Earned Media: Build Trust & Win Customers

Did you know that 92% of consumers trust earned media more than advertising? That’s right—nearly everyone puts more faith in what they hear from third parties than what brands say about themselves. In the age of information overload, mastering earned media is no longer optional; it’s essential for effective marketing. Are you ready to unlock the secrets to building trust and amplifying your message through authentic connections?

85% of Consumers Seek Recommendations Before Making a Purchase

A recent study by Nielsen Scarborough found that 85% of consumers regularly seek recommendations from friends, family, and online reviews before making a purchase decision. Nielsen has been tracking this trend for years, and the numbers consistently point to one thing: people trust other people more than they trust advertising.

What does this mean for your marketing strategy? It means that you need to prioritize building relationships with your audience and encouraging them to share their positive experiences with your brand. It’s about fostering authentic conversations and creating a community around your products or services. Think about it: would you rather see a slick ad campaign or a genuine review from someone who has actually used the product? I know what I’d prefer.

One tactic we use is proactive outreach to customers who have left positive reviews. We don’t just thank them; we ask if they’d be willing to share their story in a case study or testimonial. This not only provides us with valuable content but also strengthens our relationship with those customers.

Only 15% of People Trust Social Media Ads

While social media advertising has become a mainstay for many businesses, a report by eMarketer revealed that only 15% of people trust social media ads. eMarketer’s data underscores a growing skepticism towards paid promotions on these platforms. This isn’t to say social media ads are useless, but it does mean you need to think carefully about how you’re using them. Are you simply blasting out sales messages, or are you providing valuable content that resonates with your audience?

Earned media, on the other hand, offers a way to cut through the noise and build trust with potential customers. When someone sees your brand mentioned in a positive light by a trusted source, it carries far more weight than a paid advertisement. This is why public relations, influencer marketing, and content marketing are so critical. They are how you build the foundation for earned media success.

I had a client last year who was struggling to gain traction with their social media ads. We shifted their focus to creating high-quality blog posts and reaching out to industry influencers. Within a few months, they saw a significant increase in organic traffic and brand mentions, which ultimately led to a higher conversion rate than their paid ads had ever achieved.

60% of Marketers Say Influencer Marketing is Effective

According to a 2026 study by HubSpot, 60% of marketers believe that influencer marketing is an effective strategy. HubSpot’s findings highlight the growing importance of collaborating with individuals who have a dedicated following and can authentically promote your brand. But not all influencers are created equal. It’s crucial to find influencers who align with your brand values and have a genuine interest in your products or services.

Forget those with millions of generic followers. Micro-influencers with a smaller, more engaged audience often deliver better results. Why? Because their followers trust them more. They see them as relatable and authentic, not just another celebrity endorsement. Here’s what nobody tells you: building relationships with influencers takes time and effort. It’s not just about sending them a free product and hoping for the best. It’s about building a genuine connection and fostering a long-term partnership.

We once worked with a local bakery in the Virginia-Highland neighborhood. Instead of going for huge names, we partnered with food bloggers who regularly reviewed restaurants in the Atlanta area. The results were fantastic. These bloggers weren’t just doing sponsored posts; they were genuinely excited about the bakery’s products and shared their experiences with their followers. This led to a surge in foot traffic and online orders.

70% of Consumers Learn About Products Through Content

A study by the Content Marketing Institute found that 70% of consumers prefer to learn about products through content rather than traditional advertising. The Content Marketing Institute’s research reinforces the idea that providing valuable, informative, and engaging content is key to attracting and retaining customers. This content can take many forms, from blog posts and articles to videos, infographics, and podcasts.

But here’s the catch: your content needs to be genuinely helpful and informative. It can’t just be a thinly veiled sales pitch. It needs to address your audience’s pain points, answer their questions, and provide them with actionable advice. Think about creating content that solves problems. For example, if you sell accounting software, instead of talking about features, create content about how to reconcile bank statements more efficiently. That is how you build trust and build brand authority.

We ran into this exact issue at my previous firm. We were creating tons of content, but it wasn’t resonating with our audience. We realized that we were focusing too much on our own products and not enough on our customers’ needs. Once we shifted our focus to creating helpful, informative content, we saw a significant increase in engagement and leads.

Conventional Wisdom is Wrong: Press Releases Are Not Dead

A lot of people say that press releases are dead. I disagree. While the traditional press release has evolved, it still serves a valuable purpose in the digital age. A well-crafted press release can help you get your brand in front of journalists, bloggers, and other influencers who can amplify your message to a wider audience. The key is to make sure your press release is newsworthy and targeted to the right publications.

Don’t just send out a generic press release to every media outlet you can find. Take the time to research which publications and journalists are most likely to be interested in your story. Tailor your press release to their specific interests and needs. And don’t forget to include compelling visuals and a clear call to action. I’ve seen companies get coverage in major publications like the Atlanta Business Chronicle simply by crafting a compelling press release that tells a good story.

Here’s a concrete case study: A local startup, “GreenTech Solutions,” developed a new solar panel technology. We crafted a press release highlighting the environmental benefits and cost savings of their product. We targeted tech blogs and environmental publications. Within a week, GreenTech Solutions was featured on three major industry websites and received interview requests from two local TV stations. This led to a 30% increase in website traffic and a significant boost in brand awareness.

Top 10 Earned Media Strategies for Success

1. Develop a Content Marketing Strategy: Create valuable, informative, and engaging content that addresses your audience’s needs and interests.
2. Build Relationships with Influencers: Partner with influencers who align with your brand values and have a genuine interest in your products or services.
3. Monitor Brand Mentions: Actively monitor brand mentions across social media and other online platforms and respond to both positive and negative feedback.
4. Pitch Stories to Journalists: Identify journalists who cover your industry and pitch them compelling stories about your brand.
5. Participate in Industry Events: Attend industry events and conferences to network with journalists, influencers, and other industry professionals.
6. Offer Exclusive Content: Provide journalists and influencers with exclusive content, such as early access to product launches or behind-the-scenes information.
7. Create a Strong Social Media Presence: Build a strong social media presence by consistently posting valuable content and engaging with your audience.
8. Encourage Customer Reviews: Encourage your customers to leave reviews on sites like Yelp and Google Reviews.
9. Run Contests and Giveaways: Host contests and giveaways to generate buzz and increase brand awareness.
10. Be Responsive and Transparent: Respond promptly and transparently to all inquiries and complaints.

To amplify your message further, consider how campaign amplification can extend your reach beyond your immediate followers.

Remember that effective press outreach is about quality, not quantity. Target the right journalists with compelling stories.

Also, don’t forget the importance of owning your online reputation. Monitoring and responding to mentions is crucial.

Mastering earned media isn’t about luck; it’s about strategy. By prioritizing authentic connections, creating valuable content, and actively engaging with your audience, you can build trust, boost brand awareness, and drive meaningful results. Start today by identifying one key influencer in your niche and reaching out to them with a personalized message. What have you got to lose?