What online visibility means and how you can benefit from it
Updated: Oct 13
Online visibility describes how easily the people you want to reach can find and recognise your business online. That might happen through a search result, a recommendation, a social post or a useful article.
The starting point is your audience’s behaviour. Consider what they need to know, where they look for answers and what would give them a reason to visit your website.
Let’s break it down, shall we? Here are the different types of digital marketing that can get you online visibility, which you benefit from in many ways as a business:
Social Media
SEO
Email Marketing
Blogging
Online campaigns
Pay-Per-Click Advertising
Affiliate marketing
Influencer marketing
Choose channels according to your audience, goals and resources. You do not need to use all eight at once. Website traffic shows that people are arriving, but it does not tell you whether they are suitable customers or whether the visit helped them take a useful next step.
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How can small businesses benefit from an online presence?
There are a handful of ways including:
Ideal customers will find your website on their own.
It helps with brand reputation and builds trust with customers
It helps your business stand out from its competitors
Your brand will start to become known for what you offer
Building visibility takes consistent work and review. Check which activity brings relevant visitors and which pages help them understand your offer. Use those findings to decide what to improve or stop.
Choose a useful starting point
Pick one audience, one offer and a clear next step. For example, a business buyer comparing suppliers may need a service page with relevant work examples and a way to discuss a brief. A returning customer may find an email about a relevant new service more useful.
Make sure the page people arrive on answers the promise made in the post, email or search listing. Explain who the service is for, what it involves and how to enquire. Sending every visitor to the homepage can make that journey harder to follow.
Measure useful attention
Review reach or search impressions alongside visits to the relevant page and completed enquiries. Where possible, record the source of an enquiry and whether it is a good fit for your business. Keep the reporting period consistent so you can compare changes fairly.
Use the result to diagnose the next step. Relevant visits with few enquiries may call for a clearer offer or simpler contact route. Enquiries from the wrong audience may point to the message or targeting. More traffic alone will not explain either problem.
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