Earned Marketing is what you recieve as a result of your goods, services and owned marketing activities. It is the response to your business, that helps build trust and credibilty in both your business and products. These responses can and should be actively encouraged.
Earned Marketing comes in many forms including; Reviews, Backlinks, Interviews, Testimonials, Recommendations and Social Mentions.
By spending time improving and increasing your volume of earned marketing you will build trust, improve your SEO and show your expertise.