From the course: Consulting Foundations: Building Your Brand
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How to distinguish paid vs. earned awareness
From the course: Consulting Foundations: Building Your Brand
How to distinguish paid vs. earned awareness
- Once you've determined your value proposition and defined your brand, you'll wanna shout it from the rooftops. If you do that, though, it's unlikely the right people will hear you. And even if your target buyers do hear you, will seeing you jumping around with a megaphone up there make them want to work with you? Probably not. To get the word out about your brand, you have two options: paid awareness and earned awareness. Paid awareness includes anything from a LinkedIn ad to an event sponsorship. Depending on the audience, it can be a great way to build awareness that you exist, and an understanding of the services you provide. Other good things about paid awareness: you have more control about where and when your message goes, and who sees it. Usually, the more you pay, the more targeted and attentive the audience. Paid ads can be a great way to see what kinds of keywords make people click to learn more about you, and to test new offerings and ideas. Earned awareness, in contrast,…
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