7 Essential Steps to Build an Online Presence for Your Business

I’ve been speaking about the topic of online marketing for many years now, yet I still come across people every day who are struggling to put the pieces together. It can sound overwhelming to build a brand online, but it doesn’t have to be that way. Following are some important and effective steps you can take to begin building your audience. Tackle these one at a time and once you have them mastered, your website traffic should increase by leaps and bounds.

1. Know Your Niche – If you want to build an audience online or off, you must first determine who it is that you want to reach. Carving out a niche will help you better connect with your audience. For example, if you’re a coach for small businesses, you cast a wide net for yourself. Imagine what would happen if you narrowed that focus and were a business coach for women business owners. If you shifted your marketing focus to specifically reach women entrepreneurs, they would be more likely to pay attention because they would recognize that you were speaking specifically to them. Carving out a niche can do big things for your business, and once you have it nailed down, everything you do to market your business should reflect your niche focus.

2. Get Your Website in Order – Your company website is often the first place a potential customer goes to learn about you. If it isn’t in tip-top shape, or if it makes you cringe a little when you look at it, it’s time for a makeover. A professional website is the most important piece of marketing collateral you own so make sure to get it done right.

3. Incorporate a Blog – If you want to increase website traffic, the easiest and most powerful way to do that is with a blog. Google gives higher priority to websites that add new content frequently. By updating your blog at least twice per week (though more is better), you will begin to see your traffic numbers climb. Plus, each new post gives Google another reason to find you. For example, if you’re an accountant and you write a blog post called “How to Collect Sales Tax in Dallas, Texas,” there is a darn good chance Google is going to serve up that post when someone searches for related advice. Then, you will attract a new visitor to your site who will discover that you offer services that meet their needs. Blogs work like magic if you commit to creating valuable content on a consistent basis.

4. Utilize Email Marketing – Some people will try to tell you that email marketing is dead. It is most definitely NOT dead; it’s just harder to do than ever before because we are all protective of our email addresses. All this means is that you need to give people incentive to subscribe (such as a coupon, gift certificate, special report, or audio recording), and then deliver exceptional content so you keep them engaged. Don’t send too much email or you risk annoying your subscribers. Find the right balance of valuable content and delivery frequency and your email list can be golden.

5. Take Advantage of Internet Media – While many companies are still focused on old-school PR strategies, savvy entrepreneurs have discovered a better way. There are endless opportunities to get exposure for your business by reaching out to bloggers, conducting internet radio interviews, and contributing guest posts to other blogs. When you share content via other websites, blogs, and internet programs, you can get access to their audience by contributing interviews, product samples, or other content.

6. Step Up Your Content Marketing Efforts – Short, instructional or entertaining videos on YouTube (five minutes or less) can build a captive audience. Need an example? Check out the “Will it Blend?” series by Blendtec, a company made famous by its highly entertaining videos showing all kinds of household items getting pulverized in a blender. Items have included glow sticks, golf balls, a pool cue, and even an iPad! Even if you don’t have something quite as creative to share on video, you can still build an audience on YouTube by sharing insightful how-to tips. You’d be amazed by how many people are searching for solutions to problems that you know how to solve.

7. Embrace Social Media – I’ve noticed that there still seems to be a lot of resistance to social media, but here’s the thing: it’s not a passing fad. Social media is now part of daily life for the vast majority of the population. It’s evolving and changing every day, but it’s an important communication line with your past, present, and future customers. Dedicate some time and resources to learning how to get the best results, or hire someone to help. When it’s working, social media should drive plenty of traffic back to your site, help you position your brand as a leader, and keep your audience engaged. Skipping this step leaves this opportunity open to your competitors, and nobody wants to make it easy for their competitors!

I am blogging on behalf of Visa Business and received compensation for my time from Visa for sharing my views in this post, but the views expressed here are solely mine, not Visa’s. Visit http://facebook.com/visasmallbiz to take a look at the reinvented Facebook Page: Well Sourced by Visa Business. The Page serves as a space where small business owners can access educational resources, read success stories from other business owners, engage with peers, and find tips to help businesses run more efficiently. Every month, the Page will introduce a new theme that will focus on a topic important to a small business owner’s success. For additional tips and advice, and information about Visa’s small business solutions, follow @VisaSmallBiz and visit http://visa.com/business.

Stephanie Chandler is the author of LEAP! 101 Ways to Grow Your Business.
She is also CEO of http://AuthorityPublishing.com, a custom publisher of
nonfiction books, and http://BusinessInfoGuide.com, a directory of resources
for entrepreneurs. Also visit http://StephanieChandler.com