Earned or Paid Media? Learn Why You Need Both To Drive Sales

1. EARNED OR PAID MEDIA?
WHY YOU NEED BOTH TO DRIVE SALES

2. COMPANIES THAT FOCUS HEAVILY ON EITHER PAID
MEDIA OR EARNED MEDIA ARE LOSING OUT ON THE
POTENTIAL TO FULLY LEVERAGE THEIR MARKETING
EFFORTS. WHY?

3. BECAUSE DESPITE THE
POPULARITY AND
SIGNIFICANT POWER OF
EARNED MEDIA, IT PRESENTS
CHALLENGES THAT ONLY
PAID MEDIA CAN SOLVE. THE
SIMPLE TRUTH YOU NEED
BOTH TO REACH THE
AUDIENCES YOU WANT,
CREATE BRAND TRUST, AND
DRIVE SALES. HERE’S WHY.

4. EARNED MEDIA
CREATES TRUSTED,
AUTHENTIC CONTENT

5. WHEN CONSUMERS CREATE THE CONTENT THEMSELVES LIKE
REVIEWS ON AMAZON AND YELP, TWEETS AND FACEBOOK
POSTS AND SHARE IT, THEY INSPIRE TRUST WITHIN THEIR
CIRCLE OF INFLUENCE.

6. BEST PRACTICES THAT EMPOWER
YOUR EARNED MEDIA GAME PLAN.

7. THERE ARE NUMEROUS
WAYS TO ENGAGE
CONSUMERS TO CREATE
EARNED MEDIA AND ALSO TO
COMBINE IT WITH PAID
MEDIA TO EMPOWER IT EVEN
MORE. THE ULTIMATE
PURPOSE IS TO INSPIRE
INFLUENCERS AMONG
CONSUMERS TO FURTHER
ENGAGE AND DRIVE ORGANIC
SHARING. HERE ARE SOME
BEST PRACTICES TO HELP
YOU GENERATE EARNED
MEDIA.

8. BEST PRACTICES THAT EMPOWER
YOUR EARNED MEDIA GAME PLAN
KNOW YOUR AUDIENCE.
TELL A STORY.
ENLIST PARTNERS.
LISTEN TO YOUR AUDIENCE.

9. PAID MEDIA IS STILL THE MOST
POWERFUL WAY TO REACH A
TARGET AUDIENCE

10. PAID HAS LARGER REACH. REACH OFTEN LAYS THE
FOUNDATION FOR PAID SOCIAL SUCCESS, AS GETTING AN AD
IN FRONT OF USERS’ EYEBALLS IS CRITICAL FOR A CAMPAIGN
TO RESONATE. PAID MEDIA OFFERS A WAY FOR BRANDS TO
EXPAND REACH AMONG A WIDER AUDIENCE FAR BEYOND
JUST FOLLOWERS AND PROVIDES ADDITIONAL FREQUENCY
CONTROLS, BOTH OF WHICH WILL HAVE A GREATER IMPACT
AS ORGANIC REACH CONTINUES TO DECLINE.

11. PAID ALLOWS YOU TO REFINE YOUR STRATEGY.
INSIGHTS GAINED FROM PAID MEDIA EFFORTS
CAN BE USED TO INFORM YOUR BRAND’S PAID
AND ORGANIC CONTENT STRATEGY

12. BEST PRACTICES THAT
EMPOWER
YOUR PAID MEDIA
GAME PLAN:
SET CLEAR OBJECTIVES.
KNOW YOUR TARGET AUDIENCES AND
SPEAK DIRECTLY TO THEM.
TEST AND OPTIMIZE. ANALYZE AND LEARN.

13. CONTACT US FOR MORE INFORMATION
WWW.CROWDSIREN.COM
SOURCE: HTTP://WWW.LITHIUM.COM/DOWNLOAD?
P=HTTP://WWW.LITHIUM.COM/PDFS/WHITEPAPERS/KLOUT-EARNED-OR-
PAID-MEDIA-WHY-YOU-NEED-BOTH-TO-DRIVE-SALES_U6BE3KDE.PDF