There are a number of things that must work together to make a marketing campaign successful, and none may be as important as visibility.
History’s great emperors and warriors are remembered because they were able to compete. Caesar Augustus, rose to power by exploiting the name passed down to him by Julius Caesar, and understanding the importance of buying the strength an army to build an empire. He competed for power with the likes of Mark Antony to become the first emperor of Rome; If you cannot compete, you cannot win.
In marketing, you can’t compete unless you’re visible. When someone searches online for “personal injury attorney’s in hickory, nc” your practice won’t be able to grapple with other law firms if you’re not running ads, have a GMB page, or show up organically in the SERPs. Your business might make the best cupcakes in town, but you won’t gain much consideration over your competitors if you’re not running Facebook ads, or have a solid social media presence.
Half the battle in marketing is simply showing up. Creativity in video or display advertising is useless unless someone sees it. You might offer the best product at the most affordable price, but who will ever know if it’s not seen?
If you want to compete with the other businesses in your market online then you must get visible. Do what is necessary to show up when someone is looking for the products and services you offer. Disrupt your target market when they are watching YouTube so that they know your business exists and what it offers. Grab attention through paid media, social media, podcasts; anywhere and everywhere your potential clients might be.