Generating Traffic with Paid and Earned Media
This guest post was written by Murray Newlands. Murray is a social media and video marketing specialist and works with companies and individuals to develop and execute complete digital marketing strategies. He is an international speaker, blogger and head of the international social marketing media agency Influence People, based in downtown San Francisco. You can find him on Twitter @MurrayNewlands.
We All Want Traffic
Being able to generate traffic is something that is of paramount importance to anybody who is trying to make money online. Be it advertisers, publishers, or bloggers, the ability to drive large amounts of traffic can solidify a successful career. So, the question is, how do you drive traffic?
Let's talk about generating traffic through two different types of media: paid media and earned media.
What Is Paid Media/Earned Media?
Paid media is essentially just your standard advertising—you pay directly for your content to be placed in front of people. On the other hand, earned media is defined as positive publicity that is gained through promotions that aren’t paid for directly like advertising. Basically, earned media is when your followers promote your products or services for you simply because they love your brand—it’s the product of well-executed paid and owned media strategies. We should also distinguish owned media, which consists of all of the channels you already own such as your website, company brochure, twitter account, blog, etc.
How Should Paid Media/Earned Media Be Working For You?
Paid media can be a good way to generate new traffic to your site with great immediacy and control, however, you should try to use paid media as sparingly as possible, as it can become expensive if you are routinely using it to generate your traffic. If you are utilizing paid media correctly, it should help you create a large, engaged following fairly quickly and will hopefully evolve into earned media rather quickly. If you can successfully turned paid media into earned media, you can get a lot more traffic for "free.” If you are getting a lot of free traffic that your competitors aren’t, you will out-market them and grab a larger market share.Continued on the next page