The POSE Framework: A Step-by-Step Media Strategy for Small Businesses
Why Small Businesses Need a Media Strategy
These days, if you want to keep up in the online game, having a solid media presence is a must, not just a nice-to-have. I get it - big companies have tons of cash for marketing and big teams to handle their media, but for small businesses, it might feel like it’s impossible to create a strong media presence with tighter budgets. But honestly, that’s not really the case!
The good news is that small businesses can still achieve exceptional results by following a structured approach to media planning. Enter the PESO framework - Paid, Earned, Shared, and Owned media - a widely used model for establishing a comprehensive media strategy.
However, for small businesses seeking sustainable growth, I prefer the POSE sequence - Owned, Paid, Shared, Earned, which offers a more structured approach, starting with what you directly own and control.
Why the change in order? By focusing on owned media first, small businesses can build a strong foundation before investing in paid campaigns or pursuing media coverage. This ensures a scalable strategy, reduces unnecessary spending, and helps create a loyal audience base early on. In this guide, we’ll break down the POSE framework and show you how to implement it step-by-step to grow your brand’s influence and visibility effectively.
What is the POSE Framework?
The POSE framework adapts the traditional PESO model to better suit the needs of small businesses. Here’s a quick breakdown of the four components:
- Owned Media: Content you create and control, such as websites, blogs, eBooks, and videos.
- Paid Media: Advertising efforts, including social media ads, Google Ads, and sponsored content.
- Shared Media: Organic content shared via social media platforms and other public channels.
- Earned Media: Publicity gained through media mentions, positive reviews, and word-of-mouth referrals.
Unlike PESO, which starts with paid advertising, POSE begins with owned media, emphasising the importance of building your content hub first. As highlighted in a report by the Content Marketing Institute, “91% of B2B marketers prioritise owned media for building brand authority.” This makes POSE a more practical and cost-effective choice for small businesses.
Step 1: Start with Owned Media
Build Your Foundation
Owned media is the backbone of the POSE framework. It’s all the stuff you have full control over, like your website, blog, newsletters, and videos. It’s a great place to kick things off because this kind of media really shows off your brand’s vibe and is a solid long-term investment. Unlike social media posts or paid ads that fade away pretty quickly, owned media offers long-term value..
Tips for Optimising Owned Media:
- Create a blog with keyword-optimised content.
- Regularly update your website for a seamless user experience.
- Use analytics tools to track engagement and refine your strategy.
For Example:
A local bakery in Auckland increased its website traffic by 60% in six months by consistently posting recipes, how-to videos, and stories about their ingredients. Their blog became a go-to resource, driving both traffic and sales.
- "Owned content builds trust and improves search rankings over time" - Content Marketing Institute.
Step 2: Leverage Paid Media
Amplify Your Reach
Once your owned media is established, paid media becomes the next step to expand your audience. It’s an investment in driving awareness and visibility, connecting more people with your brand’s core messages and offers. Through targeted campaigns on platforms like Google Ads and Facebook Ads, you can reach specific demographics and direct traffic back to your owned channels, amplifying your overall impact.
Best Practices for Paid Media:
- Use retargeting campaigns to convert website visitors into customers.
- Allocate the budget strategically based on audience behaviour and conversion rates.
- Test multiple ad creatives to see what resonates best.
Example:
A startup offering online fitness programmes used Google Ads to target local keywords like “home workouts in Sydney.” By linking these ads to their blog on fitness tips, the startup saw a 45% increase in lead generation within three months.
Citations:
- "Digital ad spending is projected to reach $600 billion by 2024" - Statista.
- "Paid media offers precise targeting for cost-effective audience building" - eMarketer.
Step 3: Engage Through Shared Media
Foster Community and Engagement
Shared media includes organic content shared on platforms such as Instagram, Facebook, LinkedIn, and Twitter. It’s your chance to connect with your audience on a personal level, fostering dialogue and encouraging user-generated content. For small businesses, shared media offers a cost-effective way to engage directly, turning customers into active participants in your brand story. This approach helps build trust and creates loyal brand advocates.
How to Maximize Shared Media:
- Share user-generated content to build community trust.
- Create polls and Q&A sessions to engage your followers.
- Use hashtags to increase the visibility of your posts.
Pro Tip:
Encourage satisfied customers to share reviews or photos of your product online. A 2023 survey by Sprout Social found that 79% of consumers trust user-generated content more than branded content.
Step 4: Cultivate Earned Media
Boost Your Credibility
Earned media is perhaps the most rewarding stage in the POSE framework. It includes media mentions, positive reviews, and features in publications, which act as third-party endorsements of your business. Achieving earned media requires effort, but the impact on credibility and visibility is significant.
Strategies to Gain Earned Media:
- Reach out to journalists with compelling press releases.
- Collaborate with influencers who align with your brand values.
- Encourage happy customers to leave reviews on Google or Yelp.
Example:
A New Zealand eco-friendly packaging startup gained coverage in a leading local business magazine after they launched a zero-waste initiative. This earned media coverage significantly boosted their website traffic and inquiries.
Citations:
- "92% of consumers trust earned media over traditional advertising" - Nielsen.
Putting It All Together:
Building a Scalable Media Strategy
The POSE framework offers a structured approach to media planning that allows small businesses to grow sustainably:
- Owned Media: Build a foundation of valuable, evergreen content.
- Paid Media: Boost visibility and drive traffic strategically.
- Shared Media: Engage your audience and foster trust.
- Earned Media: Gain credibility through third-party validation.
When these components work together, they create a powerful, cohesive strategy that helps businesses scale effectively.
The POSE framework empowers small businesses to make the most of their limited media resources. By focusing on owned media first, you create a lasting foundation that supports paid campaigns and fosters organic growth through shared and earned media. Whether you’re just starting out or looking to scale, the POSE strategy ensures your efforts are sustainable, impactful, and perfectly tailored to your audience.
FAQs :
1. What’s the difference between PESO and POSE?
While PESO starts with Paid Media, POSE begins with Owned Media to create a strong foundation before investing in ads.
2. How long does it take to see results from the POSE framework?
Results depend on consistency and effort. Most businesses see significant improvements in six months to a year.
3. Can small businesses implement POSE on a budget?
Yes! Start with free tools and platforms for owned and shared media. Scale paid efforts as your revenue grows.
