You determine a strong marketing strategy using the PESO model
In the world of marketing you come across abbreviations all the time. This also applies to the so-called PESO model. But what is the PESO model and how can you use a PESO model to determine your marketing strategy? We will explain it to you!
What is the PESO model?
The PESO model has been developed to map dependencies and changes within a company. This is useful because marketing communications and PR teams are responsible for numerous marketing activities.
But to carry out all these activities properly, an appropriate measuring and planning method is crucial. A PESO model can help with this. The abbreviation PESO stands for Paid, Earned, Shared and Owned media.
Paid media
As the name 'paid media' suggests, this is about all media that you pay for. Consider, for example, advertisements and campaigns on social media and in Google (SEA), but this also includes affiliate marketing and display marketing.
Earned media
Earned media is a form of media that you do not pay for. It is media attention from other platforms or publishers for your company or organization. You obtain earned media by, for example, distributing press releases, conducting interviews or organizing a meeting or event.
Shared media
Shared media mainly includes social media activities: media that you share with others. These media activities require constant attention and interaction. Maintaining relationships with influencers and consumers is very important.
Owned media
Owned media includes all media managed in-house. You produce self-developed content via channels such as a blog, online store, social media account or (e-mail) newsletter. This way you keep full control over the content.
Tip: focus on all parts of the PESO model
In practice, more and more organizations are focusing on one or two of the four elements. That's a shame, because taking all four segments (paid, earned, shared and owned media) into account ensures an ideal marketing mix.
By combining all four segments you can delve deeper into the information needs of your target groups. This way you find out which forms of content are relevant and valuable for your target groups.
Why a PESO model?
As described earlier, it is wise to determine a strategy in advance when using various (online) media. This also gives you insight into how and what you want to communicate with your target group and whether it is in line with each other (unambiguous message).
See-Think-Do-Care model
There are various models with which you as a company can determine what and how you communicate with your target group. For example, there is the See-Think-Do-Care model, which helps you to gain insight into the customer journey.
This model is divided into different phases that a consumer usually goes through. By going through these steps yourself, you will arrive at a suitable way to communicate your message with your target group.
How do you apply the PESO model?
Now that we know what the PESO model is, we will give you tips on how to apply this model.
Step 1: owned media
Start looking at 'owned media'. You do this first because, after all, these are texts, messages and content that you manage yourself. Then create an editorial content calendar. This helps you to communicate even more specifically and to determine the coherence of the message. Creating a calendar also helps you share content with your target group at regular intervals.
Step 2: shared media
When it comes to shared media, there are a few platforms to start with. Facebook is a good channel to reach consumers, Pinterest is a virtual search engine that also offers opportunities for consumers. Instagram is especially popular among young people and you can use it depending on the size of the role that this younger target group plays for your organization. Twitter works well for news, current affairs and political topics. And Linkedin works well in B2B communication.
The tip for all these platforms is to test thoroughly content in different forms and with a varied approach, so that you find out which hook or jacket works best for your target group.
Keep in mind that posting content to social media channels such as Twitter, Instagram, LinkedIn and Facebook is a continuous process is. Make sure your timeline is never empty and post consistently a fixed number of messages per week.
There sits a certain shelf life to all your expressions on social media. Keep this in mind too, and make sure you keep the online conversation going. So don't wait too long to respond. It may help to use tools so that you can respond appropriately.
Step 3: earned media
With 'earned media', building relationships with, for example, influencers or vloggers is very important. Journalists and media editors also play a role in influencing your target group.
To start, make a list of influencers, bloggers or vloggers with whom you as a company would like to collaborate. Then you follow them and start a conversation. This can lead to new relationships, where you later request to share content.
Also see: The difference between marketing, PR and communication
What should you pay attention to?
The main goal should be to create long-lasting and valuable relationships using different media channels. It is better to have few followers on social media, who are all involved and with whom you have a good relationship, than to get 100,000 likes but never interact. Focus on the long term.
To achieve a long relationship:
- People must have seen your organization several times (in a positive way).
- It should be as easy as possible for the user to make contact via media channels.
- It is important that you are aware that there is a certain period between one purchase and the next purchase. You have to bridge this period.
Would you also like to get started with the PESO model?
We hope that through this article we have helped you on your way to creating a good marketing strategy based on the PESO model. Are you having trouble applying the PESO model for your organization? Take Contact contact us, we are happy to help you!