There are very few businesses that couldn’t benefit from a bit of a boost to their online presence nowadays. The greatest share of most markets will check the internet to solve their problems first and foremost, or to get information on something they’re excited about, or even to show their appreciation for business they love. If you’re operating a business that solely deals in the online world, you need to focus even more on growing the kind of presence that your target market just can’t miss.
The internet is absolutely teeming with businesses clamoring for the attention of the market. The more competition you have, the more specialized your efforts have to get in order to build the visibility you need to keep bringing in the leads. One of the most effective methods of specializing the visibility is by using search engine optimization techniques. The metadata of your site should contain keywords and phrases relevant to both the content on your site and the kind of presence you want to have. For instance, if you want to use your industry and your niche, both the site and the meta-data better contain the keywords pertaining to those fields. There are other ways to strengthen your search engine presence and make it easier for customers to find you organically.
Add some content to your context
Another great method to build prominence on search engines is through the creation of content on your site. Content that’s relevant to your business, whether it’s updates, industry news or articles that give tips and solve problems for readers, can strengthen the visibility of your site. But they also have the great benefit of working to convert those furthest away of leads. The kind of people who are seeking the kind of solutions you offer without realizing your business could be just the solution they need. For instance, if your business offers loans, a blog that offers financial advice could attract just the kind of people who could use a loan.
Take the multimedia route
Content isn’t just about the kind of text you can write, however. Nowadays, businesses are turning more and more to sending their message with a variety of multimedia. If your target market is interested in keeping up-to-date with all the goings-on of the industry, then a podcast delivering all the news from on source could keep them coming back to your site. If you have a report full of stats that your customers would find interesting, then an infographic could deliver the information a lot quicker than written content could. Video product displays could do the same for helping customers see the value of what the business is offering. Sticking uniformly to written content is rarely the most efficient way to display content on your site.
Go further than a site
If you offer your services or even just information about your services online, then you want to find the most convenient ways that customers can use them. There’s a lot you can do to make a site more accessible. If you want to go the bespoke route, giving them a way to interact with the business more deeply than browsing a site, then you might want to look at developing apps. The cost to build a mobile app can easily be made back if you’re using to deliver an e-commerce experience that allows a much more intuitive and customized approach to shopping online than an e-commerce site would. E-commerce aren’t the only businesses that can make use of apps, either. Delivering in-depth pricing information, booking appointments or tables at a restaurant, an app can help customers connect to the business a lot quicker. That kind of convenience matters when it comes to retaining customers.
Do your studying
The design of a website matters a lot. It needs to be easy to navigate, it needs to hold their interest, and it needs to make every visitor more likely to convert into a customer. To those ends, you should use the data of that site to find out what’s working and what’s not. Google Analytics and conversion rate optimization can give you much better insight into how your visitors browse the site. That, in turn, informs you on what they want to see and on what they’re not interested. Use that information to not only design a better site but even inform future marketing strategies on what the target market is interested in.
Become the queen of social media
Social media is vital to a business that wants to build a strong online presence. Not only is it one of the most effective (and cost-effective) methods of delivering new content, new deals, and whatever other news you have to deliver. It should be used to keep you connected with customers. But creating messages, checking how people are using your hashtags and how they’re tagging you, all across different accounts can be too much to handle. If your social media presence is multifaceted and something you care about, then you should be looking at management tools that allow you to control all your channels from one central hub.
Get that signal boosted
Staying connected to that community isn’t just important because it creates an emotional link to customers that will turn them into brand loyalists. You also want to reach out to those with the platform to give your business the visibility, validity, and seal of approval that comes with choosing the right influencer marketing methods. Great branding and marketing messages from the business help. But people naturally form a barrier when facing a marketing message. They know you’re trying to sell to them. However, if influencers and tastemakers give you the thumbs up, then they’re hearing the same thing from an objective source. Building that trust matters even more online than in brick and mortar businesses.
Keep in touch
What about when you’ve won those customers over? Then it’s all about retaining them. Online, one of the best ways to ensure that happens is to turn them into subscribers. If you can deliver news to them before anyone else, exclusive deals, and even a loyalty system they can further benefit from, you’re making the urge to become a repeat customer stronger and stronger. Mailing lists aren’t the only way to retain them, but they also offer your business the chance to collect even more data on customer habits that can help you hone your online presence.
Keep them interacting
Checking whether they read your emails and click the links on them isn’t the best way to ensure that they’re staying engaged, however. Online, it’s a little too easy to forget about a business that you were super enthusiastic about even a week ago. So, you should be giving them more opportunities to interact with the business and stay invested in following it. With contests come the prospect of free goods which not only gets them interested but can get them creating content you can then use on social media, creating positive social proof that people are connecting to your brand. Then there’s a sizeable subset of every target market that wants to hear their opinions heard. Asking for feedback through surveys and auctioning what feedback you can, even creating a case study on it, assures customers that you’re running a business that actually cares about its customers.
As new marketing techniques, new methods of keeping customers connected, and offering better support keep stealing the spotlight, there will always be another way to keep growing the business online. If you really want to be an online juggernaut, you’ll keep your ear to the ground for the next heavy hitting method.