Struggling with rising ad costs and inconsistent audience reach? What if you could build your business without constantly paying for visibility?
In episode #543 of the Black Entrepreneur Blueprint podcast, Jay Jones dives into the game-changing concept of “owned media”—the secret to growing a profitable business without breaking the bank on ads. Discover how to take control, connect directly with your audience, and create a sustainable, high-impact strategy that drives long-term success. Tune in and learn how to make your media work for you!
LISTEN TO THE FULL EPISODE
BLACK ENTREPRENEUR BLUEPRINT SHOW NOTES – EPISODE # 543
What Are The 3 Types Of Media?
Paid Media is media that you pay for, such as FB ads, IG ads, native advertising, paid social media posts, radio ads, TV ads, ads in newsletters or podcasts, etc.
Pros – You can run ads at any time as long as you pay for them
Cons – Your ad campaigns may not be profitable, you may not be able to target your audience efficiently, etc
Earned Media is media that you earned. Suppose a website like Essence decides to do a story about your business that is earned media. You earned a media mention or story on somebody else’s platform that you did not pay for.
Pros – You get free media attention
Cons – You can’t control when you get media attention and if it’s good or bad media attention
Owned Media is media that you own and control. You don’t own YouTube, Facebook, Instagram, TikTok, or any other social media platform – that’s rented land. Examples of owned media are podcasts, newsletters, websites, email databases, magazines, newspapers, TV stations,
Pros – It’s free to connect with your audience. You have full creative control of your content (you can market or advertise anything like alcohol or weapons that are not allowed on other platforms). If you sell cigars you can’t advertise them on FB, IG, or sell on Amazon or Etsy; but if you have your own cigar podcast you can.
Cons – It takes time to build your “owned media” platform.
Why You Need “Owned Media”
• The short and simple answer is “control.”
• It’s free to connect with your audience.
• Allows you to build a sustainable business because you own the platform (remember, it’s free)
• You have full creative control of your content.
• You own and control what you communicate to your audience when you communicate, and what call to action you want them to take (buy now, sign up here, free consultation, etc.)
• Monetize your owned media by selling ads or even selling the owned media asset (Milk Road)
How To Create “Owned Media”
This is a high-level overview, if you want more details and specific instructions email me at Ja******@Bl************************.com and put “Owned Media Consultation” in the subject line
1 Identify What Medium You Want To Use To Build Your “Owned Media” – You can use platforms such as a blog, podcast, newsletter, terrestrial radio show, magazine, etc.
2 Use Social Media And Other Platforms To Drive Traffic To Your Email Database – Leverage social media to build your database. You MUST have an email database for your audience. The database should be email-based and you should try to get as much info as you can such as first name, email address, and mobile number for SMS texting. Use tools such as ConvertKit (now called Kit) to build your email database with email automation. Every CTA (call-to-action) from your social media posts should drive them to sign up for your platform (podcast, email, newsletter, etc.)
3 Consistently Communicate With Your Audience – Use your “owned media” to connect with your audience on a regular basis. If you choose to use a podcast, make sure you drop an episode at least once every week at the same time so your audience will know and anticipate your communication.
4 Learn To Monetize Your Communication – Create products or services that your audience wants or needs and market them on your platform. If you have a cigar podcast, market your cigar brand on each podcast episode. If you don’t have a product or service yet, you can sell affiliate products or services.
