When we say visibility, let’s be clear that it’s not simply about your logo or even packaging. We approach brand visibility in several ways, but it’s never a one-size fits all solution. It depends on your business, market, customers, where you operate (online or physically). What you’re offering and whether you have anything distinctive about your brand are equally important too.
Having greater brand visibility can help recognition and being memorable. Familiarity can then lead to trust and loyalty, which both contribute for long-term business success and greater return on investment <link to section 4> . In crowded markets, a well-defined strategy can help differentiate how your brand is perceived compared to your competitors. It can be vital for attracting and retaining customers who are presented with more than one option. This in turn can help customers make an easier choice whether it be online or on shelf. Either way, greater visibility can have a huge impact your sales and profitability.
Having greater visibility can be the result of creating great content and utilities that your customers find relevant and helpful, or simply keep you top of mind. It can also mean being active in your market which can enhance your reputation as a leader or innovator which can then attract new customers, partners, and even potential investors.
There’s not just one thing that can help your visibility, so don’t expect that one tactic will answer all your objectives. Having a planned approach to ensure your brand is visible can be the combination of several marketing and communication strategies. For example, they could be:
Develop new content that is not only topical, but relevant and timely for your audiences. Is it helpful and does it solve a problem – what’s the benefit? It doesn’t matter if you operate in professional services, hospitality, tech, or manufacturing, creating relevant, interesting, and useful content will only help your customers make a quicker, and well-informed decision to choose your products or services.
Optimise your website and content to increase your visibility in search results. Adopting effective SEO practices ensure that your business is found by users actively searching for terms related to your products or services, and when Google sees your website as being useful and regularly updated, it all helps. And when other websites are linking to your site, you can be certain that you’re recognised as a source of authority.
A sure way to get your brand in front of your audience is social media. Depending on where your audience is and what your business does, this can be an ideal way to be visible once you have a strategy of course. Brand visibility can also explode when other people distribute your content – so be sure that what you’re producing is how you want your business to be perceived.
Engaging in public relations activities to enhance your visibility among media outlets can be a very effective way of being seen (if it’s positive PR) and there’s an interesting story to tell. This can include press releases, interviews, brand activations or features that highlight your company’s achievements and accolades.
Let’s not forget that one of the most effective ways to get greater visibility is advertising. Whether it is traditional print advertising, AdWords, social media, digital ads, TV, radio, outdoor or even on a podcast, if you have a solid strategy and great creative, you can create better visibility for your business with either real-time targeting or a more traditional mass media approach.
Every one of our clients has different business problems to solve, so don’t expect that greater visibility can be achieved by simply doing the same thing every time – the best way to find out what to do about your visibility is to sit and have a chat with us.
The Marketing Clan uses a model that’s more flexible, scalable and highly cost effective compared to ‘big city’ consultancies or agencies.
It allows us to provide the exact services and expertise you require, but you only pay for the people you need working on your business – all managed through a single convenient point of contact.
The Marketing Clan is a marketing agency based in Huskisson on the south coast of NSW and work with clients across Australia and overseas. Everyday, we help businesses with smarter marketing, brand strategy and measurable communication initiatives to help serve their customers better.