Having a strong online presence is crucial for businesses of all sizes. Competition is always going to be ferocious, and you need a great website, a strong social media presence and a brand that can help you stand out.  

Develop a strong brand identity

Start by defining your brand values and mission. What does your business stand for? What makes you unique? Once you’ve established these core elements, ensure that they’re reflected consistently across all your online platforms, from your website to your social media profiles.

Remember that your brand voice is just as important as your visual identity. Develop a consistent tone and style for all forms of promotions that reflects your brand personality. Whether you opt for a formal, professional tone or a more casual, friendly approach, ensure that it’s maintained across all your online communications.

Establish a great website

Start by ensuring your website is visually appealing and aligned with your brand identity. Use high-quality images, a clean layout, and a colour scheme that reflects your brand. Consider working with a professional web designer to create a custom website that truly represents your business. 

There’s plenty that you can do yourself. It’s easy to create a website that speaks to your brand with Adobe, and they can teach you how colour schemes, like a beige colour code, communicate to audiences with their guide to using beige in design projects.

However, looks aren’t everything. Your website should also be easy to navigate and provide a smooth user experience. Ensure that important information, such as your contact details and key services, is easily accessible. Use clear, descriptive headings and logically organise your content.

Do not forget about mobile optimisation. Your website must look and function well on all devices. Google prioritises mobile-friendly websites in its search results, so this can also help improve your visibility online.

Lastly, ensure your website includes clear calls-to-action (CTAs) that guide visitors towards desired actions, whether that’s making a purchase, signing up for a newsletter, or contacting you for more information.

Create valuable and engaging content

Think about starting a blog on your website where you can share industry insights, tips, and news relevant to your customers. Use tools like Google Trends to identify topics that your audience is interested in. Remember to optimise your content for search engines by including relevant keywords, but always prioritise writing for your human readers rather than search algorithms.

Do not limit yourself to just written content. Explore other formats, such as videos, infographics, or podcasts. These diverse content types can help you reach different segments of your audience and showcase your expertise in various ways. 

For example, you could create how-to videos demonstrating your products or services or start a podcast discussing industry trends and interviewing experts in your field.

Optimise for local search

Start by claiming and optimising your Google My Business listing. This free tool allows you to manage how your business appears on Google Search and Maps. Ensure all your information is accurate and up-to-date, including your business name, address, phone number, and opening hours. Add high-quality photos of your business and encourage satisfied customers to leave reviews.

Consider creating location-specific pages on your website if you serve multiple areas. These pages should include relevant local information and keywords to help improve your visibility in local search results. For example, a plumbing business in Manchester might create separate pages for different neighbourhoods they serve, each optimised with location-specific content.

Proactively engage in relevant communities

Participating in discussions and communities relevant to your industry can be an excellent way to build your brand’s reputation and stand out online. This could involve joining LinkedIn groups, participating in Reddit discussions, or engaging with industry-specific forums.

Focus on providing value rather than overtly promoting your business. Share your expertise, answer questions, and engage in meaningful discussions. Over time, this can help establish you as a trusted authority in your field.

You could consider hosting your own online community, such as a Facebook group or a forum on your website. This can provide a space for your customers to connect with each other and with your brand, fostering a sense of community and loyalty.

Leverage social media effectively

First, identify which social media platforms are most relevant to your business and target audience. LinkedIn might be the primary focus for B2B companies, while consumer-facing businesses might find more success on platforms like Instagram or Facebook (you may want to think carefully about using X/Twitter). 

Create a content strategy that aligns with your brand identity and business goals once you’ve chosen your platforms.

Engage with your followers, regularly by responding to comments, asking questions, and sharing user-generated content.

Consider using social media management tools like Hootsuite or Buffer to schedule posts and track engagement metrics. These tools can help you maintain a consistent presence across multiple platforms without overwhelming your resources.

Tap into relevant social media influencers and other trusted voices within your industry to allow them to amplify and help spread your message to their relevant audiences.

Don’t be afraid to show the human side of your business on social media. Behind-the-scenes content, employee spotlights, and posts about your company culture can help humanise your brand and make it more relatable to your audience.