How you show up online is a direct reflection of your brand. Consumers will make a first impression based on the quality of your site’s content. An attractive, easy-to-navigate website with helpful information is a great way to obtain new customers. But, there’s much more to winning business than creating a beautiful site and hitting publish. Online presence includes everything from web design to social media to email marketing to overall usability.
Brands with the strongest online presence have adapted to the times. As the digital landscape has shifted, they embraced new technologies and trends to ensure they remained ahead. Their visibility increased as they engaged with mere followers and converted them into loyal customers.
Developing an online presence won’t happen overnight, but there are a few tactics you can leverage to see positive results. Here are three ways to develop an online presence:
1. Invest in Search Engine Optimization
The hallmark of a strong online presence is an effective SEO, or search engine optimization, strategy. SEO is a tried-and-true method for brands seeking to capture attention and mark their space in the digital landscape. It can increase your brand’s visibility, helping you rank higher in search results. This can lead to a competitive advantage over other similar brands that are also fighting for a top page ranking.
By investing in SEO, you are working to optimize your website’s content and structure, which will directly impact your online presence. Google, and other search engines, will reward websites that demonstrate expertise and authoritativeness. This means creating high-quality content consistently and writing on search terms that are valued by your audience. Through keyword research, you can identify where the gaps are in your content as well as well as where they are in the market.
While you and your editorial and marketing teams can strategize together on your SEO plan, it may be wise to bring in additional expertise. Top marketing agencies can assist you in your short-term SEO strategy while also ensuring that your plan aligns with your overall goals. An agency recognizes what the trends are, and can help decipher algorithm updates to ensure your brand is top of mind. By partnering with an agency, you’re tapping into resources that can propel you to unmatched growth and significantly boost your online presence.
2. Be Active on Social
When it comes to online presence, it’s more important to think of quality over quantity. Yes, having a ton of followers on social media may seem like the ultimate goal; however, if your followers are disengaged or uninterested, then it will be much harder to secure leads and business. So instead of putting your brand on every social media platform at once, invest in a few platforms. Research your audience and see where they are most likely to be scrolling, whether that is Instagram and TikTok or Facebook and LinkedIn.
Once you decide where your brand will be showing up, make sure to do so regularly. A brand that posts every once in a while as opposed to every day isn’t going to see as much growth. Engaged audiences are more likely to share your brand content with their friends and followers. This will increase your brand presence amongst new audiences, growing your overall loyal following.
Using social media management software can help you manage your accounts and assist in content planning and scheduling. These platforms organize all of your interactions and DMs, ensuring you never miss a conversation. Additionally, you can see which of your posts are gaining the most traction and optimize your future posts accordingly.
3. Develop a Paid Advertising Strategy
Paid advertising has become an increasingly important component of a business’ growth. It’s a targeted way to reach a wider audience, thereby increasing brand awareness and conversion rates. You can reach niche audiences based on geographic location, demographic information, and past browning behaviors. This enables you to show up for your audience in moments where they are most likely to convert.
There are two main types of paid advertising: PPC (pay per click) and CPM (cost per click). PPC means you’ll pay a fee every time someone clicks on one of your ads. Google ads, Facebook ads, and X ads can all be billed on PPC. CPM is a more commonly used pricing model because it’s the average cost for every 1,000 times an ad appears. As an example, if an ad’s CPM for programmatic advertising is $15, then you’ll be charged $15 for every 1,000 ad impressions.
An effective paid advertising strategy can increase your online presence by reaching a wider audience and connecting with potential customers. A paid search campaign on Google, for instance, means your brand’s ad will appear at the very top of the page. This is regardless of how you rank on a specific search. Paid advertising on Facebook or Instagram can target like-minded audiences who may be interested in your offerings.
Takeaways
Your brand’s success relies on your online presence. This is a big undertaking, especially for brands with smaller teams who may be working beyond their capacity. Leaning into platforms that will help automate processes and leveraging experts can significantly boost your brand’s reputation and overall online presence.
Angela Spearman is a journalist at EzineMark who enjoys writing about the latest trending technology and business news.