Brand Visibility: How to Build a Strong Digital Presence Online
What is Brand Visibility?
The Importance of Brand Visibility
Not everyone will become your customer or lead in their first encounter with your brand. Good brand visibility can lead them back to you eventually, which increases the chances of them becoming your customer in the future.
Maintaining your visibility among your target market helps with keeping your brand on top of their minds. When a need for what you offer arises, they are more likely to look for you to inquire about your services or make a purchase.
Your brand has a better chance of becoming an authority in its industry since people are more likely to encounter you when they are looking for information. Of course, this requires you to provide high-quality information on your website and social media channels.
How to Measure Brand Visibility
Share of search
Share of voice
- Website traffic
- PPC keywords
- Ad impressions
- Social media impressions
- Social media brand mentions
- Social media branded hashtags
Email marketing metrics
Forwarding rate – This metric measures the percentage of your email subscribers that forwarded the email to another recipient. Your email forwarding rate can give insight into how well your campaigns are doing in terms of bringing your brand to the attention of new people.
The Different Channels to Increase and Maintain Brand Visibility
Optimize your website content for relevant keywords
Of course, this requires that your website is effectively being used as a branding element for your business. It must communicate to your business your brand identity through its name, logo, colors, and content. It should also contain content that communicates to your visitors what makes it different from other brands in the industry.
Advertise your business online
You can advertise on social media, search engines, apps, and websites. You can target your potential customers based on their online profiles, preferences, and browsing activity. And, by creating ads consistent with your brand identity, they can easily identify it as your brand when they encounter it while they are browsing the internet.
Use social media marketing
Social media takes up a significant amount of time in people’s daily lives. Having a presence on social media can give your business exposure to social media users who have the potential to become your customers. And, when you post content relevant to their interests frequently, you can enhance your brand visibility among your target market.
Aside from posting content and advertising on social media, here are some brand visibility ideas you can use on social media:
- Conduct a raffle that only requires a follow, like, comment, and share to enter
- Host a giveaway or discount for those who shared a specific post from your brand on social media
- Partner with social media influencers to promote your brand through their content
- Engage your followers through their posts
- Comment to share your thoughts on posts related to your industry
Use videos for content or promotion
Video is the most consumed type of content today. You can observe this with how much people spend their time watching videos on Facebook, TikTok, Instagram, and YouTube. By using video marketing as one of your strategies, you are giving your brand a chance to gain a share of people’s attention and to go viral within your niche or on the internet.
Some brand visibility ideas for video marketing include:
- How-to and tutorial videos
- Product demonstration videos
- Meme videos
- Behind-the-scenes videos about your operations or team
- Video collaborations with social media personalities or brands relevant to your industry
Expand your content marketing strategy
When it comes to content marketing, most people immediately think of creating content for their social media, video channels, and website. But, you can expand your content efforts beyond channels that you own to increase your brand visibility. Examples include:
- Publishing guest articles on websites relevant to your industry
- Creating infographics of your existing content to encourage social media sharing
- Guest in podcasts related to your niche
- Repurpose your existing content for videos, social media posts, or articles
Sponsor events and charity efforts
Sponsorships in your community or relevant to your niche are a great way to make your brand visible among your audience. You can sponsor events or charity in your area if you have a local market. Alternatively, if you have a wider audience, you can sponsor events relevant to your audience to increase your brand’s exposure to them.