How to Leverage Earned Media for More Referrals

What Is Earned Media, and How Do You Get It?

Did you pay for that shoutout, promo, or feature? Then it isn’t earned media. Earned media is, by nature, a vote of confidence in your credibility by someone independent of your firm. Its organic nature is what makes it valuable to prospects. As Mike Masseur, PR Director for RDW points out, “...it has news value. It has life. It delivers meaningful content to those reading about it. And no amount of money can secure it. It’s through earned media that we can apply a human element to any financial institution, bolster credibility, and reinforce market leadership.” Emphasizing that human connection, authenticity, and credibility check all the boxes of a good referral strategy for financial advisors. So how do you get featured by a third party without paying them to say nice things about you? 

1. Create something worth sharing. Publish research findings, a guideline, or a resource that is genuinely helpful, easy to understand (no financial jargon!), and free. If you consistently address the same question in multiple client meetings, write an article or guideline about that. If you’re tired of seeing inaccurate financial advice go viral on TikTok, record a rebuttal. These types of resources are perfect for independent publication.
2. Host an event or champion a cause. Plan a shred day or educational event with a specific client demographic in mind, and open it up to the public so your local news outlet will see more value in covering it. You can also choose a cause you feel passionate about and host fundraising events or volunteer days. If asking for donations to a charity feels awkward, learn how to lead with your heart and deepen connections with your audience here.
3. Get featured on a podcast, videocast, or webinar. Remember, no paid gigs! If you’re not sure how to get your foot in the door, start with Sara Lohse’s tips for a perfect pitch.
4. Give a little to get a little. In other words, networking can be one of your best tools for generating earned media, and especially for building backlinks. Having links to your website or content from other reputable sources goes a long way toward increasing your credibility and reach, which means, you guessed it, more referability! Consider collaborating or sharing content from adjacent professionals on your socials or website to get the party started.
5. Write a book. You’re no armchair expert; you’re the real deal, and your experience gives you plenty of book material. While publishing isn’t free and isn’t earned media, getting your book featured or reviewed by a third party definitely is. Click here to learn how Lauren Cobello helps advisors like you go from hot off the press to flying off the shelf.
6. Win awards. What’s more convincing to prospects and referrals than an award-winning firm or advisor? You shouldn’t bribe the judges, and you don’t have to with Brian Hart’s strategies for navigating awards for financial advisors.
7. Be the news. And if you can’t, talk about it. This includes crisis communication, whether there’s a major event impacting your local community, the financial industry, or one of your audience segments, as well as news interviews. One of the best ways to get noticed by reporters is through news releases. Even if you don’t see immediate results, 68% of reporters say they use press releases to generate ideas for stories. Your story might not get picked up right away, but you’ll be on their radar for future interviews. If you’re worried about your interview skills, start with these pointers from Ben Lewis, Chief Communications Officer of the FPA.
8. Implement an effective testimonial process. Don’t sleep on a strategy for capturing client reviews! Get going on Google with these tips, or learn how a third-party service can help you capture rave reviews from your number-one fans.