The challenge of visibility in digital marketing

Have you noticed less variety in your own social media feeds? Are you finding it increasingly hard to pick out updates from friends and content from the pages and groups you follow, amid a flood of ads and suggested content? As a user, it can be a frustrating experience. With the algorithm working so hard to present you with a hyper-personalised feed, the reality is actually messy, repetitive, and really narrow in content variety.

But for content creators, it is even more challenging. Ensuring your loyal followers – those who have actively shown interest in your content see your posts is only half the battle. The other half lies in reaching the vast audience that has yet to discover your business. These potential customers could greatly benefit from your services but aren’t actively searching for your type of content. So, how can businesses effectively engage with this elusive group?

As social media platforms increasingly prioritise monetisation, we now need to focus on this question: How do you feed the algorithms and convince them that your content deserves visibility and reaches both the audiences that have said they want to hear from you, and those that have yet to discover you?

We produce a lot of social media content for our clients, usually as part of a wider marketing strategy.  Over the last 12 months, through working across a variety of different campaigns we have observed these changes to the digital marketing landscape and grown our knowledge about how best to work within these changing parameters. Here are our top tips for how you can strategically navigate this increasingly complex digital ecosystem and still make use of social media as a powerful tool for enhancing your brand’s online presence.

Navigating the noise: Strategies that will engage your audience with digital marketing

To enhance your visibility and digital marketing efforts, consider implementing the following strategies tailored to your business.

1. Know your audience

Understanding your audience is fundamental to your content strategy. Take the time to get to know your target audience, their preferences, and the types of content they engage with most. Utilise insights from analytics tools to gather data on their interests, behaviours, and demographics. 

Engaging content builds trust and loyalty, encouraging followers to interact and share your posts, ultimately boosting your social media marketing efforts.

TOP TIP: Conduct surveys or polls to get direct feedback from your followers. With this information, create content that is not only meaningful and informative but also tailored to meet their specific needs and desires

2. Post at the right time

Timing is crucial when it comes to social media marketing. Posting when your audience is most active can significantly increase engagement and visibility. Analyse your social media analytics to determine peak activity times for your audience. Each platform has different peak usage times, so it’s essential to tailor your posting schedule accordingly. Regularly review and adjust your posting schedule based on performance data to maximise reach and effectiveness.

TOP TIP: Consider utilising scheduling tools that can help you automate this process, ensuring your content goes live at optimal times, even if you’re busy with other tasks.

3. Use video content

Video content, especially short-form videos, is becoming increasingly popular and is known to drive the highest levels of engagement across social platforms. Creating bite-sized videos that are entertaining, informative, or provide behind-the-scenes glimpses can captivate your audience. Videos often receive higher engagement rates than static posts because they combine visual and auditory elements, making them more appealing. 

TOP TIP: Experiment with different video formats, such as tutorials, product showcases, or customer testimonials, to see what resonates best with your audience and enhances your brand’s visibility.

4. Engage with your audience

Interaction is key to building a loyal community around your brand. Make a point to respond to comments on your posts, as this makes your followers feel heard and valued. Engaging with your audience fosters a sense of community and encourages them to continue commenting and sharing their thoughts. The more you interact with your audience, the more likely they are to connect with your brand and become advocates for your digital marketing efforts.

TOP TIP: Consider asking open-ended questions in your posts to prompt discussions. You might also host live Q&A sessions or polls to deepen engagement.

5. Create eye-catching posts

First impressions matter, especially in social media marketing. Utilise high-quality images, bold graphics, quotes, and videos to create eye-catching posts that capture attention. Experiment with different formats, such as infographics or carousel posts, to keep your content fresh and engaging. Don’t forget to incorporate compelling captions that resonate with your audience and encourage them to take action, whether that’s liking, sharing, or commenting on your post.

TOP TIP: Make sure your visuals are consistent with your brand’s aesthetic to establish a recognisable presence.

6. Get brand advocates involved

Leverage the enthusiasm of your employees and loyal customers to amplify your marketing efforts. Encourage them to share your content, create their own posts about their experiences with your brand, or participate in campaigns. By involving brand advocates, you tap into their networks and increase your content’s reach. Authentic voices can enhance your brand’s credibility and create a more personal connection with potential customers.

TOP TIP: Consider creating a referral program or incentives for employees who actively promote your brand on social media.

7. Set aside an ad budget

Whether your campaign goal is based on reach, engagement, or sales, you will be limited by what you can achieve organically, so it’s essential to plan to include some paid advertising as part of your campaign. It’s surprisingly easy and cost-effective to create and publish ads, particularly if you are targeting a small geographic area or a very specific audience type.

TOP TIP: Have a clear goal and a target audience in mind when spending money on ads. Monitor their performance to see their effectiveness and make tweaks to improve conversions. 

8. Less is more

If you find the “noise” of social media distracting and overwhelming, the chances are that your audiences do too. So don’t add to it! Take a more considered approach with what you say and when you say it. Look at your insights and analytics to assess which posts have the most impact in terms of reach, engagement and clicks.  

TOP TIP: Consider what you want your target audience to think, feel and do when they see your post. Every post should relate to your business goals so to create less noise, look at the ways you can be more impactful with your content. 

9. Embracing the future of social media engagement

The landscape of social media engagement has undoubtedly changed, requiring more strategic approaches to connect with both existing and potential customers. By understanding your audience, leveraging digital tools, and actively engaging with your community, you can enhance your visibility and cultivate a thriving online presence.

TOP TIP: Create polls, ask questions and start conversations with your fans and followers on social media so they feel liked, seen and heard.

As you navigate this challenging environment, remember that each obstacle is an opportunity for innovation. Embrace the evolving tools and techniques at your disposal, and stay authentic in your messaging. The connections you forge today can lead to lasting relationships and long-term success for your business.