In today’s digitized world, it’s hard to imagine a person without any Internet profile. The same is true for a business. A web presence is essential for any organization as it determines the success of a company’s marketing efforts. It’s deservedly considered the foundation of a promotion strategy.
More and more, educational articles, courses, and webinars are devoted to building a strong web presence, and it’s a real blunder to not take the time to learn from them. So how do you build a strong web presence for your company to distinguish your product or services from the competition and be the business everyone is talking about? Well, keep reading.
First, let’s define what we mean when saying business web presence and how can one create web presence at all? Simply put, it’s everything about your business that can be found on the Internet, starting from the webpage and ending with references from your clients in the public directories. The important aspect is commenting on Google My Business, as this is the first thing users see in search results when googling the name of your agency. Summarizing, everything you have uploaded in the worldwide network, or that someone else has, that includes your product’s name or some parts of your brand is known as a web presence.
Your business’ web presence should be considered part of your brand. More precisely, they’re inseparable. As Wikipedia defines it: Brand is an overall experience of a customer that distinguishes an organization or product from its rivals in the eyes of the customer. Brand is your product’s personality: its name, design, colors, values, positioning, target audience and feelings that it brings and other properties determining your business uniqueness.
Before you create a brand identity for your organization, think globally: What goals do you pursue with your product or service? That’s gonna be your mission. Obviously, all the businesses are there to make money, but beyond that, there probably should be something nobler, an idea that inspired you to choose this particular field and activity. Your own intentions and beliefs are very important as they subconsciously build a psychological connection with your potential clients.
By the way, think about people who will be your future customers, e.g. your target audience. It’s their needs you are trying to satisfy for the exchange of their money. What do these consumers like and what are they looking for in your product? What makes them choose you and not your competitors?
Finally, show and promote your strongest sides. Don’t be shy when telling users why your company deserves their choice.
All of the above will help you define what makes your brand unique and this uniqueness is what your web presence should be based on.
You’ve done preparation work described in the previous point and now you know exactly what makes your company stand out of the crowd. The crucial question is this: Does your target audience know about it too? It’s time to introduce your vision to them by promoting your brand through web presence and web marketing techniques. Where to start?
Step 1. Concept your product. Think carefully about what are the feelings associated with your products and try to choose the most harmonious name, colors, design, logo, etc., allowing people to fully understand and remember your brand even without advertising. That’s where the book “Redesigning Identity: Graphic Design Strategies for Success” by Catharine Fishel comes in handy.
Step 2. Create a web page for your business. Whether it is a sophisticated website or just a basic landing page, make it useful and informative. Include all the required information about your product in an easy and understandable way. Make a list of all the potential questions people might have about your product and give answers to all of them on your site. Use Google AdWords and/or SEO services to move your site on the very top of search results so it won’t be missed.
Step 3. Build a social media presence. As we can’t imagine our lives without social networks nowadays, take care of your presence in social media space as well. Which ones to use depends on your business and platforms your potential customers are using the most. For example, to brand a small business in social media space, Omnikick suggests choosing at least two platforms.
Your accounts should present some basic information and news about your business with up-to-date posts that will be liked, shared and commented on. It’s also a great idea to take part in discussions about our product.
Make all of your social media pages look like they are using a single style. Choose the same colors, manner of communication and categories of posts. It’s a truly effective and budget way to create a brand identity for your business that catches attention.
Step 4. Reach out to leaders in your niche. In a modern world, a good method to conquer people’s trust and preference could also be getting in touch with influencers and opinion-makers. Try to find popular bloggers or entrepreneurs within your business area whose opinion is important for your consumers and kindly ask them for advertising your company.
Don’t just pay them to promote your business. Try to make them fall in love with your product by explaining them in details what’s so unique about it and how it improves people’s lives. What is more, you can make them your brand’s ambassadors, thus they will be promoting the whole lifestyle associated with your brand. Collaborating with influencers will definitely make your business web presence stronger and more modern, which is especially important when dealing with the younger generations.
We also recommend you to download a more detailed eBook with 7 fundamental steps for brand development and brand strategy examples to get a deeper understanding of the branding processes.
If you are still struggling with any of the above issues or don’t want to take all the risk yourself, you should refer to some business branding services. The best thing about business branding services is that they take care of every aspect of your brand and web presence, from building your brand identity to dealing with influencers.
Whatever way you choose to build and promote your brand, here are some ways to do it successfully:
Your web presence, brand, and its promotion can influence your business more than you can even imagine. It can boost your sales, as well as completely destroy your company if you ignore their importance. Everything you put into the Internet will be stored somewhere and even a tiny mistake can cost you a fortune. And if you are not 100 percent sure how you want your product to be represented on the Internet, trust this task to professionals competent in online branding services. A good decision is also to get a consultation from a branding agency that will help you set your goals, compose a marketing strategy and guide you through its fulfillment.
Creating a web presence and keeping it up-to-date is a vital thing for every business. It’s much better to put your money, time and energy to building a strong brand rather than feeling left behind by your rivals. If your brand is good, it will work for you without any further investments.