hile it might seem daunting, especially for a new business, the benefit of the online space is that small, yet targeted efforts can yield exceptional results.
To most it might seem obvious that your brand needs a digital presence, but the Australian Bureau of Statistics showed that some 48.9% of businesses in Australia still didn’t have an online presence in 2016-2017. According to the Sensis Social Media Report, only 47% of small businesses are now on social media, which is similar to last year (48%), and only 60% of large businesses are tweeting, gramming, or pinning.
So, what are some of the ways you can improve your brand’s online presence?
Only 47% of small businesses and 60% of large businesses have a social media presence
Get extra social savvy
Think “which social media platform/s best suit the industry and target audience?” Start with Facebook and Instagram, particularly if you have a tangible product offering to showcase.
Dip your toes in the water by kick starting several social media accounts, measure your performance Business and Instagram tools and weigh up the value of onboarding an agency to take the reins and deliver cut-through content.
“X is now online”
Get a website already!
If you don’t have the time to build one, try a content management system like WordPress or Squarespace. These platforms have drag-and-drop functionality that’s easy to use and can look just as good as something produced by an experienced dev team.
However, these platforms can be limited by pre-cooked templates. If you’re after a more complex build, it’s well worth considering a creative agency that offers website and content creation services.
Channel your inner Hemmingway
Writing a blog with intent is another great way to add value to your brand and is helpful for your SEO rankings. Write about relevant topics you are passionate about and have expertise in. Flip the blogs into scripts for videos for extra content.
Producing regular content builds trust and boosts your brand’s visibility, helping you foster a relationship with your target audience.
If writing isn’t your forte, consider outsourcing to an agency or freelance copywriter who can turn your ideas into well-crafted copy. You could also consider guest posting or sponsoring articles on other established blogs that your target audience engages with.
Use digital to spend deliberately
If you’re budget conscious and time poor, digital tools offer quick and cost-effective solutions—and when done right, the ROI are anything but cheap and cheerful.
Digital tools can help your business reach more people, increase your customer base, score valuable leads, and help build trust in your brand (which Google loves).
Consider also that because of the interactive nature of online marketing and communications, you can tap into the feedback loop to discover market gaps to capitalise on.
Digital tools can help your business reach more people
Building your brand with paid vs organic
When it comes to building an online presence, you can pay-to-play or capitalise on the freebies.
It boils down to earned influence vs bought influence; earned influence is organic attention from Facebook posts (for example), whereas bought influence is the eyeballs you buy through platforms such as Google Ads or Facebook Business.
There are benefits to each. The best way to stay on top of people’s feeds is to develop your brand voice, make sure it’s consistent across all digital platforms and make sure it’s authentically you—brands with personality stick out.
Remember to post often and with intent on social channels. Good quality content can earn you as much attention organically as buying ads on Facebook or Google. If it’s bought influence you’re after, this is when it might pay to enlist a performance marketing agency.
An agency can be the right fit for you if you’re new to the digital world and are looking for guidance. A great agency won’t just take your money, they’ll educate you so you’re on the same page every step of the way. Even if you’re a brand that’s already well-versed in the digital space, it’s always worthwhile to stop, reflect and figure out where your digital strategy can improve.