Having a business without an online presence is nearly unimaginable today. A 2017 study found that nearly 70% of customers research products online before shopping in a store. It’s been seven years since that study was conducted, and we can only assume this number is bigger today.
However, navigating the digital landscape can be challenging, especially with so much competition. However, we hope that these 10 strategies will help you grow your business online.
Know Your Target Audience
You probably saw this advice on multiple occasions already, but we really can’t stress it enough. Before implementing any changes to your strategy, conduct a thorough analysis of your target audience. Consider the following questions:
- What is your audience interested in? What entertains them?
- What are their demographics (gender, age, location, etc.)?
- How often do they make purchasing decisions?
- How much do they earn?
These questions might vary slightly, but the goal remains the same: get to know your audience as best as you can. Your decision on how to grow your business online should be based on this analysis.
Optimize Your Website for SEO
Search Engine Optimization, or SEO, is a method of optimizing your content for search engines so that it ranks higher on the search engine results page.
SEO starts with keyword research. You want to identify words and phrases your target audience types into the search engine. To do that, begin by listing topics related to your business and consider what your audience might be interested in.
Once you have your main topics, come up with specific phrases around those topics. For example, if one of your topics is ‘lead generation,’ you may list phrases like ‘what is lead generation’ and ‘lead generation tools.’
You can also analyze what keywords you already rank for by using tools like Google Analytics, SEMrush, and Moz to analyze your content.
At last, use these keywords in your titles, meta descriptions, headers, and content. And most importantly, ensure they fit naturally within the text to avoid a forced or spammy feel, which can have the opposite effect.
Leverage Social Media Marketing
Social media platforms like Facebook, Instagram, LinkedIn, and X are powerful tools for business growth. Establishing a strong presence on these platforms allows you to engage with your audience, build relationships, and promote your products or services.
As always, start by determining which social media platforms will work best for your business based on your target audience. Once you have identified the right platforms, focus on creating content that is not only engaging but also encourages your audience to interact with your brand. Responding to messages and comments is crucial, as it shows your appreciation for your clients and customers, helping to build stronger relationships.
Don’t forget that different target audiences respond to different approaches and content. Some resonate better with behind-the-scenes videos, customer testimonials, and industry news, while others expect a more relaxed approach. Tailor your content strategy to meet the expectations and preferences of your audience.
Invest in Email Marketing
Email marketing is yet another effective way to connect with your audience and drive sales. This approach enables you to communicate directly with customers, offering personalized updates and promotions.
The first step is to collect email addresses from your target audience. Include sign-up forms on your website to allow visitors to subscribe, and share these forms on social media to reach a broader audience.
After accumulating a sufficient number of subscribers, group them based on their interests and behaviors. This segmentation helps you tailor your content to address their specific needs and preferences, as not everyone is interested in the same topics.
When implementing email marketing, it’s crucial to find a balance in your communication frequency. Don’t overwhelm your subscribers with too many emails, even if the content is valuable. Striking the right balance ensures that your emails remain welcome and effective.
Harness the Power of Influencer Marketing
Influencer marketing involves partnering with someone who has a significant following and the power to influence others on social media to promote your brand. These individuals can help you reach a wider audience and build credibility very quickly. Influencers are specifically used on social media platforms like Instagram, YouTube, and TikTok.
To start, look for influencers whose followers match your target audience. They don’t need to have too many followers – what matters is the quality, not just the quantity. Reach out to them with your strategy, plan, and budget. Once you agree upon all of the details, make sure to keep track of the results. You may need to adjust your strategy a bit if it’s not working.
Use PPC Advertising
PPC or Pay-Per-Click advertising allows you to advertise your business on search engines or social media. Every time someone clicks on the ad, you pay for that click. This can be an effective way to drive targeted traffic to your website, especially if your website or social media profile is new. Organic content takes a while to kick in, so this can be a quick remedy.
Similar to all other types of marketing, PPC advertising starts with defining your target audience for the ad you want to release. You want to be extra careful here not to go too wide if you want to see some meaningful results and not overspend.
The platform will then ask you to set a budget for the campaign. You’ll need to do some research beforehand so that you know how much money you realistically need to spend to see some results.
At last, you’ll need to create an ad for your PPC campaign. These ads should have compelling meta descriptions to invite the user to click. It’s best to choose a landing page instead of the home page, as they contain a call-to-action button. Of course, this isn’t always the case and will depend on what you want to achieve with the ad.
Leverage Video Marketing
Video content has become extremely popular in the past few years with platforms like TikTok, Instagram, and YouTube. There’s even research that suggests that over 40% of users have used TikTok as a search engine.
While long-form videos are not a complete miss, it seems that short-form videos are much more popular now. That’s why we advise you to keep videos short and make sure your message is clear. Keep in mind that many people don’t use sound when they watch videos, so using subtitles is now highly recommended for everyone. At last, you want to use a call-to-action invite at the end of your video.
Implement a Customer Loyalty Program
A customer loyalty program can help you retain existing customers and encourage repeat business. These programs usually offer some kind of incentive to increase customer satisfaction and build long-term relationships.
To create an effective loyalty program, you’ll need to define your goals first and determine what you want to achieve. For instance, it may be increased sales or customer referrals. Once you have your goal, choose rewards that are in line with it and that your customers will find valuable, such as discounts, free products, or exclusive access.
At last, you want to promote your program on your website, social media platforms, and all other marketing channels you use to get the most out of it.
Keep in mind that a customer loyalty program on its own won’t be enough to keep them away from your competitors if you’re not providing a generally pleasant experience.
Build a Strong Online Community
Communities, much like loyalty programs, play a crucial role in fostering loyalty and encouraging repeat business. Online communities can be established through various platforms, such as forums, social media groups, and live events.
To build a strong and vibrant community, regular engagement is essential. To gain credibility and trust, you need to actively participate in discussions and offer valuable insights.
Additionally, creating opportunities for your audience to connect with each other, not just with you, cultivates a true sense of community. This interconnectedness among members strengthens the community, making it more resilient and dynamic.
Analyze and Adapt
Data analysis is crucial for understanding what’s working and what’s not in your online marketing efforts.
There are numerous metrics you should monitor and keep track of, such as conversion rates, average time on page, bounce rate, traffic sources, returning visitor sessions, and many more. Furthermore, we encourage you to identify patterns in these metrics. This will help you understand your audience’s behavior and adjust your approach as needed.
To Sum Up
Growing your business online requires a multifaceted approach, combining various strategies to reach and engage your audience.
To determine which strategy will work best, it’s best to always start with data. Analyze where you are and who your target audience is, and then choose the appropriate channels and strategies. Only then can you expect results and business growth.
