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Digital Marketing: More Than Just a Website

Published: July 03, 2023
Digital Marketing More Than Just Web Design - PESO Model

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In the digital age, businesses often think that creating a website is the end-all-be-all of their online presence. However, as highlighted in a recent video by Anthony J. Biondo Jr, CEO of Biondo Creative, this is far from the truth. Building a website is just part of a larger marketing mix, and businesses must leverage other strategies to attract customers effectively.

The PESO Model

The PESO model is a comprehensive approach to brand marketing and reputation management. PESO stands for Paid, Earned, Shared, and Owned media. Each component plays a crucial role in a successful digital marketing strategy.

Paid Media

Paid media refers to any form of advertising that you pay for. This could be Google Ads, sponsored posts on social media, or any other form of paid promotion. For instance, if you run a plumbing business, paid search ads can get you to the top of the listing when someone searches for a plumber in your area. However, remember that paid media alone won’t do the trick. You need a fast, user-friendly website that converts visitors into customers.

Earned Media

Earned media is publicity gained through promotional efforts other than advertising. This could be through word-of-mouth, customer reviews, or press coverage. If your business is active in the community, sponsoring local events or teams, you’re earning media coverage that keeps your business top of mind.

Shared Media

Shared media refers to the sharing of your content on social media platforms. For example, if you’re a home remodeler, you should showcase your work on Instagram. High-quality photos of your projects demonstrate your work’s quality and keep you top of mind when someone is considering a home renovation project.

Owned Media

Owned media includes any web property you can control and is unique to your brand, like your website or blog. While it’s crucial to have a website that tells your story and makes it easy for people to contact you, it’s equally important to ensure that it’s technically flawless to prevent user frustration.


Building a website is just the beginning of your digital marketing journey. You need to leverage the PESO model to attract customers effectively and incorporate paid, earned, shared, and owned media into your strategy. Remember, these strategies don’t stand alone; they work together to create a comprehensive digital marketing approach to help your business reach its goals.

If you’re a business owner looking to start marketing using digital marketing, consider which aspects of the PESO model you’re currently applying and which ones you could start implementing today. If you are considering enlisting an agency’s help, contact us for a free consultation.