What is Paid Media, Owned Media & Earned Media

Marketing is definitely not as easy as it seems. And surely it doesn’t rely on any one maneuver. If you want to generate leads and highlight your business in this world of intense and stringent competition, then you need to recognize and interpret the exposure of media.

“The goal of social media is to turn customers into a volunteer marketing army.”- Jay Baer

Just like marketing strategies, there are different kinds of media that can be used as desirable tools at crucial times. If you have been wondering about them, here is an insight for you to know all the marketing media type and information that you need:
 

Owned media is the type of media that you have leverages on. You become the proprietor of these kinds of media and have complete rights to vary, change or modify the content assigned to them. Consider for example your facebook page, company blog or your website. In simple terms, all these belong to your business and you are the primary owner of these media, even though YouTube channel or facebook page is not owned by you in technical terms.

Role

You don’t need to pay for your owned media. The fundamental role played by owned media is to establish and maintain a long-lasting relationship with your customers and subscribers. With the provisions of owned media, you also entice and interest your potential customers. Owned media provides controlled instead of overly promotional information about your company. The role of owned media can be determined from the fact that most prospects decide whether it is trustworthy to work with you or not, depending on the content and presentation of your owned media.

Benefits

Owned media has its own preserved benefits. It is cost efficient as you do not have to pay for its use. Consider your blog for which you do not pay any costs to post content about your company. It also gives you accession rights to alter the communiqué and content regarding your company. This facilitates you with versatility and longevity. However, you have a niche audience and those who know about your business seem to be attracted towards it.
Though owned media takes time to scale, it helps your prospect focus on your authenticity in many cases.

Example of owned media

• Facebook page

• Blog posts

• Website or mobile site

• Twitter account

• Youtube channel

Image source: Change conversations-Marketing partners

Role

The underlying role of earned media is to encourage the number of positive social mentions. It is a synchronous result of perfect co-ordination of owned and paid media. With the outspread of digital marketing, social sites like facebook have become an indispensable part of our lives. The popularity of media platforms like Twitter has raised that has led writers and bloggers to get access to your owned media and business to derive quotes and insights from it. This helps you earn accreditation and reputation on the social upfront.

Benefits

Earned media helps to establish trust with your existing prospects and introduce new leads as an opportunity. It also provides major benefits in sales. Since most of the people trust social media, earned media also increases a level of transparency for your business. The best part is that social media does not seem fading anytime soon, so over time as your mentions increase on platforms like Twitter, Quora etc, you will continue to entitle to ever increasing social status. Earned media can also help in closing deals for sales and attracting wide potential prospects.

You need to keep a keen eye regarding your earned media as negative impact might lead to unwanted results for your brand image. According to a survey, 54% of B2C companies generate their revenue from social media leads.

Example of earned media

• Positive reviews

• Reposts and shares

• Recommendations

• Press mentions

Image source: titan-seo

• Sponsorship

• Advertising on third party sites

• Paid advertisements by facebook, Twitter etc.

• LinkedIn

MeetEdgar

Image source: entrepreneur.com

Kissmetrics

Kissmetrics wins the popular choice awards for media implementation. It promises increased engagement and retention throughout your business’s growth cycle. It aligns your media updates and posts with customer behaviour for a fueling business growth. It gives you exact reasons to why visitors on your site convert, along with the roadblocks that lead to non conversions.

Image Source: Kissmetrics.com

Engage audience with paid promotion

 
Paid media can be used to drive promotions in a number of ways. It gives you an increased number of mentions through the earned media. Consider for example the advertisement for boosting your page and content on facebook. It amplifies the audience for your post, once you pay a certain amount. Thus, paid media is opening channels for increased mentions or earns, ultimately socializing your content.

Increased web properties like SEO

Paid media does ano performs the inther job for you. It performs the inimitable task of boosting your owned media contents through SEO and PPC. SEO is Search Engine Optimization that basically lets people get access to your posts in owned media, when they type relevant keywords on search engines. PPC on the other hand, is the abbreviation for Pay per click that is yet another efficient way of publicizing your posts. PPC Advertising programs that are provided by Google AdWords or Yahoo Search Marketing let you pay for the traffic on your website per click. These marketing strategies can serve wonderfully for your owned media. The paid media lends a wonderful hand to your owned media as at the end of the day, it is your owned media that establishes trust and credibility with your existing and potential prospects.

Image source: Marx Communications

The correct integration of these kinds of media can help any business achieve the desired exposure and outreach, so that their voice is heard to their potential prospects. Thus, the critical success to your lead generation efforts becomes easy when media is understood in a collaborative way, instead of isolation. Go ahead and combine these techniques to grow and flourish your business.