Earned Media: The Small Biz Advantage

In the high-stakes world of marketing, securing attention is harder than ever. Paid ads are expensive, and organic reach is dwindling. That’s where earned media comes in – but how do you actually earn it? Are press releases and influencer shout-outs really enough to cut through the noise?

Let me tell you about Sarah, a marketing manager at “Sweet Stack Creamery,” a local ice cream shop with three locations around the Perimeter in Atlanta. Sweet Stack made incredible artisanal ice cream, but nobody knew about it outside of their immediate neighborhoods. Sarah’s budget was tight; she couldn’t afford a massive ad campaign. Paid marketing was a no-go. She needed earned media, but press releases felt like shouting into the void. This is a problem many small businesses face.

Sarah started by thinking about what made Sweet Stack special. Yes, their ice cream was delicious, but so is a lot of ice cream. What was their story? She realized it was their commitment to local ingredients and community involvement. They sourced milk from a dairy farm near Athens, Georgia, and donated a portion of their profits to a local after-school program in the West End. That’s when she had an idea.

She decided to pitch a story about Sweet Stack’s partnership with the after-school program to the Atlanta Journal-Constitution. She knew that focusing on the community aspect, rather than just the ice cream, would be more appealing to journalists. Her pitch highlighted the positive impact Sweet Stack was having on the lives of local kids. It worked! The AJC ran a feature story about Sweet Stack, highlighting their commitment to the community.

Now, this is where many businesses stop. They get the article and think, “Great, job done!” But Sarah knew that was only the beginning. She shared the article on all of Sweet Stack’s social media channels, including their relatively new Mastodon account. She also tagged the AJC reporter who wrote the story, thanking them for their coverage. She even sent a handwritten thank-you note to the reporter.

Why bother with the thank-you note? Because building relationships is crucial for successful earned media. You want journalists to remember you and think of you when they’re working on future stories. A genuine, personal touch goes a long way. I have seen it work wonders.

The AJC article led to a surge in customers at Sweet Stack’s locations. People were coming in specifically because they had read about the shop’s community involvement. Even better, other media outlets started to notice. A local TV station contacted Sarah about doing a segment on Sweet Stack’s partnership with the after-school program. The effect snowballed. The key was the compelling story.

But here’s the thing: you can’t just invent a feel-good story. It has to be authentic. Consumers, and journalists, can smell inauthenticity a mile away. Sweet Stack’s commitment to local ingredients and community involvement was genuine, which is why their story resonated with people. This is why clearly defined brand values are so important.

What can other businesses learn from Sweet Stack’s success? Here are a few key takeaways:

• Focus on your story, not just your product. What makes your business unique? What impact are you having on the world? These are the things that journalists and consumers care about.
• Build relationships with journalists. Don’t just send them press releases. Follow them on social media, comment on their articles, and get to know them.
• Be authentic. Don’t try to be something you’re not. Be true to your brand values, and your story will resonate with people.

I had a client last year, a SaaS company, that was struggling with the same problem. They had a great product, but they were having trouble getting media coverage. Their initial approach was all wrong: they were focusing on the technical features of their software, which nobody cared about. We shifted their focus to the problem their software solved – helping small businesses manage their finances more efficiently. We pitched stories to business publications about how small businesses were using their software to overcome financial challenges. The results were dramatic.

Don’t underestimate the power of local media. While national coverage is great, local media can be incredibly effective for reaching your target audience. Think about the publications, TV stations, and radio stations that your customers are consuming. These are the outlets you should be targeting. In Atlanta, for example, that might include publications like Rough Draft Atlanta or websites like Atlanta InTown Paper.

Sarah also learned the importance of tracking her earned media efforts. She used Meltwater to monitor mentions of Sweet Stack in the media and on social media. This allowed her to see which articles and segments were driving the most traffic to her website and which social media posts were generating the most engagement. She also used Google Analytics 4 to track the source of website traffic after a media mention. This data informed her future marketing efforts.

Here’s what nobody tells you: earned media is not free. It takes time and effort to build relationships with journalists, craft compelling stories, and track your results. But the payoff can be huge. A well-placed article or segment can generate more leads and sales than any paid ad campaign.

One of the biggest mistakes I see businesses make is failing to follow up with journalists after sending them a pitch. Don’t be afraid to send a reminder email or give them a call. Journalists are busy people, and your pitch might have gotten lost in their inbox. But be polite and respectful. Don’t be pushy or demanding.

Consider creating a media kit that includes your company’s background, key messages, and high-resolution images. This will make it easier for journalists to write about your company. The kit should be readily available on your website. I suggest including a fact sheet, executive bios, and product shots.

Influencer marketing can also be a powerful tool for earning media. But be careful about who you partner with. Choose influencers who are aligned with your brand values and who have a genuine connection with their audience. Don’t just pay for a shout-out. Work with influencers to create authentic content that resonates with their followers. Remember the FTC guidelines on disclosing sponsored content.

What about negative earned media? It happens. The key is to respond quickly and transparently. Don’t try to hide from the criticism. Acknowledge the problem, apologize if necessary, and explain what you’re doing to fix it. Use it as an opportunity to show your commitment to customer satisfaction.

Sweet Stack Creamery’s story is a reminder that earned media is not just about getting free publicity. It’s about building relationships, telling compelling stories, and being authentic. It’s a long-term strategy that requires patience and persistence. But the rewards are well worth the effort. And Sarah? She’s now a sought-after speaker at local marketing conferences, sharing her secrets to success.

For nonprofits seeking earned media, remember that visibility on a shoestring is possible with the right strategy.

The most effective marketing strategy is not just about shouting the loudest, but about telling the most compelling story. Take a page from Sweet Stack’s book: identify your unique narrative, build genuine relationships, and watch the earned media opportunities bloom.