4 Steps to 4x Your Leads with Earned Media Publications

Our hero today is James Patrick, a media specialist who’s worked both on the production and pitching sides of getting published magazines, radio, TV, podcasts, and more.

In this episode, he uncovers the secrets to getting published and quadrupling your business leads in the process. Without further ado, James Patrick.

Earned Media vs. Paid Advertising

In the marketing world, businesses often wrestle with the choice between earned media and paid advertising. James Patrick, a media specialist, points out several compelling reasons why earned media often trumps traditional advertising methods. Unlike paid advertisements, earned media—which covers features in articles, blogs, and podcasts—is free and engages consumers more effectively.

Paid advertisements often face consumer fatigue, causing users to overlook them entirely. Earned media, on the other hand, appears within trusted content, making it more credible and less likely to be dismissed.

The Goal of Earned Media (Hint: Not Vanity)

Earned media isn’t just about seeing your name in lights. Its benefits can be broken down into three primary categories:

1. Vanity: While it’s gratifying to be featured, the real power of earned media lies far beyond personal gratification.
2. Authority Amplification: Gaining features in reputable publications can significantly boost your trustworthiness and credibility. This enhanced status in turn makes your marketing efforts more effective.
3. Lead Generation: Media features can exponentially increase your business leads, drawing genuine interest and driving purchases through heightened exposure.

Enhancing one’s authority through earned media is a long-term strategy with profound impacts on brand recognition and lead generation. For instance, being featured in an influential magazine like Entrepreneur amplifies one’s credibility considerably, making it a valuable pursuit for anyone looking to bolster their brand.

Strategy for Getting Published: Define Goals and Target the Right Media

Before diving into pitches, clarity about your goals is essential. Are you striving to build authority, or is your primary objective to generate leads? This clarity will guide your media strategy and choice of outlets.

Step 1: Research the Right Outlets

Not all media publications are created equal, especially considering your target audience. For example, while a feature in Entrepreneur Magazine can elevate your credibility among general business readers, niche publications like Oxygen Magazine or Personal Fitness Professionals Magazine might offer more direct access to your specific target market—health and wellness professionals.

Local media also plays a vital role. Local features can substantially benefit businesses by driving more targeted leads. A Phoenix-based fitness trainer doubled his inbound leads thanks to local media coverage. This highlights the importance of aligning your pitches with the right media outlets.

Step 2: Craft a Killer Pitch

A successful pitch should clearly communicate who you are, what you do, and why you’re a perfect fit for the media outlet. Here are practical tips:

• Keep it Simple: The essence of a good pitch is simplicity. Don’t overcomplicate your introduction; get straight to the point.
• Add Value: Include 4-5 strong ideas focused on adding value, insights, or solutions tailored to the publication’s audience.
• Persist: Don’t be disheartened by initial rejections. On average, it takes 8-12 pitches before you might be noticed.

James Patrick emphasized that after months of consistent pitching, he landed a feature in Entrepreneur Magazine—a testament to the power of perseverance. Always follow up, presenting new angles or relevant updates to keep the publication intrigued.

Importance of Ethical Practices in Media Engagement

When using logos from features to build credibility, it’s paramount to maintain ethical standards. Using logos and claiming “as seen on” should be reserved for genuine editorial features. Misleading claims can tarnish your reputation and erode trust.

Patrick’s candid discussion about receiving a cease-and-desist for using a famous logo unethically illustrates the importance of these ethical guidelines. Publications generally appreciate when their features are shared, as it expands their own visibility. However, always ensure this aligns with editorial standards to avoid potential pitfalls.

Nurture Leads, Maximize Publication Longevity

Step 3: Leverage Media Features

Once you’ve been featured, it’s critical to capitalize on the exposure. Recognize that the initial buzz has a limited shelf life—especially for print media. Make the most of it through strategies such as:

• Engage Your Audience: Host interactive promotions or contests encouraging your followers to share the feature, amplifying its reach and driving engagement.
• Continuous Promotion: Don’t let the promotion stop after the initial media feature. Consistently reference past features to educate new followers about your achievements.

Building a collection of media logos from all your appearances enhances credibility. These logos can be used in sales materials, websites, and media kits to attract further media opportunities.

Use Owned Media for Continuing Momentum

Step 4: Sustain the Momentum

Beyond leveraging the initial publication, continually nurture your leads through owned media channels like email lists and websites. This sustains interest beyond the publication’s immediate shelf life, keeping your audience engaged.

• Understand the Consumer Journey: Breaking down the consumer journey into three phases—awareness, value reinforcement, and decision—helps you tailor your content. Most marketing focuses on creating awareness, but reinforcing value through informative content is key to nurturing leads.
• Content Marketing: Content marketing should address common questions and challenges faced by your audience, providing solutions before they commit to engaging your business. Continuous, value-driven content solidifies trust and nudges potential leads towards conversion.

Persistence and Relationship Building with Media

Building meaningful relationships with media outlets takes time and patience. James Patrick shared how persistence pays off, having sent monthly postcards to a magazine for nine months before seeing a response. The key is to keep pitching valuable ideas tailored to the outlet’s current trends.

Follow-ups shouldn’t merely be check-ins. Add new context or ideas—perhaps a recent success or relevant statistics—that could make your pitch more timely and appealing. Establishing trust and consistently providing quality content can lead to recurrent opportunities and a robust media presence.

Final Thoughts

Earned media offers invaluable benefits, from building authority to driving significant leads.

By understanding your goals, targeting the right outlets, crafting compelling pitches, and ethically leveraging media exposure, you can multiply your leads and grow your brand significantly.

Conclusion

To delve deeper into these strategies, connect with James Patrick for expert guidance and insights on maximizing your media features. Reach out to him directly through his website or follow him on LinkedIn.

Embark on your journey of earned media and watch your business flourish.