Brand visibility isn’t just about being seen, it’s about being remembered. Today’s customers are bombarded with information every waking minute. They’ve grown immune to fast videos and bright colors. You need to think out of the box to stand out. Your advertising should not only grab their attention but also get your message through. Make them stop and think. Make them wonder what you’re offering. Make them choose you.
It only takes a few seconds to go past an ad or press the skip button. All you have is a few seconds to catch someone’s attention. Your message should be concise, yet coherent and served in a catchy package. Your website, social media accounts, and packaging are all part of your brand image as well. Be consistent across all platforms and don’t miss any opportunity to connect with your customers.
The first step in increasing visibility is to understand your audience. Know who they are, what they’ll like, and where they hang out. Once you’re aware of the demographic you’re targeting, customize your content accordingly. Follow the tips below on how to revamp your brand so your customers feel like it’s tailor-made for them.
1. Help Them Find What They’re Looking For
Customers want solutions to their problems. The issues could range from finding the best birthday gift for a friend to fixing a leaky faucet. Instead of just giving one solution, educate your customers about the topic. Your website should have FAQs and a variety of blogs. To ensure your content remains relevant to your area of expertise and organized, use content clusters. Your credibility with your customer may drastically increase, along with your SEO performance.
Whether you’re advertising in print or digital media, the link to your website should be prominent. Make sure the layout is clear and mobile-friendly so customers can navigate your website with ease. Your site’s page loading speed must be up to par as well, or your customer may lose interest and open another browser tab. Getting their attention is one thing, but to maintain it you must build a connection.
2. Be Where They Are
Relationships take time to build, so be patient with your customers. Listen to them talking on social media to understand their needs and preferences and customize your brand accordingly. Keep in mind, it’s not just about being present, but also about having an impact. Don’t just keep selling one item after the other. Customers could get turned off if your Instagram is too salesy. Humanize your brand. Mix up promotional posts with some stories of how you started and some behind-the-scenes action.
Different platforms can be strategized for different content. The Instagram crowd may be more interested in influencer endorsements. If your budget doesn’t allow for the biggest celebrity influencers in your niche, don’t be disappointed. A micro influencer with good engagement can yield decent results at a fraction of the cost. Spread your budget over multiple influencers and compare engagement.
3. Keep Your Content Fresh
Mix and match content to keep everyone engaged. Make your customers laugh with memes on some days while educating them with tutorials on others. Your visuals must be eye-catching, and content must be fresh. You don’t need to follow every trend in town, but consider participating in community events. Competitions, conferences, and even launch ceremonies may help boost organic traffic and improve visibility.
Show your customers your values through your initiatives. One way to reach more customers is to collaborate with complementary products and services. If you own a hair salon, partner with a neighboring nail salon so people can become regulars at two businesses. Offer reciprocal coupons so people can get their hair and nails done in the same plaza. Additionally, consider sponsoring local sports teams or food pantries. Investing in such worthy causes is beneficial for the community as well as your reputation.
4. Know Where to Invest
Whether you’re a small business or a large corporation, every successful business owner is careful with their finances. Marketing can gobble up a big chunk of your budget, so use technology to save time and money. You could implement an automated email marketing system, utilize social media scheduling tools, and repurpose content across different platforms to maximize your reach without exhausting your budget.
Just like AI can generate content, it can help you repurpose it. AI podcasting tools can turn audio content into sales copy, blogs, news briefs, and a variety of other written media. That way, when you spend money on audio or video content creation, you get more bang for your buck. When creating any marketing materials, always keep an eye on the return of investment so decisions for future investments are evidence-based.
5. Measure Your Success
With the use of data analytics, you can calculate the success rate of your products and campaigns. A/B split testing is a popular way to decide which version leads to more conversions. Collect feedback from your customers about every aspect of your business, from advertising to post-purchase services. This goldmine of data may give you the reasons behind those high or low numbers.
Many people are more comfortable interacting online than completing feedback surveys. So, monitor what’s being said about your brand online through tools like Google Alerts and Social Mention. Learn to adapt to unanticipated problems and change course if needed, but don’t let your eye off the data. Create realistic benchmarks for your performance, so you know you’re moving in the right direction.
Making your mark among the countless ads that fill up social media feeds is no small feat. Once you’ve captured their eye, the next step is to capture their heart by tailoring your message to resonate with your audience. With patience and persistence, you may be able to pave your way forward for the future. So, your brand not only enters the spotlight but stays there.
