Earned Channels refer to any outside attention a company "earns" without paying for it. This attention can come from a variety of sources, such as social media, news outlets, or other bloggers. Because earned channels are free, they're often considered more credible and trustworthy than paid channels.
One of the best ways to build trust with potential customers is to earn positive attention from reputable sources. This can be done through a variety of methods, such as creating great content, providing valuable insights, or developing strong relationships with key influencers.
When it comes to earning positive attention, nothing beats quality content. By publishing engaging, informative articles and blog posts, you can attract the attention of bloggers, journalists, and other influential people. Not only will this help to build trust with potential customers, but it can also lead to more website visitors and higher conversion rates.
Paid advertising can also be a great way to generate earned channels. By targeting the right people with relevant ads, you can attract the attention of potential customers who are likely to be interested in your product or service. As with any form of advertising, it's important to make sure the ads are well-crafted and relevant to your target audience.
In order to generate earned channels, it's important to be proactive and actively pursue positive attention from key sources. By creating great content, developing strong relationships, and targeting the right people with relevant ads, you can build trust and attract more customers.
How do earned channels differ from paid channels?
Earned channels involve organic customer engagement and word-of-mouth promotion without the need for a financial investment. Paid channels require a financial investment in order to reach customers through advertising or other methods of promotion.
Fun Fact:
"According to a survey by Statista, 82% of marketers worldwide consider earned media channels (e.g. word-of-mouth, influencer marketing, reviews) as the most effective form of advertising in 2020." (Statista, 2020).