Establishing a presence for your business online can be a difficult thing to do, but the fortunate thing is that there are numerous ways to promote yourself effectively. Investing in promotion is essential if you’re looking to keep up with the competition.
The business world is increasingly digital, and understanding how to promote your business online is an essential piece of success in 2021.
We’re going to take a look at 11 business strategies used in online marketing today, so whether you are starting your online business or you are growing your current one, you will get some insights and strategies for finding digital success.
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How do I Market My Small Business Online?
It may seem like there’s a lot of know-how involved in operating an effective digital marketing strategy. While it’s true that there’s a fair bit to know, that doesn’t mean that it’s out of reach for you to do great work for your business on your own.
There are hardly any barriers to entry when it comes to marketing your small business on the internet. Keyword research, basic website building, content creation, and advertising are all things that you can attempt on your own.
Naturally, the more insight you have into techniques in those areas, the better you’ll do. That said, the ideas we’ll discuss throughout this article are all ones that you can start work with without professional training.
One thing to keep in mind, though, is that an effective marketing campaign requires a lot of time.
Owners of small businesses know that free time can be a hard thing to come by. If you’re too pressed for time to do a good job in your marketing, it’s a great investment to hire a company or team to do it for you.
They’ll have the expert’s touch, and outsourcing the work can free a lot of time up for yourself to focus on the other things that matter to you.
1. Build a Solid Online Foundation
Before you start to actually promote your business, it is important that you have a solid digital foundation from which to build your business idea.
That means having a website, a business page on all social media platforms that you plan to market with, and a presence on various business listing websites. For example, Google MyBusiness is an essential location that your users will provide reviews on.
Solid foundations online, though, come when you take care to maintain a few key elements. The first thing to keep in mind is that your brand should stay consistent throughout your digital platforms.
Whether you’re thinking in terms of imagery, logos, fonts, or language, you should ensure that everything stays similar throughout your digital presence. Consistency is huge in developing your brand online and figuring out what works with your audience.
Additionally, you should select an effective domain name that accurately represents your company. If you can get a domain name with your specific company name, all the better.
We’ll discuss some of the back-end SEO to use on your website in future sections, but note that there’s some preliminary work that has to be done on your site before it launches. Businesses do better when they fuse SEO into every step of the digital process of growing your business.
2. Start a Blog
Content marketing is one of the most important features of a digital marketing campaign. Content is where users find you, and where you have the opportunity to optimize for various keywords.
Blog posts give the chance to include a lot of text into your content, thereby offering a chance to optimize for a number of keyword searches. Additionally, great content attracts users independent of searches.
Your informational articles should serve as a bridge for users to cross as they’re exposed to your brand. You get some exposure, they engage with your content and cross the bridge into your website where your products are.
Running an active blog is an excellent marketing technique because once the post is out there and optimized, it never leaves. As more users engage with, the post will gain more value in the eyes of the search engine and it will draw more users.
In this way, the time you put into optimizing a blog post can be thought of as a long-term investment.
3. Implement an SEO Strategy
Search engine optimization (SEO) is an effort to create your content in a way that will agree with search algorithms and produce higher rankings in search engines.
When you have high rankings, you get more traffic, and SEO is one of the only marketing efforts that directly improve rankings. Getting to the top spot of search queries isn’t easy, though.
A solid marketing strategy should include an SEO plan to gain notoriety on search results but also to establish your brand (or personal brand) as an authority.
Google loves high-quality information that solves people’s problems, so the best tactic to achieve this is by creating long-form content backed by in-depth research.
Of course, you can find out there a large number of SEO tools that will help your business understand better what your audience wants to read and provide to Google a user base information.
A quick note here, you will find an overwhelming amount of SEO marketing tactics like, link building, guest posting, keyword research, title tag, webmaster tools site architecture, and an endless list of technical names. Please, understand that SEO is a long-term marketing strategy that takes time.
Success requires that you identify your target audience, find the optimal keywords, tune your content to those terms, and monitor your results over time. That process can be pretty tricky, considering that a lot of other businesses are working for the same spots that you are.
Establishing a great SEO marketing strategy might require a little help from the professionals, considering the number of areas that need to be optimized to get to the top results.
4. Social Media
Social media platforms offer some of the best areas to market your business. They’re free, they connect you with billions of potential customers, and odds are that you already have a following on your own social media accounts.
Working with social media in a way that’s intended for business growth is a little different than managing your own account, though.
Your business accounts on Facebook and Instagram should be curated, planned out, and even keyword optimized. Further, you can use your social media posts to promote your blog content that you’re posting on your website.
If you’re regularly putting out great content, your followers can share it to promote your social media channels while drawing traffic to your actual website. In this way, a successful social media page can do wonders for your entire digital presence.
One of the most effective ways to reach audiences on social media is through something called PPC advertising, which we’ll discuss a little bit later.
5. Guest Blogging
Link-building is a big piece of ranking well online. Link-building is the process of getting other websites to link to your website in their content.
The search engine sees external links to your website as a sort of vote in your favor. The more votes, the higher the rankings, generally speaking.
If you can get links to your site from respected businesses in your niche, you’ll get a little more value in the rankings. It’s difficult to get started with those links, though.
It’s especially tough if your website doesn’t have any kind of following or rankings yet. One way to generate links is through something called a guest post.
This is the process of reaching out to other businesses and competitors in your niche and offering to write a blog for them. The caveat is that you get to insert a link back to your site in exchange for the free content.
You also get the benefit of exposing your writing and your brand to an entirely new audience. Over time, you’ll naturally acquire links, but you have to do a little hustling before your name gets out there.
6. Start a Podcast
A podcast is an excellent way to give people an in-depth look at your brand and your products. Further, it’s a way for you to express yourself and give people in your target audience an idea of who you are as a person and a business owner.
People are interested in knowing who it is that they’re buying from, and a podcast gives them that opportunity. Podcasting is also an excellent way of networking online to discuss ideas with another business owner in your niche.
Long-form discussions posted to your website extremely valuable to many people, and they’re also an opportunity to further optimize for specific keywords.
7. Become a Guest Podcaster
Similar to guest posting, guest podcasting gives you the chance to communicate with other individuals who are relevant to your business and could expose you to new customers.
One of the benefits of guest podcasting with similar businesses is that you likely have the same target audience. If you’re able to express yourself well on the podcast, the traffic coming to the host’s site should follow back to your page and take a look at your products and services.
8. Email Marketing
Email marketing is another exceptional way to gather long-term customers and website visitors. The only difficult thing about email marketing is that you have to get the individual’s consent to send them emails.
You can do this by generating an email list through subscriptions, working with an opt-in form, and promoting email subscriptions through blog post content.
Your emails should include updates and direct users back to your landing pages where they can engage with the product offerings you discussed in the email. There are a lot of tools that can be used to improve your emails, such as the structuring and writing help offered by ConvertKit.com
This is the best time to be an advertiser. There are so many ways to address your target customer and promote your business website in this day and age.
Social media platforms and search engines all offer ways to use PPC advertising. PPC stands for “pay-per-click,” and it’s a platform that allows you to display your content to thousands of people, only paying when someone engages with that content.
What’s great about these ads is that the engagements you pay for typically cost pennies, and you can set a budget limit that removes the ad when reached. You can use these platforms to target specific groups of people, and you know you’re getting precisely what you paid for.
You can use Google Adwords to set up advertisements on Google, putting your content at the top of the search results without you having to do any optimization. The only thing you have to be sure of is that you’re using the right keywords in your posts.
10. Build an Online Community
A small business can benefit significantly from developing an engaged online community. If you’re an individual who is involved in the community, it shouldn’t be too difficult to plant the seed.
Try to use Facebook groups and your blog to produce an environment where consumers can come to convene and discuss the offerings on your site. If you can develop a positive reputation and engage users online, people will naturally want to commune on your social media pages.
In many cases, you’ll need to post about more than just the products you’re selling. Online communities occur when ideas relevant to the community are posted and discussed.
11. Build an Online Reputation
The result of your promotion efforts, ideally, will be a good online reputation. All of our tips for business promotion are intended to improve your digital reputation and make your site a place where users want to go and engage.
You can spread your reputation by trying to get featured on the news, holding a press release, keeping good relationships with your competitors, and generally marketing your brand on your own.
Spreading brand awareness is key, and it’s easier than ever to start reaching wider audiences online. Search engine optimization, social media marketing, content creation, and everything else discussed in this article are meant to expose your brand to new audiences.
Once they find you, the quality of your content should shine through and draw them back to your business pages.
As you start to see more traffic, you’ll notice trends in how users behave when they’re on your site. You can use those trends as indications of your user experience and adjust your pages accordingly.
After a while, you’ll wind up with a well-oiled website that attracts users that make purchases.
Want to Learn More about How to Promote Your Business Online?
Figuring out how to promote your business online is a process. It can be difficult at times, but the result is a website that brings a lot of money to your business.
We’re here to help you move forward with that process. Contact us for more professional ideas and insights into how to market your business the right way.