Before the world fell apart, we were talking about the different media types in the PESO Model—how they work individually AND together. When we stopped talking about the PESO Model (for obvious reasons), we were at paid media and, because social media ads in particular, are so cheap and still crazy effective, I thought we’d pick back up there.
While we may never see the level of a consistent, reliable, and scalable source of traffic and new leads that we got to enjoy even just a few short months ago, there is still the opportunity to use paid media effectively.
The dream is to build a consistent, reliable, and scalable source of traffic and new leads—and paid media is a part of making that dream a reality.
Especially before “The Corona” as my seven-year-old calls it, it certainly seems like something every other organization in the world does. And you definitely can’t read a digital marketing blog without seeing case study after case study of success stories where people just like you are opening the floodgates of high-quality traffic generated from a single blog post or webinar or guest appearance or video or what have you.
The internet was pay-for-play before—and it will become increasingly so, but in this exact moment, many organizations are fearful of doing any marketing at all, which makes paid media inexpensive and far more approachable. And, while earned, owned, and shared media are still critically important to a robust PESO Model communications plan, paid media is required to get the full value out of them.
On today’s Spin Sucks podcast episode, we’ll talk about what that looks like, how to go about it, and what needs to shift in your paid media strategy amidst a global pandemic.