Earned Media Hub: Get Free Publicity & Real Results

Want to see your brand name everywhere without spending a fortune on ads? A well-executed earned media hub can be your secret weapon. By focusing on strategies to gain positive publicity and brand mentions organically, you can transform your marketing efforts. Ready to learn how to build an earned media hub that actually delivers measurable results?

Step 1: Define Your Earned Media Goals

Before you even think about tools or tactics, get crystal clear on what you want to achieve. Are you looking to increase brand awareness in the Atlanta metro area? Do you need to drive more traffic to your e-commerce store? Or maybe you want to establish yourself as a thought leader in the marketing space? Each goal requires a different approach.

Sub-step 1.1: Identify Key Performance Indicators (KPIs)

You can’t improve what you don’t measure. Here are some KPIs to consider:

• Number of brand mentions: Track how often your brand is mentioned online.
• Reach of mentions: How many people are seeing these mentions?
• Sentiment of mentions: Are people saying positive things about your brand?
• Website traffic from earned media: How much traffic is coming from links in articles and blog posts?
• Conversion rate from earned media traffic: Are these visitors turning into customers?

Pro Tip: Don’t try to track everything at once. Start with 2-3 KPIs that are most relevant to your goals. For example, if you’re launching a new product, focus on brand mentions and reach.

Expected Outcome: A clear understanding of what you want to achieve with your earned media efforts and how you will measure success.

Step 2: Build Your Earned Media Hub

Your earned media hub is the central location on your website where you showcase all your positive press mentions, awards, and social buzz. Think of it as your digital trophy case. This not only validates your brand but also provides social proof for potential customers.

Sub-step 2.1: Create a Dedicated Page

Create a new page on your website specifically for your earned media. Something like “Press Mentions,” “In the News,” or “Awards & Recognition” works well. I recommend making it easily accessible from your main navigation. At my previous firm, we buried this page in the footer and saw almost no traffic to it.

Sub-step 2.2: Curate Content

Start gathering all your positive press mentions, awards, and social media shout-outs. Include the following:

• Logos of publications: Use the logos of the news outlets that have mentioned you.
• Excerpts from articles: Highlight key quotes or mentions of your brand.
• Links to original articles: Make it easy for visitors to read the full articles.
• Social media embeds: Embed positive tweets, Facebook posts, and Instagram mentions.
• Award badges: Display any awards or certifications you’ve received.

Sub-step 2.3: Design and Layout

Make the page visually appealing and easy to navigate. Use a clean design, clear headings, and high-quality images. Consider using a grid layout to showcase your earned media in an organized way. Ensure the page is mobile-friendly, as a significant portion of your visitors will likely be using their smartphones.

Common Mistake: Overcrowding the page with too much content. Less is often more. Focus on quality over quantity.

Expected Outcome: A dedicated page on your website showcasing your earned media, providing social proof, and validating your brand.

Step 3: Set Up Media Monitoring

You can’t manage what you don’t monitor. To effectively track your earned media, you need to know when and where your brand is being mentioned online. Mentionlytics is a powerful tool that can help you do just that.

Sub-step 3.1: Create a Mentionlytics Account

Visit the Mentionlytics website and sign up for an account. They offer a free trial, so you can test it out before committing to a paid plan.

Sub-step 3.2: Add Your Brand Keywords

Once you’re logged in, go to the “Projects” tab. Click the “+ New Project” button. In the “Project Name” field, enter your brand name (e.g., “Acme Marketing”). In the “Keywords” field, enter all the relevant keywords related to your brand. This should include your brand name, product names, and any variations or misspellings.

For example, if your company is “Acme Marketing,” you might include:

• Acme Marketing
• AcmeMarketing
• Acme Digital Marketing
• Acme Marketing Atlanta

Sub-step 3.3: Configure Sources

In the “Sources” section, select the sources you want Mentionlytics to monitor. This includes:

• Web: Online news articles, blog posts, and websites.
• Social Media: Twitter, Facebook, Instagram, LinkedIn, and other social platforms.
• Forums: Online forums and discussion boards.

Pro Tip: Take the time to configure your sources carefully. The more specific you are, the more accurate your results will be. For example, you can specify particular websites or social media accounts to monitor.

Sub-step 3.4: Set Up Alerts

Go to the “Alerts” tab and create alerts to be notified whenever your brand is mentioned online. You can set up email alerts, Slack notifications, or mobile push notifications. I prefer Slack notifications because they’re less intrusive than email.

Expected Outcome: A fully configured Mentionlytics account that automatically tracks your brand mentions across the web and social media, alerting you to new mentions in real-time.

Step 4: Pitch Journalists and Publications

Earned media doesn’t just happen. You need to actively pitch journalists and publications with compelling, newsworthy stories related to your brand. This requires a strategic approach and a good understanding of what journalists are looking for.

Sub-step 4.1: Identify Target Publications and Journalists

Start by identifying the publications and journalists that are most relevant to your industry and target audience. For example, if you’re a marketing agency in Atlanta, you might target publications like the Atlanta Business Chronicle, Georgia Trend, or local news outlets like WSB-TV. You can use tools like BuzzSumo or Meltwater to find relevant journalists and their contact information.

Sub-step 4.2: Craft Compelling Pitches

Your pitch needs to be concise, newsworthy, and tailored to the specific publication and journalist. Here are some tips:

• Keep it short: Journalists are busy people. Get to the point quickly.
• Highlight the news value: Why should they care about your story? What’s new, unique, or interesting about it?
• Tailor your pitch: Don’t send the same generic pitch to everyone. Research the journalist’s previous work and tailor your pitch to their interests.
• Offer exclusive content: Give the journalist something they can’t get anywhere else, such as an exclusive interview or data.

Sub-step 4.3: Follow Up

Don’t be afraid to follow up if you don’t hear back from a journalist. However, be respectful and avoid being pushy. A gentle reminder email a few days after your initial pitch is usually sufficient. I once landed a major feature in Forbes by simply following up with a journalist who had initially ignored my pitch.

Common Mistake: Sending generic, untargeted pitches that are irrelevant to the publication or journalist.

Expected Outcome: Increased media coverage and brand mentions in relevant publications, driving traffic and awareness to your brand.

Step 5: Amplify Your Earned Media

Once you’ve secured positive press coverage, don’t let it sit idle. Amplify your earned media by sharing it across all your social channels and tagging the original publishers.

Sub-step 5.1: Share on Social Media

Share your earned media coverage on all your social media platforms, including Twitter, Facebook, LinkedIn, and Instagram. Use engaging captions and visuals to capture attention. Be sure to tag the original publication and journalist in your posts. For example, “Thrilled to be featured in the @AtlantaBizChronicle discussing the future of digital marketing! Check out the article here: [link]”.

Sub-step 5.2: Embed on Your Website

Embed your earned media coverage on your website, particularly on your homepage and your earned media hub. This provides social proof and validates your brand. You can use tools like Juicer to automatically aggregate and display your social media mentions on your website.

Sub-step 5.3: Include in Email Marketing

Include your earned media coverage in your email marketing campaigns. This is a great way to build trust and credibility with your subscribers. For example, you could include a “Press Mentions” section in your newsletter or feature a recent article in a dedicated email.

Pro Tip: Repurpose your earned media content into other formats, such as blog posts, infographics, or videos. This allows you to reach a wider audience and maximize the impact of your coverage.

Expected Outcome: Increased visibility and engagement with your earned media coverage, driving traffic and awareness to your brand.

Let’s consider how one Atlanta bakery achieved similar results by focusing on their brand.

Real-World Case Study: Local Restaurant Gains Recognition

Let’s look at how a fictional Atlanta restaurant, “The Peach Pit BBQ,” successfully used an earned media hub. The Peach Pit BBQ, located near the intersection of Peachtree Road and Piedmont Road in Buckhead, wanted to increase its visibility and attract more customers. They started by creating a “Press & Awards” page on their website, showcasing positive reviews from local food bloggers and mentions in publications like Atlanta Magazine. They used Mentionlytics to track mentions of “The Peach Pit BBQ” and “best BBQ in Atlanta.” When a local food blogger, @ATLFoodieAdventures, posted a glowing review on Instagram, The Peach Pit BBQ immediately shared it on their own Instagram and embedded it on their website. They also pitched a story about their unique peach-infused BBQ sauce to the Atlanta Journal-Constitution, which resulted in a feature article in the “Food & Drink” section. Within three months, The Peach Pit BBQ saw a 30% increase in website traffic and a 15% increase in reservations, directly attributed to their earned media efforts. The Fulton County Daily Report also ran a piece on the owner’s background.

Building an effective earned media hub isn’t rocket science. It takes consistent effort, a strategic approach, and the right tools. But the payoff – increased brand awareness and measurable results – is well worth the investment. Stop relying solely on paid advertising and start leveraging the power of earned media today.

For more insights, consider how small biz marketing can help your business.

Ready to stop chasing fleeting ad clicks and start building lasting brand authority? The key is to consistently cultivate your earned media presence. Start small, track your progress, and adapt your strategy as needed. The positive publicity and brand recognition that follow will be well worth the effort.