Over 97% of consumers use the world wide web to find new brands and make purchases. Therefore, ranking in Google results and being visible online is non-negotiable in business. To be successful, however, you have to do more than just be visible. It is also imperative to stand out. Here, we’re going to dive into ten proven steps you can take as a business to improve your web presence.
1. Get Social
There's no doubt about it; social media is an essential component of a successful online marketing strategy. Over 3.5 billion people across the globe log into social media regularly. Today, more than 40% of digital consumers use popular social platforms to research new products and brands.
When consumers are unable to find a brand on social media, their trust in the brand immediately dwindles. Being active on social media proves to consumers that a brand cares about its customers and wants to show up where they are. If your brand isn't active on social media, one of the best ways to begin is to identify one social platform that you can post content regularly and start.
2. Generate Strategic Content
To build credibility among its audience, a brand must produce content regularly. The most popular and effective forms of online content include:
- Social Media Posts
- Blog Posts
- YouTube Videos
- Free Downloads
Diversifying online content is an ideal way for a brand to improve its web presence. It is essential to understand, however, that it is not necessary to produce every type of content regularly. To begin generating strategic content, choose 1-3, and create a strategy around them.
3. Create A Unique Identity
How a brand shows up online matters. Meaning, you have to define WHO you are before you can expect to see success. Today more than ever, consumers want to connect with the companies they use on a personal level. They want to know how and why they make big decisions. Modern consumers want to believe in the products they use - or at least have a good reason as to why they buy.
To create a unique identity online, think about how your brand is different from competitors, and highlight those qualities via online content. Personifying your brand will attract new visitors and work to build lifetime customers.
4. Engage with the Audience
Brands with the most visible web presence aren’t static. Instead of creating a space for their audience to simply come and make purchases, they create an online community. Effective ways for a brand to engage with its online audience are:
- Respond to comments
- Ask for feedback
- Create content based on the audience’s interests
- Show the face of the brand
Weaving engagement tactics into your online strategy as a brand makes you more visible across all of the platforms you’re using. Engagement also encourages followers to share your content and, therefore, effectively works to help you reach a wider audience.
Search Engine Optimization (SEO) is the first place every brand turns when they want to improve their web presence. As much as SEO is essential, however, using it alone will not equate to optimal success. Brands that want to create long-term success via their online presence should create a strategic marketing plan that views quality content, customer engagement, and SEO as equally important
6. Optimize Platforms
Over 2 billion people across the globe use their mobile devices to access the internet. All of a brand's online platforms should be accessible and easy to use from both desktop and mobile devices. When consumers attempt to access a brand from their phones or mobile devices, and the content is not easy to access or visibly appealing, they will abandon the site. Once a consumer leaves, they are unlikely to return.
There are numerous online platforms, marketing agencies, and freelance developers that brands can hire to optimize and streamline their web presence. And, although an investment in optimization might have a big price tag upfront, it will save money in lost sales in the future.
7. Update, Update, Update
Unfortunately, you can’t develop a successful web presence by simply creating a website, app, and social media handle. Brands with a notable online presence constantly create new content and update old content to remain relevant. In addition to updating content, it is also essential to regularly update the aesthetic and experience of your website, app, and social media to be consistent with current trends.
8. Invest In Diverse Marketing Methods
There are more ways to market your business today than ever. No longer are brands restricted to billboards and print ads - they aren't limited to paid online ads either. One of the most effective, new marketing methods is influencer marketing. Influencer marketing is when a brand pays an individual with a large online following to use and market its products or services. Brands choose influencers around its target audience and work with them to generate engaging content that drives traffic to its online platforms.
9. Create A Process
All of the newest marketing methods won't work unless there is a reliable process in place. All functional processes involve an analysis stage to refine current methods and make them more effective. When you define a process, you should also define everything the process impacts, who is responsible for specific stages, and how the success of the process is determined.
There's no doubt about it, keeping up with an online strategy to improve your web presence is time-consuming. Creating content, not to mention managing social media, a website, and an app is more than a full-time job. Brands with the best web presence implement marketing automation tools to ensure process management.
Hubspot offers a fully automated platform of marketing, sales, customer service, and CRM software that brands can use to improve their online presence. In addition to software and tools, Hubspot also offers a suite of resources and assistance that make creating an online strategy easier.
At Seventh Scout, we partner with Hubspot to provide effective marketing services and guidance to businesses that want to grow. Our expertise includes strategy & analytics, branding and design, digital marketing & print services, social media, content creation & promotion, website & app development, and inbound marketing.
If you are a business owner, implementing one or two of these methods into your online strategy is an ideal way to begin improving your presence online. For businesses that want to experience growth online, Seventh Scout is a strategic partner that can work alongside you to build strategy and implement new practices.