From the course: Consulting Foundations: Build Your Brand
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How to distinguish paid vs. earned awareness
From the course: Consulting Foundations: Build Your Brand
How to distinguish paid vs. earned awareness
- Once you've determined your value proposition and defined your brand, you'll want to 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 above, 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 an ad in a newspaper, to a LinkedIn promoted post, to an event sponsorship. Depending on the audience, it can be a great way to build awareness that you and your firm exist, and an understanding of the services you provide. Other good things about paid awareness, you have more control about when and where your message goes and who sees it. Usually the more you pay, the more targeted and attentive the audience. Paid digital ads can be a great way to see what kinds of keywords make people click to learn more about you and to…
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