With the growing popularity of digital media channels, creating your own channels to promote your brand’s products and services can be quite effective. Whether it’s a blog, website, email marketing, Facebook page, etc., this is a way for you to communicate with your community and track your progress over time. While this is good for brand promotion and awareness, focusing solely on owned media can be ineffective, especially with social media’s diminishing reach for brands. If you would like to grow your online audience and reach and generate the sales leads you need, you may want to broaden your approach – with a Digital POEM Strategy.
POEM stands for Paid, Owned and Earned Media. Here’s a breakdown:
Paid media – this refers to advertising through sources such as pay-per-click (PPC) campaigns, posts promoted on social media channels such as Facebook, Twitter and Instagram, website ads, etc. This type of marketing is spearheaded by user searches, algorithms for individual users and placed banner ads, respectively. For example, you can pay to have your ads served only to persons in a particular country based on specific search terms for a PPC Campaign. This would result in increased visitors to your website where your site should be configured to easily convert those visitors into leads or customers. You can also pay to promote content on your social media channels which is referred to as paid reach.
Owned media – content created by your brand in the form of texts, videos, images, etc. and placed on platforms such as social media channels, websites and blogs that you own. It is a direct connection between your brand and your customers and prospects where the content is fully controlled by you. With the constant changes in current trends and general interest, you can decide on the type of content you would like to put out to the public and adjust accordingly. While it is a generally free, simple way to promote your brand, you have the option to boost your online presence through the use of paid media. Your own content can be promoted on social media, websites, even on other major websites.
Earned media – this type of media is critical for increased organic (free) reach, which can be done by creating both internal (employees) and external (customers and prospects) brand advocates. With feedback in the form of customer reviews, forums, social media shares, etc., this is the online version of word of mouth marketing. People are more likely to go with a product or service if they see positive reviews from people who share their views online. While it can boost the brand’s image in a good way, one bad review can affect the public’s trust and therefore impact your brand’s reputation. This can also be helpful for new brands trying to build their online audience and subsequently, their customer-base. An effective way to generate earned media is by running a contest based on your brand’s products or services.
Implementing a Digital POEM Strategy in your marketing plan will help with the growth of your brand, both online and offline. By monitoring the interactions and analytics on your own platforms and paid advertisements, you can see what works, what doesn’t and what can be done to improve it. The aim is to not only generate a strong online audience, but to convert these impressions into new business as well. There is no foolproof or one-size-fits-all method for success because brands have different goals and targets and online trends are constantly changing. Overall, a Digital POEM Strategy can help improve the overall effectiveness and visibility of your brand’s marketing efforts, once used effectively.
About Branditise: Branditise.com was launched in 2014 by founder Wayne Marsh, and is not only a Jamaican-based company, but is set to revolutionize the way both local and overseas brands employ marketing. The award-winning Branditise, is a suite of Digital Marketing tools that enable brands to easily generate a Digital Marketing strategic plan, execute it and measure the results. To find out more about the company and its suite of services, visit its website at Branditise.com.