Reeling in Success: Targeted Marketing vs. Earned Media

Local policies and laws aside, imagine you're a fisherman, eager to reel in a bountiful catch in the Puget Sound. You have two primary strategies at your disposal: casting a wide net or using a targeted fishing rod. This, in essence, mirrors the difference between earned marketing and paid advertising, and it's especially relevant for the hardworking businesses that make us – our farms, fishermen, tradespeople, and small business owners.

Paid Targeted Marketing: The Wide Net Approach

Think of paid advertising as casting a massive net. You're throwing it out into the vast ocean of the internet, hoping to catch anything that swims by. For your business, this translates to:

• Wide Reach: You can quickly get your message in front of a large audience, regardless of whether they're actively looking for your specific product or service. Think of those banner ads or social media promotions.

• Immediate Results: You see a relatively quick increase in website traffic and potential customers. Need to fill those appointment slots fast? Paid ads can help.

• Control: You have a lot of say in what your ad says, where it appears, and when it runs.

• Cost: This wide net approach comes at a significant cost, at least in the beginning stages. You're paying for every impression, click, and conversion. It can be like paying for bait even if the fish aren't biting.

• Potential for "Bycatch": You might catch a lot of fish, but many of them might not be the type you're looking for – unqualified leads or uninterested viewers. Are you a farm selling organic produce? You don't want to pay for clicks from someone on the other side of the state.

Earned Media: The Selected Fishing Rod and Bait

Earned Media, on the other hand, is like using a fishing rod with carefully selected bait. You're targeting specific fish (your ideal customer) with precision and patience. For your Snohomish County business, this means:

• Targeted Reach: You focus on attracting a specific audience that is genuinely interested in your brand. Think of a local farmer's market, a tradesman's referral network, or a fisherman's reputation for quality.

• Long-Term Growth: Building earned media takes time, but it leads to sustained growth and brand loyalty. Like a well-maintained fishing spot, it keeps producing results year after year.

• Credibility and Trust: Earned media, like positive reviews, word-of-mouth, and community engagement, carries more weight than paid ads. Your neighbors are more likely to trust a recommendation than a random online ad.

• Lower Cost (Potentially): While it requires investment in content creation and community building, earned media can be more cost-effective in the long run. Think of the long-term value of a satisfied customer who tells their friends.

• Higher Quality "Catch": You're more likely to attract high-quality leads that are genuinely interested in your products or services. These are the customers who become loyal fans.

• Less Control: You have less control over the narrative, as it relies on the opinions and actions of others. You can't force someone to leave a positive review.

The Ideal Catch: A Balanced Approach to Targeted Marketing vs. Earned Media

Just like a skilled fisherman uses both a net and a rod, a successful marketing strategy often involves a combination of earned and paid media. For businesses exploring differences between targeted marketing vs. earned media, consider:

• Paid advertising can provide the initial boost and visibility needed to get your brand noticed. Think of a grand opening announcement or a limited-time offer. Given the data with this type of marketing can often expose key demographic customer information to grow from.

• Earned Media builds credibility, trust, and long-term relationships with your target audience and/or other businesses through marketing partnerships. Think of sponsoring a local event, participating in a community forum, or getting featured in the local news publication (like the Everett Herald or the Skagit Valley Herald).

MEDIARUNT: Your Local Marketing Partner

At MEDIARUNT, we understand the unique needs of SMBs, farms, fishermen/women, and tradespeople in Snohomish, North King and Skagit Counties. We can help you navigate the waters of both paid and earned marketing to create a strategy that reels in the right customers for your business. We're local, we're experienced, and we're committed to your success.

What's your preferred fishing method? Are you a wide-net caster or a targeted rod wielder? Share your thoughts in the comments! And if you're ready to create a marketing strategy that delivers results, contact MEDIARUNT today!