Due to the social distancing and stay at home orders issued all around the world, many have suffered significant declines in business, forcing companies to shift their focus to online presence management through their own websites and platforms.

Online presence management refers to the process of attracting traffic to a business by using a variety of online management and marketing tools.

Without further ado, boot your computer up and get ready to start taking some virtual notes to help your business grow online!

1. Take Stock of Your Website

One of the first steps in improving your online presence is to take a look at your website.

Web design is an important aspect of online presence management. It affects how often your customers will visit or utilize your website to find out more information and make purchases.

Make sure your website is

  1. Easy to navigate.
  2. Friendly on the eyes and visually appealing.
  3. Free of grammar and spelling errors

If the answer to any of these is “no” then your first step is clean up your web design!

Having a visually appealing and easy-to-navigate website is key to online presence management.
A great example of a visually appealing and easy-to-navigate website

You will also want to make sure your website is optimized for your business’s online strategic efforts! This is where SEO will come in!

2. Using the Right Social Media for Your Business

Social media has been shown to be a powerful tool for companies to connect to their audience.

It can help businesses reach their target audience and keep them in the loop by providing relevant information about products, services, or announcements.

This is why it is crucial for businesses to increase their use of social media, if they haven’t already.

The type of social media platform you use for your business depends on whether you are a business-to-business or a business-to-consumer company.

Social Media for Business to Business (B2B)

LinkedIn is THE place for B2B interactions. Establishing a profile for your business and connecting to related businesses is a great idea!

Consumer and potential business partners will be able to find you through their existing connections if you do so. 

B2B companies can take advantage of social media sites like LinkedIn to help manage and grow their online presence.
Example LinkedIn post by Schneider Electric, a B2B company

Social Media for Business to Consumer (B2C)

If you are a business-to-consumer company, you should consider platforms such as Instagram, Facebook, and YouTube. They offer great ways to extend the reach of your business.

By creating posts or videos, you are giving consumers new ways to discover your content and presenting it to them in a savvy way.

Within these B2C options, a good tip for choosing the right social media is to identify your target audience.

For example, Instagram, as compared to Facebook, has a much younger demographic. If you’re trying to target a younger more tech-savvy consumer base, then Instagram is probably a more desirable option then Facebook. 

However, when creating social media accounts, it’s important to note that if you can create multiple quality accounts, it can definitely be beneficial.

Always expand your horizons! If you can generate reach multiple platforms, then go out and do it!

B2C companies can take advantage of social media platforms like Instagram for managing their online presence
Shows the Instagram page for Dollar Shave Club, a B2C company

3. Consider Paid Advertising

Sometimes, social media accounts by themselves are not enough to reach your target demographic. In cases such as these, paying for ads that are displayed on Google or on social media may be beneficial to your business.

Consider the following things if you decide to go the paid advertising route.

Note: Refine Your Target When Advertising

If you are taking this route, then you should make sure that you are placing these ads in strategic places across the Internet.

As previously mentioned, the type of social media you focus on should be based around your target demographic. For ads, this is no different. You want to be targeting your potential customers where they are most likely to show up! 

Find out who you are targeting, then find where these people are most likely to be found on the internet.

Next, figure out what sort of things these people are searching for and who they’re interacting with. 

Search for The Right Buyer Keywords

Linking your ads with specific keyword searches and specific types of content is key. Trying to put yourselves in their shoes can really help!

To find keywords related to your topic/post, use keyword generators such as:

4. Blogging to Build Your Business

However, if you would like to skip the paid advertising route, there are other options for you to reach your target audience.

You can reach them by creating content, via blogging, that they may potentially be looking for.

People are always looking for information on the internet. Therefore, having a blog that can potentially answer those questions is a great way to connect with possible customers! 

Deciding What to Write

When you’re blogging, here are some tips you should keep in mind!

  1. Create content that is relevant to your market and provides consumers with valuable information.
  2. Content consumers love having their questions answered and Google loves content that answers consumers’ questions. 
  3. A neat trick is to search a question related to the article you are writing(that matches your service) and look under the ‘People also ask’ section on Google. Answering these questions will make it more likely that Google and your consumer are satisfied with your content.
Blogs are a great way to grow and manage your online presence. When thinking about what to write in your blog post, refer to commonly asked questions listed in the "People also ask" section on Google
An example of where to find the “People Also Ask” section on Google

Deciding How to Format Writing

With the nature of users online and their desire to get right to the answers they are looking for, here are some tips on how to format your posts.

  1. Content that is easily digestible is appealing to both consumers and Google algorithms.
  2. Breaking up information into clean sections and targeting questions that are commonly asked on Google improve readability and structure to your blog (Algorithm and Consumer-approved!).

Once you have wowed readers with your content, try to have a call to action that encourages the user explore your site or maybe even inquire about your service!

Need Help With Online Presence Management for Your Business?

Creating your own content isn’t always easy. Having blogs that generate lots of web traffic takes a lot of time and practice! Picking where to position your social media can also be quite a complicated task. There’s so much to consider!

Luckily for you, here at Colibri, we have expertise in creating and adjusting digital marketing strategies to meet your online business needs! Reach out to our online presence managers anytime at hola@colibricontent.com.

Everyone stay safe in these trying times and good luck with expanding your business into the online realm!


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