The success of a business relies on generating user engagement. In this time of uncertainty, it is critical for businesses to connect with their customers / potential customers and stay relevant. Especially in the last decade, most users have become accustomed to finding what they are looking for online.
According to the Transaction Agency, in 2019, 85% of customers will research online before making a purchase. Therefore, businesses must have an effective online strategy to increase brand awareness and growth.
A digital presence gives you and your brand an ideal platform to communicate with customers. It gives you the opportunity to describe who you are as a brand and therefore, differentiates you from competitors. Your digital presence is more than just your website; it extends to all the touchpoints a customer has with your brand online. This includes not only your website but also areas that are beyond your control, such as conversations about your brand on social media and online reviews. In order to look your best to customers, you should strengthen all aspects of your brand online.
The fact is, regardless of how you’re positioned digitally, your customers are online. In 2020 alone, approximately 3.8 million Google searches were conducted every minute, many of which were carried out to find information about local businesses. As you can see from this data, the internet can be a valuable tool for businesses; it offers an opportunity to expand your reach and communicate with customers on a global scale. Your website, social media, and other digital mediums provide you with a platform to educate customers about your brand while highlighting your unique features or values that resonate. Online, customers can simultaneously learn who you are as a company and engage with your brand on a more personal level.
An extensive digital presence can not only increase awareness but also strengthen your brand by building your credibility. Since customers are likely to research your brand before making a financial commitment, they naturally expect to seek out your business once they search online. Your brand should appear and rank highly in search results. If customers can’t find your brand when they search for you, they may question your reliability and even the legitimacy of your business. Your online presence demonstrates a sense of professionalism that allows you to prove your expertise and stand out from competitors.
The first and most important step to strengthening your brand’s digital presence is to create a professional, user-friendly website. Your website is an incredible asset that allows customers to find you and hopefully inspires them to convert. A clean, modern design can visually connect with customers by illustrating your personality and brand voice. In addition, a website that is intentionally designed for an enhanced user experience can leave a strong first impression on customers.
In addition to aesthetics and functionality, your website should also offer valuable content. Make sure that all information on the site is both current and accurate, as well as relevant to your target audience. Sharing news about your brand or keeping a regular blog where you provide fresh and original content related to your brand or industry can be effective in drawing customers to your website. Paired with advanced SEO and analytics tools, you can determine how to make the biggest impact and attract more customers to your content.
The next step in building a strong online presence is to focus on connecting with customers outside of your website. An active and consistent social media presence allows you to remain relevant to your audience and connect on a more personal level. Not all social media platforms are effective for your brand. Therefore, determine a social media strategy that will benefit your business the most by identifying which platforms your audience uses. In addition, it can be productive to monitor coverage of your brand on social media and other review platforms so you can manage your public reputation.
Striving for a stronger digital presence can open the door to connecting with a broader audience, giving you the foundation for greater business growth. It can give your brand the opportunity to increase engagement with your target audience, build your credibility, and cultivate your reputation. Building your online presence is a significant undertaking, but the benefits to your brand are worth the effort.
