Your company’s digital presence includes anything you share with customers that can be seen, heard, or engaged with. This includes your website, social media, online reviews, press, and anything else a potential customer will find when they search for your company via search engine. When customers can’t actually interact with a personal representative of your company, they are interacting with your company’s digital presence. Your digital presence should be in line with your company’s values, message, and branding so that customers have a consistent experience. Here are some ways you can improve your company’s digital presence in 2023:
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Even if you’ve established a strong brand for your business, you can make it more relatable to customers by creating a personality. This means establishing the voice and tone of your company, which is used consistently across your digital presence. Make sure that anyone creating content for your company is an expert in your company’s branding and its personality, so you can establish more personal relationships with your target audience. Your brand’s voice and tone should be consistent with your company’s culture, values, and the primary message you want to convey.
Your social media platforms are the first place that many of your customers will find you and interact with you. Research which platforms are most used by your target demographic, and establish a consistent presence in line with your branding. Respond to comments, questions, complaints, praise, direct messages, and more using your company’s voice and tone. Doing so will build credibility and trust with your target audience. Be sure to post frequent updates, including videos and interactive content, and alternate between ads, fun posts, and helpful tips. Include calls to action whenever possible to increase follower engagement.
Online paid advertisements can help you get in front of a wider audience so that you can grow your customer base faster and create more leads. Advertising on Facebook, YouTube, Google, Instagram, Twitter, and LinkedIn will allow you to reach new target demographics and create brand recognition across audiences and platforms. You can tweak each ad to appeal to different demographics, and then determine who will see the ad based on parameters you set yourself. Using a combination of different types of paid advertising can ensure your ads get in front of customers at just the right time and place. Consider starting with pay-per-click (PPC) ads, display ads, and remarketing ads to increase your audience.
Website optimization simply means improving the look, appearance, and performance of your website. You can optimize your website for user experience by ensuring your site works perfectly on all browsers and all devices, including mobile devices. You can also make your website more accessible to people who have disabilities by making the site usable by a screen reader, using headings appropriately, including alt text for images, redesigning your web forms, and giving links descriptive names. You can increase your web traffic by improving your site’s onsite SEO and consistently updating your site with new, unique, and engaging content. Optimizing your website can increase your web traffic, conversions, brand visibility and recognition, and online reputation.
Layering your marketing strategies increases your reach across audiences and demographics. You can determine how to layer your marketing by analyzing your audiences to determine how they communicate, when they are most receptive, where they spend their time online, and what content interests them the most. Layered marketing generates more leads, and increases conversions. You can layer within one type of advertising; such as combining social media advertising, display ads, PPC, and email marketing. You can also later across multiple marketing platforms by advertising with print materials, digital marketing, and direct mail.
Okay, you don’t really need to be an expert in SEO to use it effectively, but you should know how to optimize your website for SEO, and how to use onsite, technical, and local SEO to improve your website’s rankings on the search engine results page. Using SEO correctly can boost your digital presence and improve your visibility in search engine results. Onsite SEO involves updating each page of your website to include target keywords and other features that help your site get seen in search results. Technical SEO is on your website’s backend. It includes factors like page speed and digital architecture. Local SEO is your digital presence across the web. You can improve SEO across the board by researching relevant keywords and their ranking; incorporating these keywords into your website, blog, and web pages; producing new content regularly; improving the user experience and accessibility on your website; and performing regular audits of your website to evaluate its existing SEO status.
Your company’s online reputation is constantly changing and evolving, and it’s a key element of your overall digital presence. Your reputation consists of social media comments, online reviews, and ratings and rankings. By proactively reviewing and managing these distinct elements, you can better control what customers see when they search for your business online. You can improve your company’s online reputation by monitoring your online interactions and reviews; responding to reviews, comments, questions, and messages consistently and helpfully; taking criticism and complaints as an opportunity to improve rather than argue; and turning negative customer experiences into positive ones by offering to make things right for the customer.
Even if your company is national or international, you should still create or claim your profiles on all local directories. Your local directory presence ensures customers can obtain information about your company, its products, and its services simply by looking you up on a search engine. They won’t need to visit your website; they’ll simply see relevant information about you on the search engine results page. For instance, your Google Business Profile should be consistently updated so that when a customer Googles your business, they find relevant, up-to-date information like your hours, location(s), website, phone number, products and services, and any special deals or promotions you currently have available. Many customers never venture past the first page of the search engine results, so maintaining your local directories guarantees they get the info they need, when they need it.
If you’re looking for experts who can improve your company’s digital presence in Vermont or elsewhere, call us today at Group6 Interactive. We’re a diverse team of experts who have been helping local and national businesses develop and grow their digital presence, improve their marketing strategies, and build robust, optimized websites since 2011. We specialize in effective online marketing strategies that boost conversion rates and grow your audience. To learn more or to schedule an initial strategy call with us, call us today at (802) 342-4656 or contact us online.