How do you use earned media to support your overall marketing and business goals? Can you share a specific example?

Question

In the ever-evolving landscape of marketing, leveraging earned media is a game-changer that can elevate a brand's credibility and reach. Discover insights from industry leaders such as a Founder and Social Media Expert who share invaluable strategies. Learn how to leverage earned media for credibility and reach, and find out how to focus on real connections through earned media. This article presents fourteen expert insights that will transform your marketing approach.

Ronald Osborne · Answer

Earned media is a powerful tool to amplify your brand's credibility and reach, aligning perfectly with your marketing and business goals when used strategically. I've consistently leveraged earned media by combining my years of business experience, award-winning reputation, and proven results to craft compelling stories that media outlets want to share. The key is focusing on authenticity and value. For example, when I coached a struggling family-owned retail business in the UAE, we doubled their revenue in just 12 months by implementing a robust customer retention strategy. This success story gained the attention of a regional business publication, which featured the turnaround in a detailed article. That article not only boosted the client's local reputation but also brought me five new coaching clients within weeks, directly impacting my business growth.
My qualifications, such as an MBA in finance and years of experience growing and coaching businesses globally, played a pivotal role in ensuring the story resonated with the media and its audience. I used the opportunity to position myself as a thought leader by emphasizing data-driven strategies and the tangible results achieved. By sharing these details with the publication, they had a solid narrative to work with, and I reaped the benefits of increased credibility and client inquiries. Earned media isn't just about getting attention. It's about reinforcing your authority in the market and creating a ripple effect of opportunities that align with your business goals.

Shreya Jha · Answer

Earned media plays a crucial role in supporting overall marketing and business goals by boosting brand credibility, extending reach, and generating trust through third-party endorsements. It typically includes press coverage, social media mentions, influencer partnerships, and customer reviews, all of which amplify a brand's visibility without directly paying for it.
For example, if a company receives a feature in a respected industry publication or gets a positive mention from an influencer, that earned media can be leveraged across owned channels like social media, email newsletters, and the company website. This reinforces the brand's credibility and extends its message to a wider audience. A specific example is when Appy Pie was featured in a well-known tech blog as a leading no-code platform. The feature helped drive organic traffic to the website, enhanced brand trust, and generated valuable leads, contributing to the business's growth without any paid media costs.

Sheraz Ali · Answer

Utilizing earned media effectively can significantly support marketing and business goals by enhancing brand visibility and credibility without the costs associated with paid advertising. A specific example of this strategy in action involved a tech startup that aimed to increase its presence in a competitive market.
The approach started with the identification of key industry influencers and journalists who shared our brand values. We crafted interesting press releases and were proactive in outreach, offering exclusive insights into our innovative product features. This effort resulted in several articles being published in reputable tech blogs and online publications, which highlighted our unique offerings and positioned us as thought leaders in the industry.
We also incentivized happy customers to talk about their experiences on social media, creating organic mentions and user-generated content that extended our reach. The results were a huge increase in website traffic and inquiries, translating into a 25% sales increase in the following quarter. This experience really drove home the power of earned media to build trust and engage audiences authentically.

Aman Chopra · Answer

At Stallion Express, we emphasize telling genuine client success stories to establish authentic connections with our audience. One such instance was a small business owner who used our dependable cross-border shipping services to grow her e-commerce store abroad. She shared her journey on social media, and the story gained traction, resulting in over 12,000 impressions and numerous inquiries about our services. This organic engagement helped us achieve a 15% increase in new sign-ups that quarter. By showcasing real outcomes, we foster trust and encourage other companies to work with us to explore new growth opportunities. This tactic supports our goal of empowering e-commerce companies and producing significant business outcomes.

Vikrant Bhalodia · Answer

Earned media plays a big role in our marketing strategy, especially because we work in custom software development where trust and expertise are key. We focus on sharing practical insights from our team members, whether they're senior developers, project leads, or even HR professionals. Instead of talking about what we do, we share lessons learned, technical advice, or hiring best practices.
For example, we encourage our developers to contribute guest articles and offer expert commentary on tech platforms. This approach gets us featured in industry blogs and publications, building credibility without coming off as self-promotional. Not only does this boost brand visibility, but it also positions our team as thought leaders and helps attract both clients and talent.
Earned media works because others are vouching for our expertise. It amplifies trust in a way that paid ads can't match.

Justin Abrams · Answer

Earned media is like having others tell your brand's story instead of doing it yourself-some think of it as the difference between a friend recommending a restaurant versus seeing an advertisement. Third-party authentic validation tends to have more weight with the target audience in many cases compared to traditional marketing. Here's a live example:. A small coffee roaster I worked with took an interesting approach: instead of spending their limited budget on advertising, they invited local food bloggers to their facility to witness their entire bean-to-cup process, including live video chats with their coffee farmers in Guatemala. This genuine transparency led to organic coverage in local magazines and even landed them a spot on a regional morning show. The resulting buzz created conversations they could never have bought with their modest marketing budget. The secret sauce of earned media isn't just getting mentioned-it's creating stories worth telling. Think about REI closing on Black Friday to encourage outdoor activities. They weren't just making a business decision; they created a movement that generated massive coverage because it connected with people's values and lifestyle choices. Authentic stories, like the unique problem-solving approach for your business, are key. Whether it is your team's initiatives or involvement in the community, those stories naturally align with what journalists and influencers care about. Earned media flows organically and has a greater impact than any paid advertising ever could.

Denise Murray · Answer

Earned media has been a breakthrough for us in building credibility and spreading awareness about microdosing as a tool for mental wellness. One example that stands out is when a well-known wellness blog featured our products in a piece about alternative approaches to mental health.
The article shared real stories from people who had found relief through our microdosing kits, and it resonated deeply with their audience. What made this impactful was how it aligned with our mission to normalize conversations around psilocybin and mental health.The exposure didn't just boost traffic to our website, but it also sparked discussions in our social media channels, creating a community.
To amplify the impact, we integrated the earned media into our campaigns. We highlighted the article in our email newsletters and created social posts that invited followers to read and discuss it. It reinforced trust in our brand and positioned us as thought leaders in the space.
Earned media like this works best when you let it flow naturally into your storytelling, showing people the value behind what you do.

Tracie Crites · Answer

We use earned media to reinforce trust with both our existing clients and those considering our services. When a respected third party highlights our expertise, whether through a testimonial, a feature story, or an industry award, it provides validation that can't be replicated through traditional marketing. It shows people we're not just saying we're good at what we do—others are saying it too.
An example that had a big impact was when a leading construction industry publication featured a case study about how our valuations helped a large company secure a critical loan for their fleet expansion. We shared this story through our own channels, but the real power came from the recognition it received in an outlet that our audience already trusted. Existing clients mentioned it during calls, saying it reassured them they were working with the right partner, and new clients referred to it when they reached out, saying it gave them confidence in our services.

Rachael Wilson · Answer

Using earned media has been a game-changer for my beauty and makeup e-commerce store! For instance, when a popular beauty influencer featured our products in her YouTube video, it gave us incredible exposure. We saw a surge in website traffic and social media engagement, which helped us boost sales significantly.
To support our marketing goals, we then capitalized on that momentum by sharing her review on our own channels and encouraging customers to share their experiences with our products. This created a community vibe and built trust, showing that real people love our products.

Shehar Yar · Answer

At Software House, we strategically use earned media to amplify our marketing efforts and align with our business goals. A great example of this was when we launched a new mobile app solution designed for small businesses. We proactively reached out to industry publications and tech influencers, offering valuable insights into how our app could streamline operations and improve productivity for small businesses. Through targeted media outreach, we garnered coverage in several well-respected tech and business outlets, which directly boosted our brand visibility.
The impact was substantial, not just in terms of visibility but also in building trust with our audience. Earned media helped position us as thought leaders and a reliable solution provider in the competitive tech space. My advice is to focus on creating media opportunities that are valuable to both the audience and the journalists, making sure your story aligns with their interests while subtly reinforcing your brand's value. This alignment ensures that earned media becomes a powerful tool in supporting your broader business goals.

Dylan Young · Answer

Earned media is important for building trust and credibility with potential customers. By leveraging positive press, customer testimonials, and influencer mentions, we can increase brand awareness and reach. For example, we worked with a health blogger who shared their experience with our massager, leading to a surge in organic traffic and sales. Social shares of customer reviews also amplify our message, enhancing our brand's authority. Overall, earned media helps us complement paid strategies and drive long-term business growth.

Faizan Khan · Answer

Earned media is a potent instrument that uses third-party endorsements, like media attention, social media mentions, or customer reviews, to increase a brand's visibility and reputation. Without incurring any expenses, it increases engagement, builds trust, and raises brand exposure to achieve marketing and commercial objectives. For instance, a business introducing a new product may use influencer relationships or press releases to get media attention, which could lead to articles and social media buzz. In addition to generating leads and increasing website traffic, this earned media supports paid advertising by confirming the product's worth. Earned media contributes to building a solid reputation by boosting good word-of-mouth, which is essential for long-term objectives like market leadership and customer loyalty as well as for maintaining corporate growth.

Dhari Alabdulhadi · Answer

Earned media can help achieve our overall business and marketing goals effectively. I leverage earned media by the use of third-party coverage or publicity about my brand, products and services. Sources like media, outlets, bloggers, and influencers are included in that publicity. As earned media is more credible, it can support larger business objectives like driving sales, increasing brand awareness, and improving brand reputation. If I want to drive more traffic to the website, earned media coverage can link back to the landing page, which helps convert visitors to customers. I also try to boost the impact with my own social media accounts, blog posts and email lists. This helps in reaching new audiences and amplifies further engagement.
The perfect example of that is Coca-Cola's "Share a Coke" campaign, where people posted photos of the personalized bottles and encouraged other people to share a Coke. It instantly increased sales with amplified media attention.

Dinesh Agarwal · Answer

When I look back at this year, what stands out is how the best moments have come from real connections made through earned media. It's not just about the press coverage, it's the times when our story sparked genuine conversations with people. For me, those are the wins. Going into next year, I want to focus on building even more of those connections, making sure that every media opportunity helps us build trust and strengthen relationships with our audience.

How to Align Earned Media With Overall Marketing Goals

How to Align Earned Media With Overall Marketing Goals

Leverage Earned Media for Credibility and Reach

Boost Brand Credibility with Third-Party Endorsements

Enhance Visibility with Influencer and Media Outreach

Share Genuine Client Success Stories

Share Practical Insights from Team Members

Create Stories Worth Telling

Build Credibility with Wellness Blog Features

Reinforce Trust with Third-Party Highlights

Capitalize on Influencer Features for Exposure

Amplify Marketing Efforts with Earned Media

Leverage Positive Press and Testimonials

Use Third-Party Endorsements for Visibility

Leverage Third-Party Coverage for Brand Awareness

Focus on Real Connections Through Earned Media