Many small business owners want to get media exposure but are not sure how or where to start. It’s important to understand that as a small business owner you can absolutely have access to media outlets if you are doing the right things. Then again, if you’re smart, you will leverage the media you own to get the attention of media you do not own. I’ll get more into that later.
As a small business owner, I frequently get coverage in the media as a business consultant as well as a philanthropist. Some of the media attention I have received is coverage that I have created for myself and other times it was because I was approached by a specific media outlet that was interested in something I was doing. Either way, I truly believe that media coverage helps to push your brand and business forward faster than anything else.
Don’t get discouraged if you don’t have the budget to get the media coverage you think you deserve because there’s more than one way to skin a cat. There are several ways you can leverage the media for your benefit. Remember there are 3 types of media: media you pay for, media you earn and media you own. The media you pay for is in the form of advertising, media you earn is in the form of recognition for a job well done and media you own is your website, podcast, YouTube Channel, internet radio show, etc. Below I will cover how you leverage each type of media to further your business and media development plan.
1.Paid Media
Paid media can be a huge boost to your company and brand overall if done properly. The key to optimizing paid media is to figure out what advertising medium is the one where your target audience congregates in big numbers. Understanding the proper medium to use is huge because there are so many options to choose from. You can advertise your products and services on television, radio, billboards, newspapers, magazines, internet ads and the list goes on and on.
The key to using paid media as a method to grow your brand and build your business is to have a solid marketing strategy. You must have a compelling message and a powerful call-to-action in order to experience positive results with paid media. No matter what medium you use, you will need to use it consistently for a specific period of time so that your target audience begins to see it, recall it and respond to it. Paid media works best when you are promoting a specific product or service to a specific audience for a specific amount of time.
2. Earned Media
Earned media is great because it’s free. You earn media when you and/or your company have done something that is noteworthy and newsworthy. When you earn media coverage, many times the media outlets will approach you with interest in telling your story. However there are times when they will not approach you simply because they are unaware of what you’re doing. In the case where the media outlet approaches you, you must be prepared. Your message has to be educational, impactful, inspiring and compelling. It’s important to note that people are interested in other people, so when you tell your story make sure you showcase a common human interest component and let people know why they should care.
In the instance where the media outlets are unaware of something noteworthy that you’ve done, you will need to draft a press release and pitch it to them. Your press release should be comprehensive and get to the heart of the matter in a few sentences. Of course you will need to mention the critical points of who, what, where, when and why. Once you complete your press release, your job is to make sure everyone in the media that shoud see it, does.
3. Owned Media
Owned media is the media that you have control over such as your website, blog, podcast, email newsletter, social media and marketing collateral materials, ebooks, etc. This type of media is best to leverage in a way that demonstrates your company’s value and strengths in the marketplace. The opportunities are endless with what you can accomplish with media that you control. However, in order to leverage the media you own, you must have S.M.A.R.T. (strategic, measurable, actionable, realistic, time-bound) goals and a strong marketing plan. Otherwise, you will be all over the place and there will be little synergy to what you are doing.
It’s important to note that social media is the only type of media that you control but don’t really own. With this type of media, you are using someone else’s media platform to control your content. However, you have control over how you utilize social media to grow your brand and your business and therefore you need a social media marketing strategy.
I have 3 tips to help you leverage the media that you own.
Tip #1 – Create a list of media outlets that cover your industry and pitch them.
Tip #2 – Use each of your owned platforms to cross promote the other.
Tip #3 – Promote special products and services with an educational twist.
Here’s how to know if the media you own is helping you.
- You get new customers.
- You get more exposure.
- You get more sales.
- You get recognition.
- You get testimonials.
- You get buzz.
If you are not getting any of the above, then it’s safe to say that your media development plan/strategy is not where it should be.
Now it’s your turn. Tell me how have you used media to leverage your business? Which type of media has worked best for you?
I’d love to hear what you have to add. Leave a comment below.
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Lori A. Manns is an award-winning, marketing, sales coach and business strategist who works with small business owners to help them elevate their brand, get more clients and grow revenue. Lori A. Manns is CEO of Quality Media Consultant Group and founder of the Trailblazer Business Academy™ where advancing entrepreneurs go to learn business growth strategies the soulful way. Lori is also the creator of Sponsorship Sales Secrets System; ™ that shows you how to get more sponsors and sales for your business, guaranteed. To purchase consulting services on marketing, advertising or sales and, learn how to increase your revenue and grow your business; please visit the small business solutions page on www.qualitymediaconsultants.com.