Today, an online presence is a key element in promoting businesses and connecting with customers. Especially in the last 2 years, business owners have started to realise that they need to take special care of this if they want to stay competitive. The world is changing and it has been necessary to adapt to a hybrid way of living, working and shopping.
Online presence is more important today than ever before, if you want to build your brand, increase the credibility of your company, and at the same time manage your reputation. If your online activity is lagging, your business is severely limited – you are thus limiting your potential business clients“ view of everything you have to offer. Regardless of the sector you operate in, adapting your marketing strategy – which combines so-called ”online“ and ”offline" – can help you seize the opportunities offered by the ever-changing digital world.
What is a company's online presence?
A company's online presence can be defined by how easily it can be found when searching online for relevant keywords, or by how many virtual digital channels a customer can use to communicate when they want to learn more about your brand, products and services. If your company's online presence is “good”, you will be very visible both online and on various social networks and other digital platforms. Because of this, many more potential new customers will “discover” you.
In their most basic form, they are essential:
- company websitethat provides sufficient information needed by the prospective client,
- social media (FB, Instagram, LinkedIn, etc.) where you are active,
- Optimised profiles on search engines and mapssuch as Google, Bing, Apple maps ...
Similarly, by making your own arrangements Google Business Profile by listing your business on Google ("Google Business Listing"), you quickly highlight your offer and encourage people to go to your website or otherwise contact you when they search for you.
In addition, you can use online tools and web platforms that can increase virtual contact with your customers. There are many platforms you can use, such as Zoom, WhatsApp, YouTube or TikTok, as long as they are relevant to your target audience and the nature of your business.
As already mentioned, this has become particularly important over the last two years for many businesses that could no longer rely on a “physical presence” to attract new customers and retain existing ones. Businesses have quickly adapted to creating new revenue streams – for example, fitness studios have run their classes online, whilst restaurants have offered home delivery via social media. Even estate agents have made use of video platforms to take their clients on virtual viewings of properties – the use of 360-degree virtual home viewing technology increased by as much as 600% between 2019 and 2021.
Here we share with you 6 ways to improve your company's online presence.
6 ways to improve your online presence
1. Optimise your website for search engines and mobile devices.
"As many as 81 % people are looking for products or services online."
Most businesses are aware of the importance of having a website, but far fewer realise how crucial it is to optimise a website to make it as visible as possible in search engines:
- Use relevant keywords.
When you describe your business, products and services on your website or online platforms, use relevant keywords that your customers will type into their browser when they search for a business like yours.
- Create a Google Business Profile.
Create a Google Business Profile and fill in all fields with information as accurately as possible – phone number, address, website, map location, photos, add products... Encourage satisfied customers to leave online reviews – this increases your legitimacy in the eyes of customers and search engines, and your chances of new customers seeing and clicking on your website.
- Make sure your website is optimised for mobile devices.
More and more people are using their smartphones to carry out everyday activities, including mobile search and mobile payments. This is essential for the user experience, but as people increasingly search for products and services on smartphones instead of desktops, it is crucial that potential customers find you on mobile devices. Visit Google Mobile Friendly Test Pageto see if your website is mobile-friendly.
2. Develop your content marketing strategy
"Most customers come into contact with a company's content on their website and read 13 such articles a month."
The right Content is a great way for any business to increase its online presence, communicate with customers and (re)build trust. "Content" includes the creation of a wide range of engaging content such as blogs, videos, case studies or social media posts. Each piece of 'content' greatly increases your chances of being discovered online.
The type of content should be unique to your business and target audience. It is recommended to share your brand story and purpose and clearly communicate your company's strengths and value.
If you are a B2B business, remember that 65 % B2B customers see your website as one of the most important content channels. Monitor the analytics on your website and social media to see how your content is performing and use the insights to judge whether it is sufficiently tailored to your audience, i.e. your future customers.
3. Make video part of your online presence strategy
"In 2021, 86 % companies used video as a marketing tool."
Video marketing has become increasingly important over the last five years, with more and more marketers in all industries using this tool. It has increased dramatically during the pandemic, with many companies using it as a way to engage with their customers despite physical constraints.
If you're just starting out with videos, consider turning a static blog post into a video, or showcasing the benefits or features of some of your products or services in a new and engaging way – with video.
4. Build community - focus on the purpose of the brand
"78 % consumers want brands to use social networks (media) to help people connect with each other."
Now is the time to make sure your brand values are at the forefront. Sharing a clear, consistent and compelling story in your content across all the online channels you use is essential. Social media and the website are still key platforms.
Focus on the channels that best suit your customer. For B2B companies, we recommend prioritising LinkedIn, for example. It is possible to build strong relationships with customers online, so find new ways to invite them into your virtual world.
5. Increase your credibility - take care of your online reviews and respond to them
"In 2020 finding local businesses 93% of consumers used the internet – 87% of them said they had read online reviews before making a purchase.”
Word of mouth has always been one of the best ways to attract customers. In the digital age, this method can be identified with online reviews. For businesses, it can also be a quick and cost-effective way to increase their online presence.
Showcasing online reviews on your website and encouraging customers to rate you on Google and social media such as Facebookis a great way to develop trust in your brand.
6. Measure your return on investment (ROI) by setting clear objectives
While using online marketing channels, take the time to measure the effectiveness and return on investment. Develop a strategy that works best for your brand.
The internet can be cost-effective in several ways. While some platforms require an investment, such as advertising or collaborating with external video creation specialists, many free and inexpensive tools are available. E-commerce and email marketing platforms can sell your products and services, while developing your website and social media can boost SEO – Search Engine Optimisation. Creating virtual spaces and connections will strengthen brand trust – hence your business – and video conferencing tools like Zoom could add value to your sales activities.
Many of these digital tools can provide data and analytics to help you understand your customers, their behaviour and preferences, and how they experience your business. In addition, you can determine which online approaches are best for your business, allowing you to target budgets and resources in a much more focused way.
One of the biggest advantages of managing your online presence is the huge amount of data you can obtain, which can help you understand your customers, simplify your service delivery and create targeted and effective marketing campaigns.
Conclusion and optimistic forecast
Despite numerous economic challenges, digital transformation offers businesses many opportunities – not only to survive, but also to thrive.
By reaching more customers, analysing your data and opening up new revenue streams, building and managing your online presence will be key to taking advantage of this unique opportunity to grow your business. The good news is that now more than ever, there are a multitude of low-cost and accessible ways to do this.
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