Online Business Promotion Basics

There are multiple online ways to market your business without breaking the bank. From creating a website and social media profiles, to setting up Google business listings—creating these basic foundations of digital marketing strategies will help your brand reach new customers!

Create a Website

Websites are digital files accessible to any internet user and typically feature one primary page referred to as the Homepage that provide information related to a specific subject or theme. For instance, a home warranty company would need to create a site with a good homepage and several local pages like:

Today, having a business website is critical as customers research companies before making purchases; if your competitor has one but you don’t, sales may slip away to them. Furthermore, having one can make you appear more professional; customers trust companies with websites over those without one.

Make sure that your website is regularly updated with essential details, including prices, hours and locations. Download our Website Function Checklist (PDF, 103KB) to gain an understanding of what it needs in order to thrive in the online market. You can even create a branded email address with your company name as its domain.

Build a Social Media Presence

Social media can be an incredible way to reach new customers, form communities among current ones, generate leads, sales and traffic for your business while meeting its promotional goals at minimal expense. Make the most of your social media presence by being consistent in posting, following best practices for each platform you use and knowing when the optimal times for
posting are; Instagram suggests posting at optimal times throughout the day when your audience is most active. Setting SMART (specific, measurable, attainable, relevant and timely) goals for your social media posts will help keep you on track and prevent you from sharing aimlessly.

Furthermore, setting these SMART goals will give you an idea of which types of content your audience prefers and responds best.

Optimise your Website for Search Engines

Search engines are an invaluable resource for business owners, and utilising search optimisation techniques on your website is one of the best ways to connect with customers and expand your audience. This may involve including keywords in product descriptions, page titles, blog headers and other metadata (for instance image alt text which appears when an image does not load) along with any relevant metadata that displays when an image cannot be loaded). Site speed is also key; it affects how quickly your website loads and whether or not it appears in search results. An optimised website can help increase visitors to your website, leading to higher search engine rankings—thus increasing traffic to it. SEO may seem complex and daunting, but it needn’t be. Making even small tweaks to your site’s SEO practices can have a dramatic effect on where it ranks in search engine results pages and how many visitors visit over time.

Create a Blog

An effective business blog can help your brand stand out in search results, increase brand credibility and grow website traffic. Depending on your goals, blogging could also serve to capture email addresses and foster leads. Your blog content should aim to address your audience’s problems. You can do this by publishing helpful articles that answer frequent queries from your target demographic or by writing engaging, trend-relevant pieces that address pressing topics. One effective strategy to drive traffic to your business blog is through targeted keywords in your posts. Keyword research tools such as Ubersuggest can give an indication of which search terms your audience uses most often; you could even add schema markup for Google rich snippets support.

Create an Email List

Establishing an email list is an integral component of business promotion strategies. Emails reach customers directly in their inboxes, and are more successful at turning, leads into paying customers than social media updates. Add a signup form to your website and social media pages where potential clients can enter their email addresses to subscribe to your newsletter. Make sure it includes an eye-catching description or tag line to improve conversion rate of subscribe button.