+ Online PR
Earned media drives vast amounts of web traffic and conversions from:
- Popular online media outlets, blogs and online communities
- Social media influencers and
- Search engines
Forrester says that over 90% of web traffic comes from these inbound channels.
Relevant, informative and entertaining content is the focal
point of earned media campaigns.
Content so good that your prospects’ favorite online media,
social influencers and search engines will need to share it.
Now my friend Phil is going to show you how it works!
Thanks, Chris. Hello!
Online PR starts in Q1 with earned media placements in popular digital media outlets, blogs and communities promoting your content.
Traffic and conversions spike as social media influencers read and further promote your content.
Search engines then catch wind of the activity and continue driving traffic and value.
All of this traffic drives opt-in email list growth, retargeting campaigns and conversions.
After the promotion phase, traffic builds as new links are earned and search authority rises.
Earned media also drives brand awareness and turns new visitors into members of your online community.
Marketers are seeing value in earned and owned media—and in some cases, using PR campaigns as a replacement or supplement for traditional advertising.”
– Ad Age
Forrester recently reported that nearly 90% of web traffic comes from unpaid earned media on search engines, social media, the blogosphere, online media and digital communities. These inbound marketing channels – each ripe for the taking – are all tightly connected. They’re also the places where your online prospects live, learn, socialize and ultimately buy.
Historically, inbound channels have been separately targeted with little mind paid to their synergies and interconnectedness. Earned media flips this inefficient paradigm on its head. A well-crafted earned media campaign simultaneously moves the needle across all inbound channels while driving a meaningful return in the first quarter and beyond.
Earned Media Strategy
Advertising is saying you’re good. PR is getting someone else to say you’re good.”
- Jean-Louis Gassee
Our earned media contribution strategyTM is simple in concept. We work together with you to create a content centerpieceTM that is so helpful to your prospects that once they discover it, they won’t know how they ever lived without it.
And if your prospects can’t live without it, neither can the online media, communities, blogs, social influencers and search engines they trust. Industry media outlets clamor for relevant content they can cite, discuss and share with their audiences. When you contribute valuable information to your industry, it makes earning top online media coverage a natural process for our digital PR team.
Earned Media Execution
Ensure your content consistently reaches your online customers where they live with our earned media delivery model.
The Internet is a conglomeration of virtual tribes and communities, each with a cause and passion. It’s a social setting full of real people searching for solutions to real problems and causes to believe in. Most wish to be empowered with the knowledge to solve their own problems and seek enabling online media outlets and communities. Our earned media delivery model, and the key to maximizing media coverage, web traffic and conversions, is made up of these four core elements:
Our big ideas are driven by big data, so we start with research.
Inbound marketing consultants, commonly referred to as our “math men,” use their data-analysis tools and wizardry to craft the ultimate earned media strategies. As they sift through the data, their driving question is always this: “What single piece of epic content will create a tidal wave of relevant inbound traffic from earned media?”
Our freethinking marketing creatives turn research into vivid reality by creating your content centerpiece: a valuable or engaging piece of content to wow prospects.
These guys and gals are known to solve problems in innovative, creative and eloquent ways. They put the Holy Cow! into our content.
Digital PR pros start by placing articles, guest posts, interviews, and teasers promoting and linking to your content centerpiece all over the online media outlets, communities and blogs your prospects frequent.
These placements create a content feeding frenzy that carries over to social media influencers who further promote it. Numerous hyperlinks then converge on your content, enticing search engines to drive SEO traffic for years to come.
As waves of inbound prospects crest into your site, our analytical conversion consultants catch them and ride them all the way into your marketing funnel.
Our conversion consultants practice their own style of magic that focuses on the numbers behind conversion behaviors. Their goal is singular, and it’s to drive you the maximum number of high-quality conversions.
We are proud to have unreasonably high quality standards for what makes relevant content.
Earned Media Results
1. Earned Media Placements
Dive into your web analytics and you’ll likely notice that referral traffic from online media outlets has one of the highest conversion rates of any inbound source.
Relevant links from earned media placements immediately drive volumes of carefully targeted inbound prospects and boost authority in search engines. These are your most powerful and authoritative backlinks. View some of our top earned media placements here.
2. Social Media Buzz
The social media influencers in your industry read the same online media, blogs and community content your prospects do.
The right earned media placements fuel meaningful conversation in social media that drives inbound traffic and creates even more authority in search engines.
3. Search Engine Optimization
Inbound link popularity still rules the roost of search engine algorithms.
How could it not? They can’t just trust what you say about yourself, can they? One of the big differences between this year and last, though, is that links from social media really matter, and we’ve only seen the start of it. Earned media placements drive quality backlinks from top media, communities, blogs and social media.
4. Opt-in Email List Growth
Prospects will happily give you their emails when provided with great content.
If you’re an email marketer, you can either make some greedy email list vendor rich, or you can build one yourself with an earned media contribution strategy from digitalrelevanceTM.
5. Retargeting Acceleration
B2C companies are experiencing great success with retargeting and remarketing ads.
If we’ve done our job right, every visitor to your content centerpiece will be a potential customer that thinks favorably about your brand’s thought leadership. Continue nurturing their interest in your brand with relevant retargeting ads.
6. Online Community Growth
Having a vibrant online community is the Mecca of digital marketing.
Building online community is no magic bullet though; it’s tireless, perpetual, hard work. Our contribution strategy drives new community members and discussion more than any other marketing we know of, and it sets the quality standard for user-generated content. For a better understanding of where earned media fits into online community building, view our community roadmap.
7. Brand Awareness
Sum up the prior six results and you’ll understand the impact a successful earned media campaign will have on your overall brand awareness and acceptance.
If your goal is to take more “brandshare” in your marketplace, our earned media contribution strategy can get that done for you. In our online world, we call brand awareness and acceptance “digital relevance.” It’s our very brand name, and it’s our combined passion.
Ensure your content consistently reaches its intended audience with our earned media contribution strategy.