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  • Writer's picturePaula Mattisonsierra

Marketing Balance: Flex Your Media Muscles for a Well-Rounded Strategy



Balancing your marketing efforts across owned, paid, and earned media is the key to a well-rounded marketing strategy. Each type of media plays a unique role in reaching your audience and promoting your brand. By integrating each of these media types and leveraging their strengths, you can create a comprehensive and effective marketing strategy that drives results. Businesses can develop and implement a balanced marketing strategy by incorporating owned, paid, and earned media. Here's how...


1. Owned Media: Your Marketing Home Base

Explanation and Scenarios

Owned media refers to any channel of communication that a company controls (and owes). This includes your website, blog, email newsletters, videos, and any other content that you produce and manage.

Benefits

  • Control: With owned media, you have complete control over the content, messaging, and timing. This allows you to align your media perfectly with your brand's voice and marketing strategy.

  • Cost-Effective: Owned media typically involves lower ongoing costs compared to paid media, especially once the initial investment in creating the content is made.

  • Longevity: Content on owned media platforms can continue to drive traffic and engagement over a long period, providing lasting value.

Challenges

  • Reach Limitations: While you can control and optimize owned media, its reach is naturally limited to your existing audience and those who find you through organic means.

  • Resource Intensive: Creating high-quality content consistently requires time, effort, and resources, which can be a strain on smaller businesses.


2. Paid Media: The Marketing Megaphone

Explanation and Scenarios

Paid media involves paying to promote your message on external platforms. This includes traditional advertising (TV, radio, print) as well as digital advertising (Google Ads, social media ads like Yelp and Facebook, sponsored posts).

Benefits

  • Immediate Reach: Paid media can quickly amplify your message to a large audience, providing immediate visibility and awareness. Reminder, that with a free account on your social media platform, you are simply a guest.

  • Targeting: With digital paid media, you can target specific demographics, interests, and behaviors, ensuring your message reaches the right people.

  • Trackable: The performance of paid media campaigns is relatively easy to track and measure, allowing for data-driven adjustments and optimizations.

Challenges

  • Cost: Paid media can be expensive, especially for smaller businesses with limited budgets. The costs can add up quickly, particularly in competitive markets. However, for an outside-of-the-box marketing agency such as Power Marketing SF, there are other options you can consider.

  • Ad Fatigue: Audiences can become desensitized to ads, especially if they see the same message repeatedly. This can reduce the effectiveness of your campaigns over time. 90% of the information processed by the brain is visual and It takes only 13 milliseconds for the human brain to process an image. So it will be important to offer variety in your AD visuals.


3. Earned Media: The Organic Buzz

Explanation and Scenarios

Earned media is the exposure you gain through word-of-mouth, press coverage, customer reviews, social media mentions, and other forms of organic promotion that you don't directly control. It signifies your endorsement of genuinely communicating your beliefs consistently to your audience and customers.

Benefits

  • Credibility: Earned media is often seen as more credible and trustworthy by consumers because it comes from third-party sources rather than the brand itself.

  • Cost-Free: Unlike paid media, earned media doesn't require a direct financial investment, making it a cost-effective way to gain exposure. However, it requires a time investment.

  • Amplification: Earned media can amplify your message far beyond what you could achieve through owned or paid media alone, reaching new and diverse audiences.

Challenges

  • Lack of Control: You can't control what others say about your brand, which can be both a benefit and a risk. Negative reviews or unfavorable press can harm your reputation. Again, let's hit the "however button", just like in real life not everyone will like you but it will be important for you to stand by your values and to do your best at all times. If there is a resulting negative review respond quickly and professionally and move on. It will be important to monitor the entire digital environment to ensure that you are notified of any possible reviews, whether good or bad; check out the Power APP.

  • Unpredictable: Earned media is often unpredictable and can be challenging to generate consistently. It requires ongoing effort to engage and delight customers and influencers.


Balancing the Media Mix for Optimal Marketing Results

Just as a balanced workout regimen includes different types of exercises to achieve your overall fitness, a balanced marketing strategy should incorporate owned, paid, and earned media. Here’s how they can work together effectively:


Integrating Owned, Paid, and Earned Media

  • Owned Media as the Foundation: Think of owned media as your marketing home base. It’s where you have complete control and can build a strong foundation for your brand. Ensure your website, blog, video, and social media profiles are robust and reflect your brand’s identity.

  • Amplifying with Paid Media: Use paid media to drive traffic to your owned media channels. Paid ads can help you reach a wider audience quickly and bring new visitors to your website or social media profiles. Use the data from these campaigns to refine your targeting and messaging. Your audience will come and go and that's OK, it is your job to have great energy moving into an awareness of your business at all times. We have been through a few economic downturns and audience and clients will come and go. So, keep on filling your contact list.

  • Leveraging Earned Media: Encourage satisfied customers to leave reviews, share their experiences on social media, and spread the word about your brand. Earned media can provide a significant boost to your credibility and reach. Highlight positive testimonials and press mentions on your owned media platforms to build trust.


Benefits of a Balanced Media Strategy

  • Comprehensive Reach: By combining owned, paid, and earned media, you can reach a broader audience more effectively than relying on one type of media alone.

  • Enhanced Credibility: Earned media adds an element of trust and authenticity that owned and paid media cannot achieve on their own.

  • Cost Efficiency: Balancing your media mix allows you to optimize your budget, using the cost-effectiveness of owned and earned media to offset the expenses of paid media.


Creating a Synergistic Strategy

  1. Content Repurposing: Create high-quality content for your owned media channels and repurpose it for paid and earned media. For example, a blog post can be turned into a social media ad, a press release, or a customer testimonial.

  2. Consistent Messaging: Ensure your messaging is consistent across all media types. This helps reinforce your brand identity and makes your campaigns more recognizable.

  3. Integrated Campaigns: Develop integrated marketing campaigns that utilize all three types of media. For example, launch a new product with a mix of owned content (blog posts, social media updates), paid promotions (Google Ads, sponsored posts), and earned media (influencer reviews, customer testimonials).

  4. Monitor and Adjust: Continuously monitor the performance of your media efforts and adjust your strategy as needed. Use analytics tools to track metrics such as website traffic, ad performance, social media engagement, or check out the Power APP which will centralize all your digital activity into one place, saving you time and money jumping from one subscription to another.

Balance is key in marketing. Don't skip out on any aspect of your media strategy. Embrace the power of your owned media(s) and utilize the access that can be achieved from paid, and earned media collaborations, to build a strong, well-rounded marketing plan.


Author: Paula Mattisonsierra is an Award Winning Consultant and the Founder & Fractional CMO at Power Marketing SF.

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