A good practice marketing strategy should have a good mix of marketing media... and using this POERM framework is a great way to map out your strategy.
POERM stands for paid, owned, earned, and rented media - and in this video blog, I share why it's so important to have a balance between the four.
This past week has certainly shown the danger of running your marketing solely on rented platforms – so make sure you always build a marketing channel you own... so nobody can tell you what you can (and cannot) post.
But let's take a step back.
A good practice marketing strategy can be split into two: the content and the distribution. The content you create and then how you market (or distribute) that content. Knowing how to work these two pillars will determine if you will have a successful marketing strategy.
OWNED Media is any media channel that you fully own - this can be your email list, list of SMS/cell phone numbers, and your website.
EARNED Media is any mention on other people's media channels - this refers to your podcast interviews, summit talks, reviews, content shares that help build your credibility from your prospective patient's perspective.
PAID Media refers to any media placement that you paid for... think paid advertising like Facebook Ads, Google PPC and any sponsorships.
RENTED Media refers to your media placement on free online platforms like Instagram, Facebook, Pinterest, Twitter or Linkedin - you don't pay for exposure on these media channel syet you are subject to the rules of the platform owner.
Why use these four? Because when you use these four strategically, your marketing efforts have a better chance of being noticed and engaged by your target prospects.
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