6 min

Spin Sucks Podcast #71: All Roads Lead to Email Talking Social Business

    • News Commentary

Do all roads lead to email?

They should.

Or could if you do things correctly.

I’m not your boss so I can’t really force you to do everything I say.

But I am the boss of this podcast, so I’m going to use this episode to talk about how we like when our paid media makes that leap into our owned media, and from there into email marketing.

We do it, so we recommend it for you too.

This episode will tell you exactly how to do just that.

Why Email Marketing Alone isn’t Enough

No matter how much we plan, we can’t control all the outcomes, all the time.

Even with our best planning we’ll happen to catch someone at a bad time or even just on a bad day.

That can lead to them deleting your emails without a second thought.

It’s totally normal and not at all personal but… it still sucks.

That’s why you can’t solely depend on email marketing alone.

How the PESO Model Plays In

That’s one of the reasons we love the PESO model.

It doesn’t depend on one aspect of media alone. When you integrate the four media types, you have influencer engagement, partnerships, and incentive programs that extend beyond your internal walls.

The PESO model also brings all of our communications together. I feel like a broken record, but let me say it again: Public relations is not media relations. Media relations is not public relations.

Are all the elements of the PESO model different? Yes. They all have unique functions.

But when they come together they complement each other and create a cohesive strategy.

Where does email marketing fit? Why should we plan how a topic idea will move from one type of media to another?

Let’s look at each step in more detail.

Turning Your Paid Media Into Owned Media

Let’s start with your paid media.

Paid media doesn’t refer to big, fancy commercials and highly creative print ads.

Nope, paid media for a PR program is social media advertising, sponsored content, and email marketing.

Paid media covers everything from sponsored tweets and Facebook posts, content syndication and distribution, to sponsored content in other media, as well as lead generation email campaigns.

The easiest way to think about it is if you’re paying for content to reach certain audiences, you have a paid media program.

In order for a paid media program to work effectively, you have to be willing to fork over loads of cash, right?

Wrong.

There are so many options now that you can execute a paid media program for about the same price as a latte from Starbucks.

Facebook is the least expensive, but it’s also the most effective so it’s totally worth delving into and creating some ads that work for your organization.

Where to Start to Make the Move to Owned Media

Your owned media is the content you create and own. Think – blog, website, landing pages, keynote, white papers.

You’re in charge of the messaging and you control how the story is told.

The key here is turning your paid media into owned media.

All aspects of the PESO model coincide and work together.

For example, if an organization uses Facebook ads to start promoting a product (paid media) and eventually the target audience has a few standouts who absolutely love the product.

They begin to promote the product on their personal pages, which inevitably brings more customers to your brand.

From there this group of loyal customers continues to grow and they zealously promote your product to anyone who will listen.

These outspoken proponents of your business become an external salesforce of sorts, who sometimes aren’t incentivized with anything more than a little recognition

In this podcast we dig into what you can do with email marketing and h...

Do all roads lead to email?

They should.

Or could if you do things correctly.

I’m not your boss so I can’t really force you to do everything I say.

But I am the boss of this podcast, so I’m going to use this episode to talk about how we like when our paid media makes that leap into our owned media, and from there into email marketing.

We do it, so we recommend it for you too.

This episode will tell you exactly how to do just that.

Why Email Marketing Alone isn’t Enough

No matter how much we plan, we can’t control all the outcomes, all the time.

Even with our best planning we’ll happen to catch someone at a bad time or even just on a bad day.

That can lead to them deleting your emails without a second thought.

It’s totally normal and not at all personal but… it still sucks.

That’s why you can’t solely depend on email marketing alone.

How the PESO Model Plays In

That’s one of the reasons we love the PESO model.

It doesn’t depend on one aspect of media alone. When you integrate the four media types, you have influencer engagement, partnerships, and incentive programs that extend beyond your internal walls.

The PESO model also brings all of our communications together. I feel like a broken record, but let me say it again: Public relations is not media relations. Media relations is not public relations.

Are all the elements of the PESO model different? Yes. They all have unique functions.

But when they come together they complement each other and create a cohesive strategy.

Where does email marketing fit? Why should we plan how a topic idea will move from one type of media to another?

Let’s look at each step in more detail.

Turning Your Paid Media Into Owned Media

Let’s start with your paid media.

Paid media doesn’t refer to big, fancy commercials and highly creative print ads.

Nope, paid media for a PR program is social media advertising, sponsored content, and email marketing.

Paid media covers everything from sponsored tweets and Facebook posts, content syndication and distribution, to sponsored content in other media, as well as lead generation email campaigns.

The easiest way to think about it is if you’re paying for content to reach certain audiences, you have a paid media program.

In order for a paid media program to work effectively, you have to be willing to fork over loads of cash, right?

Wrong.

There are so many options now that you can execute a paid media program for about the same price as a latte from Starbucks.

Facebook is the least expensive, but it’s also the most effective so it’s totally worth delving into and creating some ads that work for your organization.

Where to Start to Make the Move to Owned Media

Your owned media is the content you create and own. Think – blog, website, landing pages, keynote, white papers.

You’re in charge of the messaging and you control how the story is told.

The key here is turning your paid media into owned media.

All aspects of the PESO model coincide and work together.

For example, if an organization uses Facebook ads to start promoting a product (paid media) and eventually the target audience has a few standouts who absolutely love the product.

They begin to promote the product on their personal pages, which inevitably brings more customers to your brand.

From there this group of loyal customers continues to grow and they zealously promote your product to anyone who will listen.

These outspoken proponents of your business become an external salesforce of sorts, who sometimes aren’t incentivized with anything more than a little recognition

In this podcast we dig into what you can do with email marketing and h...

6 min