How to Increase Business Exposure in a Competitive Market
December 19, 2024
Standing out from the crowd is harder today for smaller and medium-sized businesses. With so much competition, tactics that increase business exposure will contribute to a solid campaign to attract more customers. But you need to make some changes and keep up with industry changes. So, from PPC to branding, here are some potentially business-changing suggestions.
Key Takeaways on Increasing Your Business Exposure
- Traditional Marketing Materials: Despite the shift towards online marketing, traditional methods like brochures and booklets are still valuable for reaching certain customer segments that may not rely on digital platforms.
- PPC Campaigns Boost Sales Quickly: Pay-per-click advertising is an immediate way to increase visibility and drive traffic, offering cost-effective solutions where businesses only pay for actual clicks.
- Social Media's Expansive Reach: Social media platforms allow businesses to engage with a wider audience, providing tools for targeted ads and valuable user interactions to increase brand exposure.
- The Power of Email Marketing: Email marketing remains effective for building personalized communication with potential customers, offering tailored promotions based on user data like age and previous purchases.
- SEO's Role in Business Visibility: Search Engine Optimization helps improve a website's visibility on search engines, and with many companies still overlooking it, SEO provides a significant competitive edge.
- Understanding Your Audience: Researching and understanding your target audience ensures that marketing efforts are focused on the right customers, preventing wasted resources on irrelevant campaigns.
- Importance of Innovation: To remain competitive, businesses must continually innovate, adapt to technological advancements, and update internal processes to keep up with industry trends and customer needs.
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START NOWTraditional Marketing Materials
With today’s focus on online sales and establishing an online presence, you would be forgiven for thinking that’s the only way forward. However, not everyone uses online services, and there is still an available market for producing high-quality traditional marketing materials. Reliable printing services that offer brochures and booklets are an excellent way to advertise your services. As competitors focus on online marketing, you might catch a larger market segment.
Increase Business Exposure with PPC
Pay-per-click campaigns will help boost sales almost immediately. Today, around 45% of page clicks for a modern business come from PPC ads, and customers use PPC ads to quickly find what they need. If you aren’t too sure about how PPC can help, here are some reasons:
- PPC can be cost-effective as you only pay when a user clicks your links.
- A PPC campaign can leverage targeted features based on location, language, etc.
- You can use data gathered from PPC campaigns to refine SEO strategies.
PPC alone is pretty powerful when it comes to online sales. However, alongside a solid SEO strategy, your ranking and placement have the potential to boost sales and drive more traffic.
Social Media Marketing
There is no denying that social media has its uses, whether you like platforms like Facebook or not. Social media today has become largely controversial, but they can be highly beneficial for many reasons. A social media business page exposes your business to a much larger audience. They also offer targeted ad systems that are pretty powerful. You can also keep up with user engagement in a way never before possible through passive, traditional media.
Email Marketing Lists
While it is an old method, email marketing is still a widely used and powerful way to attract customers. Email also allows your business to tailor personalized messages to specific market segments. This means you can show certain products to some users and other products to others. Using data gathered, such as age and previous purchases, this allows you to target customers most likely to buy. It also helps keep customers informed about new products.
Increase Business Exposure with SEO
Search Engine Optimization (SEO) is one of the most overlooked yet powerful tools a modern business has. SEO helps increase business exposure on search engines like Google. Also, around 58% of companies still don’t use SEO, so you instantly have a sector advantage.
Identify keywords relevant to the service
The bread and butter of SEO relies on keywords as part of “On-Page SEO.” These are words and phrases relevant to the topic of a specific post, product, service, niche, or business.
Leverage local search intent
Local SEO is vastly underused and is a powerful way to attract customers to a real-world business. Through Google My Business, your company will be shown on maps in the local area.
Build a solid backlink strategy
There are many aspects to SEO. An overlooked one is backlinking. Search engines use the quality of links as a metric for ranking; links to and from high DA pages can boost ranking.
SEO can be a defining characteristic of a modern company. With so many people using online sources to make purchases, it is foolish to neglect SEO. However, you can also use local SEO to attract physical store customers and increase traffic to your online business website.
Research the Target Audience
Something many businesses fail to do is understand the target audience. Time and again, companies lose money by trying to appeal to everyone or being too niche to drive traffic. This is evident in modern movies, TV, and video games, where issues such as virtue signaling and overuse of DEI initiatives are stifling growth. Making something for everyone appeals to no one! Research what your audience likes and target customers with data-driven actions, not beliefs.
Leverage Online Influencers
Online influencers are potentially powerful allies. If you can get an influencer to mention your product or services in a post, video, or podcast, you will see an increase in sales. Well-known YouTubers within your niche are ideal candidates because people who are already attracted to your niche are probably watching. For instance, a YouTuber who creates cooking videos will be a better fit for your new kitchen gadget than someone who plays video games for a living.
Branding to Increase Business Exposure
Branding has become one of the most critical parts of modern business. Digital marketing, especially, is more relevant to an online company. The average ROI of a digital marketing strategy is 36%, but you need to get it right to ensure you get the most bang for your buck:
- Clarify the brand identity through missions, company culture, and voice.
- Develop a content strategy and stay consistent with how you communicate.
- Use the skills of digital marketing agencies to refine the brand’s online presence.
You can begin basic branding using powerful online tools such as Canva and AI generators. But these only go so far. Eventually, it is better to partner with a reputable digital marketing agency.
Continue to Innovate
Continuous growth relies on continuous innovation. Adaptation and investment in your company will help it meet its potential. Don’t be slow to get on board with industry changes, and always welcome technological advancements. A failure to adapt will undoubtedly result in your business being left behind as the competition passes you by. Changes to infrastructure, employee reshuffling, and investing in new technology keep a modern business, well, modern!
Summary
In an online world, traditional print media will help increase business exposure as competitors neglect it. Search engine optimization is a powerful ally that can improve the visibility of your company online. However, a modern business also relies on continuous innovations.
