You may hear these words a lot in social media. It conjures up real estate, I know. We are talking about different playgrounds in which your audience lives and your digital and social media marketing activity efforts inevitably fall into.

The reason why it’s important to understand their meanings is so you don’t fall into the trap of putting all your marketing efforts into areas that you have limited control over. In saying that, each owned, earned, rented, free, shared and paid space are not mutually exclusive nor independent. All will find a happy home within your marketing mix.

Real estate is probably a great metaphor.

A smart investor wouldn’t spend all their time and money into a rented property that the landlord could sell beneath their feet, or put the rent up, or paint bright magenta, or decide to change the rules with little or no warning. 

In more detail, let me try to explain them all, in no particular order.

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I have been surprised that, in this ‘day and age’, many small businesses question the value of a website.

This is particularly concerning. While social media channels may be deemed essential in the online marketing mix, they are considered a ‘rented’ space. You don’t own your followers and you can’t control the numerous algorithm changes that affect your message getting through to them.

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Let’s say you have an amazing piece of content on your website. You are using all your available channels to promote and send traffic to it. Which channel is most effective at driving traffic to that landing page?

You’ll benefit from a URL tracker. Also referred to as UTM code, it is a wonderful piece of code that can be tailored specifically to help track where website traffic comes from once the link has been clicked upon.

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You won’t believe the number of small businesses that go by this mantra.

It really is quite a surprise to hear these words tumble out of their mouths in 2019.

Traditionally ‘tradies’ and seem to be the last small businesses to market themselves and having a website is ‘first base’ I believe. Being pragmatic I can see how they may have come to this conclusion: they have work booked months ahead and are run-ragged, why on earth do they need more customers? They’re ‘alright Jack’ with a business card, aren’t they?

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