Digital technology is everywhere. If you’re selling a product or service, creating a presence across digital media channels is imperative because that’s where your customers are.
This article, the first in a three-part series, will look more closely at the three categories of digital channels you can use to reach and convert potential customers, focusing first on owned media.
There are three primary categories of digital marketing:
Paid, owned, and earned media (POEM) work together to improve your overall marketing success. For example, earned media is usually the most desirable outcome of a strategically placed paid or owned media effort. Each can leverage the other to optimize traffic, conversions, and business growth.
Now let’s talk owned channels. These are the cornerstone of your digital presence, without them, earned and paid media have nowhere to drive your current and potential customers to.
But just having a website and social pages isn’t enough, even with paid and earned media in the mix. You need quality content about your products and services and their benefits on these owned channels to not only improve search engine optimization (SEO), but to also build your brand and convert your customers. Some of techniques for ensuring success across your owned channels include:
Paid, owned, and earned media must work together. It’s a myth that just having owned channels such as a LinkedIn page or a website is all you need.
Paid media amplifies your owned media channels so that they have more of an impact. While earned media is a more organic brand builder, you won’t earn more Facebook likes if you don’t set up a page or have paid advertisements to get more followers. An ad can also help put the “earn” in earned media by creating a social media buzz around your product. Otherwise, your owned channel might be like the tree that falls in the forest with no one to hear it.
How best to balance your digital marketing channels depends on your business, your customers, and much more. We can partner with you develop a strategy, optimize investments, and get results. Contact us today.