It’s the question on the mind of marketers and advertisers everywhere: how do you make your brand stand out online?
With all the noise out there, attention comes at a price. Often, it’s a hefty one. The cost of digital ads alone has increased by 12 percent within the last two years.
Where do you secure brand placements? How much should you spend on them? What results does better brand visibility actually produce?
Effectively answer these questions and expect your brand to secure real lift, visibility and value from its outreach efforts. On the other hand, fail to answer these questions and you may be spending more money, time and energy for less result.
So how can you get better brand visibility?
Our research and proprietary data show that there are three major strategies.
1. Determine the Best Channels for Your Brand Visibility
There is no magic trick to learning which channels produce the best results for your brand. You need data. Marketing automation software, analytics tools and ad intelligence software all help brands determine which activities on which channels actually work.
Does organic, paid or email convert the best? How much ROI does direct traffic or a specific campaign provide? Should your brand spend its money and time advertising on desktop, mobile or video?
The right tools can provide the right answers. For instance, Pathmatics ad intelligence solution, will show you how much your brand and your competitors are spending on various online channels.
These kinds of insights give marketers and advertisers the ability to allocate spend more effectively across top performing channels, boosting results.
2. Get On the Right Sites
Once you’ve determined which channels work best, it’s critical to determine which sites make the most sense for your brand. Different sites cater to vastly different audiences. That seems obvious, but brands continue to spend enormous sums of money for visibility on sites that just don’t cater to their target audiences.
There are a number of ways to determine which sites provide your brand with the best chances of success. You might want to look into the information on referral traffic provided by your marketing automation or analytics software. If qualified traffic is coming to your brand from specific sites, that may provide valuable insight on the types of people you should be targeting.
Ad intelligence software can also give you important clues about which sites to advertise on. Using this software, you can see which sites capture the most spend in your industry.
This information tells you where others with similar audiences believe they should be advertising. Compared with the other data mentioned above, you’ll have a better idea of which sites are the right ones for your brand.
3. See What the Competition Is Doing
When it comes to brand visibility, you might want to just ask your competition what the best strategy is.
We get it, you can’t just ask them. But you can do the next best thing: look at data that reveals their intentions.
We’ve illustrated how ad intelligence software can show you how much the competition is spending and where they’re spending it. It can also compare brands’ advertising efforts, deliver alerts on competitor activity and show you what creatives your competitors are betting big on.
This data provides a clear, composite picture of your competitors’ efforts to increase their brand’s visibility (often at your expense). Be sure to take advantage of it.
After all, the most visible brand wins big in today’s market.
Ken Roberts has been immersed in marketing and technology for over a decade, merging creative strategies with the latest technology, to bring products together with the people who need them. With degrees in Engineering, Computer Science and an MBA, Ken’s background in product management, marketing, sales, analytics and technology lends to his ability to attack product challenges on multiple levels. Ken began his career developing software solutions for medical records before transitioning to marketing. Ken focused on building marketing departments and operating in-house agencies. Ken’s experience with digital platforms, internet based marketing, lead scoring and business intelligence, and reporting, as well as a keen market understanding, are a welcome addition to Pathmatics, only matched by a leadership philosophy that encourages high creativity and ownership from his team.