This is part one of a multi-part series on how to increase the visibility, credibility, and profitability of your business. As the new kid on the block, you will try anything to help get your name out in your community. See if this list rings any bells:
- Logo on your truck, car, or van (including your phone number and website address)
- Yard signs
- Ads in the phone book
- Billboards
- Radio ads
- TV ads
- Newspaper ads
- Business card on every bulletin board you can find
- Posts on social media
How many of those are actually working? Sure you may be getting some visibility, but is it the right kind? Are these bringing in the right kinds of customers? How do you know what is working and what isn’t? The answer is for the most part you don’t! Sure you can be told we have X number of readers, or it goes to X number of households, but what are the chances that that person is looking for you when your ad is running.
One of the hardest things when you first start out is getting your name out there – actually, it doesn’t matter how long you have been in business staying top of mind is hard. You may have been in business for two months or 20 years and if you aren’t visible then, the leads dry up like water in the desert.
I have found there are several ways to increase your visibility, those being:
- Networking in person
- Content Marketing
- Social Media
In-Person Networking
I am a firm believer that in-person networking will help a business grow. I have seen it happen locally with Cube Creative. Here are my thoughts on it:
- How important is it? It is really important!
- What can networking do for your relationships? It is going to help you build them!
- What can it do for your sales? It will help you make them!
- What about your success? It can help you make the right contacts and connections!
Personally I have forged some of the strongest relationships that have to lead to more business and more qualified leads than any form of advertising could buy.
Given, I try to be at every event I can. I understand it’s a balancing act, but if you want to be visible, you have to show up!
I have spoken with people at various events and in meetings, when the topic of networking comes up they either do it or have an excuse for why they don’t, some of which may be:
- “It takes to much time” or “I don’t have time”
- “They don’t pay me enough”
- “I tried joining X organization but I never got anything out of it”
If you plan to stay in business, you’ll have to learn to network. Jeffery Gitomer says it best, “Networking is life skills and social skills combined with sales skills.”
Showing up online by using content marketing
When I am at a networking event or I am casually asked by someone what I do, I typically say I help businesses get found on Google. If they inquire deeper I always explain that Google is the keystone to everything. They own 93% of the search market between all their own properties. Google is a business home page, like it or not.
I also go on to explain that in addition to helping a client configure and maintain their Google My Business (GMB) listing, we also write content for our clients that helps to answer searchers questions when they search for things online.
If your website has the answers a searcher is looking for your visibility naturally goes up.
Social Media
I often have a conversation with prospects similar to this:
Prospect: I want more of a social presence.
Me: Ok, that’s great! I can help you with that. But are you willing to do posts and interact with people?
Prospect: No I don’t have time to do that I just want you to make the posts.
Me: Well, the nature of social media is just that - social. People expect to be able to interact with you, and if you want to “be on <insert social platform>,” you have to be willing to interact with them.
Social media is a great way to communicate your message and communicate with people. But if you treat social like a bee looking for a flower versus being a flower that attracts and engages with the bee then you are wasting time and money.
Importance of Visibility
Visibility is important for all types of businesses offline, online and via social as it creates recognition and awareness. At Cube Creative we help businesses of all sizes increase their visibility online. If you are looking to grow your business then reach out and see how we can help you.
