How Can I Be More Visible Without Spending More Money on Advertising?
Would you like your business to appear higher in search results? Many businesses hit a wall when they are not seeing their desired results, but are hesitant to increase their budget without said results. However, you may not need an increase of your advertising budget to become more visible.
There can be many reasons that your site is not appearing at the top of search results, paid or organic. Perhaps your site is lacking content or is not user-friendly. Before increasing ad spend, take a look at these marketing opportunities to optimize your website to increase visibility.
Do you have content on site? Are there high-quality images? Is the site engaging?
Identifying your target market is the basis for your marketing strategy. Knowing your audience is necessary to decide where and how you will present your brand and marketing messages. Once you have an audience defined, messages should be tailored to it.
Always communicate a consistent and meaningful brand identity. This means marketing content should set expectations that your brand delivers on and reflects strongly; this will help you meet the expectations your customers set based on that message.
Thorough content development is a foundation to build this brand identity. Use your website content to convey value and position your brand as unique.
There are multiple areas of content to be enriched including on-page text, video, and images. All of these pieces work together to communicate your brand. By using high-quality images and writing relevant, useful content that meets your customers’ needs, you demonstrate your value.
In addition to on-page visual content, meta data – including meta tags and meta descriptions – are important for optimization and to become more visible. With more relevant content on site and in the HTML code, Google and other search engines have more content to crawl and index your site for, which increases your visibility.
When you have the content developed, SEO ensures that your content uses a variety of keyword combinations that your consumers will use to search for your product or service.
Aside from on-page text, images can be optimized with alt text. Meta tags, title tags, and the URL can also be optimized with keywords. Rich snippets are another way to make your site more search engine-friendly to become more visible.
There is a method to the madness of content. After all, not all content is good content. While keywords are important, you want to make sure that your content meets the customers search intent and expectations.
Another way to increase visibility is to build a relationship with your current and potential consumers. Social media is an excellent and free way to build confidence among consumers.
Once you’ve established which are important to you, begin to develop a relationship with consumers. Publishing consistent, relevant content that provides consumers an “inside look” into the business makes a brand feel more familiar. Social media is a way to make the brand seem like a person that your consumers want to have as a friend. People like to buy from businesses they have an affinity with.
If you’re already advertising products on Google Shopping, a low-budget way to increase visibility is data feed optimization. Optimizing your data feed involves keyword research and knowing how consumers are searching for your product. By adding variety and more key search terms to your product titles and descriptions, customers can more easily find your products.
Advertising is the most expensive part of promotional marketing, yet other marketing efforts are needed for ads to be successful and visible. The aforementioned areas of improvements are some low-hanging fruit that should be attended to before increasing advertising dollars. You want to make sure that when you do advertise; your business and message are visible to the right audience and positioned well with great content and user experience on-site.
Visual content like images and video are eye-catching and engaging. You know what they say: A picture is worth a thousand words. Once you have high-resolution images, video is the next logical step.
In 2017, online video is expected to account for 74% of all internet traffic. Four times as many consumers prefer to watch a video about a product than to read about it. For this reason, content optimization including product videos or brand stories can make a big impact.