In our digital age, the market is not just a competitive but a hypercompetitive market landscape, with brands battling for consumer attention and trying to reach their target audiences. Consumers are constantly bombarded with information, from billboards on roads to WhatsApp messages. So, how brands should successfully capture and maintain visibility in front of target audiences–is the ultimate question for companies to ensure sustained growth and relevance.
Having worked with large multinational corporations and thousands of brands, I share below the top five strategies that brands can leverage to amplify their presence and effectively engage with their desired consumer base. From harnessing the power of social media platforms to crafting compelling content strategies, these approaches offer a roadmap for companies to navigate the complex terrain of modern marketing and emerge as pioneering forces in their respective industries.
Applying a long-term SEO strategy
Many businesses must pay more attention to ranking organically on search engines, i.e., Google. Committing to and applying an SEO strategy can take time, which often does not produce any results for over six months. In the long term, however, it will ensure you are found when prospective customers are looking for your services. Applying this strategy requires you to remain consistent with content writing, optimise keyword research (what keywords are frequently searched and not competitive), optimise meta tags, and build back-links from reputable sources. Some of the best and most successful businesses we see in the market have been applying the above strategies to their businesses for 10+ years and, as a result, are driving millions of users to their websites at no cost.
Quality content creation
We see hundreds of businesses frequently posting content online across their channels daily. Again, something that is overlooked is the quality of the content businesses are pushing out. When these brands increase the quality of this content, we see a direct correlation in engagement and, ultimately, conversions. With quality content, brands can quickly build credibility and are more likely to build a loyal customer base.
Utilising ads
Google and Meta ads are powerful tools when used correctly. We have seen businesses drive ‘clicks’ to their sites for as little as $0.1 CPC, with CTR (click-through rate) as high as 10%, or have their brand seen for $2 CPM (cost per 1,000 people viewing their brand online). Targeting options, ad formats, and audience segments all influence the performance metrics, meaning results and benchmarks will vary depending on industry and campaign types.
If you are a business selling a product directly to consumers via your site, you can easily apply a cost-per-conversion strategy. This strategy aims to ensure that the cost of acquiring the user is less than the revenue the sale generates. We have seen some of the simplest landing pages produce amazing returns.
Active across all social channels
Over 80% of consumers use social media to aid purchasing decisions. Whether this is TikTok, Instagram, Facebook, or Snapchat (to name a few), it is essential for brands to be active on the relevant platforms. In our experience with brands on Playbook, this is the quickest way to get your business in front of the right people.
Having up-to-date information online about your business
We specialise in the hospitality industry and were shocked to see how few restaurants, bars, clubs and other hospitality venues had the correct information as to what they were offering on their channels (a shocking 72% from a pool of 4,000 businesses had the incorrect, or wrong information on their websites). There is no better customer than one who has organically landed on your site—an obvious hack, but keeping this up to date will help your brand grow!
Some of the most successful businesses we work with apply a mix of all the above strategies—many of which run in tandem with each other. As an extended step to targeting specific audiences, consider listing on relevant tech platforms whether in the form of listings or cash savings—to provide them with consistent value for money and the most up-to-date deals. For example, we offer a seamless, unique, and data-driven concept with advanced filters and search capabilities, allowing users to easily find what they want across trending, verified, and geo-located F&B and hospitality outlets. Technically, we connect audiences directly to brands based on user requirements.
