To start, I want to clarify that much like a “free lunch” there is no such thing as free marketing. All marketing options I am about to promote offer ways where individuals can spread the word about their business without having to pay advertising costs or sponsorship fees. These do however take time to achieve and will cost you a lot in time and effort. With that out of the way, sit back, buckle up, and let’s get down to business.
Free marketing (also known as earned media) is the act of gaining publicity through marketing efforts other than paid advertising, including press releases, blogs, reviews, and other sources. This marketing tactic is extremely beneficial for any startup/young company. Especially those that don’t have a huge marketing budget since the only expense is the time of distributing them. The main three topics I am focusing on in this article are press releases, blogs, and reviews. These are the most common forms of earned media and if done well can significantly grow your company.
Press Releases:
Press releases (also known as PR) are my go-to avenue for earned media. PR allows you to get in front of thousands of people. It also will be a testimonial to your business for the rest of the internet’s existence. The significant thing about PR is that every journalist is looking for a story, so they are usually more than willing to showcase your story. Here are some big things to note while trying to get reporters to pick up your story.
Tips and tricks to getting your story published:
- Have a story to write about!
- Remember, the reporter is looking for news. If you pitch something that is interesting, they are going to pick it up. The title is half the game and should be something that entices the journalist to read your article over 1000 others they received that week.
- A good rule of thumb to remember is that journalists are overworked, underpaid, and out of time so presenting something that makes their lives easier will get you more articles.
- Create a distribution list of local media and media specific to your cause and personally cater an email to each.
- Create a relationship with journalists who pick up your articles so you can directly send them press releases in the future, allowing for more success.
- The best days to reach out to journalists are Tuesdays and Thursdays from 10 am-2 pm this is when they are most likely to actually read your emails.
- Your email is the pitch, sell what you are offering, and don’t just email a blank message with a PDF attached.
- Journalists usually love heartwarming stories (donations, helping the poor, etc) if you do this capitalize on it
Don’t know where to start? Send me an email at andrew@findenmarketing.com to get the template I use for my press releases free.
Blogs/Vlogs/Youtubers:
Blogs, Vlogs, and Youtubers are fantastic avenues for easily earned media. Much like journalists, these channels are always looking for fascinating stories and products to talk about. Getting your product in front of them can help get your company even more exposure. Bloggers usually specialize in hyper niche subjects, so find yours and get them interested since their consumer is most likely your consumer. A big thing to remember is that 85% of consumers regularly or occasionally seek trusted expert content—credible, third-party articles and reviews—when considering a purchase so getting on these sites can make or break a sale.
Reviews:
Lastly in the free marketing realm, are reviews. Reviews are a unique source of earned media and usually come from micro-influencers (consumers with smaller followings). This earned media may be on Google, Social Media, or other specialized platforms but is a great showcase on a job well done. This is the most important free media in my book. The reason? The authenticity of the post is usually always genuine and their followers are more likely to purchase your product. A thing to remember is that 69% of consumers like to read product reviews written by trusted experts before making a purchase.
Why this media matters:
Alone, these free marketing tactics can get you sales, but when combined can help solidify a business in a field or community. Like everything earned media takes time and effort, so keep the pressure and reach out to anyone that will listen.
If you want help, or need guidance, make sure to contact us, and my team and I can help direct you on the right path.
Want to learn more about how you can stand out? Finden Marketing is Duluth, Minnesota’s leading Gen Z & Millennial marketing agency. With years of experience, hundreds of thousands of dollars managed, and a dedicated team we can help grow your business to its true potential. Our team offers a wide range of services, including PR, Branding, Content Creation, Paid Media, Graphic Design, and Web Development. With over 50 projects in the bag, Finden Marketing is becoming a staple marketing agency in Duluth, Minnesota. To learn more about Finden Marketing, check us out here, or visit us at our office in Duluth, Minnesota.
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