In today’s competitive online marketplace, it is important for companies to work toward building brand recognition online. Just focusing on one digital marketing tactic is not enough to ensure that your target audience finds your brand and sees all that you have to offer. If you want to increase brand exposure and online visibility, it is important for your company to work toward developing and publishing content on a variety of advertising platforms and content outlets.
Here are 7 proven ways that you can grow your company’s visibility online to build brand recognition and connect with more potential customers and clients:
1. Pay-Per-Click Advertising (PPC)
There are a variety of ways that pay-per-click or PPC advertising can help drive more traffic to your website. Through search, display, and retargeting ads on platforms like Google Adwords, Bing Ads, and Yahoo Advertising, your brand can increase visibility online in a way that is easy to track and analyze. To put it simply, PPC advertising is a type of online marketing that allows you to target users who are already searching for content relevant to your brand. Rather than paying a flat fee for ads, advertisers pay each time that an ad is clicked. To maximize effectiveness, be sure to research PPC best practices before developing your campaign.
2. Search Engine Optimization (SEO)
SEO is the process of optimizing your website for search engines so that your brand can rank higher on the search engine results page (SERP). The higher up on the SERP that your website appears, the more traffic you will gain as compared to those sites that are less visible. This is not only one of the best ways to increase your company’s online visibility, but it also a great way to earn organic traffic rather than paid traffic. Some factors that affect your SEO are using relevant keywords and phrases across your website, website load speed, mobile friendly website design, and backlinks.
One of the best ways to improve SEO and increase visibility online is blogging. By developing interesting, entertaining, and educational content for your brand blog, your business can work to build relationships with leads and customers while also demonstrating your industry expertise. Not only do blogs help increase traffic to your website, but they also offer quality content that others can link to, which helps you build backlinks, and share with others, helping you increase visibility within your target market.
4. Social Media Content and Ads
Did you know that there are over 2.3 billion active social media users online today? With the sheer number of people actively engaging through social media platforms like Facebook, Twitter, and Instagram, social media campaigns are a great tactic for increasing visibility online. Social media platforms continue to improve their ad targeting and options for businesses, making social ads an effective way to reach more of their target customers. However, social media marketing involves more than just placing ads on social media platforms. If you want to really connect and build relationships with leads and customers, it is important to publish consistent and quality content on your brand’s social media pages as well.
5. Email Marketing
Email marketing is not only one of the most effective digital marketing tactics when it comes to conversion rates and ROI, but it can also be a great way to increase visibility online. Email marketing allows you to share content quickly with a large number of people who have shown interest in your brand. Additionally, email subscribers are 3 times more likely to share your content via social media, opening up new opportunities for reaching an even wider audience.
6. Guest Blogging
Guest blogging can also help you gain visibility online by giving you access to a relevant audience on another blog or website. This type of blogging involves creating valuable and relevant blog posts which will be published on the website or blog of another company, organization, or publication. This digital marketing strategy is mutually beneficial as the website that you create a guest blog for gets quality content and cross-promotion, while you have the ability to reach a new relevant audience and backlink to your own website to improve SEO.
A list of visibility-boosting digital marketing tactics would not be complete without a visual element like the infographic. Infographics allow you to display important statistics and other information in an interesting and easy-to-read visual format. Not to mention, this type of content is more likely to be shared by viewers, further boosting your visibility. In fact,infographics are liked and shared on social media three times more than any other type of content.
Developing quality ads and content that work to increase brand exposure and bring more people to your brand is easier said than done. Contact me with your questions about how to grow your online visibility or for creating quality content for connecting with more interested consumers through a variety of digital marketing tactics.
Ryan Cote is Director of Digital Services at Ballantine, a print and digital New Jersey based agency celebrating their 50th anniversary this year. Ryan's December 15th webinar will give you actionable tips and strategies on how your company can find and connect with your target audience online.