So you want to get the word out about your new tech product or service. You’ve got the tag line, the banner ads, the search campaign–what else?
As you articulate your message and why it matters, anchor it with earned media, also known as public relations. Why? The big reason is that across all age groups, earned media is the most trusted form of advertising. (Nielsen). The idea is that the quality of the content–blog, article, post, or otherwise–has earned its place instead of you paying to put your message out there.
In fact, [tweet_dis]92% of consumers say they trust earned media[/tweet_dis], while only half trust paid ads. (Webbed Feet). It stands to reason then, why 94% of people click on organic content instead of ads online. (Econsultancy)
It’s not just about trust. Earned media is a powerful complement to your sales campaigns. Lead generation driven by earned media out-performs lead generation driven by paid media by a delta of 10-15%. (Conductor)
Earned media gives sales the edge it needs because:[tweet_dis]70% of people want to learn about products through content [/tweet_dis]vs. through traditional advertisements. (Inc.)
And you’ll recognize yourself in this no doubt: [tweet_dis]68% of US consumers find online ads annoying. [/tweet_dis](Adobe)
That’s why Adblock usage grew by nearly 70% the last couple years (PageFair). Earned media moves right through ad blocking and ad avoidance behavior. Research shows earned media drives 4 times the brand lift of paid media and 51% of millennials are more likely to be influenced by earned media. (BazaarVoice)
Using earned media in your sales mix is cost effective
Given the greater trust and lift of earned media, it won’t surprise you that [tweet_dis]brands relying on earned media marketing save over $14 dollars for every new customer [/tweet_dis]acquired. (Hubspot)
A lot of marketers–including 74% of ‘mainstream’ global enterprise senior marketers–believe content based earned media marketing will be the majority media mix soon. (Econsultancy/Epsilon,) Earned media is also the only type of content that crosses channels for you without you having to pay–just think about how 53% of people mention products and services in articles (AKA earned media) in their tweets! (Bazaar Voice) Plus, think about how media channels become your advocates when they Tweet, post on Facebook, and re-share your message.
If your sales campaign isn’t using the powerful punch of earned media yet, let’s connect on how it can.