In the dynamic world of post-frame and metal building construction, standing out in a crowded market is more challenging than ever. With the industry’s rapid growth and the influx of new players, it’s essential to leverage every tool at your disposal to gain a competitive edge. One of the most powerful, yet often underutilized, tools is earned media. This type of media, unlike paid advertisements, comes from editorial coverage that you don’t pay for but earn through your reputation, expertise, and the value you bring to the industry.
What is Earned Media
Earned media refers to the organic and typically unpaid exposure your company receives from various media outlets. This can include articles, news stories, blog posts, social media mentions, and more. Unlike paid media, which involves advertising that you pay for, earned media is gained by building strong relationships with media professionals and consistently demonstrating your expertise and value in the industry.
In the post-frame and metal roofing industry, earned media can take many forms. It could be a feature story in a trade magazine, a guest blog post on an industry website, a guest appearance on a Vlog or Podcast, or a mention in a news article about a recent project. The key is to consistently position your company as a leader and innovator in the field.
The Power of Earned Media
The power of earned media lies in its credibility and reach. When a respected media outlet covers your business, it lends you a level of credibility that paid advertisements simply can’t match. Readers, viewers, and listeners trust these outlets and the information they provide. This trust extends to your business when you are featured.
Moreover, earned media has the potential to reach a much broader audience than you might achieve on your own. A feature in a leading industry publication can be seen by thousands of professionals, potential clients, and partners which will significantly increase your visibility and reputation.
Building Relationships with Media Professionals
So where do we start? It all begins with networking and practicing a mantra I truly believe: Visibility = Opportunities! By seeing and being seen, by attending events, being open and accommodating…giving without expectation, you will start leveraging your position to garner the much-coveted earned media. Build strong relationships with media professionals in your industry. This includes journalists, bloggers, editors, and influencers. Here are some strategies to help you get started:
1 Identify Key Media Outlets: Make a list of the top trade publications, websites, blogs, podcasts and social media influencers in the post-frame and metal roofing industry. These are the platforms where you want your business to be featured so make sure you know who the players are and make the connections.
2 Connect: Building a rapport with these industry professionals can lead to future media exposure. Reach out to writers, editors and broadcasters who cover your industry. Introduce yourself and your company and offer to be a resource for their stories.
3 Provide Value: Media professionals are always looking for interesting stories and valuable information for their audience. But…keep in mind not to approach this as simply a “give me some free publicity.” Get to know them. Build a relationship and let them know you have a legitimate willingness to provide them with compelling stories, current and relevant data, and insights which highlight your expertise and the unique aspects of your business.
4 Be Available: Make yourself available for interviews, comments, and quotes. When someone from the media reaches out to you, respond promptly and professionally. Most are working on deadlines so be cognizant of their time. Becoming a reliable source can lead to more frequent coverage.
Creating Compelling Content
In addition to introducing yourselves to the media, I also suggest another avenue. This is more organic but will certainly attract earned media. What is this magic sauce? Consistently create compelling content that media outlets will want to feature. This includes press releases, case studies, white papers, thought leadership articles and yes…social media. I’ve said it before and will stress it again…Be Visible! How do I go about this you may ask? Here are some tips for creating content that will capture the attention of media professionals:
Focus on Unique Stories. Highlight the unique aspects of your business and projects. Focus on your people, your philosophy and your culture. This can include an innovative construction technique, a high-profile project, or a unique approach to sustainability. Really showcase what makes you unique. Make use of customer testimonials. Being a good corporate neighbor in your community. Milestones and awards. These all build your image as the trusted professional in the eyes of not only your customer friends but… also the media whom are always on the hunt for good, newsworthy content. Remember, we are talking about real Win-Win scenarios here. The credibility your company earns via this kind of coverage is invaluable. Your contribution will also be appreciated from the media’s perspective as well. Collaborating is key!
Maximizing Earned Media via Social Media
Maximize! When you receive the opportunity for the sought after media coverage, let’s maximize it. This can really be an image boost for your organization so let’s “make hay while the sun shines” as the old saying goes.
Social media can and should play a crucial role in amplifying earned media. When your business is featured in a media outlet, share it across your social media channels to reach a wider audience. Make sure to tag anyone mentioned in the feature. Tag the media outlet, the editor and/or publisher and anyone else applicable to the story. This will greatly increase the visibility.
Be sure to engage with your audience. Encourage your followers to engage with the content by liking, sharing, and commenting. This increases the reach and impact of the earned media coverage. For those a little less familiar with using social media, let me make a suggestion: Engage and then ENGAGE more! My advice would be to reply to anyone who comments or shares your post. Every engagement is furthering your reach and all it takes is a few seconds of your time.
Conclusion
Leveraging earned media is a powerful way to grow your business. By building strong relationships with media professionals, creating compelling content, and maximizing social media, you will increase your visibility and credibility in the industry.
Earned media isn’t just about getting your name out there, rather it’s about establishing your business as a leader and innovator in the field. When done right, it can open doors to new opportunities, attract high-profile clients, and ultimately drive growth and success for your business. So, take the time to invest in earned media and watch your business thrive in the competitive landscape of the post-frame and metal roofing industry. FBN
