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The Art of Building a Brand with Earned Media
In the fast-paced world of business, building a brand relies heavily on more than just effective products or services; it hinges on strategic visibility. For companies like Sourhouse, a startup in the niche of sourdough baking tools, leveraging earned media has become not just a tactic but a hallmark of their growth strategy. Co-founders Erik Fabian and Jennifer Yoko Olson have learned to harness public relations not just for visibility but as a means to create community and engagement that elevates their brand.
Building the Brand around Community
Erik Fabian’s journey from advising sourdough enthusiasts during the pandemic to launching Sourhouse is a salient example of capitalizing on community engagement. “A brand is built around three pillars: the product, the story, and the community,” Fabian reflects. It’s this community-driven perspective that allows Sourhouse to transcend the standard transactional nature of product sales. Instead of merely showcasing their baking tools, they narrate a story of passion and creativity in baking, appealing not just to bakers but to food enthusiasts at large.
The Mechanics of Earned Media
Earned media hinges on authenticity and organic visibility; it's free publicity acquired without direct payment. This includes mentions in media outlets, social media shares, and positive reviews—each adding authenticity to the brand's narrative. As highlighted in the Chief Marketer article, Sourhouse has benefitted from substantial media coverage, including mentions in Wired and The New York Times, enhancing their positioning in the marketplace.
The Value of Long-Term Investment in Public Relations
True, the ROI from earned media can be modest. Fabian admits that articles boost short-term sales but primarily serve to cultivate long-term brand exposure. As companies scale, they often prioritize direct conversion strategies, allocating a sizable budget to digital advertising—yet, it's crucial to remember that earned media constitutes a vital part of a holistic marketing strategy. Even a modest PR budget can lead to ongoing organic traffic and SEO benefits down the line, which Sourhouse has recognized by making this effort a core component of their strategy.
How Earned Media Influences Consumer Trust
Consumers today are savvy; they tend to trust recommendations from credible sources over traditional advertising. According to Cision, around 81% of consumers trust recommendations from friends and family far more than branded content. With such statistics in mind, it’s essential to foster genuine interactions that can lead to organic mentions. Relationships with influencers and journalists are pivotal in harnessing earned media—this creates a ripple effect that enhances a brand's credibility.
Driving Traffic through Earned Media
While it may seem counterintuitive, businesses like Sourhouse can drive significant traffic through their earned media initiatives. They capitalize on every article and mention, pushing that visibility across their owned channels to stir interest further. By integrating social shares and newsletters, they significantly broaden their audience reach and engage potential customers who may not be familiar with sourdough baking but are enticed by the narrative and community around it.
Final Thoughts: Importance of a Balanced Marketing Strategy
The Sourhouse example epitomizes how emerging brands should approach their marketing. By understanding the importance of earned media and community engagement, businesses positioned between $2M and $10M in revenue can not only scale but create lasting brand loyalty. As they embark on their growth journey, learning how to balance paid, owned, and earned media can lead to sustainable success.
If you're looking to elevate your business's brand authority and gain traction, consider investing in public relations and earned media strategies. Explore how you can leverage your own community, engage authentically and thrive in the competitive landscape.
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