What is Online Visibility?
Online visibility refers to the presence and prominence of your brand on the internet.
It is a measure of how easily and frequently you can be found and accessed by users through online channels.
In the context of businesses, having good online visibility is crucial for attracting attention, reaching a target audience, and ultimately achieving goals such as increasing sales, building brand awareness, or sharing information.
Several factors contribute to online visibility, including:
1. Search Engine Optimisation (SEO)
2. Social Media Presence
3. Content Quality and Relevance
4. Online Advertising
5. Website Design and User Experience
6. Back links and Referral
7. Local SEO
8. Online Reviews and Reputation Management
Monitoring and managing online visibility is an ongoing process, as the digital landscape is dynamic and subject to constant changes in search engine algorithms, user behaviour, and technology trends. Businesses often employ various strategies and tools to enhance and maintain their online visibility over time.
What are the functions of your online assets?
1. Search Engine Optimisation (SEO): Optimising content and website structure to rank higher on search engine results pages (SERPs) increases the chances of being discovered by users.
2. Social Media Presence: Actively engaging in social media platforms and building a strong presence can enhance visibility as social media is a popular channel for information sharing and discovery.
3. Content Quality and Relevance: Creating high-quality, relevant, and valuable content helps attract and retain visitors. Search engines often prioritise such content, leading to better visibility.
4. Online Advertising: Paid online advertising through platforms like Google Ads or social media ads can increase visibility by placing content in front of targeted audiences.
5. Website Design and User Experience: A well-designed and user-friendly website can improve visibility by encouraging visitors to stay longer and explore more pages.
6. Back links and Referrals: Having links from other reputable websites to your own (back links) can improve your website's authority and, consequently, its visibility.
7. Local SEO: For businesses with physical locations, optimising for local search can enhance visibility in specific geographic areas.
8. Online Reviews and Reputation Management: Positive reviews and a good online reputation contribute to trust and visibility.
How can we improve your online visibility?
The Website:
This is one of the many faces of your business, prior to an in person visit to your showroom.
It is in many cases a first impression and your opportunity to grab attention.
Correct utilisation of this tool will allow you to convey your service proposition and highlight any special offers or USP’s.
It is also a doorway to additional assets like social media, reviews, testimonials and images.
A successful visit to your website should result in a potential client making their initial enquiry.
We can ensure that your new website meets the following criteria…
- A clear and concise list of content.
- Is easy to navigate from any page to another, without excessive scrolling or having to go backwards to go forwards.
- Contains lots of inspirational images - YOU ARE SELLING A DREAM.
- Contains lots of knowledge and advice to convey your expertise.
- Has clear and easy to read messages when it comes to your service offering.
- Content is optimised for best results.
Optimisation should be done frequently. If you are tied into an existing contract with your website provider, we can liaise directly with them providing updated and optimised content on a regular basis.
Google and Search Tools:
As a consumer, the journey when purchasing a new Kitchen, Bedroom or Bathroom will often begin with a Google search.
“Kitchen/Bedroom/Bathroom showroom/shop in xxxxxx” is the most commonly used search term for your potential clients.
The results will be shown in the following ways:
Sponsored entries.
Find Results On sites such as Checkatrade, Cylex or Trustatrader.
and Businesses.
We can help…
- Get you a Sponsored listing.
- Get registered on sites like Checkatrade, Cylex or Trustatrader.
- Maximise the potential of your Business listing (see below).
The importance of your Google Business Page:
Depending on your location, Google can easily reveal 30+ Businesses.
These Businesses are all competing to make the potential clients short list for consideration.
The Business Page is where potential customers can view your basic information like contact details and opening hours.
They can look at images related to your business.
They can read reviews left by previous and existing customers.
The Google Business Page is vital and can be the deciding factor as to whether the potential customer clicks that little button that redirects them to YOUR WEBSITE.
We can help…
- Create this listing.
- Climb the ranks.
- Stand out from the crowd.
- Ensure it is constantly optimised.
The algorithm used by Google to rank these pages includes updates and frequency, reviews, images and volume of relevant information included. Google will prioritise its listing based on these factors and more.
Social Media:
Your Social Media pages are another face of your business.
In some cases they could be the first impression a potential client has of you.
Successful pages are expected to be updated regularly so this is your opportunity to showcase your quality.
They are a great tool to allow potential customers to easily make contact or submit an inquiry.
Your pages are a doorway to other digital assets like your website.
It is proven that Social Media users are more likely to engage with active pages showing regular updates, plenty of varied content and as a local business - that dash of personality.
Some Social Media facts:
TikTok has just over 1 billion active monthly users. Just over 50% of users are aged 29 or younger.
Facebook has over 3 billion active monthly users. Approximately 43% of users are aged 35-64.
Instagram has nearly 2 billion active monthly users. Approximately 35% of users are aged 18-34.
This tells us that your target audience for the purchase of a new Kitchen, Bedroom or Bathroom are most likely found on the Facebook platform.
We can ensure…
- That your Social Media pages are updated frequently with relevant and engaging content.
- That your posts are reaching the maximum target audience possible.
- Create and manage lead generation advertising campaigns (see below).
Social Media Lead Generation Advertising:
These are advertisements that run across Social Media platforms.
They are designed to capture the audience at any point of the purchase journey and are a great way of getting into the potential clients consideration list.
Our tried and tested format allows us to obtain the contact details of potential clients as well as any additional information about the upcoming project that we would like to capture.
For greater response success we do not redirect them away from the platform, but instead create capture forms within the platform.
Our service also includes lead qualification prior to handover, ensuring you have the best chance to convert to sales!
The Purchasing Journey.
How are you being found?
It is a simple and straightforward question that needs to be asked!
With over a decade under my belt visiting independent KBB retailers, the one thing I know that they all have in common is that word of mouth, referrals and repeat custom are the lifeblood of the business.
If we take word of mouth, referrals and repeat custom out of the equation, what do you do to generate NEW business?
To create your road map to success we need to understand “The Purchasing Journey”.
Where does online visibility factor into your potential clients purchasing journey?
Online visibility is the strongest tool in your arsenal, and by harnessing the strength of some, if not all of these assets, then you put your business in the best possible position to obtain your desired outcome.
The journey begins with the decision that it is time to purchase a new Kitchen, Bedroom or Bathroom.
Prior to any direct enquiries to a retailer, the consumer will often utilise the information at their fingertips and jump online.
They are looking for design inspiration.
Most searched phrases input to Google by these consumers are:
- Kitchen design ideas
- New kitchen ideas
- Modern kitchen ideas
- Traditional kitchen ideas
- Country kitchen ideas
The same search phrases will also be used on Social Media, in fact, in a lot of cases this may be where the search begins.
Potential customers may be gathering and collating images for style ideas, potential surface materials, colours and appliances.
Your online assets need to reflect current trends and popular choices, which are forever changing and evolving, and therefore you need to ensure that your online assets are regularly updated.
The next step in the journey will be identifying a potential consideration list of retailers to start initial enquiries with.
This is where your listing on Google, Social Media and Website step in.
These assets are the face of the business and convey your quality and expertise.
A consumer's decision as to who makes the shortlist for potential retailers for consideration will more than likely be based on what they see from your online assets.
The search can return an eye watering number of results so it is important to be shown near the top and ensure that your business stands out from the crowd.
A shortlist of showrooms is now selected and an initial enquiry is made.
This enquiry could be a telephone call or email, as your contact details are listed on your Google Business page.
It could be an enquiry submitted via your Website or your Social Media pages.
Now it is over to you to ensure that enquiries are converted to sales!
*It's not a confirmed sale just yet. We know that after enquiry, an average of 3 showrooms will be visited to obtain a quote and get an in person feel for the business.
How can Social Media advertising inject itself into the purchasing journey?
We have a good understanding of the purchasing journey and where your online assets can factor into this.
Advertising on Social Media can help to get you on to the potential clients shortlist of showrooms for consideration.
It does this by removing the requirement to search for you.
Instead, you are able to put your business and your message in front of the potential customer at multiple points within the timeline of the journey.
- Before the journey has begun - the decision has been made that a new kitchen is required, and design inspiration has been gathered. Prior to the potential customer performing their initial search to find potential showrooms for consideration, your advertisement pops up in their Facebook or Instagram feed, and is ticking all the boxes for what they feel would be their dream kitchen. An easy process follows allowing them to submit their contact details.
- Mid journey - the search for potential kitchen retailers has begun. You may or may not have shown up in the search and you may or may not have put yourself in the running to be considered. Then your advertisement pops up in their Facebook or Instagram feed, and is ticking all the boxes for what they feel would be their dream kitchen. An easy process follows allowing them to submit their contact details.
- End of the journey - the potential customer is now at the end of their journey. They are at the point that they have decided on their shortlist for consideration and submitted their initial enquiry. But wait, you were not on this list and have not received their enquiry. Then your advertisement pops up in their Facebook or Instagram feed, and is ticking all the boxes for what they feel would be their dream kitchen. An easy process follows allowing them to submit their contact details.
How do we target someone that is looking to purchase a new Kitchen, Bedroom or Bathroom?
As previously highlighted, we know what these potential clients are searching for to gather their inspiration and design ideas.
We use this information to ensure that the Social Media platform has all the necessary information required to target the correct audience at the right time with your advertisement.
Lets not forget, the advertisement is used as another doorway to your other online assets. The potential customer can navigate from the advertisement directly to your Social Media pages and Website.
Exploring growth opportunities.
Growth can mean different things to different businesses, but essentially the end result remains the same - long term survival and to drive profit.
For a KBB retailer this can be achieved in multiple ways.
If you are currently selling 3 projects per month, growth could be achieving a higher profit margin for the same number of sales or alternatively it could be gained by increasing the number of sales.
We can help you…
- Increase the number of enquiries that you receive. Through utilising your online visibility and advertising, a larger number of leads and enquiries will result in a larger number of potential sales.
- Implement procedures to help increase the chance of sales conversion. Simple and easy to install steps that can help you stand out from the competition. Understanding of the purchasing journey can make the difference between an initial enquiry and a confirmed sale.
- Discuss options for additional sales opportunities. Have you considered which of your suppliers sell products that are commonly purchased as a stand alone item or upgrade and not just as part of a complete project? A tap or sink change? Items like these are perfect products for online sales. An e-commerce page can generate additional income and is not labour intensive. Automated check-out and direct delivery mean that you do very little to fulfil this sale.
- We know that referrals and word of mouth have historically been the lifeblood of a kitchen retailer. We can discuss how you can incentivise this and ensure maximum referrals from every completed project.
- Promotions and special offers. These are always attention grabbing for any consumer in any market. We can help you with your offering, and ensure the message is conveyed to generate maximum return on investment.
- Reviews are where potential clients get to learn about past customer experiences when choosing you to undertake such an important, and lets not forget, high value purchase. If you have supplied 100 kitchens, bedrooms or bathrooms, then you should be showing 100 reviews. We can help implement procedures and incentives to encourage every satisfied customer to leave an outstanding review.
Pure Visibility overview.
At Pure Visibility we aim to be not only your digital partner, but a source of expertise within the KBB industry.
We tailor our services to include all or some of these factors to create a package unique to your business.
We will remain hands on and can be as involved as you want us to be, from contacting and qualifying leads generated from advertising, to following up on completed projects to obtain reviews and testimonials.
We can create and manage your website or simply provide regular optimised content updates to be added to your site by your current provider.
The less time you have to spend focusing on your online visibility, the more time you have doing what you love, being creative and delivering dreams.
I have over a decade of experience working as a Sales Manager for some of the most well known and respected brands in the KBB industry.
I have visited well over 1000 independent retailers at their showrooms, as well as larger national chains.
We are focused on bringing industry knowledge combined with the importance of digital and online assets and visibility.
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