What's your strategy for leveraging earned media to increase brand loyalty and advocacy among your existing customers? Can you provide an example?

My strategy for leveraging earned media to deepen brand loyalty is rooted in inclusion and visibility. When a client or customers sees themselves reflected in a bigger story—whether that's a press feature, a case study, or a quote in a top-tier outlet—they begin to associate their success with your brand. So, instead of keeping media wins siloed, I look for ways to weave those stories back into the community experience. That might involve highlighting a client feature in a newsletter, tagging them on social media, or using their quote as a real-world proof point in an onboarding sequence. The result? They don't just feel supported—they feel seen. A great example of this was when one of our FemFounder interviewees was later picked up by a national outlet. Instead of just celebrating the media win, we looped her story into our weekly founder digest and spotlighted how her pitch strategy evolved. The post received 5 times more shares than the average, and she ultimately referred two more founders for interviews. By turning her success into a community moment, we reinforced our value while building genuine advocacy in the process.

As Director of Consumer Marketing at RedAwning, the leading short-term rental platform offering 20,000+ vacation properties worldwide, I've spent over a decade navigating the intersection of technology, hospitality, and consumer engagement. My approach focuses on building meaningful brand connections that turn transactional travel moments into loyal, repeat experiences—especially in the highly competitive short-term rental space. In hospitality, where trust is the currency, earned media possesses the uncommon power to validate a brand's promise. We approach earned media as something more than a top-of-funnel driver; it's a narrative tool that continues to shape brand identity for our current customers. When a travel journalist writes about the easy booking process of a guest booking with RedAwning or a travel influencer organically raves about one of our luxury villas, that endorsement is not just a new-user magnet. It acts as a public reiteration of what our trusty customers already know they believe — and want to be assured of: that they've made a good choice. One example stands out. A Forbes Travel article last year showcased one of our high end coastal properties as the number one pick for family vacations. We didn't just pay to promote it, but blended the article in post stay communications, loyalty emails, and inside our app. This was a point of pride and validation for our returning guests — they haven't simply booked a vacation; they booked one that's been editorially acknowledged. Our data, however, reported a 17% increase in rebookings for those who received that campaign. That's the exponents of earned media done right: emotional resonance, not just exposure.

Earned media is one of those things that, when done right, feels effortless but has enormous payoff. At spectup, we treat it less like a PR checkbox and more like a way to let our clients and partners tell the story for us. People trust people, not press releases. So our strategy starts with delivering above expectations—because no one advocates for you unless they're genuinely impressed. From there, we actively encourage clients to share their experiences publicly, not by pushing them, but by giving them something worth talking about—like when one founder posted about how we helped them close a round 3x faster with our investor readiness work. That post brought in three new qualified leads without us lifting a finger. We also keep an eye out for micro-moments: a tweet about a great call with us, a LinkedIn mention of a deck we helped shape—then we amplify those moments. It's earned, but we don't just let it float by. One time, we turned a client's LinkedIn shoutout into a mini case study that landed in several newsletters. That snowballed into a podcast invite for them, and guess who they brought up unprompted? Exactly. Loyalty deepens when clients feel like they're growing with you—not just buying from you.

My approach to using earned media to build brand loyalty and advocacy is simple: amplify happy customers and make them feel like co-creators of the brand. Earned media - whether it's a customer's social post, a review or a media mention - carries way more trust than anything a brand can say about itself. So I focus on turning those moments into relationship-building opportunities, not just marketing wins. One that worked really well was when a customer's TikTok about our product went viral. Instead of just reposting it, we reached out, thanked them personally and invited them to join a beta group for our next launch. We also featured their video on our website and in our newsletter with their permission, highlighting them as part of our community - not just a case study. That small gesture created even more user-generated content because others saw that we don't just notice our customers - we celebrate them. Engagement increased and we saw a measurable lift in retention among those who interacted with the campaign. The key is to treat earned media not as one-off wins but as doorways to deeper connection. When customers feel like their voice has influence and that the brand genuinely values them, loyalty becomes natural. It's not about amplification for vanity - it's about trust, recognition and turning moments of praise into meaningful collaboration.

My strategy for leveraging earned media to boost brand loyalty focuses on turning positive coverage into shared moments with existing customers. When we get featured or praised in the press, we highlight that in our emails and social channels—not just as a brag but as a thank-you to customers for being part of the journey. For example, after a glowing review in a niche industry publication, we created behind-the-scenes content showing how customer feedback shaped the product. Sharing that story made customers feel valued and included, turning them into advocates who happily spread the word. Earned media becomes a trust amplifier when it's woven into authentic conversations with your community rather than just standalone announcements.

For me, it all starts with trust. When customers feel genuinely seen and valued, their voices become our most powerful asset. I focus on creating stories that invite our existing customers to share their own experiences. It often happens through testimonials, social media posts, or case studies. It's not about pushing a message; it's about amplifying theirs. Recently, we launched a local initiative inviting long-time users to co-create content with us. One customer shared a personal story that went viral in our community. We ensured it was highlighted across all our channels. That simple moment did not just spark engagement. It deepened the connection. We saw a spike in referrals and return visits, not from ads but from real people backing our brand. When people feel like they're part of something. Loyalty is not limited to just buying something, it becomes natural. That's the kind of earned media I care about, honest, human, and earned for a reason.

Our strategy for leveraging earned media to boost brand loyalty and advocacy focuses on involving our customers in the story. When we're featured in press articles, podcasts, or industry roundups, we actively share those mentions across our owned channels—but with a twist: we highlight the role our clients played in the success story. For example, when we were mentioned in a tech publication for our work in AI-driven marketing audits, we used the opportunity to showcase the client project behind the success. We tagged the client on LinkedIn, included a quote from their team, and framed it as a joint achievement. This not only made the client feel proud and appreciated, but it also increased trust and credibility with our broader audience.

As the Founder and CEO of Zapiy.com, I've always believed that earned media isn't just about acquiring new attention—it's a powerful tool to deepen trust with the customers who already believe in you. Our strategy for leveraging earned media to build brand loyalty starts with one key principle: involve your customers in the story. Too often, companies treat PR wins as one-way broadcasts—look at us, see what we did. But at Zapiy, we take a different approach. When we earn media coverage, we use it as an opportunity to celebrate our customers, spotlight their success, and show how they're part of a larger movement. Whether it's a feature in a major tech publication or a podcast interview, we make it a point to reflect our community's voice, not just our own. A great example of this came when Zapiy was profiled for the way we're helping businesses automate their workflows without sacrificing the human touch. Instead of simply sharing the piece with a press-release tone, we reached out to a few of our longest-standing customers—some of whom were featured in the story—and invited them to co-promote it. We created custom content around their specific contributions, highlighted their achievements on our channels, and gave them the recognition they deserved. The impact was immediate. Not only did the story see higher-than-average engagement, but we saw a noticeable uptick in customer referrals and unsolicited testimonials. Customers felt seen. They didn't just feel like users of Zapiy—they felt like partners in something bigger. That's the core of our earned media strategy: use it to reflect value back to your community. When you include your customers in your wins, they don't just support your brand—they advocate for it. And that kind of loyalty can't be bought or manufactured. It has to be earned—and then shared, loudly and often.

Direct Primary Care's earned media strategy centers on authentic patient stories that showcase real healthcare transformation. We encourage satisfied patients to share their experiences on social media, in community forums, and through word-of-mouth referrals—the most powerful form of earned media. One example: a patient posted about saving $3,000 annually while receiving better care through our DPC membership, generating 50+ inquiries from her network. Our strategy? Make it easy for patients to become advocates by providing shareable content about transparent pricing, unlimited access, and personalized care. We don't pay for testimonials; we earn them by delivering exceptional experiences that patients naturally want to share. The key is focusing on patient outcomes rather than marketing messages—when people feel genuinely cared for, they become your most credible advocates. That's how care is brought back to patients.

Earned media isn't just a top-of-funnel play—it's a powerful lever for deepening loyalty and turning existing customers into advocates. One strategy I've seen deliver lasting impact is pulling customers into the spotlight and letting them co-author the brand story. That means showcasing their wins, quoting their reviews in press engagements, and making them the centrepiece of your owned and earned narratives—not just a line item on a testimonials page. One example: I worked with a consumer brand where we turned customers into co-creators. After a series of organic TikToks started driving outsized engagement, we reached out, featured those customers in blog content picked up by niche publications, and built a "customer-led ad" campaign that earned coverage for its authenticity. The result? Not only did loyalty metrics improve, but LTV among featured customers jumped significantly. When someone sees themselves in the brand story, they stick around—and they tell everyone. In a noisy world, the most compelling endorsement doesn't come from the brand. It comes from the people living the brand. Earned media that turns customers into protagonists will always outperform manufactured hype.

My strategy for leveraging earned media to boost brand loyalty focuses on turning customer stories into authentic content that resonates with both new and existing audiences. For example, after a recent product update, we encouraged loyal customers to share their experiences on social media. We then featured these stories in our newsletter and on our website, giving them a platform and showing appreciation for their feedback. This not only reinforced our relationship with current customers but also created a sense of community. By using earned media in this way, we foster deeper connections and encourage customers to advocate for the brand. It's about highlighting real voices, which strengthens trust and drives loyalty. This approach has led to increased engagement on social media and a noticeable uptick in repeat purchases.

Earned media works best when your customers become the loudest voices in the room. I focus on identifying brand advocates early, those leaving reviews, tagging us, or replying to content. We turn their wins into social proof. Real people, real results. No scripts. Example: A client posted a before-and-after result using our SEO recommendations. We reshared it, credited them, and added light commentary. Their audience noticed. Our audience joined in. Engagement snowballed. We also track branded mentions and set up alerts. If someone praises us publicly, we thank them. Often, they engage more. Loyalty isn't a checkbox, it's a loop. You listen, highlight, and repeat. Instead of pushing features, we highlight how clients use them in the wild. Let the story carry the message. That keeps trust alive. And if a tweet turns into a case study later? Even better. No ad budget needed, just attention, timing, and follow-through.