What strategy is first in a marketer’s mind when they want to increase brand visibility online?
The same toolkit is used by most brands:
PPC ads for landing pages, SEO to improve search engine rankings, and targeted ads on Social Media. They are focused on one goal: more sales now.
Even if you have a large budget and high-quality marketing campaigns, this approach could lead to a dead end. This is where the problem lies: Customers may have a different path to your desired action than you do.
People at the top of the hierarchy don’t know that your brand exists. Therefore, it is not a good idea for them to ask you to purchase something.
What should you do?
All other promotion channels should be used. It is important to increase visibility in the areas where your target audience is active and to establish a positive brand image there.
Below are 13 channels you might want to check out. Select the one that is most relevant to you and your brand identity. Your target audience will be able to see you.
13 Ways to Increase Your Brand Visibility Online
1. Content marketing
Although it sounds cliché, the content is still the king. It will be king in 2023. It’s important to remember that content marketing campaigns are one of the best ways to increase brand visibility online.
Guest blogging is a great way to get exposure to niche media or publications through third-party resources such as online newspapers, Q&A forums (Quora), and online newspapers. For content syndication, free resources such as Medium, Reddit, and SlideShare are great:
They will make your brand more visible and can bring you more traffic and natural backlinks more traffic, and, as a result, higher rankings in SERPs (again, for better visibility).
This strategy will work if you create high-quality, informative content that is relevant to your brand goals as well as the needs of your target audience.
Also read: How to Build A Personal Brand on Social Media
2. Social media
Social media presence is more than just about sales. It’s all about giving your followers useful information that solves their daily problems and answers any questions they may have.
Look at big brands:
Are their social media accounts available 24/7? They don’t, otherwise, users wouldn’t be able to subscribe. Big brands instead use social media channels for reminders about themselves. They share useful and educational information, host contests, communicate and engage with their audience, and even give out perks and news to clients.
These enable them to reach a wider audience, promote brand authenticity and build trust. Brand visibility on social media can be increased by using branded visual content.
Your custom content (branded) is more popular if it’s relevant and useful. This will increase brand awareness and help you to get more people to share your content.
3. PPC ads
Yes, PPC ads can be used to attract users who are searching for transactional keywords, such as when they want to buy, download, or start a trial. PPC ads that you create through Google Display Network can also be used to increase brand awareness.
Although users may not be looking for information right away, they might notice your ads and think of you the next time they are in need.
PPC ads are often used by big brands to draw users’ attention to new products and discounts.
4. Media ads
These ads are also known as web page banners and work in the same way that billboards on roads do: They grab people’s attention and make your brand more visible. Marketers advertise on specialized networks in order to reach as many websites as possible. Google also offers one.
This is a well-known behavior of web users, such as banner blindness.
People are more likely to overlook page elements that they consider to be ads. Also, there is a lot of competition: There is a high chance that your media ads will be lost amongst the sea of ads and users won’t notice them.
Ensure that this channel works in your case. If not, you might consider native ads.
5. SEO
A major step towards increasing brand visibility is higher rankings in search engines. Higher rankings are better: Users pay more attention to the top 3 results in search engines than lower positions. Websites that win Google Snippets or the top SERPs receive greater trust and loyalty from searchers.
Search engine optimization is important for visibility.
Do your best to create high-quality content that meets informational search intent. It is more efficient over the long term than the short-term SEO manipulations that some experts still use in the hope of quick results.
6. Influencer marketing
You are familiar with the rules.
Collaboration with Instagrammers and YouTubers who have a similar audience to yours. Their followers are usually super loyal and engaged so promoting your products or services via their channels will greatly impact your brand visibility.
7. Interactive content
Flashmobs and challenges, as well as sales contests, are all very engaging and popular with users. This content can be used to promote your brand to a wider audience. When introducing new products to the market, brands often use interactive content via social media. Influencers are also invited to participate in such campaigns.
Any challenge or contest you choose can be made. It doesn’t matter what contest or challenge you are creating, just mention your brand and choose the award that will motivate people to take part. It’s important to create content that is relevant to your business goals as well as your target audience’s needs.
8. Referrals
Provide the appropriate tools to allow users to promote your brand. You might consider affiliate marketing, or making them your referrals. Refer a client to you and they will get a discount or other bonus.
This referral program allowed Dropbox to increase signups by 60%. Users shared links with friends because they received extra storage space.
Free trials, discounts, giveaways, and other goodies work every time. You can use them for any type of promo.
9. Video Marketing
Video is your best friend when it comes to gaining new platforms and increasing visibility. It’s not only about advertising, but entertainment content and the processing of informational queries.
Interviews with experts and members of your team, as well as webinars, Q&A sessions, and helpful advice, may be covered on your video channel. You can use it to increase brand awareness, build authority and trust, and get more viewers.
Video design is important. A brief intro can be a great way to introduce your brand to the audience. Your brand will be firmly etched in their minds with just a few views. Creative video storytelling techniques are the best.
Also read: 10 Types of Videos for Your Marketing Strategy
10. E-book
E-books can be a great way for customers to get to know you and to sign up for your site to receive more content. This is where the problem lies: The process of creating e-books takes a lot of resources.
You will need to invest time, energy, and money in research, planning, writing, designing, and publishing a book. The game won’t be worthwhile if it isn’t. E-books are only useful if they provide information, as opposed to being “all-inclusive.” Your brand will also suffer from the reputation of being a non-professional in the field.
11. Guestographics and instruct graphics
This content type is a reference to an oldy-moldy information graphic, as you can guess from its name.
But:
Instructographics are instructions that show how to do something, while infographics can inform users about everything. These guides are step-by-step, how-to guides that have a high shareability potential. They explain complex data in an easily-digestible format.
This content is loved by users and shared widely. Do your best to create instructional graphics that grab attention and help users solve problems.
Guestographics are infographics that you create with other brands. They may provide the content and you can design it, or vice versa. Guestographics can help you build brand awareness, reach a wider audience, and make connections.
12. Podcasts
Content does not have to be about text and pictures. Audio format is the best way to reach people who are too busy or lazy to read but can be listened to while they do a few things.
Podcasts will continue to be a top trend in 2023. Streaming giants Spotify and YouTube encourage people to use them. Podcasts can be used to promote products or connect with customers if this format is preferred by your target audience.
You don’t need to have a podcast to run. However, it is possible to collaborate with other podcasters who are experts in your niche. They can share brand stories and invite listeners to learn more about you.
13. Stickers
We live in an age where people communicate with each other more through pictures than words. Before we get into telepathy, why don’t you take advantage of brand visibility via stickers?
This is a common practice in many companies. They offer free stickers in exchange for perks. These stickers can then be exchanged in messengers by users, increasing your visibility to new audiences.
Important: This instrument only works if your brand stickers are cool and engaging, and you know how they work. It can only be a nice bonus for your company if it is not.
Conclusion
Online competition is fierce and users are changing their behavior online. Marketers find it increasingly difficult to market products and brands to their audience. Direct ads don’t always work. Even if you have the budget for PPC or social media targeting ads, it’s time to reconsider your promotion and user acquisition strategies.
This article will discuss 13 different channels for brand promotions. Your brand visibility will soar if you use the ones that are most relevant to your business goals and audience.
