Earned media stands as the ultimate challenge – toughest to crack but has the biggest impact. Brands like Tesla, Red Bull, and Lush Cosmetics found the most marketing success through earned media strategies and so can your startup. Unlike owned or paid media that you control, earned media is something you “earn” through a genuine connection with your audience. Let’s talk more.
What is earned media?
Earned media is any exposure your brand gains through word-of-mouth, be it via social media mentions, customer reviews, media coverage, or any form of unpaid endorsement. To speak in terms of pop culture, it is when you share a meme of a brand that makes it badge-worthy for you. You make people talk about your brand and help it grow in an organic, sustainable way.
How can earned media help startups?
For startups, earned media is not just cost-effective; it’s a seal of trust from the market. It is a powerful endorsement when customers or influencers talk positively about your brand.
At its core, earned media amplifies a startup’s visibility and reputation through unpaid channels, such as social media mentions, customer reviews, and media coverage. We’ve got just the right example for you. We all know Peloton, which got particularly popular during the pandemic.
People were stuck at home, itching for a good way to stay fit. Peloton was there to fill that gap. But here’s where it gets interesting: the buzz about Peloton didn’t just come from their ads or marketing. It came from people using their bikes and treadmills and absolutely loving it. This kind of buzz is priceless and can launch your startup into a successful future.
8 easy earned media tips for startups
Startups often operate on a tight budget, so getting earned media mention can be a game-changer. Here are some tips to get you shared:
1. Get social right away
Amp up your social media game by being more than just promotional. Engage in conversations, share useful content, and be part of the community. The more you give, the more you are relatable, the more likely your followers are to share your story.
2. Make friends with the media
Connect with journalists and bloggers in your niche. Follow their blogs or releases, social media accounts, and be genuine in your comments. Share their content regularly and when you have a compelling story, reach out to them.
3. Tell stories that stick
Everyone loves a good story, especially one they can relate to. Share your startup’s journey, the challenges you’ve overcome, and what makes you different. Authentic stories are more likely to get picked up by media channels because they resonate with a big audience.
4. Be a thought leader
Share knowledge through your brand’s blogs, podcasts, or videos or through guest posting and appearance. Be consistent in both approaches and position yourself as an authority.
5. Leverage customer love
Happy customers are your best advocates. Encourage them to share their experiences on social media, review sites, and with their friends. Be transparent and if you make mistakes own them up.
6. Jump on the newsjacking train
If you have a unique angle on a trending topic, whether it is sharing stories, informative bits, or a meme, share it right away. If it is really worthy of sharing it’ll be picked up by the media and your startup’s target audience.
7. Host an event
Whether it’s a webinar, workshop, or meet-up, events are a great way to get attention. Make it share-worthy. Here’s an example. Magnum Ice Cream does pop-up events called “Magnum Pleasure Stores” in cities across North America. People can create custom Magnum bars with toppings and coatings and make their own luxury ice cream bars. Events like this one help in two ways – test new flavours and get some quality user-generated content.
Are you planning to build trust for your brand online? Verified Communications can help you get the recognition that your brand truly deserves. Get in touch with us today!
