATE BRAND TRUST, ANDDRIVE SALES. HERE’S WHY.
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EARNED MEDIACREATES TRUSTED,
AUTHENTIC CONTENT
EARNED MEDIACREATES TRUSTED,
AUTHENTIC CONTENT
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WHEN CONSUMERS CREATE THE CONTENT THEMSELVES LIKEREVIEWS ON AMAZON AND YELP, TWEETS AND FACEBOOKPOSTS AND SHARE IT, THEY INSPIRE TRUST WITHIN THEIR
CIRCLE OF INFLUENCE.
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BEST PRACTICES THAT EMPOWERYOUR EARNED MEDIA GAME PLAN.
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THERE ARE NUMEROUSWAYS TO ENGAGE
CONSUMERS TO CREATEEARNED MEDIA AND ALSO TO
COMBINE IT WITH PAIDMEDIA TO EMPOWER IT EVEN
MORE. THE ULTIMATEPURPOSE IS TO INSPIREINFLUENCERS AMONG
CONSUMERS TO FURTHERENGAGE AND DRIVE ORGANIC
SHARING. HERE ARE SOMEBEST PRACTICES TO HELPYOU GENERATE EARNED
MEDIA.
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KNOW YOUR AUDIENCE. TELL A STORY. ENLIST PARTNERS. LISTEN TO YOUR AUDIENCE.
BEST PRACTICES THAT EMPOWERYOUR EARNED MEDIA GAME PLAN
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PAID MEDIA IS STILL THE MOSTPOWERFUL WAY TO REACH A
TARGET AUDIENCE
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PAID HAS LARGER REACH. REACH OFTEN LAYS THEFOUNDATION FOR PAID SOCIAL SUCCESS, AS GETTING AN ADIN FRONT OF USERS’ EYEBALLS IS CRITICAL FOR A CAMPAIGNTO RESONATE. PAID MEDIA OFFERS A WAY FOR BRANDS TOEXPAND REACH AMONG A WIDER AUDIENCE FAR BEYONDJUST FOLLOWERS AND PROVIDES ADDITIONAL FREQUENCYCONTROLS, BOTH OF WHICH WILL HAVE A GREATER IMPACTAS ORGANIC REACH CONTINUES TO DECLINE.
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PAID ALLOWS YOU TO REFINE YOUR STRATEGY.INSIGHTS GAINED FROM PAID MEDIA EFFORTSCAN BE USED TO INFORM YOUR BRAND’S PAID
AND ORGANIC CONTENT STRATEGY
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BEST PRACTICES THATEMPOWERYOUR PAID MEDIAGAME PLAN:
SET CLEAR OBJECTIVES.KNOW YOUR TARGET AUDIENCES ANDSPEAK DIRECTLY TO THEM. TEST AND OPTIMIZE. ANALYZE AND LEARN.
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