Earned, Owned, Paid: Which Media Strategy is Right for You with Lisa Simone Richards
May 24, 2022
There are three types of media: earned, owned, and paid. So which one is right for your business? In this episode of Cash In On Camera, PR & Visibility Strategist Lisa Simone Richards joins me to break down each type of media when it's most effective. By the end, you'll understand which strategy is best for you and your business!
Here’s a glimpse of what you’ll hear…
▶️ [1:05] So, as business owners, we all rely on visibility to be able to reach more clients. So, there are a few different ways that you can go about that some more familiar than others.
▶️ [3:21] And just one thing I want to share further to social media before we move into paid media is, we also have to remember and I hear this from the marketing director of a coach that I work with constantly on social media. We're not just competing with other people in our space, we're competing with celebrities and breakups and cute little puppies and kittens. So, there's a lot that we're competing within the noise of social media.
▶️ [6:36] So, this is where we can nail start to talk about the light at the end of the tunnel. We've talked about social media slash-owned media. We've talked about paid media, but the third type of media that a lot of people aren't aware of is, earned media and this is when you're simply leveraging other people's platforms.
▶️ [9:24] Put something on social media, we see how quickly things fly through there and all the latest things come up. So, why not go onto a podcast to talk about a topic for 30 minutes? And anytime someone's interested in that topic and they do a search, "Oh, look, your name is going to come up as a guest expert on somebody else's show" and that content is going to live on indefinitely.
▶️ [12:05] So, at the bottom, you can start by thinking about written content, doing a guest blog, posting on somebody else's site, not just a room with the same traffic, or writing on another person's website. Really simple tips, go on Google and type in, right for us and your area of expertise, for us fashion, for us beauty, for our online business.
▶️ [14:47] And then of course my areas of expertise and the thing I'm so passionate about is video. But a lot of people are hesitant, I understand that because they're like, "I don't like the way I look, I have to do this, I've got to lose the weight or get my nose fixed and my hair, whatever those things are". The truth is that if you have a message worth sharing, I think it's selfish if you're holding that back from the people who could benefit from your message because of your vanity. So, get yourself out there.
▶️ [17:44] I think there's a lot of mystique around the idea of how do I get on television and as TV personalities, and being on the other side and the receiving end of that. It's not as complex as you might think and I think there is this sort of like idea that "Gee, that just seems so unattainable", but the fact is it's very attainable.
▶️ [19:21] It's just about how I write an email where I offer value to somebody, where I offer value to their audience. And because I can bring that audience, they say yes to me and give me access to the platform. So, no more press releases like, "Hey, I did this thing. Want to highlight me?" It's all about the pitch. That's like, "Hey, your audience is looking for this thing, and here's how I can give it to them".
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