It seems almost crazy to think that just twenty years ago, many businesses still got most of their customers through the phonebook. How things have changed….Today, if a business has no online presence, it might as well not exist. In the digital world, it’s crucial to get your business in front of the audience that needs what you offer and to consider the digital marketing side of even a brick-and-mortar business.
No matter what kind of organization you lead, here are the four things you need to consider.
This is the absolute minimum, and your organization’s website doesn’t even have to be extremely sophisticated. At a basic level, a website acts as a strong trust signal for potential customers (i.e., it indicates professionalism and legitimacy), and not having one is a good way to lose those customers. Beyond this, a website is also a great way to share fundamental information your customers need, like your location, prices, product info, and hours. Taking things to the next level, you can build up your website using the next tips to better convey your brand and purpose and to offer important updates.
- Search Engine Optimization (SEO)
When your customers search for products and services online, it’s in your best interest to have your business’s information pop up near the top of the search results—and that’s what SEO is all about. Good SEO adds another layer of trust to your website, allowing you to get your products or services in front of the people who actually need them. It’s worth noting that SEO is a process, not a one-and-done procedure, so it’s important to work to optimize your website as you build it out. If you’re looking for help, Google has a great guide to help you get started.
- High-quality content
Today, one of the best ways to strengthen your brand is through content—not only because search engines respond positively to websites that post in-depth, relevant content that attracts an audience, but also because it’s a good way to engage with your customers. Informational, helpful content can also help showcase you as an industry expert and problem solver, making it a good long-term strategy to bolster your business’s online brand and reputation.
- Social media
No matter what kind of business you serve, your target audience is certainly engaging with social media—and it’s important for you to be where they are. Social media helps you connect and communicate with potential buyers, and it can also help you get a better idea of your audience’s likes, problems, and needs. Engaging with customers on social media can help you earn loyal fans and expand your business presence, and it’s also another way for your organization to build trust in the digital world.
These are the four things you’ll need at a fundamental level to jump-start your business’s online presence management, but keep in mind that digital marketing should be an ongoing process. If you’re chasing success, you should be prepared to keep an eye on your presence in the digital world for the long haul, tweaking your strategies and enhancing your brand reach every step of the way.