1. Influence Customers With Earned Media

    Influence Customers With Earned Media

    Here's the two times when your earned media will have the most influence on potential buyers. The competition for customer attention online is more intense than ever before. Organizations are creating content at a pace and frequency that can make your head spin! However, many of these organizations lack a real strategy around content creation and promotion that will genuinely attract and influence prospects rather than simply creating words on pages. Today, buyers are doing a ton of research prior to making a buying decision. Targeting your prospects with earned media in specific areas of the buying decision is an effective way of converting prospects to buyers. The customer decision journey (CDJ--featured in the graphic below) is a great framework for organizing content and targeting prospects using earned media. Earned media is especially effective when targeting prospects in the consideration and evaluation phases. Most online consideration and evaluation occurs ...

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