[Podcast] Part 2: Clever Ways to Do Outbound Awareness

Episode Introduction

How do you build a great brand that people talk about and love?

We hear about great companies like Disney and Amazon, but how did they come to be? What strategies did they use? And how can we adopt their methodologies to improve our marketing operations?

I’m your host Colin MacInnis, and THIS is the Marketing Qualified podcast.

Today we’re continuing our discussion about Brand Awareness and How to Create a Brand that People Actually Talk About.

In Part 1, we explored 7 brand awareness tactics that marketers can use to build inbound brand awareness. These are essentially the activities that get people naturally talk about your brand.

Here in Part 2, we’ll be covering 4 items related to outbound brand awareness and how to interact and connect with audiences, telling them about our brands.

1. Attend Workshops Related to Your Industry

Attending workshops as a participant provides many benefits to your brand:

  • They give you a chance to quality check your own knowledge and practices of the topic being reviewed,
  • They give you opportunities to network with others (sharing word about your company),
  • They provide insights into the finer details of the pains and goals your customers have,
  • And finally, they gives you a chance to network with the guest speaker/workshop facilitator.

When attending events, I recommend you focus on two activities: Observing participants to identify their pains and goals, and two, connecting with the guest speakers and workshop facilitators.

When Observing Participants, ask yourself these questions: Who has attended the workshop? What are the sort of job titles around the room? How is each segment of the audience interacting with the content? Are the CEOs on their phones? Are the junior staff vigorously taking notes? Find out what content triggers them to write notes and ask questions. This will help you go back to your blog or website and creating meaningful content for audiences. It’s also an opportunity to refine your advertisements, content offers, products, and services.

When Connecting with Guest Speakers or Workshop Facilitators, recognize that these people are facilitating for a reason. Either they have a strong network or they carry a lot of insight into your field. Either way, there’s value in connecting with them. If the Q&A section of the workshop ends early, invite them out for a coffee or to set up a call sometime. If it runs late, connect with them on LinkedIn and message them something along the lines of:

Hey [name], I really enjoyed your workshop today on [topic]. I’ve been trying to build up my profile in the [niche] industry – I was hoping you could help.

I’m looking for guest blog opportunities about [topic] and was hoping you might be able to connect me with someone relevant in your network.

If we could arrange a time to video chat in the coming week, that’d be great. I’d like to get your feedback on my approach to building my career as a [niche] expert.

You’d be surprised what people will do for you. Generally speaking, people like to help others. Try these techniques the next time you attend an event or workshop.

2. Join Online Communities to Connect with Relevant People

Head to Google and type [your industry] + online communities. You’ll likely get results like Top Communities for [your industry].

Scan the lists and identify online communities that fit with your brand and audience. Go through the process of joining the community (Facebook Group, Slack Channel, etc.) and update your profile to reflect your brand’s message and tone – once you interact in the channel, you’ll start to get profile visits.

Once complete, write a hello paragraph to everyone. Include your name, company, the reason you joined the community, and what goals you have for yourself and business (and how the community will help you).

Connect, interact, and discuss topics with other members. This will build your sense of cohesion with people in the group and put you on the good side of the administrators. From there, you can hook-up with other people doing similar things to you and strategize on ways you can collaborate and help each other succeed.

3. Run Display Ads on Google Adwords

Display Ads get a lot of impressions, not clicks.

As a former analyst who reviewed, assessed, and advised companies who spent $50k+ per month on digital ads, I wouldn’t suggest Google Adwords if you were looking for tons of clicks and website visitors. However, if you were looking for brand awareness, it’s among the first places I’d recommend you run ads.

With Google Adwords, your logo and brand can appear on websites. When visitors read blog posts or scan articles, they’ll gain exposure to your brand (earning you impressions).

Impressions don’t necessarily translate to clicks, but you’re not playing this game for clicks. You want people to pause, look at the ad, and think of your brand.

THAT is the magic of Google Adwords.

4. Run Video Ads on YouTube

People are spending insane amounts of time on YouTube.

More and more people are turning their attention to YouTube for explainer videos, tutorials, clips of TV shows and more.

And right now it’s cheap (because not many people are doing it).

If you’re trying to gain exposure for your brand, count YouTube amongst your best bets of where to spend.


This concludes this episode of the Marketing Qualified Podcast.

For our awesome community and new listeners, thank you for listening to the Marketing Qualified Podcast.

Thanks again!

Mentioned Companies, People, and Sources



  • There were no people mentioned in this article.


  • There were no academic sources listed in this article. The tips and advice mentioned in this post came strictly from our marketing experience over the years helping startups, small businesses, and large enterprises build and engage their audience.
  • Music media was provided by WonderSProd (purchased from Pond5). For legal reference, here is Pond5’s Royalty-Free License Agreement.

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