The Visibility Ladder: Why Marketing Matters

Overview: What This Blog Covers

© 2025 Jeff Nelson. All rights reserved.

In today’s noisy world, marketing is more important than ever — but many companies still struggle to define the value of marketing.

In this post, I’ll walk you through:

• The ultimate purpose of marketing

• A plainspoken definition that simplifies everything

• A powerful framework called the Visibility Ladder

• Key marketing tactics for each stage of the ladder

• The 3 effective ways that companies can break this progression

• And how to use this model to clarify your marketing strategy

The Ultimate Purpose of Marketing

To create and communicate value that drives business growth.

That’s the high-level, boardroom-approved version.

Whether you’re a solo consultant or a $100M enterprise, this is why marketing is important.

Everything else — from branding to social media to promotion ads — is just how you do it.

The Plainspoken Core Message

Marketing is how you make yourself known.

If nobody knows you exist, nothing else matters.

Being known is the first step to being trusted, chosen, and eventually referred.

Visibility is the foundation of growth.

The Visibility Ladder

This model helps you visualize the customer journey from total obscurity to enthusiastic advocacy:

INVISIBLE → KNOWN → TRUSTED → CHOSEN → REFERRED

Each stage represents a different goal, and your marketing tactics need to evolve as you move people up the ladder.

© 2025 Jeff Nelson. All rights reserved.

Goals and Tactics for Each Stage

INVISIBLE → KNOWN

Goal: Become discoverable.

Tactics:

• Market research: Identify where your audience is and how to reach them.

• Google Business Profile

• Engaging website

• SEO foundation (website structure + high-performance keywords)

• Outdoor signage and banners

• Social media presence

• Tradeshows and Sponsoring events

• Public relations

• Google Ads: Display and Remarketing

KNOWN → TRUSTED

Goal: Build credibility.

Tactics:

• Market research: Uncover what builds credibility and differentiates you from competitors.

• Case studies and testimonials

• Educational content (articles, blogs, videos, podcasts, courses)

• Webinars, workshops, and presentations

• Lead magnets (ebooks, books, tools)

• Social proof (reviews, ratings)

• Public relations

• Google: Search Ads

TRUSTED → CHOSEN

Goal: Convert interest into sales.

Tactics:

• Market research: Figure out how to reduce friction and optimize for conversion.

• High-converting landing pages

• Free trials or demos

• Remarketing ads

• Sales collateral (ROI calculators, comparison sheets)

• Fast follow-up via chat or text

• Google: YouTube Ads

CHOSEN → REFERRED

Goal: Turn buyers into advocates.

Tactics:

• Market research: Determine why people do (or don’t) refer you, and how to increase word-of-mouth.

• Referral programs

• Loyalty programs

• Thank-you campaigns

• Events

• Private groups or client communities

• Google: Display Ads, Remarketing, Search Ads, and YouTube Ads

❌ 3 Common Ways Businesses Break the Chain

1. Staying invisible

No presence or hard to find.

No awareness campaigns.

Minimal or no SEO.

Poorly optimized or outdated Google profile.

2. Failing to build trust

They’re seen, but not believed.

Weak content, no social proof, inconsistent messaging.

3. Ignoring existing customers

No follow-up, no review requests, no loyalty programs.

Buyers disappear instead of referring.

Final Thought

Marketing isn’t just about promotion — it’s about progression.

The Visibility Ladder gives you a simple way to diagnose where you are and what’s missing.

If you’re stuck, ask yourself:

a) “Where am I on the Visibility Ladder”?

b) “What is the next step to help more people know me, trust me, choose me, and refer me?”

Or you can contact me, Jeff Nelson.

Let’s start with figuring out which rung you are on, then make decisons related to strategy, and start developing a plan.