In other words: I can easily represent my company and my offer to myself, and so can my prospects! It's possible, but it's not certain: so I'd better make sure I'm visible and not just believe it.
There are 6 key points to follow.
1- Plan, anticipate, foresee
Making myself visible to my customers requires strategic thinking, so I can imagine what will be most effective, allocate resources and organize. You don't just have to put up with it, you have to steer every action.
To answer the questions asked during this phase, I need to know my prospects well, and in particular where they are, how they get their information, and what kind of information they need.
2- Acting online and offline
To make myself effectively visible to my prospects, I choose online and offline actions. As far as digital is concerned, I'll need to identify the sites visited, the main types of search, the variables according to age, social networks, the existence of blogs and influencers (particularly in BtoC markets)...
In the physical world, I identify events such as trade shows, conferences, traditional media, professional networks, etc.
The rest is a combination of the options available and the most suitable for being visible. In reality, there are no absolute right or wrong choices: what counts is aligning your actions with your strategy and your marketing and sales plan: taking part in a trade show or 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 according to the medium. For example, I won't communicate the same thing or in the same way if I'm hosting a conference or posting content on Instagram.
So I have to adapt my message. But be careful: adapting doesn't mean changing, i.e. the editorial and identity markers must remain present. Adapting my message also means positioning the volume cursor in the right place, in other words, ensuring that the message is sufficiently audible (quantity and quality of messages).
4- Consistent actions to increase their weight
Let's imagine a trade show in November, with a stand and a presentation on a subject of interest to 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 brand awareness.
In this way, I benefit from the online/offline leverage effect: a web surfer 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 make contact afterwards via the website.
5- Don't forget the classic supports
The digitalization of the economy tends to make us forget about traditional media. However, they remain highly effective if they are integrated into an overall strategy: local or trade press, posters, flyers... are media that need to be used tactically.
In the case of the trade show mentioned in the previous point, I could, for example, arrange for articles on the subject before and after the event, or an advertising insert in a trade publication...
6- Temporality
Develop my visibility and a regular, strategic and tactical action that, theoretically, never stops.
Firstly, because there are always new prospects to whom I need to make myself known, and secondly, so as not to leave the field wide 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 ».
In the end, deployment over time ensures that your brand is remembered, and that you're one of the service providers who can't be ignored. So, if a prospect attends such and such a trade show, reads such and such a magazine and visits such and such a website, I have to be on all three media, regularly, because the point is not only to be visible, but to be visible for the long term.
To develop your company's communication tools, think Webinar! Webinars are a great way to showcase your company's activities. However, there are a few rules to follow: in this webinar, you'll learn how to organize a webinar that will generate more participants and leads.
