How Marketing Strategy Services Can Leveraging Paid, Earned and Owned Media to Drive Brand Value and Growth

 Marketing strategy services integrate all aspects of the customer journey and give each department visibility. It is a high-level strategic plan that is linked to the overall brand and its organisational goals. A marketing strategy firm can assist you in developing realistic and measurable marketing goals for the coming year, such as increased sales and customers, that are aligned with your business goals. Market segmentation is critical to the success of any marketing strategy and should be incorporated early in the strategy development process. Because almost all markets have some major and distinct segments that are often visible from price and quality perspectives, a marketing strategy company may not segment a market solely on the basis of price and quality, but may also segment it based on the benefits that consumers derive from product use.

Furthermore, marketing strategy experts may advise you to choose your marketing channels wisely. You should not put money, effort, or time into a channel simply because you believe it should be used. It is preferable to categorise all of your potential channels as owned, earned, or paid media.

Owned media: You have complete control over this media because you own it, including your website, email list, blogs, apps, social media presence, forums, and so on. In contrast to paid media, owned media employs a pull marketing strategy to increase product demand. Business marketing services recommend that you consistently produce value-driven, compelling content for your website blogs in order to attract earned media in a variety of formats, such as interviews, exclusive media mentions, and guest posts. Achieving top rankings on search engine result pages (SERPs) will allow your owned media sites and content to receive more engagement and shares, and a business marketing company may recommend developing an SEO strategy for your company to accomplish this. Owned media serves as an extension of your brand and opens up new channels for people to interact with it.

Earned media: Because of organic searches, your content is exposed to the media. Through guest posts, you can increase your own level of influence. Earned media is typically seen as viral tendencies, shares, reposts, and reviews. Whether your content is in the form of blogs, press releases, videos, infographics, webinars, or eBooks, receiving the value of earned media should be worthwhile.

Paid media: It enables you to gain more exposure for your owned media while also winning more earned media. Business marketing services may advise you not to keep pouring money into paid media if it is producing the desired results. Paid media advertising is available on social media sites such as Facebook, Twitter, and LinkedIn, which could potentially boost your online presence. Influencers may be approached by business marketing services to represent your products or services. Pay Per Click (PPC), display ads, and retargeting are more direct and effective ways to drive traffic to your owned media. Paid media can help you promote your content and generate more earned media. A marketing strategy firm can use it to direct traffic to your owned media properties.

While paid media draws attention, earned media establishes your brand's authority and credibility. Although paid and earned media have a high impact, marketing strategy services rely on owned media to supplement their paid and earned media efforts for branding and business success.

The POEM (paid, earned, and owned media) model is frequently used by marketing strategy companies to increase brand awareness, engage prospects, and guide them through the sales funnel. When it comes to marketing channels, the general rule of thumb is to stick to a 2:1:1 ratio, which should include:

  •          Two owned media channels
  •        One earned media channel
  •          One paid media channel

It is important to define your marketing success metrics. Some may see an increase in sales to new customers, while others may see an expansion of their reach into new markets. Many small and medium-sized businesses (SMBs) are solely concerned with sales and overlook the importance of building a brand. However, this is not the appropriate metric for measuring a company's success. It is critical for business marketing services to develop and maintain a consistent brand. If you want to run a profitable business, you must first build your brand and provide value to your customers, not just products.

KnightRiley is Queensland's leading marketing strategy company, providing a comprehensive range of business marketing services and marketing strategy services to businesses of all sizes that are struggling to meet their business goals or achieve their growth objectives. KnightRiley marketing strategy company can be approached for all-inclusive marketing strategy services and business marketing services such as marketing plans, target market analysis, client testimonial process, Google advertising, print design, and more.

Location: Australia

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