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While inventory and customer service are essential pillars of a successful business, neglecting your digital presence can significantly hinder growth. In today's market, over 60% of all shopping journeys begin online, even if the final purchase occurs offline. Moreover, 53% of U.S. consumers always research online before making a buying decision.
Given these numbers, building a strong digital presence is not just an option—it's a necessity. So, how can you create a digital presence that truly drives success? Let’s explore the five key types of online presence your business should consider to stay competitive and connect with your audience effectively.
5 Types of Online Presence to Elevate Your Business
To build business visibility, consider the various touch points where potential customers discover, experience, and interact with your brand online.
1. Website
Your website serves as a digital residence for your brand where potential customers can find more information about your brand, products, and services and encourage them to lock in a purchase.
A well-designed website should communicate your brand effectively and consistently. It should accommodate the needs of unique users with intuitive navigation and responsive design optimized for all devices. Well-crafted landing pages should be able to convert visitors into buyers or followers.
Digital presence management strategies for websites:
- Develop “lead magnets,” which are free resources or special deals you offer to visitors in exchange for their contact information.
- Integrate search engine optimization (SEO) strategies such as keyword research, on-page SEO, and SSL certification to make your brand more discoverable online.
- Regularly produce and publish blog content that offers value to your target audience.
2. Social Media
Nowadays, social media acts as the first layer of your customer journey, as it’s the most effective means to reach users who were previously unaware of your business.
Instead of creating accounts on all popular social media sites, be selective in the platforms you use. If you are in B2B, opt for LinkedIn to reach and network with more professionals and companies. If you are targeting younger audiences, you might find better value in using TikTok or Instagram.
Digital presence management strategies for social media:
- Leverage social media advertising to refine your audience targeting and expedite your online growth.
- Diversify the types of content you produce. Aside from the usual posts, explore live streams on social media to engage with your audience in real time and introduce the people behind the brand.
- To improve your strategies, always measure your efforts. Review key metrics to understand what strategies are working and where adjustments are needed. While respective platforms already have integrated analytics, you can get more granular analysis through third-party tools like Clearview Social to help you fine-tune your campaigns.
Heading: Measure Your Social Media Performance
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3. Business Listings
Around 46% of all Google searches are from users looking for local information, and 72% of customers who search for local businesses visit stores within five miles. List your brand on online directories like Google My Business or Yelp to boost your discoverability among customers near your area.
Digital presence management strategies for business listings:
- 29% of customers search for local businesses at least once per week, so keep your business listing information updated regularly.
- Make it a point to respond to customer feedback, especially negative comments that might impact other viewers’ perception of your brand and service.
- Given the significant number of people looking through business listings online, put effort into the descriptions you publish.
4. Emails
Roughly 90% of Americans are subscribed to at least one newsletter. Regular send-outs largely help your brand stay on top of mind. By actively sharing valuable content, you can establish your expertise, nurture leads, and drive conversions.
Digital presence management strategies for emails:
- Instead of sending out general content to everyone on your mailing list, create different segments of your audience based on their interests and behavior, and then tailor your messaging accordingly.
- Regularly conduct A/B tests on different elements of your campaigns like subject lines and call-to-action buttons. This helps you identify what aspects work to achieve quality performance.
- To avoid bounces or low open rates, build a quality email list with contacts genuinely interested in your offerings. You don’t need thousands on your list if only a few hundred check your updates.
5. Social Proof
Social proof, both from customers and employees, can greatly influence potential customers' purchasing decisions. To boost your brand’s digital presence, encourage satisfied customers and employees to leave positive reviews online. Video reviews, in particular, can create a strong emotional connection with potential customers, making your brand more trustworthy.
When employees share brand content on their personal social media channels, their posts boost social engagement by 25% to 40%. Additionally, brand messages shared by employees are re-shared 24 times more frequently than when posted on brand channels. This makes it all the more important to encourage employees to become brand ambassadors.
Digital presence management strategies for using social proof:
- Regularly request feedback or reviews from your customers.
- Offer incentives to customers or employees who share reviews online.
- Leverage employee advocacy software to streamline your process. Clearview Social offers a suite of features that maximize your employee outreach—from social media automation to a Chrome extension that simplifies the search for fresh, relevant content to share.
Harness the Power of Employee Advocacy
With Clearview Social, your team can easily promote company content on their personal social media platforms and strengthen your digital presence.
Build a Digital Presence That Lasts with Clearview Social
A comprehensive digital presence ensures your brand stays visible and relevant to your target audience. By investing in tools that help you streamline your campaigns, you can focus on delivering consistent value and establishing a brand that drives customer trust.
Grow your online influence with Clearview Social, an employee advocacy platform created to assist businesses in boosting revenue through social media. With Clearview Social, you can implement effective employee advocacy programs, bringing in more engagement for your company.
Manage your Digital Presence Hassle-free with Clearview Social
Maximize your social media use by subscribing to Clearview Social and enjoy the benefits of streamlined employee advocacy, automated social media efforts, and thorough analysis of your digital performance.