A strong online presence isn’t just nice to have in this digital age – it’s a must if you want to be discovered and connected with your audience. Think about this: when you’re searching for a local business to hire or avail from, what’s the first thing you do? You’ll probably find them using a search engine. About 68% of online experiences start with the search engine. So, if no relevant information about your business shows up on that critical first search engine results page, do you even exist in the eyes of your prospective clients?
That’s why every organisation needs to lay the foundation to be discoverable and build an authoritative web presence. The good news is that by implementing a few essential steps, it’s possible to rank high in SERPs, grow your digital following, and build a stronger online presence. So, keep reading as this guide explores core strategies to make that happen.
Define your goals and target audience
Before doing anything else, take a beat to think about what you really want to get out of improving your online presence. Do you need to drive online sales for the product you just finished? Does your business want to attract more locals to sign up for your services? Do you wish to score more leads for your small retail business? Get ultra-clear on the one or two concrete outcomes you want so every piece of your content and platform choice ladders up to those goals.
You also need to figure out your target audience. Who exactly are you trying to reach? Where do they hang out online? What content format do they prefer consuming? At this stage, you can tap into the service of a digital marketing agency to help you uncover the demographics and psychographics of your dream customers. Together, you can use analytics, understand audience insights, and craft relevant messaging that will truly resonate with your target clients.
Create a coordinated content plan across channels
Having an integrated content strategy across multiple digital platforms conveys a consistent brand message that engages your target audience at different touchpoints. Rather than taking a scattershot approach to posting randomly, thoughtfully match your customised content to channels where your target demographic is most active.
For example, an educational blog with in-depth, keyword-optimised articles can establish SEO authority while demonstrating expertise on topics valuable to your audience. These useful blog content can then be repurposed into condensed formats like social captions, short video explainers, and visual quotes best for mobile scrolling.
According to research, consistent multi-channel marketing can increase engagement by more than 300%. So, mapping your content strategy to align with preferred platform formats plays a key role in building a strong online presence.
Build a consistent brand image
When you see the same visual identity and messaging used across a company’s website, social media, and other presentations, it generally means the company or brand is an established professional whom you can rely on. In fact, as per research, consistent messaging across all channels can boost purchase intent by 90%! This figure is a powerful reminder that you need to stay consistent with the brand image you present on all your preferred online platforms.
So, ensure to use the same colour palette, logos, tagline, and tone of voice everywhere. Use the same headshots and banners across all platforms that align with your desired vibe. Basically, you want visitors to remember your brand by the look and feel when they bounce between channels – no mixed messages!
Network with influencers in your niche
Connecting and collaborating with influencers and industry leaders in your niche can create awesome opportunities you’d miss out on otherwise. The credibility and trust that influential pros have nurtured with their engaged following provide rocket fuel to amplify your brand and content if paired strategically. And get this – influencer marketing drives 11X higher ROI compared to traditional digital ads, according to Forbes.
So, brainstorm who you admire in your field and reach out to suggest collaboration or guest post swaps. Even subtle Instagram shoutouts to them and commenting genuinely help put you on their radar as an industry peer versus a spammy fan. Over time, as you actively network via forums and Facebook groups, your authority as a supportive expert will grow. And that social proof can be more influential over customer decisions than corporate marketing!
Cultivate review and advocates
Reviews and word-of-mouth referrals from satisfied customers serve as social proof for convincing prospective buyers to put their trust in you. And you can’t buy authenticity like that. When real people organically validate your brand, it goes so much further than slick marketing claims ever could.
But you have to lay the foundation first by actually delivering quality service and experiences. Do that well consistently, and you will earn credibility for rave reviews. Once you have happy clients, invite them to share feedback on platforms like Google, Facebook, and Yelp. The 5-star praise draws future customers in. Then, double down by asking them to refer friends and networks for incentives.
Satisfied people are more likely to advocate for brands that treat them right. So, the trust in their voices sells for you. A little extra effort now can turn them into your biggest fans – way better than any fancy ad campaign!
Manage your online reputation
Actively managing your personal or business brand’s online reputation is extremely important to control how you appear on the web. So, have a process for ongoing reputation upkeep.
For instance, schedule monthly search engine searches to monitor name mentions and bookmark your key profiles. Also, make it a habit to check your social media platforms from time to time to check for new reviews.
Takeaway
Building a solid online presence that attracts your ideal audience takes some upfront strategising and continual tweaking. But staying targeted on your goals and audience sets you up for long-term growth. So, get started with these fundamentals and stick with them for online success!