Chapter 15
Boosting Brand Awareness with Paid Advertising
IN THIS CHAPTER
Exploring the potential benefits and drawbacks of paid advertising
Understanding what paid advertising comprises
Collaborating with an advertising agency
Using metrics and benchmarks to gauge success
When you’re promoting a brand, you can get people’s attention in various ways. You can earn it by building an awesome brand that inspires your customers to sing its praises. You can own it by building popular media channels, such as a website, blog, Facebook page, YouTube channel, or podcast. Or you can pay for it by creating ads and having them appear in a variety of media, including newspapers and magazines, TV and radio, other people’s websites and blogs, and social media. If you have deep pockets, paid advertising can deliver excellent results with little investment of your time and effort, and that’s just one of its benefits.
In this chapter, I lead you through the process of weighing the pros and cons of paid advertising, bring you up to speed on your advertising options, offer guidance on working with an ...
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