The PESO Model

What is the PESO Model?

How can I leverage parts of PESO model as a small brand or non-profit?

Unlock the Power of the PESO Model

The PESO model is popular for its strategic clarity in the ever-evolving marketing landscape. Blending paid, Earned, Shared, and Owned can elevate your brand presence and create consistency in your organization's marketing and communication efforts. If you’re not already buying paid media, this might be a tad overwhelming initially.

Let's examine each component of this model and discover how it can benefit your brand, organization, or nonprofit. We’ll even take it a step further and discuss goals and the thing no one likes to talk about: money.

4 Parts to the PESO Model + SOME

Paid Media: Spend Smart, Not Big

For smaller entities, the thought of paid media might evoke a wince—budgets are tight, we get it. But fear not! Paid media can be affordable and effective if you focus on precision rather than pomp. Think of micro-targeted campaigns on social media where costs can be controlled and campaigns are easy to track and adjust. Even a small investment in paid search ads can yield measurable results if they're well-targeted to a specific audience or cause.

Earned Media: Leverage Local and Leverage Loyal

This segment is all about credibility. It's the press mentions, the reviews, the social media shout-outs from influencers, and even the venerable word-of-mouth. Earned media is like a critical review from a tough-to-please critic; it holds weight. Smaller brands and nonprofits can thrive in the earned media space by leveraging their local presence and dedicated followers. Engage with local media, pitch your stories, and highlight what makes your brand or cause special. Remember, for nonprofits, in particular, your biggest fans are your best advocates. Encourage them to share their stories and experiences, turning them into micro-influencers championing your cause.

Shared Media: Cultivate Community

Shared media taps into the communal spirit of your audience. This is where others share your content, whether it's a retweet, a shared Facebook post, or an Instagram story. For the smaller outfits, it’s like the neighborhood barbecue—everyone's invited, and word spreads fast. Utilize platforms where community engagement is high, like Facebook Groups or Instagram. Share content that inspires interaction, such as polls, questions, or user-generated campaigns. These platforms allow smaller brands and nonprofits to create a ripple effect, reaching more people through the power of community.

Owned Media: Create Valuable Content

Owned media is your secret weapon, your home turf. It’s the content you control, from your website to your blog to your podcast series. For smaller brands and nonprofits, this means creating content that provides real value to your audience. This could be blog posts offering useful tips, newsletters informing supporters, or podcasts that delve into issues close to your heart. The key is consistency and quality. Owned media helps you build a trusted voice, which keeps your audience engaged and returning for more.

This is where you get to tell your story your way because if you’re not telling your story, someone else is.

Integrating PESO When You Aren’t A Huge Brand

For smaller entities, the integration of PESO should focus on strategic connections between these media types. For instance, use content from your owned media as a springboard for engagement in shared media. Use insights from your paid media to refine your earned media pitches. Each element should function individually and complement and support the others, creating a cohesive and sustainable strategy.

The PESO model is scalable and adaptable, making it a fantastic tool for brands and nonprofits of any size. It's about using what you have effectively, being smart with where you invest, and always aiming to create genuine connections with your audience. Whether you're a fledgling brand or a nonprofit looking to make a big impact on a small budget, PESO can help you orchestrate a marketing strategy that hits all the right notes. Using the PESO model requires thoughtful integration of each media type that can amplify your message and achieve measurable outcomes. Each element of PESO can exist in isolation, but when you combine all four parts, you can leverage your brand.

Remember, the goal is to have a lasting influence. As you put together your strategy, remember that the best brands resonate on a personal level, and you can do that through storytelling.

PLUS SOME +

Navigating the complexities of marketing and communications can often feel overwhelming. The PESO model is a great framework that integrates paid, earned, shared, and owned media to create a cohesive strategy. Understanding the model is one thing, but applying it effectively requires a clear, actionable plan tailored to your unique business or nonprofit goals.

THE PLUS SOME

What are your goals, where are you going, and where do you want to be? The other thing we haven’t talked about yet, and the thing many shy away from, is money. You have to know your numbers and have a budget, whether big or small, in order for everything to come together and have a lasting impact.

Just starting out? Small budget?

Your framework might look like this.

The key is modifying any framework to align with your goals, needs and budget. One size doesn’t fit all.

Marketing and Communication Roadmaps, A Workshop Designed to Bring Clarity and Direction.

We can help with a Marketing and Communication Roadmap Strategy Session, a workshop designed to bring clarity and direction to your marketing and communication efforts and use elements of the PESO model. These sessions are not just meetings; they're a strategic deep dive into all things about your business or organization. We create a plan tailored to you with your short and long-term goals in mind. We go beyond philosophy, know down roadblocks, and identify how you can reach your goals with the budget you have. You can check them out here.

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