Brand visibility refers to how much your brand is seen on different marketing channels. While brand awareness describes how familiar audiences are with your brand, brand visibility is about how often you connect with them. Businesses with greater visibility also tend to have better awareness, but this isn’t always the case. You need a strong branding strategy in order to make your audience develop an image of your brand after successive interactions.
How is brand visibility measured?
It’s critical to measure your brand visibility in order to better understand your relationship with your audience. While visibility can be measured in many different ways, it’s most commonly tracked with these metrics:
Viewability: The percentage of ads that were actually seen by the intended recipient
In-View Time: The average time a lead spends viewing your ad
Video Completion Rate: The percentage of video viewers who watch until the end
Engagement: The amount of people who engage with your brand across social networks
Sentiment Analysis: An analysis of the temperament around posts about your brand
Number of Mentions: How many people are mentioning your brand on a daily basis?
8 ways to increase your brand visibility
Social media is one of the most powerful channels for brand visibility. Naturally, different platforms make sense for different companies, but virtually every brand can benefit from a strong social media marketing strategy.
1. Leverage Social Listening to Know Where You Stand
Social listening is a powerful tactic for today’s digital marketers. With the right social listening platform, you can easily monitor how social media users are talking about your brand.
The first step to increasing your brand visibility is knowing where your brand stands among your competition and your prospects. Do people talk about you on social media? If so, what do they have to say about your brand, products, or services?
2. Foster community on social media with regular interaction
Consumers want to have more dynamic relationships with their favourite brands on social media. If you simply post weekly content and end it there, you’re missing out on valuable opportunities for further engagement.
Instead, try to interact more directly with your social media audience. This could include responding to questions, highlighting unique user-generated content, and replying to comments or replies to your tweets or posts. Your followers should feel like they’re interacting with you rather than merely reading your content.
3. Use employee advocacy
Customer preferences have changed dramatically in recent years. Today, many people are as concerned with a company’s culture and values as they are about its products and prices. Employee advocacy is a simple yet effective way to show that your business is an amazing place to work.
4. Work with influencers
Influencer marketing is a rapidly growing field that offers instant results to all kinds of businesses. People tend to trust messages that come from a seemingly independent source more than those from the brand itself.
5. Run contests or giveaways
What’s the best way to increase your brand visibility? Get your audience to share content for you. Contests and giveaways are straightforward ways to generate large amounts of social media traffic. Furthermore, the cost of a prize for the winner is usually more than offset by the free exposure you’ll get from social shares.
6. Implement a referral programme
B2B sales are all about relationships, so it’s no surprise that referral programmes are a great way to increase visibility and revenue. Even existing customers who are already happy with your brand may not think to tell their contacts unless you give them an additional incentive.
7. Develop strong SEO practices
Paid campaigns are a key element of digital marketing, but organic search traffic may offer a better ROI over the long term. While you may not see results today, tomorrow, or even next week, improving your website’s SEO will help make it more visible on Google and other search engines.
SEO starts with keywords, but you also need to consider your website’s backlink profile — in other words, the external sites that link to your pages. Trading guest posts with related brands is an easy way to drive traffic to each of your websites.
8. Partner with like-minded companies
Partnerships are crucial to any B2B marketing workflow. Building relationships with the right companies will enable you to reach new audiences and make more compelling offers. It’s even better if you and the partner operate in a similar field and can offer complementary services.
Last line
Most marketers understand brand awareness, but they may not be as familiar with the concept of brand visibility. It’s important to consider both of these key metrics as you connect with your audience through blog content, social media, and other digital channels.
