Creating a Strong Online Presence for Marketing Success
The turbulent online sphere is constantly evolving. And, to remain relevant, you need to be a part of it.
Sure, if you already have a site, a blog, or a Facebook page, this doesn’t mean that you can now kick back and relax.
You need to know how to use these channels properly to create a strong online presence and build a trusted brand that stands out.
Here is how.
Have a Killer Website
For organizations of all shapes and sizes, having a strong website is not optional anymore. It’s a necessity.
Unlike social networks that already have their own patterns you need to respect, a website gives you the opportunity to unleash your creativity and have control of your content and what you present to your target audience.
- For freelancers and aspiring solopreneurs, a website serves as their online portfolio. It helps them build a trusted personal brand and emphasize their work, skills, and experience effectively.
- The number of nonprofits investing in nonprofit marketing also rises. For them, building a solid online presence is the most powerful way to spread the word about their mission, gain impact, and attract more investors.
- For small businesses, both b2b and b2c, having a strong website is an opportunity to stay relevant, become leaders in their industry, get themselves in front of the right customers, and increase revenue. It’s the most effective way to inform people what your business is about, tell them about your corporate culture, promote your products and services, and build a story about your brand to boost loyalty. This is a place where your target audience can find out more about who you are and what it is that you actually do.
In other words, your site is your online ID, an online presentation of everything your brand stands for.
The main purpose of having a website is to deliver value to the people visiting it.
And, that’s where your blog shines.
Posting valuable, informative, and industry-specific content on your blog regularly helps you position yourself as a leader in your niche.
People will soon start noticing how valuable the tips you’re giving to them are and start coming back to you regularly.
They will recognize your quality and see you as a trustworthy source of information.
Most importantly, they will start linking to you and sharing your posts regularly, which is the most powerful method of organic promotion in this wide digital space.
Do your research regularly in order to keep your target audience posted on the latest news, trends, and statistics in your niche.
It’s important that you establish your voice and tone and stick to them to deliver consistency to your followers. Make sure you choose words that are easy-to-digest, understand and follow.
Also, to keep them engaged, experiment with the types of content.
Articles are great, but why stop there? Design gorgeous infographics, make videos, organize webinars, create graphs and pies to present lots of boring facts and tell your story in a more engaging and interactive way.
Some other effective forms of content you should leverage are:
- Research reports
- Interactive content, like quizzes, assessments, etc.
- VR/AR experiences
Optimize for Search Engines
Having a killer site and producing gorgeous content is pointless if you don’t put them in front of the right people.
And, as search engines are still your major website traffic drivers, you need to optimize your site for them.
SEO includes a wide range of on-page optimization techniques and here are the most important ones:
- Conduct a detailed keyword research to identify the keywords you want to rank for. Look for both “body” and “long-tail” keywords and keep their relevancy, search volume, and ranking difficulty in mind when choosing them.
- Make a list of your target keywords and determine a keyword for each page (yeah, you should avoid having multiple pages ranking for the same keyword phrase). Some of the most important elements you need to optimize for your keywords are: your page title, headers, subheaders, paragraphs, product description, image file names, image alt tags, meta title and description, and URLs.
- Build an internal linking strategy to help Google find your most important pages and rank them higher. Just make sure you use interlinks rationally and not overstuff your pages with them.
- Improve your site’s usability to improve your users’ dwell time, which is one of Google’s major ranking signals. Make your site faster, improve your navigation, and include stuff like live chats, well-written product descriptions, testimonials, customer reviews, visually appealing CTAs, product videos or 360-degree product previews- anything that would keep your visitors engaged.
- Optimize your site for small devices, as mobile-friendliness and responsiveness is another important ranking factor.
- Choose clean, simple, easy-to-load, and SEO-friendly website design for delivering optimal user experience. Use easy-to-read fonts, bulleted lists, short paragraphs, a lot of white space, and visually-appealing colors to keep your visitors focused.
- Make sure your NAP information is prominent and accurate.
Be Active on Social Networks
Your target audience is on social networks, which makes them one of the most important places for building your online presence.
These channels give you the opportunity to let people know about your organization, spread the word about your mission and values, and promote your content.
Social media also help you offer exceptional customer support and provide your target audience with real-time feedback 24/7.
This is also a great place for you to show the human side of your business, connect with your target audience on a more personal level, and boost their engagement and loyalty.
Now, not every social network will be relevant to your business, but there are a few strategies you may definitely find useful:
- Team up with a micro influencer to promote your content.
- Start a loyalty program on Facebook or Instagram. Apart from boosting customer loyalty, this is also a great opportunity to encourage people to share powerful user-generated content.
- Humanize your brand by posting your organization’s behind-the-scenes photos and videos.
- Schedule and share your content regularly to build a sense of consistency.
Building a strong online presence may seem like a tedious task right now, but it’s an inevitable aspect of your marketing success. This is the essential step towards building a solid and recognizable brand that stands out in the sea of your competitors.
Keep in mind that your online presence is not something stagnant. On the contrary, it is constantly changing, according to the major industry trends and your business’ growth. This is why you need to assess it regularly and tailor it to your business’ needs for maintaining its maximum effectiveness.