Consider, two brands being launched together. Both have similar products and equal budget. One decides to invest heavily in research and development while relying on word-of-mouth as a major marketing strategy whereas other decides to work on its presence along with research and development. Fast forward to six months, both the brands offer quality products, but the second brand is recognized by the consumers often. What do you think caused this difference? Its brand visibility. Let us understand about it in detail.
What is brand visibility?
Brand visibility refers to the frequency of brand recognition by its audience or consumers. In simpler terms, it means how often a brand is noticed or recognized by its target audience. For example, if a brand posts once a week consistently, the target audience of this brand will recognize it earlier than a brand that posts once a month. To specify, if a clothing brand ‘A’ posts once a week on all social media platforms, it is highly likely for its target audience to identify it anywhere, anytime. Whereas, if another clothing brand ‘B’ decides to post once a month, its target audience will recognize it comparatively lesser. This is what brand visibility is about. It not only means to be present but also to be noticeable and memorable.
Why is B2B brand visibility important?
In B2B scenario, consumers rarely make quick decisions. They research, discuss, compare and consult before taking any action. Brand visibility here helps in building trust. For example, consider the integrated platform: HubSpot. The platform not only promotes its CRM but also posts content like blogs regularly. Additionally, it offers free tools to improve marketing, sales and customer management of a brand. This consistent presence establishes the platform as a reliable and trustworthy platform that businesses can choose over several competitors.
Apart from that, brand visibility in a B2B scenario reduces the cycle of sales. Usually, a business studies another business’s posts, testimonials, guest posts and appearance in the market before approaching for a collaboration or partnership. However, with the help of brand visibility, a business can directly skip to approaching for collaboration or partnership stage. Therefore, brand visibility in a B2B scenario matters more than ever today.
How to measure brand visibility?
Measuring your brand’s visibility is crucial if you want to understand your audience relationship better. Although there are multiple ways of measurement, depending on a brand’s marketing goals, the following metrics are most frequently used:
- 1. Viewability: This factor showcases how often a brand’s content is actually viewed rather than just being displayed to a specific audience. For example, consider a brand’s ad being present at the bottom of a web page. It loads and awaits to be scrolled but the user viewing the web page never makes it to the bottom. This makes the ad remain unwatched or say, doesn’t increase the viewer count.
- 2. In-view time: This metric takes viewability to the next level. It refers to the amount of time taken to consume a brand’s content after its visible to the viewer. For example, a video may be visible for 5 minutes but if viewers scroll past quickly, the impact is minimal. A longer in-view time shows deeper attention and interest.
- 3. Video completion rate: This metric measures the percentage of viewers that watch a brand’s content all the way to the end. A higher percentage means quality, relevant and meaningful content for the target audience. Whereas a lower percentage indicates the content being uninteresting or irrelevant.
- 4. Engagement: The rate of interaction made by the viewers with a brand’s content is measured under this metric. In simpler terms, the number of viewers that liked or commented on a brand’s content will be considered in this category. Engagement reflects influence. A brand with good visibility will always receive a high engagement rate compared to those with minimal visibility.
- 5. Sentiment analysis: This metric is about the feeling people share while mentioning or reviewing a brand. It goes past the numbers. For example, consider a brand receiving thousands of mentions. However, most of them are complaints and criticism. In this scenario, the visibility of a brand isn’t beneficial. Similarly, if those complaints get replaced by appreciative mentions, the visibility of a brand becomes highly beneficial.
3 ways to increase brand visibility
Conclusion
In today’s competitive times, brands must work on their visibility. The presence of a brand determines its growth along with the rate of consumers deciding to trust it multiple times. Promote your brand across multiple platforms, measure impact with clear metrics, analyse results, improve accordingly and create a lasting impression of your brand. Ultimately, visibility makes the difference between being “one of many” and being “the first choice.”
