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Advices and insights

Implement a digital marketing strategy

Improving your visibility on the web and establishing your reputation are objectives that must always be part of a much more global strategy within your company. Your marketing strategy necessarily includes your editorial strategy for online content production, your marketing objectives, your targets and personas, etc.

Have a website with relevant content

The acceleration of the digital transformation of SMEs means that today, it is essential to be present on the Internet to promote yourself and communicate on your brand. Your website is the showcase of your SME and in this sense, it can allow you to obtain a constant and uninterrupted visibility. You will be able to present your activity, inform prospects and guide them towards the purchasing process, present your commercial offers, etc.

If you want your site to be effective, you’ll need to make sure it meets the needs of your visitors and prospects. Your site must be aesthetically pleasing and ergonomic in order to maximize traffic. A business site must also be fast, because a site that loads too slowly will drive users away. Moreover, speed is an important criterion for the various search engines that must reference your website.

Also include essential information about the company such as your news, products and services, the history of your company, your points of sale and how to contact you. Finally, the content published should be relevant, of high quality and include photos or videos to attract attention.

Work on the natural referencing of your website

A crucial step to improve your online presence is SEO. It allows you to increase your online visibility and to be clearly identified by your prospects.  You must identify the most relevant keywords according to your field of activity. Those that are likely to be searched by Internet users. Then, you will use them to optimize the content of your site without taking exactly the elements that are already available on the internet to avoid duplicate content.

There are several simple tricks to air your text and make it readable. Also work on the internet linkage of your page by putting reciprocal links between articles of the same theme.

Create a Google Business Profile

Previously known as Google My Business, this service from Google allows free referencing for businesses. You will be able to manage your online presence and control the information that appears in search results on queries related to your name. The service also allows you to present the products and services you offer.

Having a Google Business profile helps you work on your local referencing. Thus, a prospect who types the name of your small business on Google will see information related to your company displayed on the right side of the search engine and on Google Maps. These are reassuring elements for the Internet user and allow you to appear on requests in a geographical area.

Have a newsletter

If you regularly renew the content of your website, it may be interesting for you to create a newsletter. An e-newsletter will bring the Internet users back to your website constantly. This is a good way to increase traffic on your site and to maintain a direct contact with its target.

Whether it’s Sendinblue or Mailchimp, you have several marketing platforms that will allow you to automatically send your email newsletters. To build a special relationship with your readers, you can adopt a certain sending frequency. This can be weekly, biweekly or monthly.

Be active on social networks

Social media are very effective channels to communicate about your small business. When you post on your website or blog, share those posts on social networks. Facebook, YouTube, Twitter, Instagram or LinkedIn have an almost unlimited potential. However, don’t limit yourself to the classic Facebook and Twitter. Depending on your sector of activity, one social network will be more effective than another. It’s up to you to work on this beforehand. For example, if you want to address young people, TikTok and Snapchat are more adapted to this target.  

Generally, an active and regular presence on the different platforms is enough to bring you visibility. There are also tools to help you schedule your publications while effectively managing your social presence.

Participate in podcasts

It’s a new medium that has really caught on for a while. You can see it on many platforms, and this content is just the audio equivalent of a blog post. You will be able to speak in a podcast that you decide to create yourself or by being a guest on a show. You will be able to orally share your company’s news or express yourself on a subject of expertise. You will thus increase your notoriety among listeners.

Monitor your e-reputation

You should also set up tools to monitor what people are thinking and saying about your business. You will also be able to track your competitors and stay connected to the news in your industry. You can set up Google Alerts for your small business name, for your business and for the industry you are in. Your objective will be to monitor identity theft, plagiarism, and to be able to react quickly to deny false information. By being proactive to nip any bad buzz in the bud, you will be able to strengthen your credibility and improve your presence on the Internet. And you, do you know other ways to strengthen your presence on the Internet?

Alicia Gomez - Senior Content Manager | Alicia is an author, blogger, and certified Enneagram coach with a bachelor's in Communications. She's been blogging for six years and run a consulting business offering communications, strategy. Her favorite quote: Be you. Break free. Break through.

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