Increase Share of Voice Through Online Marketing

Last Updated on 24th February 2025

Increasing Share of Voice Through Multi-Channel Online Marketing

Building and sustaining a robust share of voice (SOV) is imperative for brands looking to outshine competitors. For senior marketing managers, the challenge lies not only in crafting compelling campaigns but also in ensuring every online touchpoint contributes to a consistent, recognisable brand presence. This article explores how to increase your brand’s share of voice across various online channels, with a focus on strategic integration, measurement, and continuous improvement.

Understanding Share of Voice

Share of voice is a key performance indicator that measures your brand’s visibility relative to competitors across different platforms. Traditionally used in the context of advertising spend, SOV now extends to digital impressions, social media mentions, search rankings, and content engagement. A higher share of voice can lead to increased brand awareness, credibility, and ultimately, greater market share. For marketing managers, understanding this metric is essential, as it informs decision-making, optimises budget allocation, and guides the development of a holistic marketing strategy.

The Role of Multi-Channel Online Marketing

Increasingly consumers interact with brands through multiple digital channels, relying on a single medium is no longer sufficient. A multi-channel approach ensures that your brand is visible wherever your target audience is active. The principal channels include:

Search Engine Optimisation (SEO):

SEO remains the backbone of online visibility. By optimising your website’s content, structure, and technical elements, you ensure that your brand ranks highly on search engine results pages (SERPs). This not only increases organic traffic but also reinforces your brand’s authority within your industry.

Pay-Per-Click (PPC) Advertising:

While SEO focuses on organic reach, PPC allows you to capture immediate attention through sponsored search results. A well-planned PPC campaign, using platforms such as Google Ads or Bing Ads, can target specific keywords and demographics, thereby increasing your brand’s share of voice in competitive search queries.

Social Media:

Platforms like LinkedIn, Twitter, Instagram, and Facebook offer an ideal environment for engagement and conversation. Social media allows you to humanise your brand, interact directly with your audience, and amplify your message through shares, likes, and comments.

Content Marketing:

High-quality content in the form of blog posts, white papers, case studies, and infographics positions your brand as a thought leader. This not only builds trust with your audience but also contributes to your share of voice when content is widely disseminated and shared.

Influencer Collaborations:

Engaging with industry influencers can extend your reach and introduce your brand to new audiences. Authentic endorsements from respected figures in your sector add credibility and help increase your overall voice.

Email Marketing:

Although sometimes underestimated, targeted email campaigns remain an effective way to engage with your audience. Personalised content delivered straight to the consumer’s inbox can nurture leads and keep your brand top-of-mind.

Online Public Relations (PR):

Digital PR and media outreach ensure that your brand’s story is shared across online news outlets, blogs, and forums. This helps build a comprehensive media presence that supports your broader share of voice strategy.

Crafting a Cohesive Online Strategy

To increase your share of voice effectively, it is crucial to design an integrated online digital marketing strategy that combines the strengths of each channel. Here are several approaches to consider:

Consistent Brand Messaging:

A unified brand message across all channels is fundamental. Ensure that your tone, visual identity, and core values remain consistent, whether you are posting on social media, publishing a blog, or distributing a press release. Consistency not only reinforces your brand identity but also aids in recognition and recall, which are key drivers of share of voice.

Data-Driven Decision Making:

Leveraging analytics tools such as Google Analytics, social listening platforms, and media monitoring services can help you gauge the effectiveness of your campaigns. Regularly analyse metrics like impressions, engagement rates, and click-through rates to understand which channels are contributing most to your share of voice and where there is room for improvement.

Agile Campaign Management:

The digital landscape is continuously evolving. Successful marketing managers adopt agile practices, allowing them to pivot quickly in response to market changes, consumer behaviour shifts, or emerging technologies. This flexibility can be the difference between maintaining and growing your share of voice versus falling behind your competitors.

Content Personalisation:

In an age where bespoke experiences are highly valued, personalising content for different segments of your audience is essential. Use data to craft tailored messages that resonate with specific demographics or buyer personas. This approach not only increases engagement but also encourages shareability, further amplifying your brand’s voice.

Collaborative Campaigns:

Cross-functional collaboration within your organisation can yield innovative ideas and ensure that all aspects of your digital marketing strategy are aligned. Coordination between SEO specialists, content creators, social media managers, and PR teams ensures that each campaign is part of a larger, cohesive plan.

Measuring Success and Refining Strategies

No marketing campaign is complete without a robust framework for measurement. Increasing your share of voice should be an iterative process, where each campaign is analysed for performance and refined accordingly.

Competitor Benchmarking:

Keep a close eye on your competitors’ activities. Tools such as media monitoring services and competitor analysis platforms can help you understand where your brand stands in relation to others. Benchmarking provides context to your share of voice, ensuring that your strategies remain competitive in a dynamic marketplace.

Regular Reporting:

Develop a routine reporting process that not only summarises performance metrics but also offers actionable insights. Regular reports help identify trends, highlight successful strategies, and pinpoint areas that require further optimisation. For senior marketing managers, these insights are invaluable in making informed decisions about future investments.  Report automation will help to streamline this process further.

Tracking Metrics:

Establish clear KPIs for each channel. For example, track keyword rankings and organic traffic for SEO, impressions and click-through rates for PPC, and engagement metrics for social media. These data points provide a comprehensive view of your share of voice and allow for comparisons against competitors.  Tools such as Google Analytics and Google Search Console provide a wealth of insights to draw data from.  For paid search, Google Ads provides dashboard reports with report scheduling available.  Email marketing platforms such as Mailchimp have built in analytics dashboards.  For a holistic view there are also a number of tools which integrate with different analytics platforms and pull together the data in a single view.

Embracing Innovation and Emerging Trends

As digital marketing continues to evolve, staying abreast of emerging trends is critical. Technologies such as artificial intelligence (AI), machine learning, and automation are transforming how campaigns are managed and measured. For instance, AI-powered tools can offer predictive analytics, helping you forecast the impact of your strategies and adjust tactics in real time. Moreover, innovative content formats such as interactive experiences, video series, and immersive virtual reality (VR) campaigns can capture consumer attention in novel ways, further boosting your share of voice.

Conclusion

Increasing your brand’s share of voice through online marketing is not a one-off project but a continuous journey. For marketing managers, the key to success lies in integrating multiple digital channels into a coherent strategy that is both agile and data-driven. By maintaining consistent messaging, personalising content, and employing rigorous measurement techniques, your brand can not only enhance its visibility but also build lasting relationships with its audience.

A proactive, multi-channel approach ensures your brand remains at the forefront of consumer consciousness. Embrace innovation, continuously refine strategies based on performance data, and remain agile in the face of change. With these practices in place, you will be well-equipped to increase your share of voice, stand out amongst competitors, and drive sustained growth for your brand.

Senior marketing managers must stay informed, experiment with emerging technologies, and adapt strategies to meet evolving consumer expectations. Ultimately, a well-executed online marketing strategy will not only boost your share of voice but also secure your brand’s position as an industry leader in a competitive UK market.