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Increase Visibility to Boost Offline Sales

Marketing has never been easy, but it can seem particularly challenging today. Digital marketing seems simple, but many companies have tried all sorts of approaches without achieving noticeable results. Many business owners have learned that DIY is not the way to an effective digital marketing effort. Online success requires skill and experience.


Even very small companies are realizing that their business success hinges on the quality and breadth of their online visibility. Whether customers are looking for a commercial HVAC system, a divorce lawyer, or a new outfit to wear this weekend, their first stop on the purchasing journey is the internet.


  • 99 percent of shoppers go online to research purchases at least sometimes. Nearly 87 percent do so regularly or always. 

  • About 70 percent of B2B buyers conduct online research before talking to vendors. 

  • 87 percent of shoppers use their smartphones to research a product while in-store, discovering, researching, and engaging with brands.

  • 43 percent of consumers look for new brands even if they are not planning to buy them immediately.

  • 46 percent of Americans rely on online research to make "big decisions."

As these stats demonstrate, digital tools have become a regular part of many B2C and B2B shopping processes. That's why successful organizations must prioritize their digital presence to remain competitive and relevant. Having a great website is no longer enough. If you run an ambitious company, you must leverage the power of search engine rankings, social media, search ads, content creation, email marketing, and more.


Boost Your Online Visibility

Online visibility refers to the prominence of your business or brand across various online channels, including search engines, social media platforms, and industry-specific directories. It addresses all the tools your company can use to be found by potential customers when they search for relevant products or services online.


Visibility drives sales. After all, your best customers must be able to locate your organization quickly. If your firm is easy to find, it increases the likelihood of generating leads and attracting new customers.


Not only does online visibility generate new business, but it also protects existing revenue. For example, if a customer is looking for Company A and Company B keeps showing up in searches, that customer may be tempted to use Company B instead. Consistent visibility keeps your company in front of customers, therefore allowing less visibility to rival firms.


Start by Assessing Your Online Visibility

How do you know if your company is highly visible? A primary indicator is how your firm ranks on search engines when using relevant keywords. When potential customers search using keywords related to your business's products or services, do you usually rank on the first search engine results pages (also called SERPs)? Businesses that rank higher on SERPs are much more likely to attract organic traffic and potential customers.


With a bit of setup, tools such as Google Analytics and Google Search Console can provide free, valuable insights into a business's search performance, including volume of organic traffic, keyword rankings, and click-through rates. By analyzing this data, you can identify areas for improvement and develop strategies to enhance your firm's search engine visibility.


But to dig deeper, you may want to hire Search Engine Optimization (SEO) experts who can provide research on the keywords customers use most, report on how easy or difficult it will be to rank for those keywords, and make recommendations on ways to incorporate such keywords into a corporate website. SEO experts at Cup O Content not only report on such data, but we also compare it against competitors and make ongoing optimizations to marketing to enhance and improve SEO.


Gain Momentum by Maintaining a Good Online Reputation

In today's interconnected world, online reviews play a significant role in shaping a business's reputation. Customers check out reviews and ratings on social media, search engines, and review sites like Yelp to gauge the quality of products or services and inform purchasing decisions.


Platforms like Google My Business, Yelp, and Facebook allow customers to leave reviews and ratings. However, many companies have found out that reviews are a mixed bag. While positive reviews can enhance credibility and trust, negative reviews can damage reputation and even deter potential customers.


Additionally, most review sites don't allow companies to remove damaging reviews, even if they are blatantly untrue. Instead, your company must diminish the importance of poor reviews by attracting more positive reviews. That's why it's so crucial for your firm to ask satisfied customers for reviews. One bad review among five total is a disaster, but one negative among hundreds of positive comments loses its power to influence.


Another way to improve your online reputation is to engage with users actively via social media platforms. Sharing valuable content, responding to comments and messages, and participating in relevant conversations allows companies to reach out to engaged customers while also establishing themselves as trusted authorities in their industry. However, this can be a time-consuming activity. Cup O Content usually handles this kind of social media engagement on behalf of our clients.

Finally, gaining followers is an indicator of trust and leadership. Company pages with lots of followers are perceived as more trustworthy and credible. Social media pages with few followers send a message that the company is not popular or lacks many loyal customers. Again, Cup O Content interacts with pages on behalf of clients to increase followers.


Increase Visibility with SEO

Search engine optimization (SEO) is one of the most effective digital marketing strategies for improving online visibility. By optimizing website content, building high-quality backlinks, and targeting relevant keywords, your business can improve its search engine rankings and attract organic traffic. A well-executed SEO strategy can significantly enhance your company's online visibility and drive long-term growth.


Additionally, it's wise to leverage paid advertising channels, such as Google Ads and social media ads, to increase visibility and reach a broader audience. Paid advertising allows your firm to target specific demographics, interests, and behaviors, ensuring that your ads are seen by the right people at the right time.


Although Google has never said that online ads affect organic or unpaid traffic, Cup O Content has tracked direct correlations of spikes and dips. When clients run search ads, organic traffic spikes. When clients stop running ads, organic search traffic dips. We recommend you consider increases in organic traffic when evaluating the effectiveness of Google Ads.


Fortify Efforts with Great Content

Content creation, social media marketing, and email marketing aim to engage with customers and build brand awareness. By consistently sharing valuable content, interacting with your audience, and nurturing leads through email campaigns, your company can enhance its online reputation and foster greater loyalty among customers.


How to Get Started

If you want your business to start gaining real momentum, it's time to focus on increasing the company's online visibility and reputation. Finding a reliable partner to help your organization professionally execute digital marketing tactics such as SEO, paid advertising, and content marketing is the first step to attracting new customers and driving incremental sales. Cup O Content would love to help. If you want to discuss your business, contact us today for a complimentary consultation.

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