Online Visibility for your business. Why it matters and where to start
In the world of marketing, visibility is everything. Think of Times Square in New York. Although there are thousands of adverts in bright neon light, your eyes are immediately drawn to the tallest, brightest and most catchy advert on display. The same is true for digital marketing. You want your content to be the first on display, with the catchiest message and the most attractive layout. How do you do that?
Look at your Marketing Assets
This is a multi-pronged task. You need to be the most relevant product or service, with the highest visibility. Your marketing assets start with your branding. What is attractive about your brand? Attractiveness can be anything from a unique product or service, or something that satisfies a very specific need. This could be designer clothing, or the ability to unblock a drain with an hour’s response time. Your marketing assets can include videos, testimonials, newsletters, blog posts, podcasts or anything else that could entice a potential customer to choose your business.
Look at your Stats
This cannot be stressed enough. There are plenty of paid and free tools to use to see who you are attracting, when, where, why and how. Use Google Analytics. Sign up to Sitebulb, Screaming Frog or Semrush. Drill down as far as you can and look at the number of visitors, sessions, bounce rates (and why they leave), Click Through Ratios and more. Making sense of these numbers and raw data can be daunting, but these programs are built to present data in a human and understandable way. Take the time to learn how to use the platforms and you will see real results swiftly.
Find the Gap with the Competition and close it
Finding the gap between you and your competition can be as simple as running a search and seeing where you place compared to your competition. You can use the tools mentioned earlier to get in depth analysis, but in truth it is as simple as running that search and measuring the gap in terms of placement.
Look at your competition’s content. Do as much as they do, only better. Over time, you will close that gap and overtake them.