5 surefire ways to build a strong digital presence
We’re living in an age when business has never faced quite so many challenges or has had to be so nimble, flexible and fast-moving. The traditional marketing landscape has also changed out of all recognition. Whereas in the old days, media like TV, posters and press ads were what were needed to build a strong brand presence, today digital is the only game in town. Well, maybe not the only game, but definitely one that it’s essential to win.
On the plus side, it’s a more affordable method of brand-building than the old above-the-line methods. On the minus side, it can be very hard to stand out in an ever-more competitive world in which mega-budgets matter less than ever before.
So this means that any business that wants to carve out a distinctive and powerful online presence has to act smarter, think harder and truly know who their target audience is.
At Cefar, we’re experts at giving our clients not just the insight to make their mark in the digital realm, we also offer the practical skills to match. It’s something that we’ve achieved for businesses in a wide variety of different sectors but, despite their diversity, our advice and actions are always based on the same five key principles.
Create a killer website
For most businesses, their website is going to be their online shop window. So, just as retailers have known for generations, this means that it needs to arrest and stop visitors in their tracks.
But beyond having a distinctive and eye-catching landing page it also needs to be able to be navigated intuitively with everything a visitor could hope to find being easily accessible. If you’re selling directly from the site the sales process also needs to be as frictionless as possible.
It all adds up to needing the skills not just of programmers and developers to create a website that’s going to work as hard as it possibly can. Just as important is having a UX expert on board at every stage of its development and design.
Because if it’s easy to use, a website will soon start to pay real dividends – but, if it isn’t, it’s a truly wasted opportunity.
SEO is the way to go
One of the biggest issues faced by any business is getting their name up there in the Google rankings – and search engine optimisation is how to do it.
While Google quite often alters the way that it ranks sites, by using the services of an agency like Cefar you can stay a step ahead of the game as we constantly monitor what these changes may be and how to make the most of them.
And, if you thought it was as simple as dotting a few keywords across a website, it’s time to think again.
While keywords are still important, other elements including how well a site is programmed, how often it is updated and how original its content is all have an important bearing on how it will be ranked. So if you want to be up there on a Page 1 search, all your ducks have to be in a row first.
Make friends with social media
Social media may be held up as being responsible for many of the ills of the world today from purveying fake news to giving trolls a platform, but that’s to ignore the many positive benefits that using it can bring.
It allows you to enjoy the closest connection possible with potential customers and speak with them on their own terms.
Yes, what you say has to be compelling and there’ the potential for missing the mark entirely. But with the right approach, and by using the right medium, whether it’s Facebook, Twitter, Instagram or even TikTok, social media can be one of the best, and most cost-effective, friends that a digital marketer can have.
Sometimes you do have to pay
The temptation might be to rely on using free media and hoping that organic growth might ensue. But there are always going to be times when paid online advertising will be what is really needed.
You can comfort yourself with the fact that these ads will swallow up a fraction of your production and media budget when compared with “traditional” advertising and that the results will be there to analyse almost as soon as the work has gone live. It’s also easy and cost-effective to tailor paid online advertising to suit specific audiences and platforms to create a more personalised approach.
The design possibilities mean that any paid advertising also gives the opportunity to develop and reinforce visual branding which contributes strongly to creating a truly holistic approach.
Don’t forget the content
Traditionally, cash may have been king but these days it’s content that has earned that title. By posting new, fresh and relevant content online it will inevitably raise the profile of a brand in a number of ways.
As to the type of content, this is almost limitless. It could be back-linked articles on other websites or blogs on your own. As we move to an ever-more visual world, videos and animations on sites like Vimeo and YouTube are soon set to become even more important and relevant than they are already.
But not just any old content will do. It has to be novel, meaningful and rewarding to consume by the target audience. That doesn’t mean it has to be expensive to produce, though. Just having a good idea and looking at a topic at a totally new and fresh way will often be quite enough to achieve the cut-through needed.
Creating this kind of content is just one of the many services that our designers, developers, programmers and writers at Cefar provide in devising bespoke online solutions for a wide range of clients across a number of sectors.
So if you’d like to explore just how to make your presence felt in the digital arena, why not contact us today?