Expert Guide: Improve Your Digital Presence in 2022

Improve Your Digital Presence in 2022

What Is Digital Presence?

Put simply, digital presence is how your business appears online. It encompasses everything people find when they search for your business online: your website, blog, social media accounts, email marketing, search and paid advertising and even things you can’t control such as reviews of your business. 

How Important is Digital Presence?

In today’s digital world, it is extremely important to connect with consumers online. Eighty-five percent of consumers do research before making a purchase online, with 74 percent using websites and 38 percent conducting research on social media, according to a Salesforce survey. For this reason, it is necessary for companies to develop a digital strategy. Crafting a digital presence gives you the opportunity to communicate to consumers who you are as a brand. Having a robust digital presence will lend you credibility; if consumers cannot find you when they search for you, it de-legitimizes your brand. 

What Makes an Impactful Digital Presence?

A strong digital presence is characterized by quality versus quantity. First and foremost, an impactful digital presence starts with a clean, user-friendly website. Your website should also boast original content. Maintain a blog that shares news about your brand or relevant content related to your industry. The next step in building a good digital presence is using SEO analytics and tactics to increase the visibility of your website in search results, therefore increasing traffic to your website.

Impactful Digital Presence
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Finally, your digital presence relies on social media engagement, which allows you to build a more personal relationship with your target audience. To optimize social media use, first figure out which platforms your target audience uses and build your presence on those. Figure out what people are saying about you on these social media platforms so that you can control the narrative. 

How Much Will You Charge for Digital Presence Services?

The average cost for search engine optimization (SEO) services is $1,500-$5,000 per month. The average cost for content marketing is $2,000-$10,000 per month. The average cost of social media marketing is $900-2,000 per month. Email marketing will run you $300-500 per month, while pay-per-click (PPC) advertising costs $9,000-$10,000 per month. 

Here are 10 ways to improve your digital presence in 2022:

  1. Be active on social media – this means replying to all comments, tags and mentions as well as commenting on your followers’ content as well as other brands’ content. This will build relationships. Check social media frequently. This may include hiring a team member to manage your social media.

  2. Find where your audience is in the digital space – find out where your customers are in the digital space. Are they on LinkedIn, Pinterest, Tik Tok? Even Quora? By focusing your efforts on platforms where you know your audience is, you will more effectively use the resources you have at hand. Try to cultivate followings where your target customers are spending their time online.
    You can find this information through user research – questionnaires, A/B testing, surveys – which has the added benefit of helping you understand your customer and develop content that will appeal to them.
Engaging Content
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  1. Create valuable content – generate content that your target audience will find helpful and engaging. This could include a well-written blog post. Once you have created a valuable piece of content, you can share it on multiple platforms – YouTube, Tik Tok, and Instagram. Thirty percent of a marketing budget is spent on content, yet less than 40 percent of marketers have a clearly defined strategy for content marketing.

  2. Create a Google My Business profile – people usually go to Google to search for a company’s website or phone number, so creating a Google My Business profile will make it easier for you to be seen by more people. Regularly update your Google Business profile with pictures and updates so that you can stand out. Make sure all online directories contain accurate, up-to-date information like business hours and contact information.

  3. Incorporate visual content – Now that you’ve built a clean, aesthetically-pleasing website, it is time to post multimedia content like pictures and videos. Highly shareable, visual content can help consumers get a clear idea of your brand, mission, ideals and message. Good visuals including your brand imagery, logo and color scheme can help grow a consistent digital presence that will build trust in the consumer’s eyes.
    Examples of video content that will engage consumers: how-to videos, meet-the-team interviews and product demonstrations. Also consider publishing testimonial review videos. While written testimonials are easy to fake, video testimonials can be more convincing and engaging.

  1. Always be willing to switch things up – customer trends and search engine algorithms are ever-changing, so your brand strategy should be ever-evolving. Keep abreast with UX trends and with what your competitors are doing.  
    One way in which search engines are getting smarter is with BERT or Bidirectional Encoder Representations from Transformers. Google’s BERT algorithm, put simply, combines machine learning and Natural Language Processing (NLP) to better identify the context of search queries, especially voice searches. It will benefit you as a business to become familiar with how BERT works.  An increased number of voice searches often means users are using more filler words that have to be accounted for with longtail keywords and more fleshed-out keyword strings.
    What’s the best way to figure out how to update your strategies? Take a look at the analytics. Social media platforms offer analytic tools, as does Google. You can also use third-party apps.

  1. Hire an expert – an expert will provide invaluable expertise and an outside perspective on how to reach customers more effectively. Modern digital marketing requires SEO optimization, a field that constantly changes as algorithms are being updated. SEO experts can implement the newest rules to ensure the highest ranking on search engine results pages (SERPS). 
    Experts can guide you through important things like making sure your website is mobile-friendly.

  1. Begin with your owned media – your digital presence starts with media you own, including your blog, newsletter and social media accounts. If your content is of high value (see step 3), your content will be shared, generating essentially free marketing. You will also be rewarded by Google in the form of a higher ranking on search results pages.  
    Most importantly, owned media content can increase your brand’s authority. As you connect more deeply with your audience, your audience can come to rely on you as a trusted source. When you consistently provide relevant, valuable content, your brand authority naturally grows. This idea of authority is invaluable when it comes to SEO optimization.
    You might also want to consider email marketing. In contrast to spam emails, send your customers emails they will actually want to read. You can accomplish this by hiring an engaging and creative copywriter. Customers receive a deluge of emails every day, so your email will have to stand out and provide valuable information.

  1. Build relationships – loyal customers will write good reviews for your business; writers can generate high-value content; cultivating good relationships with vendors can help spread word-of-mouth. Build relationships with influencers who can feature you on their platform and reporters who can give you exposure in the media. For a new brand, it might be more cost-effective to connect with micro-influencers.

  2. Be human – show your personality in your social media and on your website. This authenticity will allow you to build relationships (see step 9) and will be more engaging for consumers. Part of growing a digital presence is developing a voice that allows the audience to connect with your brand. You should be human and relatable. 
Online Tools You Can Use To Improve Your Digital Presence In 2022
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Online Tools You Can Use to Improve Your Digital Presence in 2022

  • Hubspot – Hubspot offers customer relationship management (CRM) software as well as tools to create appealing landing pages.
  • ActiveCampaign – ActiveCampaign is another CRM platform that also helps businesses automate their emails and create targeted campaigns.
  • Google Analytics – Google Analytics is a free analytics tool that will help you analyze statistics for SEO purposes
  • ManyChat – ManyChat is a free tool that allows you to create bots to answer customer queries and market your product through Facebook Messenger.
  • Buzzsumo – Buzzsumo is a cloud-based platform that scans billions of articles and posts on the internet to help you discover the best engagement, content and outreach opportunities in any niche.
  • Serpstat – Serpstat is an SEO toolkit that can help you find new keywords to target, track backlinks, and perform a site audit.
  • Pingdom – Pingdom is a tool that allows you to monitor your web speed, to ensure that your site is user-friendly.
  • Buffer – Buffer allows you to schedule posts to Twitter, Facebook, Instagram, Instagram Stories, LinkedIn, and Pinterest, and provides in-depth analytics.
  • Sprout Social – Sprout Social is a social media management tool that can help improve engagement and increase customer satisfaction by allowing you to manage all your social media profiles from a single profile, while also providing analytics.
  • Creatopy — Creatopy helps you create aesthetically-pleasing online ads without requiring you to have any coding or design skills.

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