Brand Discoverability: 3 Steps to Get Found Online

Top 10 Brand Discoverability Strategies for Success

Can your target audience easily find you? If not, you’re losing business. Mastering brand discoverability is no longer optional; it’s the bedrock of effective marketing. Discover how to make sure your brand is seen, heard, and remembered with these actionable steps.

Step 1: Optimize Your Google Business Profile (GBP)

Claim and Verify Your Listing

This is your foundation. If you haven’t already, claim your Google Business Profile. Go to Google Business Profile and search for your business name. If it exists, claim it. If not, create a new listing. Verification typically involves receiving a postcard with a code at your physical address.

Select Relevant Categories

Choosing the right categories is critical. In the GBP dashboard, navigate to the “Info” tab. Under “Business category,” add at least three relevant categories. Be specific. Instead of just “Restaurant,” consider “Italian Restaurant,” “Family Restaurant,” and “Pizza Restaurant.” This helps Google understand what you offer and match you with relevant searches. I had a client last year, a small bakery in downtown Atlanta, who saw a 30% increase in calls after adding “Custom Cake Designer” as a category.

Complete All Sections

Fill out every section of your profile. Add your business hours, phone number, website, address, and a detailed description. Include relevant keywords naturally in your description. Upload high-quality photos and videos of your business, products, and services. The more complete your profile, the better you’ll rank in local search.

Pro Tip: Regularly update your GBP with new photos, posts, and offers to keep it fresh and engaging.

Common Mistake: Neglecting to respond to reviews. Respond to both positive and negative reviews promptly and professionally. This shows that you value customer feedback.

Expected Outcome: Improved local search visibility, increased website traffic, and more phone calls and foot traffic.

Step 2: Run Brand Lift Studies on YouTube

Create a YouTube Ads Campaign

You’ve got video content, right? If not, create some! Then, in Google Ads Manager, click Campaigns > New Campaign > Select Brand Awareness and Reach as your goal > Choose Video as the campaign type. Set your budget and targeting options. Focus on demographics and interests that align with your target audience.

Set Up a Brand Lift Study

During campaign setup, you’ll see an option for “Brand Lift Study” under the “Measurement” section. Enable this feature. You’ll need to define your target audience and select the metrics you want to measure, such as brand awareness, ad recall, and consideration. This feature requires a minimum campaign spend, typically around $10,000, so plan accordingly.

Analyze the Results

Once your campaign has run for a few weeks, analyze the Brand Lift Study results in Google Ads Manager. The report will show you how your ads impacted brand awareness and perception among your target audience. Did people actually remember your ad? Did it change their view of your brand? This data is invaluable for optimizing future campaigns.

Pro Tip: Use the insights from your Brand Lift Study to refine your video content and targeting strategy. What worked? What didn’t? Iterate and improve.

Common Mistake: Ignoring the Brand Lift Study results. Don’t just run the study and forget about it. Take the time to analyze the data and implement changes based on your findings.

Expected Outcome: Measurable insights into the impact of your YouTube ads on brand awareness and perception.

Step 3: Content Gap Analysis with Ahrefs

Log In to Ahrefs

If you don’t have an Ahrefs account, sign up for a trial or subscription at Ahrefs. Once logged in, enter your website URL into the Site Explorer.

Use the Content Gap Tool

In the left-hand menu, click on “Content Gap.” Enter the URLs of 2-3 of your top competitors. Ahrefs will then identify keywords that your competitors rank for but you don’t. This is where the magic happens. For example, if you’re a personal injury lawyer in Atlanta, you might find that your competitors rank for “car accident lawyer Buckhead” while you don’t.

Create Content to Fill the Gaps

Based on the Content Gap analysis, create new blog posts, articles, and website pages targeting the identified keywords. Optimize your content for search engines by including the keywords in your titles, headings, and body text. But remember, write for humans first, search engines second. A HubSpot study found that businesses that blog consistently generate 67% more leads per month.

Pro Tip: Focus on creating high-quality, informative content that provides value to your audience. Don’t just stuff keywords into your content. That’s so 2010.

Common Mistake: Neglecting to update existing content. Don’t just create new content; also update your existing content to include relevant keywords and improve its overall quality.

Expected Outcome: Increased organic traffic, improved search engine rankings, and a stronger online presence.

For better rankings, don’t forget the power of semantic SEO.

Step 4: Run Targeted Social Media Ad Campaigns

Choose Your Platform

Where does your target audience spend their time? Facebook? Instagram? TikTok? LinkedIn? Choose the platform that aligns with your target audience. For example, if you’re targeting young adults, TikTok might be a good choice. If you’re targeting business professionals, LinkedIn might be better.

Create Compelling Ad Creative

Your ad creative needs to grab attention. Use high-quality images and videos. Write compelling ad copy that speaks to your target audience’s needs and desires. Highlight the benefits of your products or services. A IAB report highlights the importance of ensuring ad quality and viewability to combat ad fraud and maximize ROI.

If you’re planning a campaign, be sure to dominate search intent.

Target Your Audience

Use the platform’s targeting options to reach your ideal customer. You can target based on demographics, interests, behaviors, and more. The more targeted your campaign, the more effective it will be. I had a client who sold handmade jewelry. By targeting women aged 25-45 who were interested in fashion and jewelry, we saw a 5x return on ad spend.

Pro Tip: A/B test your ad creative and targeting options to see what works best. Continuously optimize your campaigns based on the results.

Common Mistake: Running generic ad campaigns that aren’t targeted to a specific audience. This is a waste of money.

Expected Outcome: Increased brand awareness, website traffic, and leads.

Step 5: Partner with Influencers

Identify Relevant Influencers

Find influencers in your niche who have a large and engaged following. Look for influencers who align with your brand values and target audience. Tools like BuzzSumo and Upfluence can help you find relevant influencers.

Reach Out and Build Relationships

Don’t just send a generic email asking them to promote your product. Take the time to build a relationship with the influencer. Follow them on social media, engage with their content, and show them that you value their work.

Collaborate on Content

Work with the influencer to create content that resonates with their audience. This could be anything from sponsored posts to product reviews to giveaways. The key is to create content that is authentic and engaging.

Pro Tip: Track the results of your influencer marketing campaigns to see what’s working and what’s not. Use unique tracking links and promo codes to measure the impact of each influencer.

Common Mistake: Partnering with influencers who aren’t a good fit for your brand or target audience. This can damage your brand reputation.

Expected Outcome: Increased brand awareness, website traffic, and sales.

Step 6: Participate in Industry Events

Identify Relevant Events

Find industry events that your target audience attends. This could be anything from conferences to trade shows to workshops. The Atlanta Tech Village, for example, regularly hosts events for startups and tech companies.

Sponsor or Exhibit

If you have the budget, consider sponsoring or exhibiting at the event. This will give you a prominent presence and allow you to connect with potential customers and partners. Even better, aim to be a speaker. Sharing your expertise elevates your brand authority.

Network and Build Relationships

Attend the event and network with attendees. Collect business cards, give out promotional materials, and build relationships. Don’t just try to sell your products or services; focus on building genuine connections.

Pro Tip: Follow up with the people you meet at the event. Send them a personalized email or connect with them on LinkedIn.

Common Mistake: Attending events without a clear plan or strategy. This is a waste of time and money.

Expected Outcome: Increased brand awareness, leads, and partnerships.

Step 7: Focus on Public Relations

Identify Media Outlets

Find media outlets that cover your industry and target audience. This could be anything from newspapers to magazines to blogs to podcasts. Local publications like the Atlanta Business Chronicle are great for reaching a local audience.

Craft a Compelling Story

Don’t just send a press release about your products or services. Craft a compelling story that will resonate with journalists and their readers. What problem are you solving? What makes your business unique? A Nielsen study shows that earned media (PR) is often more trusted than paid advertising.

Build Relationships with Journalists

Get to know journalists who cover your industry. Follow them on social media, read their articles, and engage with their content. When you have a story to pitch, send them a personalized email explaining why it would be a good fit for their audience.

Pro Tip: Use tools like HARO (Help a Reporter Out) to find journalists who are looking for sources for their stories.

Common Mistake: Sending generic press releases to a mass email list of journalists. This is likely to be ignored.

Expected Outcome: Increased brand awareness, credibility, and website traffic.

Step 8: Offer Exceptional Customer Service

Train Your Staff

Make sure your staff is well-trained in customer service. They should be knowledgeable about your products or services and able to answer customer questions effectively. Emphasize empathy and problem-solving skills.

Respond Promptly

Respond to customer inquiries and complaints promptly. Whether it’s via phone, email, or social media, aim to respond within a few hours. Nobody likes to be kept waiting.

Go the Extra Mile

Go above and beyond to exceed customer expectations. Offer personalized service, resolve issues quickly, and show your customers that you care. This builds loyalty and encourages word-of-mouth marketing.

Pro Tip: Use customer feedback to improve your products, services, and processes. Listen to what your customers are saying and make changes accordingly.

Common Mistake: Ignoring customer complaints or providing poor customer service. This can damage your brand reputation and lead to lost customers.

Expected Outcome: Increased customer loyalty, positive word-of-mouth marketing, and a stronger brand reputation.

Step 9: Implement a Referral Program

Design a Rewarding Program

Create a referral program that rewards both the referrer and the referred customer. Offer incentives like discounts, free products, or gift cards. Make it easy for customers to refer their friends and family.

Promote Your Program

Promote your referral program on your website, social media, and email marketing campaigns. Make sure your customers know about the program and how they can participate.

Track Your Results

Track the results of your referral program to see how many new customers are being acquired through referrals. This will help you measure the effectiveness of your program and make adjustments as needed.

Pro Tip: Use referral marketing software to automate the process and track your results more effectively.

Common Mistake: Making it difficult for customers to refer their friends and family. The easier the process, the more likely people are to participate.

Expected Outcome: Increased customer acquisition, reduced marketing costs, and a stronger brand reputation.

Step 10: Monitor Your Online Reputation

Set Up Alerts

Set up Google Alerts or use social media monitoring tools to track mentions of your brand online. This will help you stay informed about what people are saying about your business.

Also, consider how voice search can impact your brand.

Respond to Reviews

Respond to online reviews promptly and professionally. Address any negative feedback and thank customers for their positive reviews. Show that you care about what your customers think.

Address Negative Feedback

Don’t ignore negative feedback. Take it seriously and try to resolve the issue. This shows that you value customer feedback and are committed to providing excellent service.

Pro Tip: Encourage your customers to leave reviews. The more positive reviews you have, the better your online reputation will be.

Common Mistake: Ignoring negative feedback or getting into arguments with customers online. This can damage your brand reputation.

Expected Outcome: Improved online reputation, increased customer trust, and a stronger brand image.

Brand discoverability is a marathon, not a sprint. Consistent effort and adaptation are key. Start with one or two strategies that align with your goals and resources, and then gradually expand your efforts. By taking these steps, your brand will become more visible and more successful.