For those who have been in the business for a long time, it is common to hear someone comment on visibility when it comes to brand presence. Expressions such as “your business needs to be more visible” or “your company has to be more present” are some of the clichés that have been repeated several times, when trying to persuade a brand or company to be more daring in the market. But what does business visibility really mean? And how can you do that in a way that works?
Business visibility is a factor that allows a business to stand out from others, by enhancing its contribution to the market, the quality of its services and the positive impact it generates for the community in general. One aspect that should be taken into account is that each business has its competitors and, even if your company is better than the others in terms of turnover, profits and/or offer more and better products or services, if it´s not positioning itself in a strategic way that allows it greater visibility, it runs the risk of seeing its image supplanted by other businesses in the sector.
The truth is that companies need to be approved in a “competition” for popularity, even before being approved at the technical level , since the capacity or quality of services or products are not always indicative of market acceptance. People sometimes consider business visibility to be synonymous with credibility. If the public doesn’t have references or doesn’t know your brand values (who you are), they won’t choose you, which is why investing in your company’s visibility is an investment in your success. Even the best product can be potentially useless in attracting customers if the visibility aspect is not taken into account.
Business Visibility, What is it?
Visibility is about using the power of words to leverage your opportunities. It’s about expressing yourself in a way that projects your image and makes you more independent of your external environment. To be visible, you must invest in your target market’s success and happiness as much or more than what you invest in your own success and happiness. It’s about knowing how your audience can benefit from your services and products in a way that your competitors cannot compete with. To be visible is to bring the solution to the table, even if ir initially implies running with smaller margins.
How can visibility be useful for your company?
Informs: A practical way to make your company more visible is through marketing, which, among many possibilities, is useful for educating the customer in relation to your services, products or brand values. To buy a product, your audience needs to have a solid understanding of what it does and how it works. Marketing is the most effective way to communicate your value proposition to customers in a fun and interesting way and is a strong ally for your business visibility.
Uniforms: With the advent of social media, marketing has become less expensive than ever. Which means that small and medium-sized companies can compete equally with the big brands and reach a wider audience. Modern consumers value the experience over price and a most personalized contact with the product or service, so that greater individual interaction can push customers towards you rather than towards larger brands.
Sustainability: Corporate visibility essentially aims to maintain a company’s presence and not remedy the lack of engagement. In this sense, it is important because it allows companies to maintain lasting and ever-present relationships with their public. It’s not a one-off solution, it’s an ongoing strategy that helps companies flourish.
Engagement: Customer engagement is the secret recipe of any successful business. Visibility through marketing solves the question of how to carry on a conversation after the first contact with the customer. Consumers want to continue engaging with the brand outside the store or point of sale and to form a relationship with your brand, and marketing can be used to do just that.
Sales: Business visibility is important because it helps you selling your products or services. The objective of any company is to make money and business visibility is the essential formula to reach that final objective. Even if you have a good product, if people don’t know about your offerings, you won’t be able to generate sales. Only greater visibility solves this.
Growth: Increasing visibility through marketing is an important strategy to ensure the growth of your business. While your current customers should always be your top priority, marketing efforts can help you expand that base. Small efforts, such as frequent social media presence, can not only engage existing consumers, but also spread the word to potential new customers.
Read also: How to apply in a public tender in Mozambique?
How Can Your Business Become More Visible?
Be Active On Your Social Media
Social media can be a valuable tool to build your brand quickly, especially if you are a small business. By implementing the right strategy, you can reach many users quickly at a reduced cost. However, it is essential to invest the time necessary to understand, on one hand, which social networks to use; and, on the other hand, how each of them can work for you.
Establishing Partnerships with Companies Targeting the Same Types of Customers
By building relationships with companies, organizations and/or media that have the same kind of vision as yours, you will be able to communicate faster about your brand and share your marketing efforts to optimize your results. For example, if you sell sunglasses, you might want to get in touch with a hotel chain known for its tropical destinations and offer them a partnership that increases the visibility of both businesses. You can also, for example, try to contact public health organizations and offer them content about the importance of sunglasses against ultraviolet radiation.
Valuing Your Most Loyal Consumers
Consumers are not just looking to buy, they want to feel a part of something unique. By regularly purchasing your branded products, your most frequent customers express attachment and support. It is in turn necessary to provide them with the best level of service possible to support them in their decisions. By creating a sense of exclusivity, these customers feel honored to be connected to your brand. With this example, you can create your own network with even more personalized solutions, leaving customers more satisfied and always anxious for your next steps. The happier a customer is, the more likely they are to speak positively about your brand.
Be consistent
Consistency is part of building your brand and helps your audience on getting to know you better. If you constantly change the tone or type of content you post, people won’t be able to get in touch with you or may feel like they can´t trust you. Also, keep your content useful. Invest in promotion but maximize part of your time in building relationships with your audience and educating them about your products or services.
As a concluding backdrop for the corporate visibility of your business, we include social responsibility, as many consumers are looking for brands and experiences geared towards social causes. Therefore, developing this area means investing in the company’s future, in addition to the added value that increases in terms of image and responsibility towards the community.
.
