In other words: I can easily picture my company and my offer, so my prospects can too! That's possible, but not certain: therefore, I should make sure I am visible and not just assume it.
To do this, there are 6 key points to respect.
1- Plan, anticipate, forecast
Increasing my visibility to clients requires strategic thinking to determine the most effective actions, allocate resources, and organize efforts. It's important to lead these actions rather than be controlled by them.
To properly answer questions during this phase, I need to know my prospects well, specifically where they are, how they gather information, and what type of information they need.
2- Act online and offline
To effectively increase my visibility to prospects, I choose online and offline actions. Regarding digital strategies, this involves identifying visited sites, main types of searches, variables based on age, social networks, the existence of blogs and influencers (especially in BtoC markets), etc.
Regarding the physical world, I identify events such as trade shows, conferences, traditional media, professional networks, etc.
The next step is a combination of the available and most suitable options to be visible. There are really no good or bad choices in absolute terms: what matters is aligning actions with the strategy, the marketing and sales plan: participating in a trade show or a round table, hosting a conference, being active and interacting on sites visited by prospects, producing articles...
3- Adapt my speech
The perception of what I say varies depending on the medium. Therefore, I will not communicate the same thing or in the same way if I am hosting a conference or posting content on Instagram.
Therefore, I need to adapt my approach. But be careful: adapting does not mean changing. The editorial and identity markers must remain present. Adapting my message also means positioning the volume slider in the right place, in other words, ensuring the message is sufficiently audible (quantity and quality of messages).
4- Consistent actions to increase their impact
Imagine a trade show in November, with a booth and a presentation on a topic likely to interest target prospects. To increase impact and visibility, I plan an action before the show on available media to prepare the ground. But I also work during and after the event to develop awareness.
Thus, I benefit from the online/offline leverage effect: an Internet user may want to come and see the stand at the show for a real exchange, or a prospect who has attended the conference may want to contact you afterwards via the site.
5- Don't forget traditional materials
The digitalization of the economy tends to make people forget about traditional media. However, they remain very effective if integrated into an overall system: local or professional press, billboards, flyers... are media that should be used tactically.
In connection with the trade show mentioned in the previous point, I can, for example, arrange to have articles on the topic covered before and after the event, plan an advertising insert in a professional publication, etc.
6- Temporality
Develop my visibility and a regular action, strategic and tactical, which, theoretically, never stops.
Firstly, because there are always new prospects to make myself known to, and secondly, to not leave the field entirely open to competitors.
Ce qui va me permettre d’être véritablement visible par les prospects, c’est donc la rémanence, la persistance, c’est la répétition. Pour Fabien Comtet, CEO chez Kestio, « la maison n’est jamais rangée définitivement, autrement dit : il faut prévoir d’être toujours actif pour être efficace ».
The deployment over time ultimately allows you to become ingrained in people's minds and be seen as one of the key service providers. Thus, if a prospect attends a particular trade show, reads a specific magazine, and visits a certain website, I need to be present on all three platforms regularly, because the goal is not only to be visible, but to be visible in the long term.
To develop your company's communication tools, consider webinars! Webinars highlight attractive content and promote the company's activities. However, they require some rules: in this webinar, learn how to organize a webinar that generates more participants and leads.
