In today’s digital world, having a strong online presence is essential for business success. With more and more consumers turning to the internet to find products and services, if your business doesn’t have visibility online, it might as well not exist in the minds of potential customers.
There are a variety of effective strategies businesses can use to boost their online presence and connect with their target audience. In this article, we will cover the top 5 tactics that can significantly improve your website traffic, social media reach, brand awareness, and overall digital footprint. Implementing even just a few of these strategies can dramatically increase your conversions and bottom line.
Overview of 5 Key Strategies
The 5 online presence-boosting strategies we will cover include:
- Optimizing Your Website for Search Engines
- Using Social Media Effectively
- Utilizing Email Marketing
- Investing in Content Marketing
- Using Paid Advertising Wisely
Properly leveraging these digital marketing channels can ensure your website and brand is being seen by high-quality prospects ready to do business with you. Let’s explore each strategy in more depth.
Strategy 1: Optimize Your Website for Search Engines
The foundation of a strong online presence starts with your website. And the key to a website that drives results is proper search engine optimization (SEO). If your site isn’t appearing prominently in search engines for your important keywords, you are missing out on significant organic traffic opportunities.
Importance of SEO
SEO helps boost your site’s visibility in search engine results pages (SERPs) for search queries related to your products or services. The higher your pages rank for those terms, the more visibility your brand has in front of motivated prospects already looking for what you offer.
Most website traffic comes from organic search, so the ROI of investing in SEO is immense. Consider focusing your SEO efforts on priority keywords that indicate buyer intent like “buy product X” rather than just informational terms related to your industry.
Website Content Tips
There are two main factors search engines analyze to determine relevancy and page rankings:
- On-page SEO
- Off-page SEO
For on-page SEO, make sure your site content clearly communicates your offerings with keywords used appropriately throughout. This includes your:
- Page titles
- Headings (H1, H2 tags)
- Opening paragraphs
- Image file names and ALT text
- URL slugs
- Meta descriptions
Also ensure your website is built on modern infrastructure with fast load times, a mobile responsive design, and technical SEO best practices implemented.
For off-page SEO, strive to build backlinks from reputable industry websites to signal authority and relevance to search engines. Guest posting and influencer partnerships are great link building tactics.
Using Keywords and Meta Tags
Conduct thorough keyword research to identify terms and phrases your customers are using to find services like yours. Tools like Google Keyword Planner and SEMrush can provide this data.
Once you compile your list, incorporate these keywords naturally throughout your website copy. Also be sure to include them in title tags, meta descriptions, image ALT text, subheadings and anywhere else that makes contextual sense.
Having this research-backed keyword strategy will speak directly to what users are searching for and seeking answers around.
By optimizing your website for the terms people use to describe your offerings, you can greatly enhance discoverability and drive more organic traffic to your site.
Strategy 2: Use Social Media Effectively
Social media presents a massive opportunity for businesses to reach target audiences and build an online presence. Strategic use of leading social platforms can raise awareness for your brand, products, content, and promotions.
Choosing the Right Platforms
With so many options like Facebook, Instagram, Twitter, LinkedIn and more, how do you decide where to focus?
The first step is to analyze where your ideal customers already spend their time online. Social media demographics can steer you towards the highest ROI channels for your business.
Once you identify one or two primary platforms, you can explore additional channels to augment your presence. Just be wary of spreading yourself too thin trying to manage every network. It’s better to thrive on one or two rather than provide mediocre efforts across many.
Here are a few platform-specific tactics for success:
- Create an eye-catching brand Page sharing your product offerings, latest content, special deals and more.
- Build a customer community and engage with User-generated Content (UGC).
- Use detailed targeting capabilities for ads to connect with precise buyer personas.
- Post gorgeous visual content showcasing your brand personality and products.
- Partner with influencers and industry brands through shoutouts and strategic hashtags.
- Leverage shoppable posts and links in Stories to drive conversions.
- Establish an expert brand presence with regular thought leadership content publishing.
- Engage within relevant LinkedIn Groups to provide value and exposure.
- Use sponsored updates to promote your newest content and offers to a professional audience.
The platforms your audience uses most should become your social media homes away from home where you provide frequent value.
Creating Shareable Content
The type of content you publish on social platforms is just as crucial as choosing the right networks themselves. You need to create content tailored to the unique user experience each channel provides.
For example, quick visual stories tend to perform best on Instagram and time-sensitive posts do well on Twitter. Whereas more extensive educational resources fit nicely on LinkedIn and Facebook.
No matter the network, you want all your branded content to inspire engagement and sharing amongst followers. This amplifies reach as friends see what contacts have interacted with.
Some types of viral-worthy content to test include:
- Entertaining or educational videos
- Interactive polls and surveys
- Trending discussions around relevant topics
- Curated industry news
- User-generated content featuring your brand community
- Behind-the-scenes footage
Pay attention to what your own audience responds well to—then produce more of that high-performing content. Listen to your customers and fans through social analytics and feedback. Ultimately crafting content tailored to each platform that educates and inspires can spread your influence much further.
Strategy 3: Utilize Email Marketing
While social media provides expansive reach to build brand awareness, email marketing allows for more direct connections with website visitors and existing customers. Strategically leveraging email allows you to drive repeat business and loyalty through personalized, relevant messaging and offers.
Benefits of Email Marketing
There are a multitude of benefits unique to email marketing, including:
Cost – Sending emails to subscribers and segmented lists carries minimal delivery fees, especially compared to paid ads. Offer promotions directly through email can provide tremendous ROI.
Tracking – Sophisticated email platforms give you clearly attributable metrics on opens, clicks, bounces, unsubscribes and conversions per campaign. This data can optimize future efforts.
Automation – Send perfectly timed messages like abandon cart recovery and anniversary rewards based on set triggers to turn prospects into customers.
Testing – Email performance metrics make it easy to experiment with subject lines, content formats, calls to action and personalization elements to determine what works best.
List Building – Website pop-ups, lead magnets and social channels help continually grow your subscriber base to expand reach.
For most businesses, mastering email marketing is mandatory to nurture leads, retain customers and boost bottom line revenue.
Building Your Email List
The first step towards email success lies in constructing a targeted, engaged mailing list. While buying email lists seems tempting, the best practice is always to build your own organically. There are several effective methods to do this:
- Website Opt-In Forms – Use popup subscribers and landing pages with lead magnets to capture emails in exchange for discounts or valuable content.
- Social Media Channels – Promote your newsletter across social platforms prompting followers to sign-up via links in your bio or posts.
- Partnerships – Ask strategic partners like suppliers or affiliated brands to co-promote your newsletter to their own email lists to access new segments.
- Paid Ads – Run special offers through paid channels like Facebook ads or Google search campaigns focused explicitly on email lead gen.
As you pursue list growth strategies, prioritize targeting metrics like open and click-through rates rather than vanity metrics like list size. An engaged, responsive audience trumps passive subscribers any day.
Ongoing optimization of above methods and excellent deliverability ultimately builds quality mailing lists that drive measurable business growth.
Creating Effective Campaigns
Once your list is primed for action, get creative with the types of email campaigns you deploy. Segment contacts appropriately based on behaviors and demographics to deploy the right message to the right group. Campaign types can include:
- Educational Series – Send a recurring series focused on topics like product tips, workplace insights or industry news. These establish your expertise.
- Product Updates – Notify customers of recent inventory additions, new feature releases or version upgrades they will benefit from.
- Special Events – Promote sales, webinars, contests or local happenings through dedicated announcement emails leading up to each.
- Seasonal Offers – Gift guides, holiday discounts and event tie-ins tailored to annual calendars keep you timely.
- Win Back Campaigns – Reengage cold contacts with dormancy targeting to turn them into repeat customers.
As we’ll explore next, personalization and automation takes these solid foundations even further for next level email marketing prowess.
Leveraging Personalization and Automation
Rounding out professional email capabilities are the one-two punch combination of segmentation with personalization and automated workflows.
When you speak directly to unique groups of subscribers based on characteristics and behaviors, open and click rates skyrocket. Personalized subject lines, dynamic content and tailored offers demonstrate you understand each contact—and provide value accordingly.
Automation builds on this principle by defining scenarios like those below which trigger timely, relevant follow-ups:
- Browse Abandonment – Someone adds an item to their online cart but doesn’t complete checkout.
- Open but No Click – A user opens an email but doesn’t click-through. They get a follow-up with an additional incentive to convert.
- Date-Based – Sending birthday messages or re-engaging dormant subscribers who have had no activity the past 6 months.
- Progressive Drip Campaigns – New purchasers receive a pre-defined series of helpful onboarding messages over time.
- Negative Interaction Prevention – Unsubscribe and complaint scenarios trigger removal while sending clarifying content about your ethics and compliance.
Workflows applying personalization and automation provide an exceptional subscriber experience from first impression onwards.
When paired with the list building and campaign best practices above, email can become the digital workhorse driving conversions for your business both online and off.
Strategy 4: Invest in Content Marketing
While social, SEO and email establish valuable consumer touchpoints, fueling each of these channels requires an underlying content engine. Investing in content marketing should form the foundation fueling all other digital strategies for audience growth and retention.
The Power of Great Content
Quality content isn’t just meant to be informative—it should inspire. When you craft content addressing pain points and providing unique solutions for customers, inbound interest and trust builds naturally over time.
Some stats around the rising influence of content in the buyer journey include:
- 70% of consumers prefer learning about products through content rather than traditional advertising
- 80% of consumers say they’ve been convinced to buy based on educative content
Content allows you to attract and engage viewers well before they are sales qualified leads. It offers helpful, credible value rather than pushing products. Then when they are ready to buy months later, your brand remains top of mind.
Articles, eBooks, videos and other media also provide social ammunition, linkable assets for affiliates and foundational fuel for email sequences when promoted across channels. They establish thought leadership positioning you as an authority others look to.
For these reasons, an owned media hub filled with educational content should be every brand’s #1 investment towards dominating online presence.
Creating High Quality, Relevant Content
Like all other aspects of digital marketing, taking a data-driven approach ensures your content resonates maximally with your audience. Start by examining three key inputs:
1. Identify Information Gaps
Use tools like Google’s Related Searches and Autocomplete along with social listening to spot questions and queries around your industry that lack answers. Creating content around these gaps provide folks exactly what they want to know.
2. Diagnose Customer Pain Points
Review client conversations and feedback surveys to pinpoint recurring problems your products or services could resolve. Demonstrating you understand inherent user challenges positions your business as the solution.
3. Analyze Performance Data
Review analytics from your website, email campaigns and social channels highlighting most consumed content. Double down producing more popular post types and subjects that have proven interest.
Armed with a content roadmap informed directly by those you serve, you can empathetically create resources that speak to their needs. Focus on tackling the biggest questions and frustrations holding your audience back from achieving their goals.
Choosing Content Types
There are numerous content mediums and formats to select from based on your audience preferences, brand style and topic relevance:
- Blogs – In-depth articles with embedded visuals, videos and calls-to-action driving visitors to key landing pages.
- eBooks / Guides – Lengthy downloads offered in exchange for contact info, expanding your email list.
- Videos – Snackable clips for social and educational Youtube series tackling complex subjects.
- Podcasts – Regular show series educating through storytelling.
- Webinars – Interactive presentations and product demos with audience participation.
- Infographics – Visual statistical representations of studies and industry data.
Take time to test and iterate on each, learning which your audience most responds to. Then build out a diverse content mix across mediums.
Repurposing evergreen content from one format into another also compounds your ROI on initial production efforts.
Distributing Content Across Channels
Just creating remarkable content isn’t enough—you must maximize reach through promotion. Advertising key posts across digital channels ensures each asset pulls maximum weight:
- Feature recent blogs, eBooks and videos prominently on your home and landing pages.
- Send new releases straight to current customer and prospect email lists.
- Post links, clips and quotes on relevant social media profiles with eye-catching graphics.
- Pursue collaborations and guest contributions with media partners and industry websites to access new audiences.
- Include gated premium content offers in external communications and ad campaigns to capture new contacts.
- Monitor related forums and groups—sharing your educational assets when appropriate through unbiased recommendations.
This cross-channel delivery ensures no stone goes unturned extracting the full lifetime value from content produced.
When aligned with business KPIs, an owned media engine pumping out regular informative and inspiring content acts as rocket fuel for all other digital marketing efforts—propelling your online presence into new stratospheres.
Strategy 5: Use Paid Advertising Wisely
While the previous four strategies focused on organic reach and relationship building, paid advertising can supercharge these efforts. It provides the rocket fuel to scale online presence fast and Maximize ROI.
Smart allocation of paid media budgets on the social, search and content platforms covered expands your visibility when and where you want it most.
The Value of Paid Ads
With so many marketers focused exclusively on organic strategies which take time and effort to materialize, paid ads become even more powerful due to minimal competition.
Benefits you get from embracing paid channels include:
- Instant exposure by prominently featuring your brand and content higher in SERPs and social feeds.
- Unmatched targeting precision to locate your best buyer personas.
- Full control over budgets and impression caps based on performance and goals.
- Often substantial revenue growth over investment costs using advanced tracking.
In essence, paid ads act as a lever allowing you to manually accelerate website visitors and high quality leads at sustainable ROIs.
Choosing Your Platforms
As with social tactics, dedicating paid media towards campaigns on the platforms your audiences already frequent will provide the most traction:
Google and Bing advertising gives you visibility front and center when users actively search for related products and services. Perfect for capturing high intent buyers.
All major platforms offer self-serve ad platforms like Facebook and Instagram Ads Manager perfect for brand awareness plays.
Content Site Ads
Native advertising networks like Google Display, Outbrain and Taboola feature your articles and content inline with popular media sites. Expand reach by going where your audience already spends their time reading and watching videos.
Serving ads across devices and channels to past website visitors or product viewers based on cookies and tracking pixels helps recapture straying leads.
Again, examine your customer data to determine the highest potential paid channels then set up conversion tracking to measure performance. Many platforms offer promotions like free ad credits to test capabilities risk-free.
Targeting Best Practices
Modern advertising leverages robust tracking and segmentation functionalities allowing you to serve messages to ultra-specific groups at scale. This increases relevance driving desired actions.
Some examples include:
- Visitors to pricing pages ready for upgrades
- Mobile users who recently visited your locations
- Lookalike audiences that mirror existing customers
- Industry and job title targeting on professional sites
- Competitor excluded audiences and more
You also shouldn’t forget retargeting current site visitors with additional touchpoints across their other online destinations using tracking pixels. This keeps you front of mind, nurturing existing prospects already familiar with your brand closer towards conversion events.
With constant access to clear analytics on impressions, clicks, conversions and costs for each campaign and audience cluster, paid platforms make testing offers and creative for optimal performance easy.
You might A/B test ad copy and layouts, bid adjustments, landing pages, and more in pursuit of your KPIs whether that be online leads or catalog sales.
The key lies in maintaining vigilance, staying close to the metrics that matter then applying insights to future initiatives.
Establishing a prominent and sustainable online presence that continually puts your brand in front of high quality prospects takes effort across many fronts—but pays dividends for years to come through customer loyalty, organic growth and new revenue channels.
Recapping the 5 Key Strategies
To recap, the essential strategies covered in this guide included:
- Optimizing Your Website for Search Engines – Ensure your site meets technical and content best practices for on-page SEO so you rank prominently for commercial keywords prospects use most in search engines.
- Using Social Media Effectively – Maintain an active presence on the 1-2 primary networks your audience engages, publishing targeted content and offers that compel sharing with friends and followers.
- Utilizing Email Marketing – Grow an owned list of contacts through lead gen then nurture relationships via personalized, automated campaigns driving repeat business.
- Investing In Content Marketing – Build an owned media engine producing regular educational blogs, videos and other formats aligned to buyer needs then distributing assets widely to establish authority.
- Using Paid Advertising Wisely – Amplify organic reach through targeted promotions across search, social and content networks bidded towards measurable conversions and positive ROI.
While this may seem an overwhelming amount of critical components to juggle, you don’t have to tackle everything at once.
Start Small Then Scale Up
I recommend beginning with foundational elements like core website pages and social channels—then layering in one new component at a time in order of easiest to most advanced.
Once you start driving initial results, you can allocate more resources towards individual strategies providing the best observable impacts and scale them up accordingly.
Rome wasn’t built in a day and neither is an online empire. But proceeding strategically with the end goal in mind will get you there faster.
The key is picking what excites you most as a starting point then tracking performance closely to make intelligent decisions around expansion efforts.
Continual Optimization is Vital
Digital marketing transforms fast so best practices constantly evolve. What works today might not be as effective a year from now.
For this reason, actively monitoring campaign metrics around website traffic, leads captured, social growth and conversions then optimizing based on new learnings is so important.
This allows you to double down on what converts while pulling back from elements showing diminishing returns.
Stay vigilant with a student mindset and your online presence will continue growing exponentially thanks to real-world consumer insights.
The strategies shared throughout this guide offer an excellent blueprint to pave your brand’s path towards digital dominance. Here’s wishing you monumental success as you expand reach and relationships one pillar at a time!