Halloween feels like the right time to talk about visibility (or invisibility!)
Because whilst a ghost costume is perfectly acceptable for Saturday night’s trick or treating, being invisible as a business is considerably less fun.
Word of mouth is the most powerful marketing tool that most businesses have and a strong recommendation from a trusted source consistently outperforms paid advertising and polished campaigns. When someone you trust says “these guys are great”, you listen, you call and you’re already half-convinced before a single conversation has even started.
The person recommending you has to be able to send them somewhere:
• Your business name that comes up with great reviews on Google
• A link to your website that reflects the quality of your work
• A social media presence that makes the recommendation feel credible
• Forwarding a newsletter that confirms you know what you’re talking about
Without it, your name gets mentioned, someone searches and what they find (or can’t find) doesn’t match the enthusiasm of whoever sent them there and the momentum is lost.
Most businesses have more touchpoints (marketing speak for basically any reference point, physical or digital, for your business) than they realise and each one is either building trust or quietly undermining it. You don’t need them all to be perfect, you just need them to be consistent – consistent with each other and with who you actually are. You can read more about that here!
Sorry, are you visible? It’s worth asking honestly. Not just whether you have a website or a LinkedIn presence, but if someone lands on your homepage after a glowing recommendation, would they feel reassured or slightly underwhelmed?
If you need a fresh pair of eyes to get your brand presence consistent and visible across every touchpoint, BOO-k a free Discovery Session here 👻
