Earned Media for Dummies.
So you've scored yourself a media hit... Congratulations!
One step closer
No matter if the placement was a local news piece, written comment, or a podcast interview, getting your company’s name out there brings you one step closer to getting the awareness you need to drive success. Now you might be asking yourself, what do I do to leverage my earned media and make the most of every opportunity? We’re glad you asked! There are many things you can do to perpetuate the impact of earned media hits, and it’s imperative that you take these steps to get the most out of any interviews or written pieces. Here’s a handy checklist to keep up the momentum.
Highlight the hit in your email newsletter
This is possibly the easiest way to snowball the impact of any media coverage, as you already have a customer base to share the news with. If you have a separate list for those in your sales funnel, send it to them too! And if you don’t send out a marketing email, maybe now’s the time to start.
Work your social media
Even if you love to hate this generation’s reliance on platforms like LinkedIn, Instagram, and Twitter, there’s no denying their staying power nor their reach. Use your own personal channels to share the news - literally - as well as any company platforms. Be sure to tag the outlets or reporters when you do, and, if you’re inclined, tack on some relevant hashtags to help categorize the posts and amplify their spread.
Repurpose the content
Every interview, op-ed, or social post can be morphed into new content specifically curated for another platform. Exposure is everything when it comes to building your audience, and the more mediums on which you can blast your message, the more likely it is to commit to someone's memory. Re-work that podcast into a blog entry for your site and a post on each social media platform. Let your coverage go the extra mile so you don't have to.
Let your website be a billboard
If you’ve got decent traffic coming to your company’s website, all the more reason to make it do double duty as an advertising medium. Paste quotes and links to interviews, podcasts or articles in a designated section on your home page - as well as the outlet logo if it’s one that will be widely recognizable - to keep media hits front and center for loyal customers and the newly interested alike.