What Types of Media Are There?
Most businesses are only aware of a few types of media that they market and advertise in. Generally, that would be paid media, and the increasingly important social media. Marketing experts know that there are actual 4 kinds of media to work in. Having a good understanding of all 4 types is critical to getting the best exposure for your company or brand.
The most commonly known media is Paid Media. Paid Media is general advertising that is used the most. It comprises:
+ print media such as magazines and newspapers
+ television or radio advertisements
+ outdoor advertising such as bus stops or giant billboards
If you’ve paid for it, it falls under this category. As the word implies “paid” advertising usually costs the most. You’re not only paying for the space – be it in the paper, on that billboard, or over the airwaves, but you are also paying for the creative expert to design you the best advertising to fit the genre you’ve chosen to advertise in. Paid media is a very effective way to get your message out to large groups of people quickly and effectively. However, it can be very hard to measure, even using a “call to action”. (A call to action, or CTA, is something that the customer has to do – like cut out a coupon or “mention this ad”)
· Most businesses are also aware of Social Media. Social media is a digital format that can be shared. Social media is not as instantaneous as paid media, and can often be hit or miss, even when used by marketing experts. Many people try to over-extend themselves and try to apply to same techniques to all social media platforms. For example, Facebook is better for business trying to promote their brand or their services, but LinkedIn is better for business working with services or with other businesses. An experienced marketer wouldn’t run their Instagram account the same way that they would try and work on Facebook. Choose the best that sticks with your type of business and work there to promote your reputation within the right audience.
Social media is content driven, and must have a workable marketing calendar. It used to be enough just to have a website, but today, if you want to get attention, you must always update your content and hopefully have people share it. However, social media is inexpensive even when paying for adware services, so you can play around to see what works consistently best for your business.
· Another form of digital media is Owned Media. Owned Media is everything that you have ever published in a digital format. Usually it refers to your company’s website or blog. It used to be that all you had to have on the internet was a simple webpage with some information about your company or product and further information for a customer to contact you if they are interested. Now your website should be tailored and organic. It’s a living document that needs to change regularly, just like social media.
Owned media is also content driven, but rather than some of trendy frivolities of social media, owned media should be interesting and useful to your customers. For example, on Facebook, you can publish a post like “#tbt – look at the our uniform in the 70’s! We loved our hairspray!” and if you have enough followers, the post will most likely be liked or shared (this is called engagement). Your website however, would have far more useful content and utilise things like podcasts, video showing how to use your products or skills, or even blogs offering some of your best ideas.
· The last form of media, and is usually the most forgotten is Earned Media. Earned Media is your publicity. Publicity can be from a third party, and this kind of publicity is some of the best as it can be perceived as a trustworthy testimonial to your business. Press releases are also a form of Earned Media, and can earn you valuable publicity to a wide scope of customers. Often its best to hire a media agency to use their skills to promote your business in this form of media as it can be very time consuming, and expensive if you are reaching for the top journalists and sources around the country.
If you’d like to conquer all these forms of media, its best to hire a media agency that specialises in all forms of these types of media. You don’t want to spend heaps of marketing money to work with an agency that only does public relations, especially if you are only looking for local customers. The same would go for an agency that only specialises in social media if you are looking for something to happen quickly. If you do decide to outsource, look for a company that has expertise in all areas. If you decide to work it in-house, then make sure your marketing plans includes a little bit from every area to give a solid foundation to your media marketing.
The 7 Benefits to Writing a Press Release
You’re in this amazing phase in your business and you want to tell the world about some exciting news. You’ve thought of a master plan on how you are going to get this information out, but is getting some buzz the only benefit to writing a snappy press release? No! There are tons of great reasons to spend some time and effort on a well-written press release. Here are some of the top reasons –
· One of the top benefits to a good press release in our digital world is an enhanced presence. Press releases maximise your SEO and send lots of traffic back to your website. A naturally written, classic type of press releases will contain lots of relevant key words and topics about you and your industry. Best of all, they work well with search engine algorithms as they don’t get penalised for using key words properly.
· Along with great SEO comes its sister benefit – increased traffic to your website or social media page. A savvy press release should include links and hashtags (if relevant) and will drive lots of new readers into your web space. Most press releases remain on press release sites for a long time and are often archived which means people who are using search engines to look for information relevant to your news will continue to provide link backs for some time. This also provides a reputational benefit as readers may see archived releases from your company and know that you have been around for a long time.
· Press releases are an inexpensive way to give your marketing budget more scope. Even if you want to go with a professional agent or journalist to write your press release, you’re not going to have to pay like you would in print marketing or classical media types such as TV and radio. You can create your own release schedule and solicit it to PR sites yourself.
· When you send out a press release about exciting and relevant news, of course the main point is building brand awareness around your company and your product. An attractive benefit to that is you are also positioning your company as an expert in your field. Customers will view you as an industry leader and it will begin to build trust about your product and your brand. Eventually they will approach you for your services as you have published something that they like and agree with.
· Press releases are not only a valuable service to you, they are a valuable service to busy journalists all over the world. London journalists and writers have space to fill with new and exciting content and they scan press releases to help create the news. A well-written press release can get picked up across multiple channels of media, not just online or print news sources. Your news could be picked up by television or radio, and that could provide valuable marketing and brand awareness that is unparalleled for grabbing new customers.
· Press releases can attract local customers. Not all businesses are large companies that need national coverage. When developing a marketing plan, it’s too easy to focus on large news services. These services can be inundated with press requests and your release may go unnoticed until a slow news day. By focusing on smaller and more local media outlets, your business can reap the benefits of local attention and then – local customers
· The biggest benefit of writing a press release is to your bottom line. As stated, they are a very in-expensive way to get exposure for your company, brand or product. With this increased exposure, it develops your reputation and attracts new customers that you wouldn’t have reached before.
A press release is a cost-effective and beneficial way to for new customers to find you and anyone can do it. Here are our tips to writing a great press release to get your started!
How to Get the Most From Your Marketing
You’ve decided to make the leap and hire a marketing an agency. It’s time to just dive in and get them to build you an amazing brand and cutting edge marketing plan. After all, you need to maximise the budget that you’ve just spent, so time for some results! Right? Well, yes and no. Here are some tips to help you build a great relationship with your agency and build a solid strategy for exceptional marketing.
· Chat with your agency about your past marketing experiences. Let them know what has worked and what hasn’t. Provide them with examples of some earlier campaigns so that they get a feel for what you were trying to convey in your branding. This will allow them to get a better feel on what you were trying to achieve in building your brand identity and reputation
· Let them know about what channels of advertising that you have run your own advertising in. Do you only have a web presence? Have you tried to run a blog or run a few tweets before? Many companies make the mistake of trying to run campaigns for SEO thinking that this what create a stronger presence. A good agency will be able to look at what you have done and ascertain if it was the best media for you. Perhaps your product would be great on a platform like Instagram, but hasn’t really flourished when you tried the same thing in a print magazine.
· If you already have an online presence, share your data analytics. They will want to know how much of your sales is coming from online platforms such as Facebook. If you are online and don’t have some way to measure these metrics, Google Analytics are good place to start. It’s also never too late to start, so if you haven’t yet collected these measurements, late is better than never.
· You will need to share some private details of your business. Be prepared to share your income and revenue. A good agency will have confidentiality agreements and NDAs (non-disclosure agreements) in place if you are reluctant. However, they need to know this, so that they can better develop a strategy to maximise your budget. If you’re only earning tens of thousands a month, expensive TV or national newspaper ads would not be ideal for your company.
· Share your customer database and any analytics you have on them. If you have ages, postcodes, or any other demographic factors, this would be ideal for your agency to know. Perhaps you are appealing to a younger customer that you want to – your agency can discuss ways to either maximise the appeal for a greater number of young customers, or change your tactics to start attracting what you consider to be your ideal customer. If you have any way of measuring repeat customers, this would also be great to share. This will allow your agency to discover the potential that each customer has and help you increase their frequency of spend, or the amount that they spend with you.
· Let them meet the team that they will be working with. Quite often it isn’t the creative process that holds up a good advertising campaign, it’s the people who have to “ok” the work. Perhaps your team hasn’t been fully sold on outsourcing the work, or they are too ingrained in some form of company culture to fully appreciate a radical new idea. As a leader of your company, be open in your communication with your team and your marketing agency and be clear about your expectations from both parties.
Most of all, be patient. Just like Rome, a good advertising strategy across multiple platforms cannot be built in a day. It takes careful planning, good resources and excellent communication from all parties to succeed. Working with an agency can be a beneficial long term strategy for your marketing goal.