11 tactics to build your brand’s online presence

Ninety-nine percent of the time, your potential customer will find your company online. While there’s no certainty as to which channel he’ll choose, he’ll probably do his first search of the web to find a company that offers the products or services he’s looking for. That’s reason enough to build your brand’s online presence.What digital marketing tactics for stores and websites should you employ to improve your brand’s presence and awareness among your target audience? Check out our patents.

1. Build your brand’s website

Don’t have your own website online because you’re active on social media? That’s a big mistake!Your own website is your best business card, where users will find all the information about your brand and its activities, and this allows them to decide to work with you. A website will be useful for your audience to find the following information:

• Your location,
• Your company’s opening hours,
• prices of your products/services,
• benefits of cooperation,
• scope of the offer,
• the history of your brand and your business values,

If you don’t have a website, first of all, you are wasting the time of the user who has to search for this information in various places on the web (e.g. social media, company profile on Google, etc.). What’s more,you thus increase the risk of losing a potential customer, because that customer, tired of having to search for information in various channels, is likely to give up and choose a competitor’s offer. Research shows that as much as 70% of the audience searches for a company online before they visit That’s another reason whyyou need to make sure that finding your company online, especially on Google, is as simple and quick as counting to three. How can you make your website

• Use a website builder (such as Wix or SilverStripe or WordPress for sites, Shoppify, Woocommerce plugin other options for stores).
• Collaborate with a web development agency.
• Request a web developer to create your website.

2. Optimize your website for SEO

Positioning is another strategy for building your brand’s online presence that you can’t skip. SEO ensures that your site will show up high on Google in response to matched queries, which is exactly when audiences are looking for your products or services. Why it’s important. Because as much as 75% of website traffic is generated by the first three Google results for a given query. How to improve your brand’s online presence to get the highest possible position and traffic from Google?

• Focus on building your site’s position in external sources, such as by acquiring inbound links
• Focus on optimizing your site technically Include such elements as title and description, redirects, robots.txt file, sitemap, among others.
• Take care of the quality of content on the site. Write not for Google robots, but for users. Remember to keep your content original and prevent duplication both within and outside your site
• Improve page loading speed and ensure a good user experience (UX) and user-friendly interface. Check the principles of good UX and UI design.

3. Create a profile for your company on Google

Although, as a general rule, a company profile on Google (formerly: Google My Business Card) is used to build awareness in the local market, every company should have one, regardless of the area in which it operates. A company profile on Google ensures that a user will get relevant information about your brand without having to visit your website. An example? A tourist who searches for a restaurant near his current location won’t go directly to your website because he doesn’t know your brand. But he will certainly visit Google and type in: “Best restaurants Warsaw Wola”. If you optimize your profile well, your brand will be displayed in the so-called local pack results, which are the three best matching results from Google maps.

Local pack results on Google

4. Analyze how competitors are building your company’s online presence

Not every idea for building awareness of your brand online has to be completely original. If you’re looking for ways to promote your company online, check out how your competitors are doing it.You may be inspired by your competitors, as well as by companies in completely different industries that, for example, are building their brand in interesting ways on social media. What aspects of your competitors’ activities to evaluate?

• Google search results,
• social media (Facebook, Instagram, TikTok, LinkedIn – whether there is any competition in these channels),
• local business directories,
• brand awareness-building image campaigns,
• paid advertising Google Ads, Facebook Ads or TikTok Ads,
• newsletters and email marketing campaign methods.

If you want to make your life easier, use tools that speed up the process of competitive analysis, such as:

• Senuto for analyzing organic positions on Google,
• Ahrefs for inbound link analysis,
• SentiOne and Brand24 for analyzing a brand’s online presence, including social media,
• SEMrush for researching your competitors’ paid advertising,

5. Create interactive content and tools

Static content is a relic! If you want to reach the youngest generations and build awareness of your brand, you need to give something more from yourself than just plain text. Take care to create intercative materials – content, tools, etc. You can, for example, add a quiz to each blog post, as well as include a calculator related to your business or a dynamic contact form so that your representative contacts the recipient at a specific time.Make sure that interactive content is diverse enough to meet the needs of users who are at different stagesof the sales funnel For example:

• In the awareness-building stage, a quiz to help users identify which technology tools best fit their business needs will work.
• For the consideration stage, add a product configurator to the site – for example, a tool to configure a pricing plan, which allows you to end up with a tool that is optimally priced and tailored to your needs.
• At the decision stage, think about a return on investment (ROI) calculator that allows potential customers to calculate the savings and profits from implementing the software. Also add on a product demo page.
• After the sale, you can provide users with access to tutorials that will help them use the tool efficiently and learn all its features.

Get more ways to align your marketing efforts with the stages of the sales funnel.

6. Promote your offerings with ads

Want to improve your brand’s online presence in a short period of time? Don’t forget the power of paid ads. With them, you can quickly increase your brand’s visibility on Google, social media or the YouTube platform The catch? You have to pay for these results, and to keep the amounts as low as possible, you need to make sure your ads are properly optimized. The good news, however, is that the payment model for ads is suitable for companies of any size regardless of the market in which they operate. With online advertising across channels, you have full control over your budget – you decide how much you can and want to pay for a user’s ad click or other action. You can use paid advertising for a variety of purposes, for example:

• increase brand awareness,
• generate traffic to your website or social media,
• gaining leads or followers on social media,
• generating sales,

7. Create profiles on relevant social media channels

More than 50% of users use social media to, among other things, learn more about a product they want to buy.This doesn’t mean your brand needs to be on all social media channels, but it certainly needs to be on the right ones. Which ones are the “appropriate ones”? They are those social media channels that your audience prefers and in which they are most active. To figure out which channels you should use, consider analyzing your competitors – which social media they use to build brand awareness and in which channels they generate the best results. Once you have determined where you want to promote your brand:

• Set up a strategy – what you want to post about on social media, how often you will post, and what content formats you want to emphasize (be sure to include diversity in this aspect).
• Determine whether you want to use social media advertising (PS. You should do this).
• Choose a person who will be responsible for handling your social media.

8. Build contact with your audience

To build your brand’s online presence, it’s not enough to write a blog post and forget about it for a long time. To effectively reach your audience, you need to engage them and stay in touch. To do this, you can and should:

• stimulate audience discussion by asking for their opinion, such as their experience with the tool,
• respond to feedback about your products or services – both positive and negative,
• resolve the problems of users dissatisfied with the level of service or the product.

9. Create helpful content

Every company cares about maximizing revenue, but this goal often gets lost on entrepreneurs and prompts them to focus primarily on those users who are at the end of the sales funnel. The problem is that this approach excludes a large part of the audience from communication. Therefore, if you want to improve your brand awareness online and earn more at the same time, you should invest in content marketing, which also attracts users from the early and middle stages of the conversion path These users, while not ready to buy here and now, have the potential to become your customers in the future. However, you need to make an effort – what can you do to make your content effectively attract your audience?

• Use Google Trends and Google Keyword Planner tools to find out what your target audience is interested in.
• Choose a variety of content formats – from guides, to e-books, to case studies and infographics and reels.
• Determine the frequency of content publication for different channels (e.g., 4 blog posts per month, two educational social media posts per week and 3 rolls).
• Create a team that will be responsible for content marketing across different channels. Make sure its members work together, even if everyone creates content for a different channel.

10. Invest in email marketing

How to improve your brand’s online presence? Invest in email marketing, which generates a high return on investment and allows you to reach an engaged audience. Some brands deicide to buy subscribers. Don’t go that route – it’s an easy path to get your messages flagged as spam, because you’re reaching people who know nothing about your brand and are not at all interested in your offer. Therefore, how to effectively use a newsletter to build awareness among your audience?

• Offer some value (lead magnet) in exchange for signing up for the newsletter. It could be a free e-book or a discount on your first purchase.
• Provide a free tool that requires the user to provide an email address.
• Promote exclusive offers and discounts to recipients available only to mailing list members.
• Provide newsletter subscribers with special offers and early access to news.
• Incorporate a newsletter sign-up form into every blog post.
• Invest in personalization of email marketing, using the recipient’s name in the content and matching the content to their browsing behavior and history.

Test 9 ways to engage with blog content.

11. Start selling on marketplaces’a

Do you run an online store and want to take care of your online presence? Start selling on popular marketplace platforms such as Allegro, Amazon or eBay. Sales platforms will work especially well for those e-commerce businesses that are not known to a wider audience and do not have an established brand. With their help, you can reach a wide range of customers (in Poland and around the world), while taking advantage of the trust that audiences have in well-known marketplaces’y. How to choose the right marketplace? Check out:

• what marketplace platforms your competitors are selling on,
• what are the costs and benefits of joining a marketplace platform,
• what are the logistics of ordering on a given platform,

Summary

Implementation of the presented tactics, such as SEO optimization, social media engagement, and creation of valuable content can significantly affect your brand’s online visibility and perception. Remember that consistency and adapting your strategy to changing trends and audience preferences are fundamental to maintaining and developing customer relationships. A long-term approach and continuous analysis of the effects of activities will allow you to successfully build a strong and recognizable online presence.