In an ideal world, the businesses with the most ability and highest quality of service or products would be the ones who receive the most customers. But the truth is far from different. Business is first a popularity contest before an ability contest. For buyers, visibility equals credibility: if they don’t know you, they won’t choose you. Here’s a vivid example;
Let’s say you want to buy a TV for your living room and you go online to do your research. The top results are not necessarily the best brands, just the best marketed brands. The reason you will buy Samsung and LG TVs is because you have heard of Samsung and LG, and you have probably been told on eight of the 10 Google pages you checked that Samsung TVs and LG TVs are the best out there. But in reality, TCL TVs are just as good but Samsung gets patronized for who they are (their brand) and not what they offer (their product).
Why your business needs to be known?
Visibility does not have to be at the scale of the Samsungs and LGs of this world, but being visible to your target market is cruicially important. Here are 4 reasons why your business needs to be (more) visible (than it is already).
#1 Visibility boosts your marketing efforts
You could make all the marketing efforts in the world and still not make the required impact. Your marketing strategies must be tied in to your visibility – how well is your business seen by your customer base?
Visibility keeps your business top-of-mind for potential and existing customers. This makes it easier to market your products or services to them. A good visibility plan is a great marketing tool that reinforces your brand.
#2 Visibility is a cost-effective way of increasing revenue
The reason every antiseptic is called Dettol is because of how visible the Dettol brand of antiseptic is. The same goes for why every toothpaste is ‘a kind of’ Close Up, or Colgate. And of course, Coca Cola is such a visible brand that competitors have to do twice as much work to stand a chance in the market.
For your business or brand, more visibility is equal to more potential customers and more people who can refer you to others.
#3 Your business can be located faster
Visibility makes it possible for your business to be found quicker and more easily by your customers. For every visibility tool you deploy, there will preferably be some form of guidance to your location: a website, social media pages, a physical address.
#4 You are viewed with an expert eye
People want to know that you know what you are doing and can do what you say you can do. By consistently flaunting yourself out there, you are telling customers that you really do know your stuff and you are not shy to market your ability. It doesn’t matter whether you promise to sell the best baby diapers or offer the most effective social media growth strategy for business; as long as people keep seeing you, they will start to acknowledge that you really do know what you say you do. That translates to believability and hopefully sales.
There’s more to why you need to increase your visibility. And implementing a visibility strategy for your business is as simple as it is complicated. That is where a branding strategy comes in.
It is one thing to be very visible, i.e., popular. It is another thing to be popular and LIKED. Your likeability determines the loyalty of your customers. And branding helps you get liked.
In the follow-up, I’ll share the branding strategies needed to help get more eyeballs on your business and create a likeability around your brand.
Julius Omokhunu is a Brand & Marketing Strategist. He helps organisations and their owners accelerate sales goals through a blend of attraction marketing and brand-building. Follow him on Instagram (@juliusomokhunu) or connect with him via emailme@juliusomokhunu.com.
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