Own, paid and earned advertising: choose your best tactic

When deciding on the best channel to communicate with your potential prospects, you must consider many factors that may intervene in your message, which can affect from how you say it to where you say it. A common mistake people make when paying for advertising is to think that all channels work perfectly for any type of buyer persona. The truth is that not all channels work in the same way and each of them can be handled in a different way depending on the effort, time and money that you can give to your Inbound Marketing campaigns. 

Let us first understand the difference between own advertising, paid and earned and then or also called Earned, Owned & Paid Media and clarify certain points to consider in each of them. 

1. Own Advertising: 

Own advertising contains the channels that are yours, that you do not depend on a third party that manages the platform, such as: 

• Your WEB Page 
• Own Landing Pages 

• Your BLOG 
• Your emails 

In this type of advertising, the level of indexing you have with the search engines counts a lot, so the best way to have this active is to create content that you can place on your blogs that can help your potential clients. 

2. Paid Advertising   

Paid advertising is one that you literally need to pay to be served by search engines so that you can be seen within social media, search engines, and others. In this type of advertising, you must be careful in the way in which you program your publications and with what filter you do it. Keep in mind and at hand the document where you have the profile of your buyer persona and align your publication with it, do not invent last minute data. Examples of the best known of paid advertising are: 

• Facebook Ads 
• Google Ads 
• LinkedIn ADS 
• Youtube  
• Gmail Ads 

• Etc 

You already know that there are many means by which you can promote yourself, just choose the right one for your Buyer Persona, remember that you already defined the channels through which to communicate when you defined the profile at the beginning of the Inbound methodology. 

3. Publicity earned: 

This type of advertising is the result of perseverance and effort in your inbound campaigns, because as you know it is not only the investment of money that you have made but also the strategy of your conversion paths that will begin to speak well of your brand by themselves, among which we can mention: 

• Recommendations 
• Reviews 

• Mentions 

Do you want to know more about earned media? Enter the following link 

Depending on the type of advertising you have, some can be classified as engines that if you do not give them fuel they do not move, for example, paid advertising, in which you have to invest money or time to move them, and others that when gain momentum act as a veil that the wind helps to propel, such as earned publicity. Be very careful with the latter, always ensure that the wind is in your favor and never against you, because bad comments and disqualifications can make potential customers no longer trust your brand and end up devastating your sales with bad recommendations. 

You already know what types of advertising there are, now, there is a long way ahead for you and if you need help to formulate your conversion paths and choose the channels through which you want to promote yourself to achieve more potential buyers, we can help you.