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You Can Better Sway Your Audience With This Marketing Strategy

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You Can Better Sway Your Audience With This Marketing Strategy

Opinions expressed by Entrepreneur contributors are their own.

Can influencers be reporters? Do old-school tactics of getting the latest scoop still work? How is a story told in this era of instant gratification and viral content? In the whirlwind of digital innovations and the growing influence of social media moguls, there’s something reassuringly solid about traditional earned media of TV, radio, print and podcasts. It’s like that trusty old leather jacket amidst a sea of fast fashion: It may not scream “cutting-edge,” but its value and style are timeless.

This arena, often viewed as a relic of a bygone era, continues to hold sway over substantial audience segments and maintains a critical role in shaping public perception. Social media influencers and digital marketers may declare that traditional media channels are outdated, claiming that newer, flashier methods are more direct and impactful.

But if you ask my clients (CEOs and founders of some of the most exciting brands on the market today), you’ll get the exact opposite answer. The word traditional even sounds … a little traditional. Instead, let’s use the moniker proven… proven media that gets that job done. Why, you might ask, does traditional earned media continue to hold court in an era obsessed with the new and the now? Is it nostalgia for the “good old days,” or is there something inherently powerful about these traditional channels that modern digital strategies just can’t replicate?

Let’s peel back the layers and explore six reasons why traditional earned media still reign supreme despite all the advancements and the allure of instant digital gratification.

Related: What the C-Suite Needs to Know About the True Power of Earned Media

1. Trust and credibility: The gold standard

At the heart of traditional earned media’s enduring appeal is its unmatched ability to build trust and credibility. There’s a significant difference between seeing a sponsored post pop up on your social feed and watching a CEO give a thoughtful interview on a morning news show. The former might catch your eye, but the latter captures your trust.

This trust stems from the rigorous vetting process inherent in traditional media outlets. Journalists and producers are trained to research and scrutinize, ensuring that the stories they broadcast are not only engaging but reliable. This level of credibility is gold for any brand aiming to build a solid reputation.

2. A spotlight on authenticity

In today’s market, authenticity sells. Consumers are more savvy and skeptical than ever; they can spot a sales pitch a mile away and quickly turn away if they feel duped. Traditional earned media offers a platform for genuine storytelling. It allows brands to tell their story on a human level — whether it’s through an in-depth interview, a feature article or a documentary segment. This authenticity helps forge a deeper connection with the audience, transforming casual viewers into loyal customers.

3. Amplified reach and exposure

Let’s talk numbers. While it’s true that a viral tweet can reach millions overnight, the audience of a well-placed TV segment or a front-page article is not only vast but varied. Traditional media channels bring your message to a wide demographic spread, from millennials tuning into their favorite podcast to the older generation reading their morning paper. More importantly, the exposure is often amplified through multiple touchpoints. For example, a news segment might be shared across online platforms, discussed on radio shows and even featured in follow-up articles. This ripple effect means that one single media appearance can multiply in impact, extending reach far beyond the initial audience.

Related: Why Earned Media Is the Best Way to Earn Your Reputation

4. Leveraging legacy networks

There’s something to be said about the established networks that traditional media operates within. These aren’t just channels; they’re institutions with deep-rooted connections and a broad reach. Getting your brand featured on a platform with decades of authority in the industry can open doors that are simply not available through newer media channels. It positions your brand alongside respected figures and trusted entities, which can be a game-changer for companies looking to impact their industry significantly.

5. Integrating with digital: The best of both worlds

Now, I’m not saying to ditch digital — far from it. The trick is to use the strengths of traditional media to bolster your digital marketing efforts. Imagine a high-impact TV interview that’s then repurposed into bite-sized clips for social media, a thoughtful op-ed that’s expanded into a series of blog posts or a radio mention that’s tweeted out with a link to the online broadcast. By integrating traditional media coverage with digital strategies, you create a comprehensive campaign that leverages credibility and modern reach.

6. The long game: Building a brand legacy

Traditional media is not just about the immediate splash; it’s about playing the long game. The depth of coverage provided by these media forms means that your brand’s story gets told in a detailed and nuanced way. This isn’t just a flash in the pan; it’s about building a narrative that has the weight and authority to contribute to a brand’s legacy. Over time, this can establish your brand as a leading voice in your field, which can have lasting benefits for growth and expansion.

Related: 6 Ways to Wring All the Value from Your Earned Media Coverage

Embracing tradition in the age of innovation

In the digital age, where the new and shiny can be overwhelmingly tempting, there’s profound value in sticking with the proven paths of traditional earned media. It offers a depth, authenticity and credibility that is hard to replicate in newer media forms. By weaving these traditional threads with digital strategies, brands can craft a media presence that is not only comprehensive but also compelling. So, while it’s great to keep up with the times, remember that sometimes, the old ways are still the best ways to make a real impact.

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One $40 Payment Can Get You Lifetime Access to Microsoft Office Professional 2021

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September 9, 2024

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One $40 Payment Can Get You Lifetime Access to Microsoft Office Professional 2021

Disclosure: Our goal is to feature products and services that we think you’ll find interesting and useful. If you purchase them, Entrepreneur may get a small share of the revenue from the sale from our commerce partners.

For entrepreneurs, freelancers, and small-business owners, managing software costs can be quite the balancing act. While subscriptions such as Microsoft 365 offer things like cloud storage, they also come with an ongoing cost that can be hard to justify.

That’s why Microsoft Office Professional 2021 can be a terrific option. It offers a comprehensive suite of productivity tools with a lifetime license—and for a limited time, it’s available for just $39.97 (reg. $219) through September 29.

Unlike subscription models, Microsoft Office Professional 2021 is a one-time purchase that lets you access all the essential Office apps you need—Word, Excel, PowerPoint, Outlook, Access, Publisher, and OneNote—without worrying about recurring fees or future price hikes. This means you can use these tools indefinitely on your Windows PC without needing to renew your license each year.

One of the biggest advantages of this lifetime license is that it allows you to avoid unpredictable subscription renewals. It’s perfect for professionals and entrepreneurs who want to keep their budgeting simple and predictable, with no surprises down the line.

Additionally, owning your software outright gives you a greater sense of control and security. There’s no need to worry about losing access to your Office suite if you decide not to renew a subscription or if prices change in the future. Once you’ve purchased Microsoft Office Professional 2021, it’s yours forever, offering peace of mind and stability in an ever-evolving software landscape.

Keep in mind that this offer is only available for Windows users, and you’ll need to have Windows 10 or 11 to activate the license. If that sounds like your setup, this is your chance to invest in a software suite that has been trusted by millions for decades—all for a fraction of the regular price.

Get a lifetime license to Microsoft Office Professional 2021 for Windows for just $39.97 (reg. $219) through September 29.

StackSocial prices subject to change.

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Invest in Yourself with a Lifetime of StackSkills Courses for $29.97

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September 8, 2024

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Invest in Yourself with a Lifetime of StackSkills Courses for $29.97

Disclosure: Our goal is to feature products and services that we think you’ll find interesting and useful. If you purchase them, Entrepreneur may get a small share of the revenue from the sale from our commerce partners.

As a busy professional, finding time to invest in your education can be challenging. But what if you had lifetime access to an online learning platform that lets you learn whenever and wherever you want? That’s exactly what StackSkills offers—and right now, you can get lifetime access for just $29.97 (reg. $600).

StackSkills is an intuitive, user-friendly platform that’s perfect for anyone looking to enhance their skills without committing to a rigid schedule. Whether you’re a parent returning to the workforce, a business owner looking to gain new skills, or simply someone looking to keep up with ever-evolving industries, StackSkills provides the tools and flexibility you need to stay ahead.

With instant access to a pre-selected library of more than 1,000 courses—with new courses added monthly—there’s something for everyone. The platform’s range of beginner to advanced courses covers professional topics like IT, development, graphic design, finance, business, marketing, and more.

There are even personal growth topics like mindful meditation. And with more than 350 of the web’s top instructors, you’ll be learning from some of the best in the business.

One of the greatest advantages of StackSkills is the flexibility it offers. Instead of being tied to a specific time or place, you can access the platform from anywhere and learn at your own pace. Whether you have 15 minutes during your lunch break or a few hours on the weekend, StackSkills is designed to fit seamlessly into your busy life.

Consider a business owner looking to improve their finance skills to better manage their company’s growth. They can browse the available finance courses, find what suits their needs, and immediately start building the expertise necessary to take their business to the next level. And with course certifications, they can demonstrate their newly acquired skills to clients and stakeholders.

Whether you’re starting from scratch or looking to take your knowledge to the next level, StackSkills has something for everyone.

Get lifetime access to all of StackSkills courses for just $29.97 (reg. $600) through September 29.

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Best US Cities to Start a Business, Entrepreneurship: Report

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September 7, 2024

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Best US Cities to Start a Business, Entrepreneurship: Report

What city is best for starting your business? While several factors should play into a decision, a new report from fintech company SumUp has identified the top 10 for entrepreneurship based on tax data, the number of millionaires in the city, and even Google searches.

New York topped the list because of the opportunities it offers across industries, from tech to fashion, and its 4% sales tax, which was the lowest of the group. New Yorkers also frequently Google “how to get rich” and “how to make it in business,” the study found. The city also offers access to over 30 WeWork coworking locations, the most of all the cities in the report, which theoretically could help startup employees collaborate.

Related: Worried About AI Stealing Your Job? A New Report Calls These 10 Careers ‘AI-Proof’

Chicago came in at No. 2, with SumUp researchers highlighting its 120,500 millionaires and high interest in entrepreneurship through tracked Google searches. They also found that Chicago stood out for finance startups.

Rounding out the top three was Miami, “where the weather is warm and taxes are low,” according to the study. Travel, tourism, and commerce startups thrive in this city, which has 0% personal income and capital gains tax.

Related: These Are the Top 15 Jobs With the Highest Entry-Level Pay

Here’s a complete list of the top ten cities for entrepreneurship, according to the report.

1. New York

Number of millionaires: 349,500

Personal income tax – highest income: 10.90%

Sales tax: 4.00%

2. Chicago

Number of millionaires: 120,500

Personal income tax – highest income: 4.95%

Sales tax: 6.25%

3. Miami

Number of millionaires: 35,300

Personal income tax – highest income: 0.00%

Sales tax: 6.00%

4. Los Angeles

Number of millionaires: 212,100

Personal income tax – highest income: 13.30%

Sales tax: 9.50%

5. Dallas

Number of millionaires: 68,600

Personal income tax – highest income: 0.00%

Sales tax: 6.25%

6. Austin

Number of millionaires: 32,700

Personal income tax – highest income: 0.00%

Sales tax: 6.25%

7. Houston

Number of millionaires: 90,900

Personal income tax – highest income: 0.00%

Sales tax: 6.25%

8. Seattle

Number of millionaires: 54,200

Personal income tax – highest income: 0.00%

Sales tax: 6.50%

9. Washington

Number of millionaires: 28,300

Personal income tax – highest income: 10.75%

Sales tax: 6.00%

10. Boston

Number of millionaires: 42,900

Personal income tax – highest income: 9.00%

Sales tax: 6.25%

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