Tactics that blend your earned and owned media into paid campaigns.
What is Paid Media?
The shift from traditional media to digital media has created new PR opportunities to promote your business, amplify your services and maximise your spend beyond an Earned and Owned media strategy.
With Digital PR, no single approach (Earned, Owned or Paid media) operates in isolation. Getting the best value is achieved by taking your Earned and Owned media content and using it for a Paid media campaign to boost your organic messaging even further. Getting your business or brand in front of a bigger, more targeted audience.
Whether it’s creating sponsored banner advertisements on a media website to promote a piece of content on your website, or amplifying the social media posts of a piece of Earned media coverage, Paid media goes beyond the confines of an individual newspaper article and expands the borders of your website or organic social media.
How does Paid Media fit into an Digital PR campaign?
Using Paid media alongside your Earned and Owned content amplification can be extremely successful for generating new visitors to your website, ultimately increasing your visibility within your target industries and engaging potential prospects.
Awareness Paid Media makes it easier for audiences to find your Earned media coverage or Owned content by driving more interest to your brand or website. Make the most of your organic messaging and Digital PR results by pushing your content beyond the traditional PR boundaries.
Conversion A complete Digital PR campaign should involve creating compelling content across all your different campaign channels. This helps convert your new audience into prospects with a consistent flow of informative content and authoritative media exposure.
Closing PR is no longer just about media and reputation management. When used as part of an overall multi-channel PR campaign, you can generate more leads for your sales team to turn into customers. Paid Media plays a big part in this.
Delighting While traditional PR may have been about getting media coverage and moving on, Digital PR is about giving your audience ongoing commentary via interesting content to keep your brand in the conversation.
LinkedIn
Using sponsored updates, your business can target users based on interest, job title, industry etc. and deliver links directly to your website.
X / Twitter
Paid media promotion for well-performing tweets can be an effective strategy for amplifying that tweet to an even larger audience.
Facebook
B2B audiences continue to gravitate towards Facebook so like it or loath it, your business needs to be where your prospects and customers are.
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