increasing visibility in digital marketing

Increasing Visibility In Digital Marketing – 10 Steps To Follow

By: Dakota Roos | October 20, 2020 | General

Digital marketing is more than putting something on the internet and hoping it reaches the right people. Digital marketing is a strategic way to simultaneously build brand awareness and provide incredible value to online audiences. The more targeted and intentional you are with your digital marketing efforts, the more visibility you’ll have online. 

In this post, we’re discussing 10 steps for increasing visibility in digital marketing. 

  1. Establish Your Brand’s Website 
  2. Create a Blog 
  3. Make SEO a Priority 
  4. Don’t Forget About Off-Site SEO 
  5. Utilize Social Media 
  6. Capitalize On Email Marketing 
  7. Invest In Paid Ads 
  8. Encourage Online Customer Reviews 
  9. Establish Content Partnerships 
  10. Work With Online Influencers

1. Establish Your Brand’s Website 

A fundamental step in increasing visibility in digital marketing is establishing your brand’s website. If your brand doesn’t have a website, you’re missing out on incredible digital growth. 

According to fitsmallbusiness.com, only 50% of small businesses have a website and nearly 90% of people use the internet to find local businesses. That means if you don’t have a website, you’re missing out on viable online traffic. 

website digital marketing

Plus, think about what it looks like to online audiences if you don’t have a website. Not having one can make your business look: 

  • Unprofessional 
  • Scammy 
  • Untrustworthy 
  • Incompetent 
  • Out of touch with modern trends 

If you haven’t yet, set up a website for your brand right away. Here are the essentials you’ll need for your website: 

  • Your logo 
  • Your branding color scheme 
  • An “About Us” section 
  • Contact information 
  • Hours of operation 
  • Descriptions of the services you offer 
  • Customer testimonials 
  • A blog 

You want to put the right information on your website, but you don’t want to overload the site and make your digital brand look clunky. Statistics show that 38% of people will stop engaging with a site if it has an unappealing design. Don’t miss out on 38% of traffic. 

Instead, invest in a well-designed website so visitors have a positive user experience. 

2. Create a Blog 

One of the most effective ways to increase visibility in the digital landscape is by creating a blog for your brand. 

Establishing a blog is a strategic way to establish a loyal following while simultaneously boosting your online presence. 

content marketing to grow traffic

Statistics show that 77% of internet users regularly read blog posts. The demand for blog content is out there, but it’s up to you to create that content for your audience. How can you create that content? By coming up with a comprehensive and strategic content strategy. 

When done right, a content strategy can drive massive traffic to your blog and ultimately, your website. The keys to a successful blog content strategy include: 

  • Identifying who your target audience is 
  • Knowing what topics they’re searching the internet for 
  • Making sure topics align with your brand 
  • Writing content to align with your brand’s voice 
  • Creating valuable content your audience wants to read 

Blogging is a crucial way for your brand to grow organically online. The more valuable content you put on your blog, the more likely you’ll get viable web traffic willing to convert from leads to customers. 

3. Make SEO a Priority 

Blogging also increases your website’s SEO (search engine optimization). Having an SEO strategy in place is crucial for increasing visibility in digital marketing. 

SEO is important because, when done right, it provides incredible organic growth for your brand. That means you’ll show up to more people at a faster rate online. 

seo digital marketing

The better your SEO is, the more likely you’ll rank within the top pages of Google. 

So, how can you boost your SEO and get your website seen by more people? You can: 

  • Consistently publish valuable content on a blog 
  • Do keyword research 
  • Build content around targeted keywords 
  • Craft a backlink strategy for your website 
  • Ensure your website speed isn’t lagging 

Remember, a good SEO strategy takes time to build. It’s a marathon, not a sprint. However, when done right, it’s a strategy that establishes authority and can help you dominate the digital space. 

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4. Don’t Forget About Off-Site SEO 

You can’t discuss an SEO strategy without talking about off-site SEO. Off-site SEO refers to the things you do outside of your website to boost your online rankings. Off-site SEO strategies include: 

  • Being responsive on social media 
  • Create a Google My Business listing 
  • Obtaining online reviews (Google Reviews, Yelp, etc.) 
  • Build a backlink strategy 
  • Guest blogging 

Off-site SEO makes your brand look more legitimate and trustworthy to online audiences. 

Think about it: you’re working on building your brand online, but outside of your website. Even if people find you online via these alternative means, they’ll still have ways to identify your brand and visit your website. 

5. Utilize Social Media

Another important step for increasing visibility in digital marketing is utilizing social media. These days, internet users expect your brand to not only have social media accounts but post on them frequently. 

social media marketing

Some social media platforms you brand should be on include: 

  • Facebook
  • Twitter
  • Instagram 
  • YouTube 
  • TikTok 
  • LinkedIn 
  • Pinterest 
  • Snapchat 

Keep in mind that your followers consume content differently on each platform. If someone’s on YouTube, they’re expecting to see video content. However, if they’re on Instagram, they might expect to get pictures or stories. 

That’s why it’s essential for your brand to have a social media strategy in place. A social media strategy helps you optimize your social content for maximum engagement across all platforms. 

Create content that aims to engage followers, build a community, and provide value. The more valuable your social content is, the more likely you’ll build a social following that’ll last. 

6. Capitalize On Email Marketing 

In terms of increasing visibility in digital marketing, email marketing is a viable tool that can provide an impressive return on investment (ROI). According to benchmarkemail.com, email marketing provides an ROI of $38 made for every $1 spent. That’s a lot of profit made with strategic efforts for reaching people’s inboxes. 

digital email marketing

One of the best ways to build your email marketing list is to offer free resources as lead generators. Examples of free resources to utilize for email capture include: 

  • Webinars 
  • Whitepapers 
  • Downloadable PDFs 
  • Product demos 
  • Newsletters 
  • Free trials

Email marketing is your chance to build a long-lasting relationship with your leads. 

It’s also a channel where you reach your leads directly. No matter how many social media posts you create, not everyone in your audience will see it due to platform algorithms. However, if you send an email, it directly reaches a lead by hitting their inbox. 

The key to email marketing is sending relevant and valuable content to leads at the right time. Email marketing is equal parts creative and analytical. 

If you test variables and closely monitor how those strategies perform, you can craft a strategy that converts. 

Download Our Latest Whitepaper

10 Website Must Haves to Drive Traffic & Generate New Leads

Does your website have all 10? Learn the secrets to driving more traffic to your website, generating more leads, and ultimately increasing sales.

7. Invest In Paid Ads 

One of the best tactics for increasing visibility in digital marketing is investing in paid ads. Paid ads are advertisements you pay to run online. Common platforms where marketers run paid advertising include search engines (Google Ads), social media platforms (Facebook Ads), and paid content (sponsored blog posts). 

Paid online advertising, when done right, can provide a great ROI. Statistics show that paid advertising returns $2 for every $1 spent – a 200% ROI rate. The right paid advertisement can bring in incredible business for your brand. 

Not sure where to start with paid advertising? Be sure to put these steps on your to-do list: 

  • Create a list of keywords to target 
  • Monitor your ad campaigns 
  • Run campaigns across multiple channels 
  • Don’t forget about retargeting efforts 

Also, don’t forget to monitor how your paid ad campaigns are doing. The last thing you want to do is waste your money on an ad campaign that isn’t converting. Set KPIs for your campaigns and monitor if you’re meeting them. If you aren’t, adjust your campaign so you are making those KPIs. 

8. Encourage Online Customer Reviews 

Online customer reviews can really help your brand grow online and increase your visibility. Online reviews contribute to your brand’s social proof, aka validation that your products and/or services really work. Statistics show that reviews make customers 71% more comfortable purchasing a product.

There are other perks of having customers leave online reviews. These perks include:

  • Boosting your off-site SEO 
  • Creating a sense of trust with online audiences 
  • Aiding your local SEO efforts 

Customer reviews also give you a chance to engage with previous customers and establish your reputation as a customer-first brand. And, if someone were to leave a negative review, you can take the offense by responding and resolving the problem. 

Online customer reviews are ways to set yourself apart from the competition while simultaneously building your brand. Want good reviews? Be sure to provide excellent customer service. 

9. Establish Content Partnerships 

A unique tip for increasing visibility in digital marketing is establishing content partnerships with other brands. A content partnership is where you work with another brand to create content for one another’s websites and social channels. 

This strategy is beneficial for all brands, but it’s especially beneficial for brands looking to broaden their online reach. 

Examples of content partnerships include: 

  • Co-hosting a webinar 
  • Guest posting on blogs 
  • Making guest appearances on YouTube channels 
  • Being interviewed on podcasts 
  • Co-authoring an eBook 

One of the biggest hurdles to tackle when establishing content partnerships is determining which brands to work with. You want to target brands that complement yours, not ones you’re in direct competition with. You also want to pick brands that get decent website traffic and have active social followings. 

When done right, content partnerships can grow two brands tremendously at the same time. And, content partnerships can break you out of your comfort zone and create content you may not have before. 

10. Work With Online Influencers 

Another key way to increase visibility is to work with online influencers. Influencers are people who have established brands online and have an impressive social media following. 

One of the biggest perks of working with influencers is that you establish social proof within a community. The whole reason people follow influencers is because they feel like they’re part of their community. Their values align with the influencer’s values and others in the community. Therefore, if an influencer promotes your product, they’re subconsciously telling their followers that your brand aligns with theirs. 

When working with influencers, one of the first things you should do is look for influencers in complementary industries. That way, you can work with the influencer instead of being in competition with them. You should also make sure the influencer has the social and website reach you’re looking for. 

An important thing to do when working with influencers is establishing KPIs to track a campaign’s progress. This will help both you and the influencer be on the same page about the campaign’s expected goals and outcomes. 

Getting More Eyes on Your Brand 

There are many steps you can follow to start increasing visibility in digital marketing. You can invest time in building your organic reach by creating a blog, focusing on SEO, and building your social following. You can also invest in paid advertising and content partnerships to broaden your online reach. 

The biggest thing to remember is that it may take a little while to increase your visibility through digital marketing efforts. It may not all come together overnight, but when it does come together, you’ll see a major boost in website traffic and social followers. 

This will lead to more brand awareness and ultimately more viable leads that convert to customers. 

By: Dakota Roos

Dakota Roos is a Senior Interactive Designer at Mediaboom. At Mediaboom, he works across a wide range of disciplines including graphic design, web design, UI/UX, search engine optimization, and photography.

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