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How to boost your company’s online presence

If you’ve been working hard on the day-to-day operations of your business and neglecting your business’ online presence, you’re not alone. It’s easy to get caught up in immediate needs, and once you have a website up and running, it’s even easier to call it a day. Staying on top of your company’s online presence, building it, nurturing it – and, unfortunately, sometimes putting out fires – should be on your to-do list every single day.

Here are six steps for boosting your company’s online presence.

Blog consistently

Two days a week or more is ideal, but if you can only commit to blogging once a week or twice a month, then do it. Blogging feeds your website with new content that attracts visitors and holds them on your page longer. A regular blog update shows that your company is active and has valuable information to share. Google will also index your site more favourably if it has regular updates.

Guest post

A great way to get your name out there – and a link back to your website – is to provide blog posts to other websites whose audiences overlap with yours. Contact the owners of these blogs and make them a proposal. Perhaps they’ll want to provide you with a blog post for your blog as well. More content in more places – everyone wins.

Be active on social media

Shout it from the mountaintops – in other words, from your Facebook or Twitter page. Post content on the social media channels that make sense for your business, and also take the time to read and comment on what others post. If you don’t have someone to run your social media platforms, perhaps you could hire someone who did a media, writing or marketing course. When posting, aim to share material that’s likely to engage your prospective customers and get them excited about having a conversation with your company.

Monitor social channels

Keep tabs on what others are posting about your business on various social platforms. Thank users for praise and address any negativity or concerns. There’s a real art to this, though – don’t fall victim to unproductive back-and-forth.

Contribute to expert forums

Be active on expert online forums related to your industry. Over time, sharing good advice and contributing to conversations will give you a reputation as a thought leader in your industry. You can also use LinkedIn to find other industry professionals you can reach out to.  

Stay on top of trending topics in your industry

Make sure your brand’s image stays consistent with important trends in your industry. Keep your online presence up to date, and always look at your online efforts with a view of improving them and tweaking your image accordingly.

It’s one thing to boost your company’s online presence in general. Now you need to nurture it. Make sure you monitor your company’s online reputation, respond quickly to any negativity, and connect with your prospects on a regular basis. Boosting your online presence can be time consuming, but it’s effort well spent for the long and short-term vision of your company.

What lies in the future of marketing?

No one can accurately predict the future. Yet we can speculate on broader themes and examine what happened in the past. Making informed predictions does not mean absolutely perfect ones. To that end, we should wonder what lies ahead for marketing. Knowing what we’ll see means knowing what will work – and in this way, we benefit our business.

Social is king

Social media has come to dominate the modern landscape, with smartphone users. Even on the African continent, where mobile phone users outnumber even bank users, social media is rapidly spreading. Of course, social media is completely different than other forms of media since it is controlled by the audience itself. That is, they decide what to see but can then interact with major brands like never before.

This isn’t like an audience who could change the channel – on Twitter, Facebook and so on – users and brands can often operate on the same platform and have the same reach. As Inc.com notes:

“The social approach underscores the importance of the increasingly connected, interactive and vocal audience dominant in social networks. With increasing power over the kind of content they produce and consume, users are becoming more discerning. The mass market approach is thus no longer as relevant as before.”

Recognising the growth of social media is essential for any brands hoping to dominate or have some strong footing in marketing. Creating or working with a tech-savvy, socially capable marketing team is essential.

Mobile will dominate

Related to social media, mobile marketing will also continue to be important. What’s important is to recognise what technology is being used for. For example, SMS messages are no longer as prominent as they once were. This means if we’re still sending SMSes in 2017, we might look as relevant as VCR repair people.

But there’s another often overlooked aspect. As Internet Retailer highlights: “The more screens a shopper uses to access an online retailer, the more loyal and valuable she is.”

Good content

Customers want more than just what the business offers, in terms of products or services. They want an experience. One way to deliver that is to produce relevant content, tapping into wider social events and happenings. We want customers to feel they are dealing with people, not just a blank name or logo. By showing humanity, in terms of keeping up with social events, movements, thought leadership, we provide more ways for them to interact with us.

These are just some considerations for the future, but we should also keep up to date by doing marketing courses, providing us with more concrete foundations for consideration.