Before answering the question in the title of this post, we need to do two things:
Define what online visibility is. Explain the difference between online presence and online visibility.
Online visibility is about having your target audience see you on the Internet. They should know you exist, find you, and discover what you offer. In other words, it’s the likelihood that a website can be found by the right people.
In contrast, online presence (or web presence) is simply the fact of being on the Internet: having a website, blog, e-commerce site, or social media accounts. As you can see, this does not mean that our target audience can find us.
The vast majority of companies already have an online presence: almost all brands have a website, blog, or online store. The online boom happened a while ago: not being on the Internet meant not existing. So websites started to be created at a rapid pace. First step accomplished.
However, many of these companies today do not have good online visibility: they are online just for the sake of it. And this, folks, is absolutely useless. We move on to the second step: if you don’t have online visibility, you don’t exist.
If you don’t have online visibility, you don’t exist on the Internet.
Think about it for a moment: what good is it to have a website if you don’t get any visits? If when your target audience searches for your services, your website appears on page 17 of Google? If you don’t have an active community on social media? The answer is: none.
95% of your potential customers are online. Don’t think that just because you are online, customers will come pouring in. If you want to reach them (or better yet, have them reach you), you need to have good online visibility. Your brand has to be easy to find.
A brand with good online visibility has many more chances of acquiring customers. Of course, this is provided that the website is optimized to close sales. Online visibility will bring many potential visits to your website. Once there, it’s up to having a well-designed website to convert these visits into customers. But we will talk about this in other posts.
Today we focused on online visibility and its importance for the growth of your business.
Strategies and tactics that work best to increase your brand’s online visibility
There are many tactics and strategies to increase a brand’s online visibility. All of them require a lot of effort and capital investment. Don’t think that making your website visible is a piece of cake. It takes a lot, but the effort yields great results.
Here are the most effective ones:
- Content Marketing: Creating quality, relevant, and timely content for your target audience is a fantastic way to drive visits to your website. We highly recommend that your website has a blog with optimized and interesting articles for your audience.
- SEO Positioning: To appear in the top positions on Google, your website needs to be optimized. There are thousands of SEO factors that affect your website’s positioning; the better they are optimized, the more visibility your brand will have and the easier it will be to find.
- Social Media: Being present on social media and creating an active and interested community around your brand is one of the best ways to attract visits to your website and become known to your target audience.
- SEM Campaigns (Online Advertising): Well-structured and optimized campaigns on Google AdWords or social media (like Facebook Ads or Twitter Ads) can bring a lot of interested visits to your website.
- Email Marketing: Well-segmented newsletter campaigns help improve your brand’s online visibility and have a very high return on investment (ROI).
- Online Communication: Engaging with online media or bloggers in your industry is ideal for increasing your brand’s visibility. Sending press releases or collaborating through guest articles are two strategies to increase brand awareness.
- Offline Communication: Even though we are talking about online visibility, we cannot overlook offline tactics. Attending conferences, creating seminars or talks, and networking effectively will make more people aware of your website, thus increasing its online visibility.
As we have said, achieving online visibility is not easy, but without it, you will not acquire customers.
You need to have a good professional team that studies your situation and follows the right strategies to ensure your online presence does not go unnoticed. A team that advises you on all the steps to make sure your target audience finds you and becomes your customer.
Do you think your brand has good online visibility? What strategies are you using to ensure your target audience finds you?
Leave us a comment below and share your online experience.
