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How to Link Your Owned Media with Social Media

How to Link Your Owned Media with Social Media

Owned media refers to the channels a company owns and controls, such as its website, social media channels, and email list. These are powerful channels that you can use to reach and engage customers and prospects.

However, because a company owns these channels, they also have complete control over the messages they share.

Owned media and shared content are both crucial for establishing a brand identity. Understanding which one should be used for which purpose is vital to help you develop a social media strategy

Owned media is content that your audience shares. Shared content, like blogs, is a form of online word-of-mouth and is essential for any brand. Understanding which ones to use will help you craft an effective campaign and content.

In other words, Owned media is a term used to describe the digital channels and assets a company owns or controls. This includes websites, blogs, social media accounts, email lists, and any other online property you can use to reach and engage customers.

One of the most critical aspects of social media is linking your owned media with your social media accounts. This will help you build a solid foundation for your online presence and ensure potential customers see your brand.

Linking owned media on social media networks

Most Popular Social Media Platforms

If you're like most business owners, you understand the value of social media. After all, it's a great way to connect with potential and current customers, build brand awareness, and drive traffic to your website or blog.

But you may not realise that social media can also be a powerful tool for promoting your owned media, like your website or blog. By linking to your owned media from social media, you can increase the reach and visibility of your content and drive more traffic to your site.

Choose the right platform

The first step is to choose the social media platform that makes the most sense for your business. If you're a B2-B company, LinkedIn is a great option. If you're a B2C company, Facebook and Twitter are good choices. And if you're targeting a younger audience, Instagram and Snapchat are worth considering.

Find the right balance

Once you've chosen a platform, finding the right balance between promoting your content and engaging with others' content is crucial. If you only promote your content, you'll quickly become known as a self-promoter, and people will tune you out. But if you only engage with others' content, you'll miss out on the opportunity to promote your content.

Use catchy headlines and visuals

When you share your content on social media, use catchy headlines and visuals that will grab people's attention and make them want to click through to your site.

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Use keywords and hashtags

Be sure to include relevant keywords and hashtags in your social media posts so that people can easily find your content.

When you use hashtags and keywords with your owned media, it helps to promote your content more effectively on social networks. Hashtags can help people find your content more efficiently, and keywords can help improve the visibility of your content in search engines. These things can lead to more people seeing and engaging with your content.

Hashtags are like labels that make it easy for people to find what they're looking for. By using the right hashtags, you can reach a wider audience and get your content seen by more people.

Keywords are also important because they can help you appear in search engine results. When people search for something related to your business, you want to ensure your content comes up. Using keywords can help you get found more easily and get more traffic to your website or blog.

So, if you're promoting your business on social media, use hashtags and keywords to help people find you. It can make a big difference in the number of people who see your content and the amount of traffic you get to your site.

Social button

You can link your owned media with social media in a few different ways. One way is to include social media buttons on your website. This will allow visitors to your site to easily share your content on their social media accounts.

Email Signature

Another way to link your owned media with social media is to include links to your social media accounts in your email signature. This is a great way to ensure that your brand is being seen by potential customers who may not be aware of your social media presence. And in case you don't have a sharable signature yet, you can use an online email signature generator to sort things out quickly.

Blog posts

Monthly Blog Posts Impact Traffic

Another way to link your owned media with social media is to include links to your social media accounts in your blog posts. This is a great way to ensure that your brand is being seen by potential customers who may not be aware of your social media presence.

Including links to your social media accounts on your owned media is a great way to build a solid foundation for your online presence. This will ensure potential customers can see your brand and connect with you on social media. Including links to your social media accounts in your email signature, blog posts, and website will help you achieve this goal.

E-books and guides

If you have any digital content, such as ebooks, guides, or manuals, share them on social media. Post a link to the download on your social media channels and encourage your followers to share it with their networks. This will help drive traffic back to your website or blog and give your followers more opportunities to engage with your brand.

Group marketing methods

Group marketing is a method of using social networks to promote owned media. This involves creating and managing groups on social networking sites like Facebook and Linkedin. You can use these groups to promote content, product announcements, special offers, and other newsworthy items.

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Group marketing can be an effective way to reach out to potential customers and followers who may be interested in what you have to offer. It allows you to build relationships and interact with people who are likely to be interested in your products or services. Additionally, it can help to increase brand awareness and promote word-of-mouth marketing.

While there are many different types of content creation, there is no such thing as a perfect type. In the past, these types were often grouped as branded content, native advertising, and shared media. 

These types have always overlapped de facto but converged media stresses their overlap. Content marketing is moving toward branded content and native advertising. Fortunately, this doesn't mean that the content marketing methods of the past aren't still practical.

Shared Media Marketing 

Paid Earned Owned Shared Media

Shared media marketing is a method for using owned media on social networks to drive traffic and engagement. This approach combines the best of both worlds by leveraging the reach and virality of social media with the control and branding power of owned media.

The first step in shared media marketing is creating great content worth sharing. This can be in the form of blog posts, infographics, videos, or even exciting photos. Once you have this content, you need to promote it through your own channels, such as your website or blog. 

Ensure to include share buttons and links to the original content so people can easily share it on their social media accounts.

Many social media posts fall under the category of shared media. Word-of-mouth marketing content and viral posts usually result in sharing. The popularity of such content spreads across the internet, giving your brand phenomenal publicity. In addition to paid media, shared media also includes earned media. 

Paid Media often influences these content types in the social media world. But for those in the ad industry, the best way to engage this type of content is by understanding its role in social media.

Control over messages

Owned media is any form of media that a company creates and owns. This kind of media gives the business owner complete control over the message it conveys to the public. The company may publish a blog, website, or social media account. This type of advertising is less expensive than paid media, but it has several disadvantages. 

One of these is that it is difficult to control the audience. Owned media must fit in well with a company's more prominent marketing and branding strategy.

Use a cohesive strategy for marketing

B2B Marketing Strategy 2022 2023

Owned media is a crucial aspect of any advertising strategy. This form of marketing involves creating a unified branding strategy across all channels. 

Owned media is the central core of an effective strategy and can be modified to suit the needs of specific audiences. In addition, it can be adapted to fit different marketing objectives.

Therefore, it is crucial to develop a cohesive strategy for your business. The key to owning a solid online presence is using as many forms of owned media as possible.

Content created for business

Owned media includes all the content created by the business and managed internally. While owned media can be less expensive than paid media, it does have some limitations. For example, it may not be as easily shared or trusted as paid media. Moreover, it does not require paid promotion to reach a broad audience. 

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Therefore, you should use it in conjunction with other forms of advertising to get maximum engagement and income. Owned media is an essential component in establishing a brand.

Using multiple channels

There are a few key reasons why using different channels for promoting your owned media on social networks is essential. First, it allows you to reach a wider audience with your message. Secondly, using different channels allows you to tailor your message to each specific audience, which can result in better engagement and conversion rates

Finally, using different channels allows you to track the performance of your promotion efforts more quickly, so you can optimise and improve your campaigns over time.

Overall, using different channels for promoting your owned media on social networks is a smart strategy that can help you reach more people, better engage with your audience, and track and improve your results over time.

In today's digital environment, businesses must use multiple channels to promote their brand. An existing website is one of the essential pieces of owned media, and it can scale with your company. Social media platforms also count as owned media, allowing your brand to connect with a vast audience.

Sharing content across owned media platforms can effectively reach a large audience and build a relationship with them. The more channels you have available, the more chance you have of achieving success.

Access to a large audience

Owned media refers to any content that a company owns. Traditionally, owned media included only the company's website, but the modern internet is filled with other forms of content. Email campaigns are a popular way to communicate with existing and potential customers. 

Social media profiles and video channels are also common forms of owned media. By maintaining a presence on these channels, your brand can reach a large audience and improve its visibility. 

You may also consider increasing your following by using third-party services. Those looking to get their posts ranked better on Instagram can increase followers by using a service that helps businesses get more exposure to their content. 

Control over engagement

Engagement Influencers

Owned media includes all content that a business publishes itself. These include company websites, blog posts, email marketing, and social media channels. 

Typically, owned media is free and allows for control over the engagement and message. While paid and earned media require budgets, owning your content provides the benefits of controlling your messaging and generating valuable first-party data.

Unlike paid or earned media, which must be purchased or earned through external efforts, owned media is entirely under the company's control. Companies can determine their owned channels' messaging, frequency, and overall strategy.

Engaging more customers

You can engage customers using owned media on social networks by creating exciting and valuable content that they will want to share. This can include blog posts, infographics, videos, or anything else that is relevant to your business and would be of interest to your target audience.

You should also ensure to interact with customers regularly on these platforms, responding to their comments and questions on time. This will show them that you are responsive and care about their experience with your brand. 

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Finally, it would help if you run social media campaigns from time to time that offers incentives for customers to engage with your content, such as giveaways or discounts. Following these tips can increase customer engagement on your owned social media platforms, leading to more customers and increased sales.

Overall, using different channels for promoting your owned media on social networks is a smart strategy that can help you reach more people, better engage with your audience, and track and improve your results over time.

While owned media can be a potent tool for engaging customers and growing a business, it also comes with some risks. Because companies have complete control over their owned media channels, mistakes or missteps can reflect poorly on the brand. Additionally, owned media requires ongoing effort and investment to maintain and grow, which can be challenging for some companies.

Increased traffic

Most social media platforms allow you to link to your owned media, such as your website or blog. This is a great way to drive traffic to your site and promote your brand.

When linking to your owned media, use relevant keywords so people can easily find them. You should also include a call-to-action so that people know what to do once they reach your site.

For example, you could say something like, “Check out my website for more information on XYZ topics” or “Get the latest news on XYZ topics by subscribing to my blog.”

Suppose at the start you are struggling to attract followers naturally on your social network platform such as Instagram. In that case, you may consider buying real Instagram likes for your business to increase its credibility. 

To get more traffic to your website, you need to focus on marketing your owned media on social networks. Here's why:

You have more control over your owned media than rented media (such as paid ads). 

Your owned media is more trustworthy than rented media. People are more likely to trust and click on links from people and brands they know and trust.

Your owned media is more sustainable than rented media. Once you've built up a following on social media, you can continue to reach out to them and bring them back to your site again and again.

Your owned media can be more effective than rented media. With owned media, you can create specifically designed content to appeal to your target audience and promote your product or service in the most effective way possible.

Your owned media is less expensive than rented media. Paid ads can be very costly, and there's no guarantee that people will even see them, let alone click on them. 

Build a relationship

Relationships are the key to success in business, and promoting your owned media on social media is a great way to build relationships with customers, prospects, and partners. Use social media to connect with people, have conversations, and build relationships.

Generate leads

What Is A Lead Magnet Marketing

Linking owned media with your social media can be a great way to generate leads for your business. Include links to landing pages and sign-up forms on your social media profiles. And make sure to promote your lead generation offers in your social media updates.

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If you want to generate leads by linking your owned media on social networks, there are a few things you need to do:

  1. You need to create content that is shareable and interesting.
  2. You need to post this content on your social media channels and make it easy for people to find.
  3. You need to track your results to see how effective your efforts are.

Drive Subscription

Make it easy for people to subscribe to your owned media. Include links to RSS feeds, email newsletters, and other subscription options on your social media profiles. And make sure to mention your subscriptions in your social media updates.

You can drive more subscriptions by linking owned media on social networks. This allows you to direct your audience to your content rather than relying on organic reach.

To do this, post a link to your content on social media and include a call-to-action (CTA) that encourages users to subscribe. Use persuasive language and offer a compelling reason why users should subscribe. You can also run ads that target your social media followers and link to your subscription page.

You can experiment with this strategy; we found it incredibly effective in driving subscriptions. Our team saw a 72% increase in subscriptions when we linked to our content from social media.


 Linking owned media such as your content, business-related infographics, website, photos, and videos on social networks is highly recommended. When you combine different marketing strategies to promote your owned media, you earn more loyal customers organically. 

You also notice a drastic increase in traffic and visitors to your website. This leads to increased velocity and volume of expected sales, achieving the desired marketing goals.  

Author Bio: I am Halon DA. I am digital content and inbound marketer at Social Followers UK. I am a content writer and social media marketer. I am an SEO expert and provide link-building services at Social Followers UK.

Photo of author

Stuart Crawford

Stuart Crawford is an award-winning creative director and brand strategist with over 15 years of experience building memorable and influential brands. As Creative Director at Inkbot Design, a leading branding agency, Stuart oversees all creative projects and ensures each client receives a customised brand strategy and visual identity.

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