There are plenty of ways to increase visibility in digital marketing, and most businesses only need three of them. Whether you run an eCommerce brand or are building a new business’s online presence from nothing, these are the steps that widen the audience fastest.
- Use more than one relevant social platform
- Build a fast, functional and engaging website
- Improve visibility for the searches the business can answer
Step one: stop depending on one social platform
Once a business has an online presence, the point is to keep it growing, and limiting yourself to a single app limits how many people you can reach.
There are people who would happily buy your product and simply cannot find you online. Using several platforms to promote what you sell is the cheapest way to fix that.
Diversity helps in a second way too: keeping an active presence across several networks gives you more control over your reputation, because you can see what is being said and where.
Choose by what you need to show. If the point is to present what your business offers visually, Instagram or TikTok will do more for you than a text-first network.
And whichever you choose, have a considered strategy for managing it. An abandoned profile is worse than no profile, because it is evidence.
Step two: build a site people will stay on
Your website is the single biggest factor in attracting customers. Visitors judge speed, design and overall appeal before they decide whether to buy from you, which means the judgement is made before they have read anything.
A business site should be fast, functional and engaging enough to bring people back. The useful exercise is to look at it as a customer would: where does it need improving, and where does a visitor need more information or help than they are getting? Even a small fix makes the site more usable.
Step three: improve where you rank
Reaching an audience more effectively often just means improving your position in search results.
The more people who find your business when they type something into Google, the more leads you get. It is that direct, and it is the reason SEO sits above most other marketing spending.
Like other specialist areas, it pays to get help from someone who works in it. A specialist places keywords strategically in a page’s content so that people looking for something specific reach the part of your site that answers it.
What these three add up to
Together the three widen a different part of the same funnel: more places to be found, a better reason to stay, and a higher position when someone goes looking. Connecting with potential customers is the whole of it.
Global Wizards is a digital marketing agency, and our piece on online marketing services for small businesses goes further into what each of these costs. You can also see the rest of our services.
If you want to talk about your next project, drop us a line and we will come back to you.
Frequently asked questions
What are the three steps to reaching a bigger audience?
Join more social media platforms rather than depending on one, build a website people are willing to stay on, and improve where the business ranks in search. Each of the three widens a different part of the same funnel.
Why should a business use more than one social platform?
Limiting your presence to a single app limits the audience you can reach, and there are people who would buy from you and simply cannot find you. Keeping an active presence across several networks also helps you manage your reputation, because you can see what is said where.
How do you choose which platforms to join?
Choose by what you need to show. If the point is to present what a business offers visually, Instagram or TikTok will do more for you than a text-first network. Whatever you pick, you need a considered strategy for managing the presence, because an abandoned profile is worse than none.
What makes a website good enough to keep a visitor?
Speed, design and overall appeal are what a visitor judges before deciding whether to buy, so a site has to be fast, functional and engaging. The useful exercise is to look at it as a customer: where does it need improving, and where does a visitor need more information than they are getting?
Why does SEO matter for reaching an audience?
The more people who find a business when they type a query into a search engine, the more leads that business gets — it is that direct. Ranking well is the difference between being available and being found.
Is SEO worth handing to a specialist?
It is one of the areas where specialist help pays back, because the techniques are specific and the results compound. A specialist will place keywords strategically in a page’s content so that people looking for something particular reach the part of your site that answers it.
