There’s a shocking amount of misinformation floating around regarding marketing and community building, particularly when it comes to understanding the power of earned media. Many marketers operate under flawed assumptions that ultimately hinder their success. Are you one of them?
Myth #1: Earned Media is “Free” Advertising
The biggest misconception? That earned media is simply “free” advertising. This couldn’t be further from the truth. While you aren’t directly paying for ad space, securing positive press coverage, influencer mentions, or viral social shares requires significant investment. Think about the time spent crafting compelling pitches, building relationships with journalists, creating shareable content, and monitoring the results. It’s an investment of time and resources, not a free ride.
I had a client last year, a local restaurant in the Buckhead neighborhood of Atlanta, that believed they could simply open their doors and the rave reviews would pour in. They did get some initial buzz, but it quickly faded. We had to actively pursue media coverage by inviting food bloggers for tastings, sending press releases about new menu items, and even partnering with a local charity for a fundraising event. This targeted effort generated significantly more positive earned media, which in turn drove a sustained increase in reservations. The IAB’s State of Data report emphasizes the importance of strategic planning in earned media campaigns, highlighting that those with clear goals and measurable outcomes see far greater ROI.
Myth #2: Marketing Only Benefits Big Brands
Many small business owners think that and community building is only effective for large corporations with massive marketing budgets. The truth is, smaller organizations can often benefit more from a well-executed earned media strategy. Why? Because positive word-of-mouth and authentic endorsements can carry far greater weight for a local business than a generic ad campaign. Consumers are increasingly skeptical of traditional advertising and are more likely to trust recommendations from friends, family, or trusted sources. For a deeper dive, explore small business marketing strategies.
Consider a local bookstore in Decatur, Georgia. They didn’t have the budget for expensive television commercials or billboard ads. Instead, they focused on building relationships with local authors, hosting book signings, and actively engaging with the community on social media. They even started a book club that met weekly at the store. This strategy generated a steady stream of positive press coverage in local newspapers and online publications, establishing the bookstore as a beloved community hub. This is confirmed by Statista data which shows that smaller businesses are increasingly relying on digital earned media to reach their target audiences.
Myth #3: “Going Viral” is a Strategy
Oh, the allure of virality! Thinking you can simply make something go viral is a major fallacy. You can certainly create content with the potential to go viral, but ultimately, it’s up to the audience to decide what resonates. Focus instead on creating high-quality, engaging content that provides value to your target audience. If it happens to go viral, that’s a bonus, but it shouldn’t be the primary goal.
At my previous firm, we developed a series of humorous videos for a client that sells accounting software. The videos were well-produced and genuinely funny, but they didn’t exactly set the internet on fire. However, they did resonate strongly with the client’s target audience of small business owners and accountants. The videos generated a significant increase in website traffic and lead generation, even though they didn’t achieve widespread virality. Sometimes, niche appeal is far more valuable than fleeting viral fame. Adobe’s CMO guide emphasizes focusing on relevance and audience engagement over chasing fleeting trends.
Myth #4: All Publicity is Good Publicity
This is a dangerous oversimplification. While any publicity can increase brand awareness, negative publicity can be incredibly damaging. A scathing review, a social media backlash, or a public relations crisis can quickly undo years of hard work and erode consumer trust. It’s critical to proactively manage your brand reputation and address any negative feedback promptly and transparently. Ignoring negative publicity is almost always a mistake.
We saw this play out recently with a local brewery that faced criticism for a controversial marketing campaign. While the campaign initially generated a lot of buzz, it quickly backfired when consumers accused the brewery of being insensitive. The brewery’s initial response was defensive, which only fueled the fire. Eventually, they issued a public apology and pledged to donate a portion of their profits to a relevant charity. While the damage was done, their willingness to take responsibility helped them to salvage their reputation. Remember, authenticity and transparency are key in navigating a PR crisis. You might also find insights in articles discussing PR fails in marketing.
Myth #5: Marketing is a One-Time Effort
Thinking that you can launch a single earned media campaign and then sit back and watch the results roll in is a recipe for disappointment. Building a strong brand reputation and cultivating a loyal community requires ongoing effort and consistent engagement. It’s not a sprint, it’s a marathon. You need to continuously create valuable content, nurture relationships with influencers and journalists, and actively participate in relevant conversations. Are you ready for the long haul?
We work with a law firm near the Fulton County Courthouse that initially saw earned media as a one-off project. They secured a few interviews with local news outlets after winning a high-profile case, but then they stopped their efforts. Predictably, the buzz quickly faded. We convinced them to invest in a long-term content marketing strategy, creating blog posts, videos, and social media content that addressed common legal questions and provided valuable information to potential clients. Over time, this consistent effort established them as thought leaders in their field and generated a steady stream of qualified leads. The Nielsen studies consistently show that brands with consistent content marketing strategies see higher levels of brand awareness and customer loyalty. To further boost those efforts, consider how to attract backlinks with great content. Plus, remember the importance of community as loyalty’s secret weapon.
Frequently Asked Questions
What’s the first step in building a community around my brand?
Start by identifying your target audience and understanding their needs and interests. Then, create content and experiences that resonate with them and provide value. Actively engage with your audience on social media and other platforms, and foster a sense of belonging.
How do I measure the success of my marketing efforts?
Track key metrics such as website traffic, social media engagement, media mentions, brand sentiment, and lead generation. Use analytics tools to monitor your progress and identify areas for improvement.
What are some effective ways to pitch my story to journalists?
Do your research and identify journalists who cover your industry or niche. Craft a compelling pitch that highlights the newsworthiness of your story and provides value to their audience. Be concise, clear, and avoid hype. Always personalize your pitch and follow up politely.
How can I deal with negative feedback or criticism online?
Address negative feedback promptly and transparently. Acknowledge the issue, apologize if necessary, and offer a solution. Avoid getting defensive or engaging in arguments. Use negative feedback as an opportunity to learn and improve.
What are the key differences between earned, owned, and paid media?
Earned media is publicity gained through word-of-mouth, press coverage, and social media shares. Owned media is content that you create and control, such as your website, blog, and social media channels. Paid media is advertising that you pay for, such as online ads, print ads, and television commercials.
Instead of chasing fleeting trends or relying on outdated assumptions, focus on building authentic relationships, creating valuable content, and consistently engaging with your audience. This is a far more sustainable and effective path to long-term success.
