How to keep your brand VISIBLE when the digital game keeps changing

By Clare Moorhouse from Moorhouse Digital

When was the last time you saw a piece of marketing and thought “Ah, that’s so clever.” Maybe it was a billboard at a bus stop, a video that you couldn’t stop watching on LinkedIn or an email with a subject line that you just couldn’t help but open.

These are the moments when a brand becomes more than just a name. It becomes something that you connect with – and THIS is what brand visibility is about.

But as we face the battle of AI-powered search results, navigating social media algorithm changes that seem to happen during our coffee breaks and so much other noise to compete with, how can you keep your brand visible?

Let’s dive in and discover the key things that I know are working for our clients right now in keep them visible and helping them have sustainable revenue growth:

1. Don’t rely on a single channel

People don’t just search on Google to find service providers anymore. Search is expanding beyond Google and even beyond traditional search engines.

It’s no coincidence that in January, Google’s search market share dropped below 90% for the first time since 2015. Where’s all that traffic going? ChatGPT, Instagram, YouTube, Reddit – yes, all of the above (and probably others too).

Having a visible brand isn’t just about being everywhere, it’s about being everywhere with purpose. Every interaction, every touchpoint needs to build trust and tell a consistent brand narrative that resonates with your audience, regardless of the channel.

2. Don’t underestimate the power of creativity

B2B advertising is just as much about ‘people to people’ as B2C is. The decision-makers you’re talking to are all humans with real feelings and hopefully a sense of humour! When you can tap into this human element with your marketing, and create content that not only stands out, you will start to build genuine connections with your audience.

3. Actively participate on social media

Social media is a two-way street, you can’t just broadcast content and expect results. My mantra is “Be interesting and be interested.”

Comment, reply, ask questions, and start interesting conversations. Engagement means more activity, and activity leads to visibility. The more you interact, the more your audience will pay attention.

4. Deliver something of value

Every brand is playing the attention game. Every post, every video we record, and every article we write is designed to get people to notice us. But when everyone is doing the same thing, how do we stand out?

The key lies in authenticity, value, and connection. Instead of just adding to the noise, do this…

• Tell real, compelling stories that give them that ‘aha moment’ using characters that are relatable.
• Be THE answer to their business challenges and provide insights that they can’t easily find elsewhere.
• Use your personal brand on LinkedIn to support your company brand messages. People trust PEOPLE more than brands so it’s important for YOU to show up too!

5. Hit them between the eyeballs

Your content needs to stop them in their tracks, or it will just get lost.

Hit them right between the eyeballs to make them open your email, stop their scrolling, or persuade them to click through to your landing page. We’re all bombarded with so many choices. If your audience don’t ‘feel’ something immediately, they won’t act.

Being visible isn’t just about how much website traffic you get or how many followers you have, it’s about being the most relatable, and the most human. You can keep doing the same things you did in 2019 and hope for the best, or you can shake things up, grab your audience’s attention, and tell a story that will stop them in their tracks and get them to take action.

We’re offering businesses a complimentary Visibility Audit that will review how visible your brand really is to your audience and give you actionable insights that will boost your reach, engagement, and impact.

Claim yours here