The goal of any marketing campaign is to break through the noise created by your competition and make your brand stand out against the rest. But in order for your efforts to be successful, you need to hone in on your target audience as well. With a triple layer approach, you can do all of that as you boost your conversions and improve customer retention rates.

The Three Types of Media in Digital Marketing

There are three types of digital media, and each plays an important role in a digital marketing campaign. Even though you should focus on each media type separately, when you put them all together, they should work as a cohesive unit.


  • Owned Media


Any web property that’s controlled by your business, and any web property that’s unique to your business, is considered owned media.

For example, your website would be considered owned media, as would your blog and your social media pages because they serve as extensions of your site and your brand.

It’s a good idea to aim for as much owned media as possible because doing so will enhance your presence online and allow you to attract more customers.


  • Earned Media


Earned media involves the use of SEO, including local and mobile SEO, as well as your content strategy. It serves to help more people find your owned media.

This type of digital media encompasses word-of-mouth promotion that occurs online in the form of recommendations, reviews, reposts, shares, and mentions. It can also include content that goes viral and content that has been picked up by third party websites.

Earned media is typically the result of achieving excellent organic rankings on top search engines like Google, but it also requires actively distributing your content. Focusing on developing interesting content that’s optimized for search engines can help you achieve those sought-after first page rankings that will put your owned media in front of the highest number of users. Just keep in mind that great content goes beyond blogs to include things like videos, infographics, webinars, eBooks, and press releases that are informative and engaging.


  • Paid Media


Paid media refers to display ads and PPC (pay-per-click) advertising campaigns that can be run on mobile and social platforms as well.

With paid media, you’re paying for ad space to promote your content and receive more exposure than you would otherwise receive. This is a solid way to not only drive earned media, but also to get more traffic to your owned media.

For example, you might purchase some sponsored posts on social media platforms like Instagram and Facebook, or you might pay one or more influencers who can share links on your behalf and help you expand your reach and conversions.

Evaluate and Continually Improve Your SEO Strategy

When you combine on-site SEO with online reputation management and SEM, you can boost your online presence and get the attention that you’re after. Once again, taking a three-tiered approach can help your business grow through effective marketing strategies, but you’ll need to revisit your plan often in order to continually improve. After all, by auditing your traffic and ranking, you’ll be able to identify where your website truly stands, and you can continue setting new goals as a means to reach your target audience despite your competition.


  • On-Site SEO


This approach focuses on improving your search engine ranking, particularly on Google. It involves developing content for your website that will not only be attractive to your target audience, but will also be easy for them to find. And it also incorporates back linking and tagging techniques, as well as community growth.


  • Online Reputation Management


The goal of online reputation management is to boost your company’s visibility, even when it comes to Google maps searches and local search results. You can utilize software and other tools that will help get reviews, mentions and overall, help you get in front of your target audience.


  • SEM


Search Engine Marketing (SEM) can include Google AdWords paid campaigns, ROI bidding, keyword optimization, and click to call campaigns. Keyword traffic should be evaluated regularly for changes, and your strategy should be tweaked accordingly to improve or maintain your search engine ranking. Consider creating a prioritized list of the types of keywords, as well as the specific keywords, that you need to start using on your website and in your ad campaigns in order to improve your overall SEO strategy and get better results.

Getting in front of your audience in a saturated digital world is an ongoing challenge that requires you always stay ahead of the curve. If you’d like to learn more about how to take a triple layer approach to your marketing strategy, contact us today for a free consultation with experts who can guide you through the process and tools for success.