Both earned media and paid media can offer added exposure, more leads and increased sales for your aviation brand – but the two aren’t one and the same.
While both types work together to support your marketing efforts, effective earned and paid media opportunities grow from very different seedlings: the former from your brand’s reputation and influence, and the latter from your pocketbook and advertising know-how.
Cultivating both is key to a 360-degree marketing strategy that works for the long haul.
Paid media is the simpler one. It allows you to pay (via an advertisement, for example) to promote your message, brand or product in a certain space.
Examples of paid media include:
- Facebook, Instagram, Twitter or LinkedIn ads
- Magazine placements
- Paid contributions to publications or websites
- Google Ads and other search advertising
- Public or corporate sponsorships
Paid media is a great way to amplify your message, while also being very strategic with who sees that message, where they’re located and how likely they are to become a customer. Paid media is also a great way to gain exposure for your “owned” media — meaning the content, blogs, videos and resources you’ve created internally for your audience.
Earned media, put simply, is media exposure. It’s when a publication, news organization or some other channel with an audience shares your message, products, content or anything to do with your brand. Earned media is especially powerful because it increases your credibility (it’s someone else saying you’re great — not just you tooting your own horn).
Examples of earned media include:
- Press mentions (including quotes from your team members or mentions of your products)
- Positive reviews and testimonials on third-party sites
- Reposts, shares and retweets on social media
- Shares and emails of your content, blogs, articles, etc.
Earned media is a little harder to come by, as it’s largely out of your control. You can help your case by connecting with well-established voices and influencers in your space. For our clients, that means aviation and aerospace magazines, reporters, trade shows and others within the industry.
Part of your marketing mix should be owned media, your produced content that is shared with your audience. Materials such as a website, blog, social media accounts, collateral and other materials can be used to build your brand image, promote your products and services, and educate your target audience. In addition, owned media can serve as a valuable tool to help rebuild your reputation after a crisis event.
A Three-Pronged Approach
Really, the best marketing strategy is one that combines earned media, paid media and targeted owned media. This allows you to reach potential customers at all points in their buying journey, as well as leverage key influencers and voices in your industry.
Need help crafting your aviation brand’s three-pronged marketing strategy? Haley Aerospace can help. Get in touch today for a free consult!