The term “online presence” can be a bit misleading, if only because of how simple it seems. It’s tempting to think your company has a presence online because you have social profiles, a website and an email list.
Related: 8 Mistakes Small Businesses Make When Building an Online Presence
However, if you really want a strong online presence, you need to consider what you’re doing with your online assets. You also need to track the results that those efforts are creating, both in search engines and with the public. This can lead to better marketing results, higher organic traffic, a superior customer experience and more conversions.
If you already have the basic online elements in place, that’s great, but you haven’t arrived yet. You’ve just laid the groundwork. Here are a couple of next steps that you can take to perfect each of your online assets, improve your online presence and ultimately expand your reach in the process.
Focus on content quality
The days of mass-producing content are long gone. Instead, quality has become king — and that’s a really good thing. One good example of this is Blue Bottle Coffee, which has pioneered the concept of online artisanal-coffee promotion. In short, they are associated with all things coffee.
And yet, if you check their blog, there are very few posts that mention coffee. The brand hasn’t pumped the interweb full of fodder in an attempt to funnel traffic to their site. They’ve promoted carefully curated pieces of text that continue to provide value to customers.
If your current content is good, you can continue to build on its existing momentum, rather than throwing more and more information online to see what “sticks.”
As search algorithms become savvier, it’s important to produce content that can go the distance. Once created, you can work to promote existing content rather than adding to it en masse. If you can do that, you’ll begin to benefit from steady organic traffic in perpetuity.
Related: Don't Just Create Content and Then Sit Back. Promote It! Here's How.
Strategically target growing niches
Once you’ve established your content, there are many ways to improve your reach through additional marketing efforts. One of these is to find new target audiences. This can speed up brand awareness and help you discover new customer demographics.aside">