Creating a better online presence for your brand is key to keeping the business relevant in today's ever-changing marketplace.
You need to be aware of what works in present times. In 2021, improving your brand's online presence is all the more significant, as people rely increasingly on online mediums to get information. Statista estimates that there will be around 287 million Internet users in the United States in 2021.
Get your brand in front of millions of Internet users by maintaining a consistent and substantial online presence in 2021.
How Can I Improve My Online Presence?
Start by Creating a Website
A website is an essential part of making your business or brand known on the Internet. It is a must if you want to build an improved online presence.
Don't just have a website only for the sake of having one. Here are a few things to keep in mind when creating a website:
Updated and complete information
Provide vital information about your business, including store hours, location, pricing, brand history, policies, contact info, and all other pertinent details. If you also regularly change prices, have a new telephone number, change of address, make sure to reflect the accurate data on your website. Updating regularly with fresh content will likewise make search engines favor your webpages to rank.
Responsive, mobile-optimized design
Mobile is increasingly becoming the device that users prefer to use when searching or browsing content online. In the third quarter of 2020, 50.81% of website traffic comes from a mobile device, whether it's a smartphone or a tablet.
Creating a design that is responsive across any device will make your brand reach more users online.
Review Your Digital Marketing
Before moving forward to various tactics, you need to do an audit of your digital marketing performance. By reviewing your current activities, you can check which aspect of your online presence is lacking.
Be specific on the metrics to check to have a better picture of your digital marketing performance. Among the things to audit are as follows.
Website traffic - did they increase or decrease in a certain period?
Clickthrough rate - are people clicking on your ads or website when it appears on a search engine listing?
Organic versus paid traffic - is your traffic from paid sources invariably larger than organic?
Use tools to analyze these metrics by installing Google Analytics or similar website tracking platforms on your website. Having valuable data will help you come up with informed marketing decisions.
Having a Presence on Social Media and Web Directories
Be where the users are searching for information about your business online. Among them are social media channels and web directories where you can list your business info.
Social Media establishes brand awareness.
A highly-engaging platform, social media provides various ways to interact with the loyal fans of your brand. Additionally, social media is also one way to expose your brand across niche groups of people interested in your offering.
You should use social media management tools to help you maintain a consistent presence without a lot of effort.
Get listed on Web Directories to be easily found.
Online directories are where people are looking for specific contact information or generally a list of companies offering a particular product or service. If your website or brand info is not on these listings, you may be missing out on potential customers online.
Consider Search Engine Optimization Practices
Getting found on the search engines is a significant aspect of the online presence of your brand. Across all industries, 53.3% of their website traffic comes from search engines. Thus, you need your website to show up on search engine listings to gain an advantage on your online presence.
To make your website easily searchable in various search engines like Google, you have to follow SEO or Search Engine Optimization tactics. It may sound too technical at first. However, SEO is not rocket science, and you can implement some fundamental optimization on your website.
A few SEO factors that you need to check or have an agency do an audit can be as follows.
On-page optimization - from your meta tags to images and keyword density of your content, these need to properly include relevant keywords for search engines to favor your website.
Backlinks - also called off-page optimization, your website or any other digital assets will need to have links coming from relevant and authoritative sources.
Staying updated with Google and other search engines - Google and other major search engines continuously roll out policies to counter spam on their results pages. By knowing recent changes in search engine algorithms, you can adapt and optimize your website effectively.
When you implement SEO tactics, you can have your brand present at the moment when people are looking for your product or service via search engines.
Interactive and Accessible Online Experience
Make your brand be more user-friendly online. On your website and social media content, create posts that provide a more engaging experience.
In an increasingly competitive digital marketing space, several brands are clamoring to get the people's attention on their content. Stand out from the online crowd by creating content that encourages people to participate.
Among the types of content that you can post on social media or your website can be any of the following:
Quizzes which users can take
User-generated text or photo content
Videos, moving images, or virtual reality
Virtual assistant chatbots to answer queries
These are just a few examples of the many possibilities in making users engage in your digital assets.
To ensure that your online content will gain much attention, make them easily accessible. Distribute your posts regularly across major digital marketing channels such as Facebook to maximize brand exposure.
Building Up Leads for Email Marketing
Reaching out to your target market is better off done in a personalized manner through email marketing.
In a survey of U.S. consumers, 72.2% of all respondents say that their preferred brand communication channel is email. They want to receive updates and promotions about a brand they're following straight to their inbox.
For those who you want to target, emails can help you build up your leads strategically. If the email recipients open every email or click the links, it is a telltale sign that they are interested in your brand. Check other crucial metrics on your email campaigns, such as the open rate and the number of unsubscriptions, to know what works or not.
Take Advantage of Paid Online Advertising
Invest in the online presence of your brand through the use of paid digital marketing campaigns. Doing this will help expose your brand to a wide audience range.
You can pay for marketing channels to show your ads to people when they're searching or consuming content online. Among the paid platforms to consider can be:
Google Ads (formerly Adwords)
YouTube Video Ads
It might seem like paid ads are a hard-sell method to reach out to consumers. However, the survey from Clutch tells otherwise - 75% of people say that paid ads make it even easier to find the information they are searching for online. Paid ads are thus a contributing factor to increasing your online presence.
Boosting Conversion Rates
Be aware of relevant metrics in your online marketing activities. Ensure that users are clicking through to your landing page or websites and successfully convert.
A website typically has an average conversion rate of 2.35%, while top-performing ones reach up to 11% or more. To make the most out of your investment in your online presence, you need to improve on your conversion rates as well.
There are various ways to optimize your digital campaigns for conversions. One of them is through the A/B testing method, which allows you to experiment with your campaigns. You can create different website designs or show separate ads to people. From there, you can assess which website design or landing page works well in making people convert.
Evaluate the Strategies of Competitors
Keep an eye out for what similar brands in your industry are doing to give you an idea of what to implement in your digital marketing activities.
If you're still manually spying on your competitor's websites and social media profiles, change your method. It's 2021 already, and there are various tools you can use, such as SimilarWeb, to get an overview of what they are doing.
Whether they are implementing a new form of digital marketing or revising their branding, these are a valuable basis for your next moves. They will help inform you if your sector is experiencing a shift in their online marketing approach, and you can apply the same to your brand to stay relevant.
Set a Schedule and a Process
To manage your overall online presence, you need to have a schedule that lays out your marketing plans.
When you set a schedule, you can have a better view of your campaigns. It will then be easier to review which one works and which marketing activities do not contribute to the growth of your online presence.
Similarly, take charge of every aspect of your digital campaigns with a keen eye on how efficient you are in your process.
Create a seamless process from posting content to engaging customers online. You can use automation or campaign management tools to help streamline parts of your online campaigns. As a result, your brand will provide a better online experience for your users and customers.
SEO Score: https://prnt.sc/10u154a