How to Increase Small Business Presence Online

Why Online Presence Matters for Small Businesses 

Before delving into the “how,” we need to address the “why.” Over 81% of customers conduct research about a business before buying anything. If your small business lacks visibility on the Internet or has a minimal online presence, then you may be losing out on a broader range of customers. Conversely, even a tiny but well-optimized online presence allows you to compete with more prominent brands while bathing in the trust of your target audience.

Key Strategies to Increase Your Online Presence 

1. Build an Optimized Website 

A website serves as the digital front of your company. Not having one in this era will trickle down to you losing potential customers. On the other hand, having a website alone isn’t enough; it also needs to be straightforward to discover, appealing to the eye, and simple to navigate.

Steps to optimize your website:

• Use a clean, mobile-friendly design: More than 50% of web traffic comes from mobile devices. Make sure your site adjusts to different screen sizes seamlessly. 
• Improve load speeds: A slow website can drive users away. Tools like Google PageSpeed Insights can help identify performance issues. 
• Include clear calls-to-action (CTAs): Encourage visitors to take actionable steps like “Book a Consultation” or “Shop Now.” 
• Focus on SEO: Ensure your website ranks higher on search engines by using relevant keywords such as “How to increase small business presence online” on product pages, blogs, and meta descriptions. 

2. Leverage Social Media Platforms 

Cat memes or vacation pictures might be the most common social media posts on various platforms, but it goes beyond that. Social media is an exceptional business tool as well. It allows for a vast marketing potential via Facebook, Instagram, LinkedIn, and TikTok, which enables businesses to interact and communicate with their audiences, as well as develop trust in their brands.

How to effectively use social media:

• Pick the right platform(s): Focus on the platforms your audience uses most. For example, Instagram is excellent for visual brands, while LinkedIn works for B2B services. 
• Post consistently: Regular posts keep your business at the top of your mind. Create a content calendar to keep your posting organized. 
• Engage with your audience: Respond to comments, likes, and messages. Consumers value businesses that engage with them directly. 
• Use social ads: Even a small budget can help you reach thousands of potential customers. Try starting with Facebook or Instagram ads for local visibility. 

3. Claim and Optimize Your Google My Business Profile 

For small and local businesses, a Google My Business (GMB) profile is an absolute must. GMB listings empower your business to show up in local search results and on Google Maps. 

Steps to optimize your GMB profile:

• Provide accurate, up-to-date information: Include your business name, address, phone number, and hours of operation. 
• Add photos: Photos of your products, services, or storefronts make your business appear more approachable. 
• Encourage reviews: Positive reviews build trust with potential customers. Politely ask satisfied customers to leave feedback. 
• Use local keywords: Incorporate location-specific keywords like “best bakery in Austin” to improve search rankings. 

4. Implement Content Marketing 

The phrase “content is king” might be overused, but it’s true. Creating valuable, relevant content establishes your business as an authority in your industry while boosting traffic to your website. 

Ideas for content marketing:

• Write blogs: Cover topics that address your customers’ pain points. For instance, a local cafe could write a guide on “How to brew the perfect coffee at home.” 
• Create video content: Platforms like YouTube are highly effective for engagement. Video tutorials, behind-the-scenes footage, or product demonstrations work well. 
• Offer free resources: Share eBooks, guides, or downloadable templates. These not only help your audience but can also capture email leads. 
• Guest post: Collaborate with other businesses or bloggers in your niche to expand your online reach. 

5. Use Email Marketing

Email marketing offers a direct line of communication with your customers. A thoughtful email strategy can nurture leads, promote new products, and build customer loyalty. 

Best practices for email marketing:

• Segment your audience: Group customers based on preferences or behaviors and send tailored content that resonates with them. 
• Provide value: Share discounts, exclusive updates, or helpful content. For subscribers, receiving emails should feel rewarding. 
• Use engaging subject lines: An enticing subject line ensures your emails are opened. Keep it brief, but make it intriguing. 
• Automate email campaigns: Platforms like Mailchimp or ConvertKit allow you to schedule emails and automate follow-ups, saving you time. 

6. Collaborate with Influencers 

Influencer marketing isn’t just for large corporations. Finding niche influencers with smaller, loyal followings can offer a high ROI for small businesses. 

Tips for influencer collaborations:

• Choose micro-influencers: Influencers with 5,000–50,000 followers often cost less and have more engaged audiences. 
• Focus on authenticity: Partner with influencers who align with your brand’s values and style. 
• Run campaigns: Have influencers promote your products through reviews, giveaways, or exclusive discount codes. 

7. Monitor Analytics and Adjust Strategies 

The key to long-term online growth lies in constant improvement. Use analytics tools to see what’s working and what isn’t. 

Tools to track your performance:

• Google Analytics: Tracks website traffic, user behavior, and demographics. 
• Social media insights: Each platform has built-in analytics for monitoring engagement and reach. 
• Email marketing analytics: Measure open rates, click-through rates, and conversions for your campaigns. 

Act on what works and pivot when necessary. For example, if Instagram isn’t yielding results, double down on email marketing or SEO efforts. 

Building an Online Presence is a Marathon, Not a Sprint 

Elevating the online profile of your small business may be challenging at the beginning. If you put in the effort and follow the strategies over time, the growth will be noticeable and considerably impactful in the long run.

Every small business owner must acknowledge that the work is never truly complete. Remain proactive, receptive to new information, and ready to update your approach as the digital world changes.

Looking for professional help? Get in touch with us today, and let us guide you through the process of establishing an optimal approach for your small business. Let’s start building your digital footprint!