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a blue check can help you grow your social media presence organically. It also protects your brand from those who might pose as you and potentially harm your online image. While social media verification may have started out as a feature for celebrities, it has evolved into a differentiator for brands. That blue check often means a larger conversion rate — when a consumer is considering your brand versus one without a blue check, they will likely choose you. This can be a game-changer. When your brand has been verified, people will know that you are the real deal — and that they can trust you and take you seriously. This can help you build stronger, more genuine connections, as well as boost your brand awareness and visibility so more people will recognize who and what you are.
What is shared media? Shared media refers to content which is shared across third party platforms, such as social media, or shared between multiple owners, including people liking, commenting on or sharing someone’s social media posts – it is the result of a shared interaction. Example platforms includes: Facebook Instagram Twitter LinkedIn YouTube Pinterest Although social media is the main channel for shared media, there are other third-party platforms which it refers to. These include partnerships, such as sharing content on partner networks like newsletters or websites, influencer engagement, so sharing your content on their social channels, and sponsorships, where the content is shared under a sponsored agreement – it should be noted that each of these platforms do have some overlap with the other channels of PESO framework. Why is shared media important? Shared media has proven a popular channel in the PR industry, particularly given the rise in popularity of social media, the expansion of its networks and the continuing increase of user engagement. As PR practitioners, building brand awareness is at the heart of what we do, and shared media is a useful tool which can be used support this. Not only does it amplify your content, but this amplification will ultimately drive greater brand awareness as a result. Social media provides a platform to actively engage with consumers and become part of a digital community – so by liking, sharing and commenting on posts, you’re becoming part of the conversations and allow your brand’s voice to be heard. To enjoy these benefits, you’ll need to make sure you’re giving people a reason to share or engage with your content. By making it informative, but also showing a bit of your brand’s personality in the process, you’ll create something people will want to interact with. Is there a downside? One thing that shared media doesn’t offer you is control, meaning if something negative is posted online, there isn’t anything in place for you to control the reach of this content and stop it from being shared. We all want positive interactions, but this isn’t always the case for some brands, and therefore does play a downside in shared content.
Simply put, paid media is marketing you pay for. Holistically, it is used to promote content in order to drive earned media, as well as direct traffic to owned media properties. Paying to promote content can help get the ball rolling and create more exposure. Social Media sites like Facebook, Twitter and LinkedIn offer paid media advertising that could potentially help boost your content as well as your website. Another way to gain more exposure for your content is to pay influencers to rep your products or services, impacting the reach and recognition your pieces receive. Using retargeting, Pay Per Click (PPC) and display ads is an effective and more direct way to drive searchers to your owned media sites like your website, to help increase traffic and/or conversions.
Owned media is any web property that you can control and is unique to your brand. One of the most common examples of owned media is a website, although blog sites and social media channels are other examples of owned media properties too. Channels like social media and blogs are extensions of your website, and all three are extensions of your brand as a whole. The more owned media you have, the more chances you have to extend your brand presence in the digital sphere.
Earned media is publicity or exposure gained from methods other than paid advertising. If owned media sites are the destination then earned media is the vehicle that helps people get there. What good is a website or social media site if no one is seeing or interacting with it? That’s where earned media comes in. Earned media is essentially online word of mouth, usually seen in the form of ‘viral’ tendencies, mentions, shares, reposts, reviews, recommendations, or content picked up by 3rd party sites. One of the most effective driving forces of earned media is usually a combination of strong organic rankings on the Search Engines, and content distributed by the brand. First page rankings and good content are typically the biggest drivers. Rankings on the first page of the search engines place your owned media sites and content links in a position to receive higher engagement and shares, which is why a good SEO strategy is crucial. When it comes to brand content, interesting, informative content can come in all shapes and sizes. Whether it be a blog, info-graphic, video, press release, webinar or e-book, the bottom line is that the content has to be worthwhile in order to receive the value of earned media; which is why a great content strategy is also important.
Pay-per-click affiliate marketing is something you are probably familiar with. It’s a type of advertising, sometimes quite subtle, but very effective, in which a business rewards the “affiliate” for each visitor/customer they bring to the company’s website. Affiliates are the participants that agree to promote your product or service on their social media or website and with each successful sale they make, you pay them a certain amount of money. To make things easier, there are websites where you can search for different affiliate programs and find the best channels to market your product or service. There are many types of affiliate marketing, depending on how the advertiser is being paid. In reality, when affiliate marketing is mentioned, it’s usually to target people or blog owners to make passive income. But from a marketer’s point of view, affiliate marketing is equally important. With this form of advertising your product, you gain a high-quality audience but only if you know how to choose your affiliates, or in other words the people who will sell your product. Of course, they will be paid a percentage of every sale they make of your product, but in order to see the results, it’s important to choose websites with high traffic and related to the product you are selling. It’s simple. If you are selling kitchen knives, your affiliates could be food bloggers. If your business is renting cars, a popular travel blogger will bring the audience to you by simply mentioning you in one paragraph. People trust people, much more than they trust companies. So if someone recommends your product or service, there is a higher chance for you to make sales than with other forms of marketing.
Social media and marketing go hand in hand. With the rise of social media networks, especially Facebook and Instagram, business owners have increased their chances to stand out with a good and inexpensive marketing campaign. And this could be one of the ways you do it. Did you know that Facebook has 2.2 billion monthly users? This makes the platform the third most visited websites, right after Google and YouTube. With so many users, business owners recognized the potential in Facebook and other social media and they now want to turn these users/potential customers into new customers. The advertising you do on these social media platforms can mostly increase awareness for your product, which is definitely an important thing when building a brand. Through these social media channels, you can target the preferred demographic and specific interests of your audience.
As the name suggests, display advertising refers to the advertising banners or images you see on websites. It can also be in the form of a text, but the end goal is the same — raising awareness for the brand. PCP display advertising usually returns lower click rates but you can pick who sees your advert which is a great advantage. Targeting your audience is easily done. You can choose a certain group of people, a relevant industry, or you can perhaps choose people who have visited similar websites to yours. The banners can be in different sizes, and they are limited depending on what type of network you are running the campaign. For example, you can do it on social media, or through Google Ads. You can also do it individually with other websites.
We can all agree that this can be quite annoying. But as annoying as it may be, remarketing really helps business owners. Let’s see it this way. You open an eCommerce website that is selling clothes and accessories. You are partly interested in the women’s accessories segment and browse through it. Next thing you know, an advert showing you accessories for that same shop appears everywhere. It’s what marketers call remarketing or sometimes retargeting. Basically, it’s a PPC method that targets users that have previously shown interest in your product or service. Seeing the exact thing they were looking for in the first place might help them make a final decision on whether to buy that necklace or not. Remarketing keeps the user engaged with the business and keeps reminding them to complete their purchase by popping up on the internet from time to time. This is done through the website’s cookies that are stored on your browser. Remarketing is also when you, for example, google something, and then your browser shows ads according to your search. This type of PCP is not stand alone advertising but is usually a part of the search, social, and display PCP advertising campaigns
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