Without an eye-catching and functional official website and regularly updated social media channels with uniform and enticing content, your brand and company are unlikely to secure longevity focused on improving their online presenc, of course, eye-catching visually.
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Luckily, this in-depth article is here to help, as it is a detailed and informative guide to boosting your brand’s presence online.
Create a Business Blog
Even an incredibly detailed and informative official website’s core pages are somewhat limited when it comes to potential SEO optimization of keywords (other than your business location and the services you offer).
This is why one of the most effective (not to mention exceedingly affordable) additions to your online presence is the creation of a business blog, with each individual post based around a keyword and optimized to rank for that keyword.
A recent Google search discovered business blogs to be incredibly effective, with companies who publish at least four times a week receiving three times more traffic and four times the number of leads companies who do not blog benefit from.
Prioritize Your Audience Over Your Followers
Now, hopefully you are already fully aware of the emptiness associated with a huge number of followers, either to an individual or business social media page (or even a website), mainly due to the fact that it has now become incredibly easy to buy fake followers at the drop of a hat.
Instead, from now on, in your quest to significantly boost your brand’s presence online, you should be looking to target all your content (not to mention your services and new product lines moving forwards) to the right kind of consumers and to build a loyal audience.
Expand SEO to Your Social Media Platforms
To put into perspective just how influential Facebook (to name just one of the leading social media channels prevalent in helping to boost brand visibility online) can be, the site receives in excess of two billion searches each and every day.
A comprehensive and regular ecommerce SEO audit is, therefore, essential, so as to ensure that you are doing everything within your remit to reach the largest target audience possible. At the beginning of this year, Instagram also announced that they now support keyword searches, in addition to the usual people mentions and hashtags.
Just a few of the leading social media optimization strategies you could start to implement on your own channels include the following:
- Including links in each social profile
- Establishing relationships (both B2B and with individual consumers)
- Boosting the profiles of content creators
- Extending engagement and content lifespan
- Ensuring uniform content across all platforms
Construct and Update Your Own Subscriber List
Even though the way in which business is conducted online has changed immeasurably in recent years, one relatively archaic way of engaging with both your regular customers and one-off purchasers is still extremely productive: and that is to create an email list.
The best thing to do here is to always use your most preferable, useable, and engaging content at the head of each email newsletter, to attract your happy customers and of course, to encourage them to deal with your company again, either now or in the future.
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To summarize, the three crucial roles that email marketing and mailing lists play in sales, marketing and online promotion are:
- A way to increase conversions and sales
- A way to positively drive customer engagement
- A way to maintain strong and healthy relationships with the company’s audience
Partner with Other Businesses
Just as in the wild, animals who live, feed, and sleep in a pack are much safer than those lone wolves wandering around, so too are businesses (especially if they are on the smaller end).
This is why another important strategy is to consider connecting with other businesses in your local area, with an excellent example of this being offering to guest post on a company’s blog to explain how the pair of your companies combine in terms of interests and services.
There are, as you might expect, a huge range of advantages in partnering with another company (often referred to as strategic partnering) including:
- A varied level of expertise in different areas
- Fresh and entirely new perspectives on both companies
- Increased reach
- More resources
- An impartial overview of your company from the other
Spend Time Defining Your Target Audience
You can spend an inordinate amount of money on creating the flashiest and most eye-catching, indulgent website packed full of information and data possible, but if your company’s content and output is not properly aligned with your audience needs, you can never hope to grow and expand.
Defining your target audience as a means to go on is much simpler than you may think and essentially revolves around the creation of several buyer personas, then ensuring all of your online output is fine-tuned to these personas.
Creating a buyer persona will not only help you to more accurately ascertain the needs of your target audience and better target your product development but will also provide regular and accurate insights for follow-ups to leads and improve customer retention strategy moving forward.
Crucially, having decided to create your core buyer personas, you need to involve several key departments of your company in order to be as accurate as possible with your projections, namely:
- Customer Service
- Marketing
- Product Development
- Sales
- Management
Utilize Paid Advertisements
PPC (pay per click) or paid advertisements are certainly a useful tool in promoting a business, but as there is a financial loss to each advert, it helps to ensure that you are investing in the right ad campaigns.
A reputable and renowned advertising company will ensure that, once you have paid for their service, they will only ever advertise your products and/or services in the right places. This basically amounts to your company being seen in association with the relevant demographics and target keywords.
Advantages of opting to invest in PPCs are as follows:
- The ability to set a maximum budget
- The fact that you only pay when a user interacts with the advert
- No reliance on search engine rankings
- Higher levels of online brand recognition
- A cost-effective way of testing different forms of advertising
GMB (Google My Business)
As the leading online search engine for the vast majority of the world, Google naturally has a huge amount of power when it comes to helping businesses, both large and small, connect with their target audience.
Google My Business is a service the company offers which can not only provide you with regular insights specifically relating to how active and indeed, how effective, Google is for your business, but will also ensure potential customers and clients can easily find your opening hours, address and contact number.
Other leading benefits of Google My Business include a boost to potential customers’ confidence in the validity and legitimacy of your company, a surge of traffic to both your social media platforms and official website, and placement towards the top of the search results within your local area.
Post More Video Content
Time has passed since the beginnings of the internet (or more accurately, when the online world became considerably more accessible to everyone) and now, users are far more likely to concentrate for a small amount of time than to sit and read pages of text.
It is for this reason that nearly all of the leading sales and marketing companies who deal with online promotion are pushing the supreme number of benefits of video marketing. Not only is video marketing an exceedingly affordable way of promoting your products, but it is by far the most effective way of connecting with customers on a much deeper and more personal level.
Keep your videos short, to the point, and of course, eye-catching visually, making sure that your brand logo and tagline are both visible at all times in the aesthetics of the video.
Invest in Leading Tracking Software
Last, but certainly not least, it would also be pertinent to mention the huge surge in popularity of tracking software for companies who are focused on improving their presence online.
One of the simplest ways to demonstrate how valuable such software can be is to consider how useful it would be to be able to track every single time, without fail, your brand or patented product names, are mentioned anywhere online.
This way, be it on X, Facebook, or another social media platform, or else in the comments section of a broadsheet newspaper, you are able to not only see what the ‘real people’ are thinking and saying about your brand, but you will also be in a much stronger position to nip issues in the bud and talk to customers who are not happy.
