After
conducting a search on Google for "dress pant yoga pants," I was able
to locate the company Beta brand.
Incredible
as it may seem, the corporation controlled all of the top search results. The
first two search results were for the company's website, the third result was
for the company's page on Amazon, and the fourth result was a review of the
product. After making the decision that I wanted to learn more about it, I
looked for Betabrand on Google and came across their various social media
profiles, as well as a Wikipedia article, their website, an Amazon shop, and
reviews.
They were
really difficult to ignore on the internet. In the end, I decided to go ahead
and make a purchase.
My buyer's
experience is not unusual. As a founder of a digital marketing agency, I
appreciate when businesses are integrated with a sound strategy to boost
business marketing the way the buyers want on the digital landscape.
Adaptive Marketing reports that 97% of consumers
turn to the Internet when looking for a local business.
Because
of this, it is essential to have a presence on the internet.
It
assists customers in locating your brand even before they are aware that your
company exists, and it teaches them about your reputation even before they make
a transaction with you. At some point in the future, all of this information
will factor into the purchase choice that your consumer makes.
Following this, I will discuss what it means to have a presence online, and then I will look at different strategies that are beneficial for building an online presence.
How Do You Define An Online Presence?
Presence
on the Internet is, and is not, precisely what you may believe. You can
certainly exist online, but that is not the same as having a presence.
Accordingly, your presence is a deeper component that completes the portrait of
your business as well as a unique buyer's journey that would differentiate your
digital marketing strategy.
You: Your
actions and your content production.
Internet:
Where you stand about a search engine and social media algorithmic practices.
The
public: how individuals perceive your business online, what they say about you,
and how they interact with you.
Therefore,
while an online existence may place you on the map, an online presence is
correlated with your visibility, credibility, and reputation. Without a robust
online presence, you do not have one. In the chaotic realm of cyberspace,
everything or nothing applies.
But
before we delve into the tactics and strategies, let's understand why we need
an active online presence for your next big purchase that is integrated with
your digital marketing strategy.
Why A Robust Online Presence Is Necessary
The more
opportunities you have to establish brand awareness and enhance your
reputation, the more ways you can position your business in front of your
target audience with quality experiences. However, a robust online presence
also benefits your business in other ways.
97% of consumers conduct local product and service searches online. A robust online presence makes it simple for prospective consumers to discover you, whether or not they are actively searching for what you offer.
Considered A Legitimate Company
83% of individuals visit a store as a result of online research. Before making a purchase, consumers rely on a variety of sources of information. If you do not provide information about your business across all of these sources, you will be overlooked—both by consumers and search engines.
24/7 Promotion Of Your Company
If you have a robust online presence, people can find you, learn about you, interact with you, and contact you at their convenience, regardless of where they are in the buyer's journey or what device they are using.
Cost Savings
You can
allocate your marketing budget based on the data provided by digital marketing
platforms.
Get More Conversions
A prospect must interact with a business an average of seven times before becoming a customer. Being visible on multiple channels creates opportunities for these engagements to occur faster.
Develop Google's Trust
When
ranking, Google takes into account more than just your website. It analyses the
consistency of your web-based assets and their distribution across the web.
Optimize your buyer's experience: 63% of purchasing trips begin on the
Internet. With a robust online presence that is properly optimized with your current
digital marketing strategy, you can be available to consumers at various points
along their path to becoming customers, which may involve multiple devices.
What Defines a Good Marketing Strategy for Boosting Your Online Small Business?
1. Recognizing Your Market Audience
Understanding
your target demographic is the first step in every digital marketing strategy
that aims to be effective. Who are these people? What are some of their most
pressing concerns and needs? Why do you think they decided to make the
purchase? If you answer these questions, you'll be able to adapt your marketing
efforts so that they more effectively resonate with the people you're trying to
reach.
2. PPC (Pay-Per-Click) Marketing
PPC
advertising entails placing advertisements on search engines like Google and
Bing, as well as social media platforms like Facebook and Instagram. PPC
advertising is a cost-effective method for driving targeted traffic to your
website because you only pay when someone clicks on your ad. By targeting the
appropriate keywords and demographics, you can generate more conversions and
attract highly qualified leads.
3. Develop an Effective Email Marketing Strategy
An
effective email marketing strategy includes determining the most efficient
means of collecting email addresses. There are multiple methods to accomplish
this. Simply add a banner to your website inviting visitors to sign up for your
newsletter. And to encourage them to do so, you can offer an incentive.
For
instance, as a t-shirt company, you can offer your website visitors the chance
to win a t-shirt if they subscribe within a certain time frame. Additionally,
you must select the email platform that best suits your business. MailChimp and
MailerLite are two of the most prominent platforms for newsletter distribution.
You can observe YouTube reviews to determine which platform is best for you, or
you can test out both platforms yourself.
When developing a digital marketing strategy, it is also essential to segment your lists to personalize your email content. For instance, if you plan to participate in a fashion or style exhibition in a specific location, you should likely target individuals who reside in the same city or nearby.
4. SEO
SEO is
the driving force behind the online visibility of enterprises and personal
brands equally. If you want to be recognized online, you must either master SEO
on your own or hire a company to do it for you. An in-depth knowledge of
current and cutting-edge SEO marketing strategies can help you remain
pertinent.
SEO is significantly more complex than keywords and page performance alone. It touches on nearly every topic we'll discuss in this post. For example, if you are a small business that is geographically constrained to a specific area, local SEO is crucial to remain ahead of your competition. This involves completing all of your listings and obtaining positive evaluations to appear in location-based queries.
5. Mobile Optimization
A few
years ago, mobile search eventually superseded desktop as the most popular
search method among the general public. Due to this, mobile websites and search
engine optimization have become crucial for online visibility. If you do not
have a mobile-friendly website, searchers will locate another company that
does.
Currently, voice search is gaining popularity, which contradicts several older keyword strategies. Likewise, you will lose customers if your SEO strategy does not account for how people conduct searches on their mobile devices. People tend to voice search using complete sentences, so you must use long-tail keywords to appeal to their search terms.
6. Social Engagement
Social media marketing strategies play a significant role in your
online presence and brand today. Because consumers spend so much time on social
media, it is crucial to have a strong presence on these platforms, as they are
more likely to discover something there.
Consistent posting and a high level of interaction with your followers are necessary to build this presence organically. Simply put, you want them to feel like they're a part of what you're doing. When your followers like you and view you as a dependable source for the products or services they require, your conversion rates will increase.
7. Marketing with Content
The
process of developing and disseminating informative, interesting, and
interactive information with the purpose of attracting and retaining a certain
audience is known as content marketing. This may take the form of films,
infographics, and blog articles, among other formats. You can raise consumers'
knowledge of your brand, solidify your position as a go-to expert in your
field, and attract more visitors to your website if the material you publish is
of high quality and speaks directly to the demographic you are trying to reach.
8. Investigation of Keywords
When it
comes to optimizing your website for keywords other than your service and
location, the primary sections of your website (homepage, about, price,
products/services, and contact) offer very few opportunities to do so. You
don't have a lot of material to deal with, and the idea is to condense the
content so that it only includes the most important aspects that visitors are
seeking.
With a
business blog, each article that you publish has the potential to go deeply
into a relevant topic and be individually optimized to rank for that keyword.
This gives you the ability to appear in search results for a multitude of searches
that your target customers are making at various phases of their journey,
giving you the chance to convert more of those searches into sales. More
first-page appearances not only indicate a bigger online presence but also mean
more visitors to a site that is conversion-optimized, which in turn means more
credibility.
Companies
that blog four times per week receive 3.5 times the amount of traffic and 4.5
times the number of leads as compared to companies that only blog once per
week.
Wrapping Up
You can only exist in a single location in the physical
world, but with the aid of the Internet and a strong digital marketing strategy,
you can be present in multiple locations at once, including the locations where
the majority of your current and potential customers spend their time. Having a
strong online presence makes it possible for new consumers to discover your
company, regardless of how long you've been in business or whether you're just
starting. The more touch points you have with your audience, the more
opportunities you have to develop your reputation, increase brand awareness,
make data-driven optimizations, and ultimately increase your revenue.
