There’s a reason marketing can sometimes be overwhelming for landscape and lawn care businesses. Many companies lump all types of marketing together without realizing the importance of distinguishing between the primary media types — paid, owned and shared. Understanding their differences will help clarify your messaging and allow you to delegate marketing better or outsource it to achieve your goals.
Shared media
Before social media, public relations were one of the best ways for small businesses to promote themselves. Industry experts were often featured in local newspapers and industry magazines, putting my landscaping business in front of the right audience for little or no advertising spend.
Social media has largely replaced that kind of public relations. Platforms like Facebook and LinkedIn give you access to a ready-made audience, but it takes work to grow and retain it. We call this shared media because, while you control your content, you are only renting the audience. You’re the content expert, but you rely on the platform’s reach to connect with your target audience.
As a result, merely posting isn’t enough. For shared media to be effective, engagement is necessary. Your impact is limited if your social posts aren’t sparking conversations or comments. Step one with shared media is focusing on content that encourages interaction. Step two is discovering ways to transfer some of that attention to your owned media assets.
Owned media
Owned media refers to the content you fully control, such as your website, blog and email newsletter. This should be the foundation of all your marketing efforts. Why? Because owned media is evergreen — it remains yours and continues to deliver value long after you’ve published it.
In my contracting business, we created educational content to help prospective clients understand the value of our services. An informed client, whether commercial or residential, knows how to spot value, even if they’re budget conscious.
Your website should serve as your company’s knowledge hub, a place where potential customers can learn how you will care for their property. If they discovered your business via shared or paid media, this is where they hope to have their questions answered and any doubts resolved.
Paid media
Paid media includes any form of paid advertising — Facebook ads, Google Ads or even sponsored content on other platforms. The challenge with paid media is that it competes directly with your competitors’ messages, often side-by-side. That’s why ensuring your paid ads communicate your core strengths quickly and effectively is crucial.
In the world of paid advertising, your distinction is everything. You must know what sets you apart from the competition and highlight it at every opportunity. For example, Apple markets aspirational lifestyles, and Amazon communicates value and efficiency. What does your marketing signal about your business?
Unlike owned and shared media, paid media is short-lived, which makes clarity in messaging even more vital. Use it to drive profitable actions by aligning it with your company’s core values. Remember, all types of media are extensions of your brand’s identity.
Where to start
I’m often asked where contractors should begin when building their marketing. My answer is to always start with owned media. Without a solid base of owned content, you have nothing to share on social media, no proof of expertise for public relations and no distinction to promote with paid ads.
Focus first on creating valuable, educational content that showcases your knowledge and expertise. This will make your other marketing efforts, whether paid or shared, more effective. Ultimately, a well-rounded marketing strategy uses all three media types to support each other and build a stronger brand.
<p>The post Communication Coach: What are shared, owned and paid media? first appeared on Landscape Management.</p>