For businesses that might be considered traditional “offline” companies, venturing into the digital world can feel foreign and challenging. But to succeed in today’s marketplace, it’s necessary to get a foothold online.
This guide will walk you through practical strategies to carve out your unique space online. Whether you’re a local shop, a service provider, or any business that’s felt a bit out of place online, consider this a roadmap to digital success.
Contents
- 1 Step 1: Website Design (i.e. Your Digital Handshake)
- 2 Step 2: Mastering SEO
- 3 Step 3: Building Community With Social Media
- 4 Step 4: Share Stories With Content
- 5 Step 5: Leverage Visual Content
- 6 Step 6: Online Advertising (a.k.a. Your Digital Megaphone)
- 7 Step 7: Building Brand Partnerships
- 8 Increase Your Digital Exposure
Step 1: Website Design (i.e. Your Digital Handshake)
Think of your website as your digital storefront. The first impression counts as much as anything else. A digital PR firm can transform your website into a welcoming and user-friendly space.
The key is simplicity and ease of navigation. You need to ensure that your site is mobile-friendly, loads quickly, and clearly displays what you offer. This makes visitors more likely to stick around and explore what you have.
A digital PR firm is adept at executing all of these finer details and will make sure your website gives off the right digital handshake for prospects and customers.
Step 2: Mastering SEO
SEO, or Search Engine Optimization, is how you make your business easy to find on search engines like Google. Digital PR firms are pros at how to execute industry-specific SEO strategies to help you grow.
A good digital PR firm will start by identifying the right keywords that your potential customers use to search for services or products like yours. Then, they’ll incorporate these keywords into your website’s content, which enhances your chances of appearing at the top of search results – making your business the obvious choice for potential customers.
Step 3: Building Community With Social Media
Social media isn’t just for cat videos and memes – it’s a powerful tool to connect with your audience. Digital PR firms can guide you on which platforms your customers use most and how to engage with them effectively.
You can tell a good PR company by how well they understand content creation and dissemination. They should work with you to create regular and authentic posts that reflect your brand’s personality. These posts should also respond to current trends and the specific pain points and desires of your customers. If your content ticks these boxes, you’ll find it relatively easy to build a loyal online community.
Content marketing is about creating and sharing material that’s interesting, helpful, or entertaining – not just about selling your product. A digital PR firm can help you craft blog posts, videos, infographics, or podcasts that resonate with your audience. This kind of shareable content establishes your expertise and keeps your business in the minds of potential customers.
Step 5: Leverage Visual Content
In the digital world, visuals speak volumes. Whether it’s high-quality images, infographics, or videos, incorporating visuals into your online presence can dramatically increase engagement. A Digital PR firm can assist in creating visually appealing content that captures your brand’s essence and makes your messages more digestible and shareable.
Step 6: Online Advertising (a.k.a. Your Digital Megaphone)
While organic reach is great, sometimes a little paid boost can go a long way. Online advertising, whether through Google Ads, social media ads, or other platforms, can be targeted very specifically to reach your ideal audience. Digital PR firms can help craft effective ads and choose the right platforms to ensure you’re getting the most bang for your buck.
Step 7: Building Brand Partnerships
Collaborations and partnerships can exponentially increase your online exposure. This could involve guest blogging on popular sites, collaborating with influencers, or joining forces with complementary businesses for joint promotions. Digital PR firms can identify and facilitate these valuable connections, opening doors to new audiences.
The first step is to identify the right partners. These could be businesses that complement yours, influencers in your industry, or popular online platforms. For instance, if you run a bakery, partnering with a local coffee shop or a popular food blogger could be beneficial. A Digital PR firm has the expertise to pinpoint these potential partnerships, ensuring they align with your brand values and audience.
From there, your PR firm can invest in the relationship and create a win-win situation that helps both sides thrive. This is the key to long-term, healthy partnerships.
Increase Your Digital Exposure
Everyone wants to go “viral.” But the reality is, that most brands would crumple under the pressure of a viral moment. The key to online success in today’s marketplace is to incrementally increase digital exposure while building out the systems and processes in the background that allow your company to scale. A digital PR firm can help you figure out the ‘visibility’ side of the equation, while you work on the scalability aspect.
