Why Your Business Needs to Be Everywhere Online

If you’re running a business today, the old strategy of “build it and they will come” is dead. Visibility isn’t just a nice-to-have—it’s a survival metric. In a hyper-competitive market where attention is currency, the businesses that dominate aren’t necessarily better; they’re just everywhere. And that visibility creates trust, credibility, and ultimately, conversions.

Take Coca-Cola, for instance. While you’re not competing with them directly, there’s a critical lesson to learn: Coca-Cola isn’t just active on Instagram. They’re embedded across platforms—LinkedIn, YouTube, TikTok, Yelp, and countless others. Their content is polished, on-brand, and persistent. It’s omnipresence by design, not chance.

A 2023 report from HubSpot found that 76% of consumers search for a business online before ever making contact. If your business doesn’t show up where they’re looking, you’re not even in the race.

Let me walk you through three ways to start showing up everywhere that matters—without needing a Fortune 500 budget.

1. Identify Where Your Audience Lives Online

Before you dive into content, PPC, or SEO, ask yourself this: Who are you trying to reach? Understanding your audience is marketing 101, yet many businesses skip this and spread themselves too thin.

Use these guiding questions: - What platforms does my ideal customer use daily? - What questions are they asking online? - What communities are they part of?

According to a 2022 Pew Research Center study, platform preference varies sharply by age and industry. For example: - B2B audiences gravitate to LinkedIn. - Visual-first brands (fashion, fitness, food) win big on Instagram and TikTok. - Service-driven businesses benefit from Yelp, Google Business, and niche directories like Angie’s List or Houzz.

Here’s a checklist to cover the basics: - Google Business Profile (a must for local search) - Yelp / TripAdvisor / Industry-specific directories - Facebook and Instagram (build community) - LinkedIn (authority and recruitment) - YouTube and TikTok (video content dominance) - Reddit or Quora (audience insight and engagement) - Glassdoor (employer branding)

Bonus tip: Monitor where your competitors are not showing up and consider owning that space.

2. Build a Strategic Content System, Not Just Posts

Random posting isn’t strategy—it’s noise. To cut through, develop a repeatable content system tailored to each platform. Here’s how:

·         Batch & repurpose: Turn a webinar into blog posts, short videos, quote graphics, and email content.

·         Platform-native formatting: What works on LinkedIn (text-heavy storytelling) flops on TikTok (fast-paced visuals). Customize accordingly.

·         Content balance: Follow the 80/20 rule. 80% value (educational, inspirational, entertaining), 20% promotion.

In 2023, brands like Duolingo and Ryanair earned millions of followers by understanding and playing with platform culture. They didn’t just publish—they engaged, entertained, and educated.

If your content isn’t useful or enjoyable, it won’t get shared. And if it doesn’t get shared, it doesn’t grow.

3. Use Pay-Per-Click to Accelerate Reach

While SEO and content marketing are long games, PPC gives you speed and precision. Google Ads, Meta Ads, and even TikTok Ads now offer advanced targeting that allows SMBs to punch above their weight.

According to a 2024 WordStream report, the average ROI on PPC is 200%. But here’s the trick—you need to be strategic: - Use remarketing to stay top of mind with visitors who didn’t convert. - Run A/B tests on ad copy and landing pages. - Sync PPC with your organic content calendar for cohesive campaigns.

Companies like Glossier and Monday.com built their early traction by leveraging PPC to amplify viral content and fuel brand awareness

The Bottom Line: Visibility is Your New Value

Being “everywhere” doesn’t mean burning out on content or spending blindly. It means showing up where it counts, consistently, with intention. It means building a brand that looks trustworthy because people see it often, in the right places, with the right message.

If you’re serious about taking your business to the next level, this is non-negotiable.

Want help making it happen?

Follow my coaching series or reach out—this is what I do.