Main Content

Back to Blog List

Standing Out: How to Ensure Your Business Is Easy to Find
  • 20 September 2017
  • Daniel Vahab

Standing Out: How to Ensure Your Business Is Easy to Find

Nowadays, it can be more challenging than ever for customers to find your business. Your market may be saturated with other companies that provide similar products and services. And in the age of the Internet of Things, customers are familiar with searching online, regardless of geographical boundaries, to find what they need. In order to stand out from the crowd and catch your audience's attention, you need to focus on getting the word out and building a strong online presence.

Start by asking yourself some of the following questions: How easy is my business to find—both online and geographically? Do people in my local community know I exist? How can I be sure that my outreach initiatives are reaching my target audience?

It’s important to remember that consumers are bombarded with promotional messages on a daily basis—through a variety of different platforms. Take advantage of every opportunity to quickly capture their attention. Here are some tips on how to ensure your business is easy to find.

1. Discover and illustrate your unique value proposition

When assessing your brand's value, consider what makes your offerings special. Why should a consumer choose to make a purchase from you over one of your competitors? Throughout this process, it can be helpful to research current trends in your industry so that you are empowered to think strategically about your specific marketing angle.

Once you’re able to highlight the key points that make your business unique, you can develop your pitch accordingly. Focus your outreach initiatives on the top selling or differentiation points to help make your business even more attractive in the eyes of a new prospect.

2. Create buzz

Many local media outlets look for opportunities to cover events and local businesses. Pitching your business or new product to local media can be an effective way to stir up some excitement. Each time your business is featured in relevant profiles, event listings, and press releases, your company becomes that much easier to find. Establishing relationships with the right journalists can make all the difference. You can pique their interest by sharing the unique pitch you established in the step above.

3. Enhance your brand's SEO

If a prospective customer were to search for your business online, what would they find? Ideally, they should quickly and easily be able to find information about where to buy or shop for the products you offer, your location, and information about your company (e.g., your mission, values, etc.). How do you do this? Start with your website. Content is still king! Ensure that you’ve got pages on your site that describe these items with keyword-rich content, imagery, videos, etc. Look for a website provider that understands the building blocks of good SEO, so that the “under the hood” mechanics of your site work in your favor. If you’re a business that has a service area or an actual retail location, be sure that you have created and claimed business listings in the major search directories and social media platforms. If it’s difficult for prospective customers to find your business online, you may want to invest in content marketing and other search engine optimization (SEO) strategies.

4. Develop social media marketing campaigns

By now, you are probably aware that having a strong social media presence can be crucial to your overall success. Many of the social platforms offer a variety of useful tools that make it easier than ever for your target demographic to find you. You can also use these platforms to learn more about your customers and collect feedback. For example, Twitter has an embedded polling feature you can use to gather valuable insights, diversify your content, and increase brand awareness. By leveraging paid social advertising, you can use advanced targeting options to reach users who have similar profiles to your existing customers, your competitors' fans, that make a certain income, that live within miles of your headquarters, or that participate in events related to your industry.

5. Leverage email campaigns

Classic email marketing campaigns are still a tried-and-true way to stay top-of-mind with existing customers and market to potential customers. There are a variety of tools that you can use to conduct email campaigns, A/B test different versions, and leverage audience-specific initiatives. Most of today’s email platforms provide you real-time enhanced analytics on open rates, clicks, specific subscriber engagement, and more.

Whether you want to reconnect with your existing customer base or develop relationships with new prospects, it’s essential that your target audience can find you easily. Be sure that you know how your overall presence—both online and through more traditional media—stacks up against that of your competitors.

Back to Blog List