Paid media tends to be a dirty word for communicators who tend to think of fancy Super Bowl ads (you know, back when we used to have a Super Bowl) or jingles everyone remembers (two all beef patties, special sauce, lettuce, cheese, pickles, onions, on a sesame seed bun) or a funny mascot that resonates (the Geico gecko, anyone?).
And those things are incredibly important, but they’re not part of a PESO Model program driven by communications or marketing. Rather, paid media in the PESO Model speaks to social media and search engine ads.
There is a pretty easy process you can use that allows you to take traffic from a visitor to a customer or client.
For most of you, paid media is going to be brand new and you’re going to learn how to use all sorts of methods that will allow you to generate leads, nurture them, and then—depending on how your organization works—work with sales to close or convert them. This is where the rubber meets the road. You’ll begin to see how all of the work you’ve done to this point starts to come together so you can measure your efforts to cold, hard cash.
What did you do to amplify a juicy media placement the last time you had one? Did you send it to the entire company? Share it on your social channels?
Hopefully, you at least did those two things, but there’s a lot more you can do to increase the reach of your media placements and your owned content with paid media—the final component of the PESO Model foundation.
Paid media is what it sounds like: you pay to reach new audiences. This is important because you need to reach new audiences to keep your funnel full and meet your business goals.
Despite its importance—it is an entire fourth of this model, after all—it’s often an overlooked area when it comes to communications. This is due to the perception you need a large budget for it to be effective, or that it’s something you can only undertake with the support of an advertising agency and a media buyer.
Thankfully, neither of these misconceptions are true!
In the PESO model, paid media includes paid social media content, content syndication and distribution, and lead generation email campaigns.
And that’s what we’re going to talk about on today’s Spin Sucks podcast episode.