Effective Media Contacts Segmentation Tips to Improve Your Earned Media

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In today’s competitive digital landscape, businesses rely heavily on earned media to boost their brand visibility and credibility. Connecting with the right journalists and influencers is crucial for successful media outreach. However, managing a vast database of media contacts can be overwhelming without proper segmentation. By segmenting your media contacts effectively, you can streamline your communication efforts and ensure your pitches reach the right people at the right time. Here are some tips to help you segment your media contacts and optimize your earned media strategy.

1. Know your target audience

Before diving into media contacts segmentation, it’s essential to have a clear understanding of your target audience. Determine who your ideal customers or readers are and identify the publications or media outlets they engage with most. This knowledge will guide your segmentation process and help you prioritize media contacts that align with your target audience’s interests and preferences.

2. Categorize by industry or niche

Segmenting your media contacts by industry or niche is a fundamental step that allows for targeted outreach. Create categories based on your business’s specific market segments or identify broader industries relevant to your products or services. This segmentation helps you tailor your messages to different audiences and ensures that your pitches are more likely to resonate with the journalists or influencers you’re reaching out to.

3. Consider geographical location

Geographical segmentation is particularly important if your business operates in specific regions or markets. Different locations often have distinct media landscapes, and journalists in those regions may have unique interests and preferences. Segmenting your media contacts by geographical location enables you to personalize your pitches according to local events, trends, or cultural aspects, increasing the chances of coverage in those regions.

4. Analyze media preferences and beats

Every journalist or influencer specializes in specific topics or beats. By analyzing their past articles, social media profiles, or personal websites, you can gain insights into their areas of interest. Segment your media contacts based on these preferences, ensuring that your pitches are relevant to each recipient’s expertise. Personalized messages tailored to their interests are more likely to catch their attention and result in better media coverage.

5. Rank by media influence

Not all media contacts have equal influence. Prioritize your segmentation by ranking media outlets and journalists according to their reach and audience size. This ranking could be based on metrics like website traffic, social media engagement, or the number of subscribers. By focusing on high-influence media contacts, you maximize the potential impact of your earned media efforts and increase the chances of wider exposure for your brand.

  • Evaluate media outlet’s readership or viewership statistics
  • Analyze social media engagement levels of journalists
  • Consider award-winning or reputable publications
  • Pay attention to influential bloggers or podcasters
  • Look at followers and engagement of influential social media influencers

6. Track engagement and results

Once you’ve segmented your media contacts, it’s essential to track engagement and measure the results of your outreach efforts. Use media monitoring tools to monitor press mentions, track backlinks, and analyze the impact of your earned media coverage. By continuously evaluating your results, you can refine your segmentation strategy over time and further optimize your earned media outreach.

In conclusion, effective media contacts segmentation is a crucial aspect of any successful earned media strategy. By segmenting your contacts based on target audience, industry, location, media preferences, and influence, you can personalize your outreach efforts, increase the relevance of your pitches, and maximize your chances of securing valuable media coverage. Remember to consistently track your results and adjust your segmentation strategy accordingly to ensure ongoing success with your earned media campaigns.

Published on January 2, 2024
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