Why You Should Leverage Influencer Marketing in Your Earned Media Marketing Strategy
Influencer marketing and earned media marketing are often two separate strategies within a content marketing plan and overall marketing approach. However, the two can, and should, overlap. When you leverage them both and their influence over one another, you’re able to generate a better return on your time, money, and energy. To see how this works and why, let’s look at each individually, and then we’ll explore how they can overlap for maximum return.
Influencer Marketing
Influencer marketing is the practice of engaging online and industry influencers. The ultimate goal is to get them to mention, endorse, or support your business and brand online. For example, when Oprah recommends a book or a product, that company’s revenue skyrockets. Now, Oprah may not be your best influencer. The key is to identify the people who have credulity and a following in your niche and to begin building relationships with them.
Earned Media Marketing
Earned media marketing is the practice of encouraging people to talk favorably about your business online. Those reviews people leave online? That’s earned media! What about mentioning your company on social media? That’s earned media also!
Earned media is cultivated through positive experiences with your company. How does it happen? By YOU providing consistently great service and products.
The Overlap
Influencers pay attention to your brand and earned media. They’re more likely to recommend you if you have a positive track record. Would you recommend a company that had bad reviews and negative publicity online? No. Would endorse a company that your audience would benefit from if you could see that others have had a positive experience with that company? Yes.
Now think about it like this: Your audience and customers are more likely to keep interest in your company if its endorsed by an influencer. It’s a cycle.
Get earned media and influencers to talk about you.
Get influencers talking about you. Therefore, it’s essential for a strong earned media marketing strategy that you look at your influencer marketing and start building relationships with key people in your industry.
One good endorsement from an influencer can catapult your earned media mentions.
In turn, this can multiply your traffic, your leads, and ultimately your sales. When you leverage influencer marketing in your earned media marketing strategy, you’re going to see stronger results.
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