Visibility, Credibility, Profitability (VCP) are familiar concepts as it relates to business networking.  Making yourself visible by showing up at networking events and functions is often where it starts.  But before we can graduate into Profitability, we must first build and develop credibility among referral partners, business owners, and consumers.  Often, gaining credibility can be a lengthy task and even after it is attained, it is easily lost if you don’t say consistently dedicated.

But how does the concept of VCP relate to online marketing? Simple! You deal with humans in person and you deal with humans online. The concept of humanizing your brand is just that, understanding you are talking to people.


Online visibility means making the effort to show up in a presentable fashion.  Having a website that represents your business properly, ensuring your branding communicates with your ideal client and represents your mission is critical. You need to make a commitment to getting your website visible through techniques such as email marketing, Social Media platforms, and Search Engine Optimization.  The more visibility you have online, the better your chances are of attracting that ideal client.


Building credibility takes time and requires consistency. Your expertise and your integrity will set you apart and enable others to refer to you. A graphic designer for example, can do a stellar job but without a portfolio and references to showcase this, they will not have credibility to support their talent. Do the work, put in the time and build an arsenal of supporting references and online presence that makes you an authority in your niche. Just note, online credibility can take 6-12 months of consistent effort to develop and without a long-term commitment it is rarely achieved.


For those who stay the course and faithfully follow a strategic online marketing plan for an extended period of time, profitability reveals itself in the following ways:

  • Organic traffic from search engines leading to new customers
  • Content sharing via email and Social Media results in more referrals
  • Higher conversion rates from new prospects
  • Unexpected opportunities such as speaking engagements from organizations who find your content online

If you’re looking to improve your business by leveraging the internet, it’s important to remember that the concept of Visibility, Credibility, and Profitability hold true both online and offline.  Approach your internet marketing plan strategically and with commitment and you’ll turn your website into a revenue generating business asset!

small business startup academy

Because knowing where to start can be challenging, Idiya has tools to help make writing a business plan less intimidating and time consuming. Our small business resource academy offers a free module for a business plan that helps simplify the process. 

If you want a more hands-on approach, you can get assistance from a coach to help complete your business plan. Working with a coach can help with all aspects of starting, growing or expanding your business.


"Champions keep playing until they get it right." -Billie Jean King