So, you have a website. Now what?
Building a presence online starts with having a strong digital marketing strategy.
Marketing in any form is about getting the right message to the right people through the right channel. Moving into the online space makes this easier and more effective than ever by allowing you to reach specific customer groups through a seemingly limitless number of channels.
If anything, the challenge with digital marketing is being strategic about building the right presence. There are various techniques that a good SEO agency uses to target the right audience for your business but seeking out the various channels and behaviours specific to your customers.
The first step to creating a strong online presence is Search Engine Optimisation (SEO).
This is the process of making your website can be found by search engines (usually Google). The higher up you appear in a search engine ranking for a specific keyword, the better the chances are that potential customers will visit your page or choose your product or service.
Search engines rank your page by the quantity and quality of the traffic to your site.
Quantity obviously refers to the amount of traffic coming to your site, but quality is also really important as it determines how relevant the search engine determines your page to be to a specific search. By using the right SEO strategy, you will be able to increase relevant traffic to your site.
Pay per click (PPC) campaigns are also used to get your website at the top of a page of search results, but unlike SEO which is free, PPC ads are paid. PPC campaigns involve bidding on relevant keywords through Google Adwords in order to have your ad appear at the top of the search results for that keyword.
The benefit of PPC is that you can gain ranking very quickly, unlike SEO which takes time to build.
Social media is a great tool to use to build both your brand and your online presence at the same time. Platforms such as Facebook, LinkedIn and Instagram act as communities where you can engage with your customers and your customers can engage with your brand, building loyalty.
It’s important to know which social media platforms are important to your customers.
For example, LinkedIn can be good for B2B selling, and Instagram can be good for lifestyle brands. Whichever platforms you use, the important thing is that you are getting engaging content out to the right audience which builds your online presence.
Social media is one way to get content out to build your online presence.
Other methods include having an onsite blog, creating Case Studies or White Papers, press releases and news articles. There are tons of different types of content and places online where you can host them. Again it’s important to know who your audience is and where they go online so that you make sure you’re reaching them.
The world of online doesn’t just exist on your computer.
More people browse the internet from their phones than from laptops or desktops. Keep this in mind when establishing your online presence, as everything should be optimised for mobile use; from your website to use of social media apps. If a potential customer can’t easily access your content on their phone, they will simply pass it over for the next company.
Building an online presence is crucial for businesses in today’s digital age, but it’s important to keep in mind that you need to establish the right presence, not just any presence at all. Approach your online presence strategically with a good digital marketing plan and a bit of knowledge about the techniques involved.