Effective visibility strategies are important because, no matter how engaging and compelling you make your website, if no one sees it, the marketing effect is zero. However, before we choose a visibility strategy, we must first, ask ourselves, to whom do we want to make our message visible. In this article we are not discussing the process of defining your target audience. We are talking about three types of potential customers in the broadest sense. The visibility strategies you choose depend on the type of potential customer you want to go after.
One, people who need your service or product and know your name. They may be a current customer or have been referred to you by someone. When they search for you they search using your name.
Two, people who don’t know you but need you and are searching the Internet for your product or service right now. They search using keywords.
Three, people who don’t know you but are interested in what you offer and may or may not be searching for you right now. They may find your ad by searching with a key word or on the other hand, they may simply see your advertisement.
We have clients who say they cannot handle more new customers than their referrals already bring. We also have clients who want, need, and depend on a steady flow of new customers. The visibility strategies that are right for one may be very different from the strategies that are right for the other.
Here you will find links to pages where we talk about three proven Internet visibility strategies: The strategy or strategies you should choose depends on how aggressive you want or need to be to achieve your goals.
J3 Direct Visibility … This strategy focuses on your current customer base and the people they refer to you. You only need Internet marketing basics: Website, Google My Business, Basic Social Media, and e-Newsletter. Of all the visibility strategies, this is the least expensive. It’s almost free, in fact. It requires almost no Search Engine Optimization.
J3 Organic Visibility … On the other hand, if you want to rank high in Google’s search results, add Search Engine Optimization (SEO) to your visibility strategies. There are six ranking factors you need to address. 1-Google My Business, 2-Citations, 3-On Page SEO, 4-Back Links, 5-Reviews, and 6-Social Media.
This strategy does not usually produce results quickly, but over time it pays off with ever-increasing traffic to your website.
J3 Paid visibility … If you need fast results, the visibility strategies you need include advertising campaigns … Search Engine, and Social Media Advertising Campaigns, possibly combined with traditional forms of advertising.
Some advertising tactics put you in front of people who are searching for you with keywords. For example, Google pay-per-click campaigns. Other tactics attract the attention of people who may NOT be searching at the moment but are interested in what you have to offer. An example of this would be a Facebook ad campaign or billboards on the roadway.