Social media ads can be used to improve your online presence because ads have higher reach and engagement rates than organic posts. And while social media users have less intent than on search engines, social ads come with stronger targeting capabilities and more creative freedom. Plus, you can leverage the power of video ads.
Do you know of any complementary businesses or local media outlets that have a strong online presence? See if they’ll accept a guest post from you. Not only can you get your business in front of their audience, but a link to your site from theirs can help to improve your SEO.
- What defines an online presence and why it’s important.
- 25 proven ways to increase your online presence in 2021.
- 7 free tools to help you monitor and maintain that presence.
Simply Google “mobile friendly test” and enter your website into the search result.
How do you define online presence?
99% of email users check their email every day, some as much as 20 times a day
- You: The actions you take and the content you produce.
- The internet: Where you stand with regard to search engine and social media algorithms.
- The public: How people perceive your business online, what they say about you, how they engage with you.
It’s better to have fewer followers with a vibrant page than to have lots of followers and not much value to offer.
You can also accept guest posts on your own blog. Writers are always eager to share their publications with their audiences.
Quality posts that get engagement are important if you want social algorithms to display your posts in users’ feeds. But quality isn’t really enough. You want your followers to feel something when they consume your content—so much so, that they feel compelled to share it with others. Use emotional words and phrases in your captions. Add emojis. Use compelling stats and evocative images.
Why you need a strong online presence
Here’s how to improve your social media presence.
- Get discovered: A strong online presence makes it easy for ideal customers who don’t yet know you exist to discover you, both when they are and are not searching for what you have to offer.
- Be seen as a legitimate business: Consumers rely on multiple sources of information before making a purchase. If you don’t provide information about your business across all of these sources, you’ll be dismissed—by consumers and search engines alike.
- Market your business 24/7: If you have a strong online presence set up, people can discover, learn about, engage with, and reach out to you whenever is best for them, no matter where they are in the buyer journey or what device they are using.
- Save money: Digital marketing platforms all come with data to tell you what’s working and what’s not, so you can allocate your budget accordingly.
- Get more conversions: It takes an average of seven encounters with a business before a lead becomes a customer. Being prominent on multiple channels creates opportunities for those engagements to happen more quickly.
- Earn Google’s trust: Google takes more than just your website into account when ranking. It actually looks at your assets across the web and how consistent they are.
- Perfect your buyer journey: 63% of shopping journeys start online. With a strong online presence, you can be available to consumers at different points in their journey toward customership, which includes multiple devices.
Finally, flock mentality. Each of your online assets and identities gives power to one another. Each channel performs better in concert with the others than it would on its own.
How to increase your online presence with your website
Our free Google Ads Grader and Facebook Ads Grader tools perform a thorough audit of your accounts and provide a detailed report on optimizations you can make to increase the visibility of your ads, prevent wasted spend, and get more conversions.
There are tons of video marketing stats that highlight the importance of this medium for growing your business, but in terms of online presence, you should know these three:
The advantage that email marketing has over other channels is that your recipients have opted in to receive your emails. Yes, your social media followers have opted to follow you, but feeds are infinitely more crowded and competitive than email inboxes. Plus, while 79% of Facebook users check Facebook once a day, 99% of email users check their email every day, some as much as 20 times a day. Lots of opportunity to get exposure.
Display ads put your business in front of custom audiences based on their interests, behaviors, types of websites and apps they frequent, and even places they’ve visited. Though display ads have lower engagement rates than search ads, they will earn you lots of impressions and like social media ads, you have more options for branding, color, and creative.
1. Get a modern, attractive site
And don’t forget that your online presence is also made up of what others say about you online. Get listed on Glassdoor, treat your employees well, and let them play a part in building your reputation.
It takes time, but when done right, it is the gift that just keeps on giving.
2. Perform SEO with the latest updates in mind
The more ways you can place your business in front of your target audience with quality experiences, the more opportunities you have to build brand awareness and improve your reputation. But there are other ways a strong online presence benefits your business.
It’s worth investing in paid search ads because not only do they land you at the top of the SERP, but they also reach your target customers when they have the highest intent. And if you can get your site to rank in both organic and paid results for a keyword, the chances of getting a click on one or the other are higher.
Small businesses, in particular, can benefit from a presence on Bing because there is less competition and the older audience may be ideal.
- Follow the tried-and-true best practices like creating quality, keyword-targeted content, optimizing images, and building links.
- Improve your Core Web Vitals to align with the page experience update.
- Stay on top of mobile errors. All sites on the web are now indexed by mobile-first indexing.
- Use schema markup so that rich snippets can appear below your site title in the SERP, like ratings or even your main navigation pages.
- Prioritize local SEO. The pandemic has strengthened consumer support for local businesses, which will continue post-COVID.
When blogging for online presence, make sure to:
- Target one keyword (or keyword theme) per post and include it in your title, headings, image file names, alt text, and meta description.
- Target question keywords with H2s to increase your chances of showing up in “People also ask.”
- Use numbered and bulleted lists where appropriate to be Featured Snippet-friendly.
- Promote your posts using social media and email.
How to increase online presence with social media
And that’s a stat from 2017, so the percentage has most likely grown and been further accelerated by the pandemic.
Monitoring your reviews on these directories is also crucial, for obvious reasons.
4. Limit the number of platforms to only what you can handle
Your online presence doesn’t improve with more followers. Rather, your following improves with a stronger presence. So work on cultivating a quality, niche audience of individuals who are interested in and can benefit from what you have to offer. This will translate into more likes and comments with your posts and more user-generated content. And if you didn’t already know, marketing campaigns with user-generated content result in 29% higher conversions than campaigns or without it.
Platforms to consider include:
5. Think audience, not followers
Foursquare has fizzled out as a social platform, but its Places technology powers location data for Apple, Uber, Twitter, Microsoft, Samsung, and 120,000 other developers. When your business is listed on Foursquare, it’s automatically included in thousands of local apps and services.
And for local businesses in particular, local SEO is crucial for mobile marketing. According to Google, 76% of consumers who search for a local business on their smartphone end up visiting the business within a day, and 28% of them make a purchase.
6. Post with emotion for shareability
Many of the smaller directories out there aggregate information from the biggest ones. So take the time to perfect your listings on the following sites:
8. Be active (duh)
So while an online existence may get you on the map, an online presence is tied to your visibility, credibility, and reputation.
For a more complete list of listing sites, check out LOCALiQ’s 10 Best Free Business Listing Sites.
But before we get into the tactics and strategies, let’s back up that bold statement.
How to improve your online presence with listings
So with that being said, here’s how to use your website for an optimal online presence.
Your Google My Business Profile is arguably the new homepage for your business. It provides all of the essential details of your business, directly in the SERP for Search and Maps.
9. Start with the heavy hitters
Google Local Service Ads also show up at the top of the SERP in card form. If you go through the application process, you can appear with a green “Google Guaranteed” badge under your name, which makes for a stronger presence in this section of results.
Your online presence isn’t just limited to your website, social media profiles, online listings, and ads. Here are eight more ways to increase your visibility online.
As mentioned earlier, Google is now using mobile-first indexing for all sites on the web, so having a responsive site and enhancing performance with tactics like lazy loading is essential. Plus, with more than half (60%) of internet searches being performed on mobile devices, you really do need to prioritize your mobile online presence. This means making sure your website pages and emails render properly on tablets and phones, but also leveraging mobile-specific strategies, such as:
- Bing accounts for around 30% of all searches in the US.
- Bing is on more than 1.5 billion devices.
- Over 70% of those who use Bing are older than 35.
With thousands of online directories out there, creating listings for your business can help you show up in more places online. In addition, links to your site from popular directories serve as citations for your business, which Google takes into consideration when ranking your site. Finally, curated “Top 10” lists from popular directories can dominate the SERP, so if you’re ranking in their top 10, you can achieve that much more exposure.
With the antiracisim and inclusivity movement that began in 2020, incorporating diversity into your workplace and marketing material is more important than ever. Plus, people are attracted to material—whether visual or written—that represents them. This is partly due to the familiarity principle (more on marketing psychology here), but also because it conveys to them the message that they are heard and seen. By representing the diverse range of people within your audience in your online assets, you can get noticed by more people while also demonstrating social responsibility.
By the end, you’ll be ready to fill every nook and cranny on the internet.
With LOCALiQ’s free presence checker, enter your business name and address and get a report showing you which of your business listings are complete, which ones are missing information, and which ones are missing entirely.
10. Populate every field, meticulously
Did you know that only 49% of small businesses invest in SEO? Or that only 18% of small businesses do not plan to ever pursue targeted SEO efforts like link building, content creation, or keyword research?
- Contact information
- Booking/reservation options
Building your online presence is a lot of work. But who says you have to do it alone? Those with whom you have a strong relationship can help you in a number of ways.
How to improve your online presence with advertising
Guys, we spend eight hours a day doing digital activities. That’s more than half the day. More than most of us sleep. And we have different identities online—we’re hobbyists (gaming), alter egos (Reddit), social butterflies (Facebook), professionals (LinkedIn), and consumers (what we’re focusing on in this post).
13. Search ads
Paid advertising is a fast way to show up prominently on search engines, social media feeds, and websites your ideal customers frequent. With SEO, you can really only target your audience with keywords, but with PPC, you can layer audiences onto your targeting based on a number of criteria. Here are some of many the different ad options you can use to increase your online presence.
14. Social ads
Here are tips for advertising on:
But as the internet evolves, so, too, does the definition of a strong online presence. In this definitive, data-backed guide, you’ll learn everything you need to know, including:
15. Display ads
And truth be told, I would highly suggest hiring an expert to set up your site. DIY builders are awesome in theory, but in my own experience, people end up spending hours on them and experiencing endless glitches—oftentimes to the point of eventually spending more to hire someone. Having a lead-generating website that looks and functions exactly the way you want it to without losing hours of your time or hairs on your head is, to me, worth every penny
17. Google Local Service Ads
If being able to have this type of engagement means only having one profile, then so be it. Better to have one vibrant profile than to have three that are subpar. And precisely why it’s important to only take on the number of profiles you can manage.
More ways to increase your online presence
18. Have a presence in the inbox with email marketing
The email marketing best practices are pretty evergreen, but if there’s three to focus on with regard to your online presence, it would be these:
With so many online channels, building and maintaining your online presence is a big undertaking, but with big returns. Here are some free tools that can help you with your efforts.
Consumers have high expectations these days—to the point where if you don’t have a good website, you’re almost better off not having one at all. In fact, 75% of consumers have admitted to judging a company’s credibility based on their website design.
- Write irresistible subject lines: A good subject line will give you a stronger presence in your subscribers’ inboxes and a better open rate.
- Build your list: Ceate content or an offer that people need to sign up to receive, such as a free guide, industry report, or percent off first purchase.
- Segment your list: The first and most powerful 120 characters readers see in their inbox is the subject line and preheader text. Segmenting your audience makes it possible to choose hyper-targeted words, and by collecting data separately on audience segments, you can further refine your messaging.
19. Use guest posting to reach more potential customers
Online presence is about quality, not quantity. Choose the platforms that your audience is using, and limit the number you choose based on your bandwidth. Having just one or two accounts with solid engagement is better than having several accounts with weak activity.
BrightLocal’s research has found that businesses with more than 100 images in their Google My Business listing get 520% more calls, 2,717% more direction requests, and 1,065% more website clicks than the average business. This is just one of the many small tweaks you can make to your profile to get big results. WordStream’s free Google My Business Grader identifies what’s missing in your profile and exactly what you need to do to improve it.
20. Leverage the power of video for more shares and memorability
30% of consumers won’t consider a business without a website.
- Social video generates 1200% more shares than text and image content combined.
- Viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text.
- YouTube is, by far (with the exception of Facebook) the most popular online platform in the U.S.
Plus, these immediate connections can introduce you to their connections. Maybe you connect with a developer that can help you with your website, or a young videographer offering inexpensive work to gain experience. But as always, networking and building relationships should not be self-seeking. The goal is to cultivate mutually beneficial relationships from which organic opportunities can arise.
21. Encourage your employees to share your content with their networks
Take advantage of this! Share your blog posts with your company employees and encourage them to share it on their networks. The added bonus is that your sales and support teams can stay on top of content that can be of use to them.
Plus, if you want to find and connect with influencers, you need to be active in your niche so you can identify who is realistic to reach out to and gradually build your relationship with them.
Without a strong online presence, you really don’t have one at all. It’s all or nothing in the noisy world of cyberspace.
22. Build relationships with lots of different people
But reaping these benefits takes more than just throwing your NAP out there and then kicking back. Let’s cover the steps for using online listings to properly boost your online presence.
- Loyal customers will write great reviews about you and share your content on social media.
- Writers can help you to create quality, shareable content.
- Reporters can give you exposure on local media outlets.
- Influencers can expand your reach to a relevant audience.
- Fellow business owners can offer tips and recommend resources they’ve used with success.
- Vendors can spread positive word of mouth about your business.
- Neighboring businesses can promote you on their networks.
Online presence is, and isn’t, exactly what you may think. You can very well exist online, but that doesn’t equate to having a presence. Your presence is a deeper layer that paints the full picture of your business, according to:
23. Make your content accessible to all
Using social media to increase your online presence is a no-brainer, as its vast user bases and sharing capabilities make it an amplification tool. Plus, according to Sprout Social, after following a brand on social media, 91% of consumers will visit its website, 89% will buy from the brand, and 85% will recommend the brand to a family or friend.
24. Necessitate diversity
Here are some ways to use video to improve your online presence:
25. Use mobile-specific marketing strategies
According to Linkedin, employees have a network that is 10X larger than its company’s follower base. And Social Media Today tells us that content shared by employees receives 8X more engagement than content shared by brand channels.
- SMS marketing: Announce sales and promotions, send event invites and updates, ask for feedback, and more.
- Podcast advertising: The majority of podcasts are consumed on mobile devices, and you can target niche audiences.
- Optimize for voice search: Target long-tail keywords, use schema metadata, and optimize for “near me” searches.
- Geofencing: Send messages to consumers while they’re near your location.
- Mobile search ads: Create device-specific copy, use call-only ads and other mobile-friendly extensions.
Google My Business (If you only do one of the suggestions in this post, let it be this one!)
Free tools for online presence management
Like social media feeds and search engine results pages, listing results are determined by an algorithm. This means that the quality of your listing matters. Make sure that for each listing, you populate every section available, such as:
1. LOCALiQ’s Digital Marketing Healthcheck
Make your website pages and emails accessible to people with disabilities. Not only does one in four adults have a disability in the US, but also, the assistive technology industry is growing. With those with disabilities having more access to online content, you have the opportunity to expand your online presence to the 61 million adults in the US who have one—not to mention demonstrating values that matter to consumers today.
3. Google’s Page Speed Insights
There were many strategies mentioned in this post for improving your online presence, so let’s recap:
4. Google’s Mobile-Friendly Test
When you plug your website into the Page Speed Insights tool, you’ll get a score for both mobile and desktop as well as recommendations to improve page speed.
6. WordStream’s Google My Business Grader
You can only exist in one place in the physical world, but with the internet, you can be in multiple places at once, places your current and potential customers are spending most of their time. Having a strong online presence allows your business to get discovered by new customers, and the more touchpoints you have with your audience, the more you can build your reputation, increase brand awareness, make data-driven optimizations, and ultimately increase revenue.
7. WordStream’s Google and Facebook Ads Graders
Here’s how to use SEO to increase your online presence:
Use these strategies and tools to increase your online presence (and ultimately, your revenue)
No matter how someone finds out about your business—whether through social media, an ad, a listing, direct mail, a friend, or even seeing it in their travels—their first inclination is to go to your website. Going into the business or calling is far less appealing than browsing your site on their own terms and gathering the information they want, quickly. Which is why 30% of consumers won’t consider a business without a website.
You’ve heard this a million times, and now, for the million-and-oneth time: If you’re going to make social media a part of your online presence, you need to have an active account. So that means publishing quality posts regularly, responding to likes and comments on those posts, liking and commenting on your followers’ posts, answering direct messages, sharing content from other sources, and more. And it means doing this consistently. This is the difference between a profile and a presence.
- Get a modern website to meet consumer expectations.
- SEOptimze your site to show up in local searches.
- Build your business blog to rank for more keywords.
- Limit your social media accounts to what you can handle.
- Strive to build an audience, not attain followers.
- Inject emotion into your social media posts for shareability.
- Perform social media optimization with keyword targeting.
- Be consistently active and engage with followers and influencers.
- Create listings on Google, Bing, Yelp, Facebook, Foursquare (yes, Foursquare), and more.
- Fill out every listing completely and consistently to show up higher in results.
- Have a proactive review strategy so you can have a positive presence online.
- Monitor and maintain your listings to prevent unhappy customers.
- Use search ads to get to the top of Google.
- Run social media ads to have a presence in users’ feeds.
- Use display ads to show up on websites your audience frequents.
- Use retargeting ads to travel along with your interested prospects throughout the web.
- Run Local Service Ads to get your service-based business at the top of results.
- Use email marketing to stand out in your subscribers’ inboxes.
- Write guest posts for other sites or recruit writers for your own.
- Leverage the power of video to get more shares and show up on the SERP.
- Encourage your employees to share your content across their networks.
- Build your network and create mutually beneficial relationships with customers, vendors, business owners, and more.
- Optimize for accessibility to make your content available to more consumers.
- Incorporate diversity into your marketing strategies.
- Make use of mobile-specific marketing strategies.
- Category: eCommerce