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It is no secret that the online world has become a critical component of business success. However, it can be difficult to try to capitalize on white noise and reach your target market.
Although it is not easy, the good news is that there are several ways in which you can increase your reach online. Instead of looking for quick hacks that lead to quick results, it is wise to invest in a more stable solution.
Understanding “Presence” on the Internet
The term “online presence” can be a bit misleading, just because of how simple it sounds. It’s tempting to think that your company has a presence on the Internet because you have social profiles, a website, and an email list.
Related: 8 Mistakes Small Businesses Make When Building an Online Presence
However, if you really want a strong online presence, you need to think about what you do with your online assets. You also need to track the results these efforts bring, both in search engines and with the audience. This can lead to better marketing results, higher organic traffic, superior customer experience, and more conversions.
If you already have the basics online, that’s great, but you’re not there yet. You have just laid the foundation. Here are some of the next steps you can take to master each of your online assets, improve your online presence, and ultimately expand your reach in the process.
Focus on the quality of the content
Gone are the days of mass-producing content. Instead, quality became king – and that’s a really good thing. One good example of this is Blue Bottle Coffee, which pioneered the concept of promoting artisanal coffee online. In short, it is related to everything related to coffee.
However, if you check their blog, there are very few posts that mention coffee. The brand hasn’t pumped out a web full of feeds in an effort to drive traffic to its site. They have promoted carefully curated scripts that continue to deliver value to customers.
If the existing content is good, you can continue to build on the current momentum, rather than dumping more and more information online to see what “remains”.
As search algorithms get smarter, it is important to produce content that can go the distance. Once created, you can work on promoting existing content rather than adding to it en masse. If you can do that, you will start benefiting from persistent organic traffic forever.
Related: Don’t just create content and then sit back. Promote it! Here’s how.
Strategically target growing niches
Once you’ve created your content, there are many ways to improve your reach through additional marketing efforts. One of those is finding new target audiences. This can speed up brand awareness and help you discover new customer demographics.
A good example of this is collaboration with music and games. According to digital rights management and revenue reporting tool Aux Mode, 2020 was the biggest year for gaming on YouTube, with 40 million active gaming channels and over 100 billion watch hours. Music also continued to grow on the video platform, with YouTube committing $4 billion to musicians over the course of the year.
To spread your audience, consider working with influencers in a particular niche. This can give you high-quality communications that help you simplify the access process. By creating a relationship with an influencer, you can focus on reaching one person, who can then turn around and grow your brand with an audience they have already sponsored.
With the Internet continuing to dominate the business world, developing the ability to reach your target audience online continues to be a dominant marketing factor. Fortunately, as algorithms become more accurate, SEO hacks and digital marketing shortcuts are becoming obsolete. Instead, reputable approaches, such as creating reliable, high-quality content and working to promote that content in new markets that can benefit from it, take center stage.
Related: 5 e-commerce trends that changed the rules of the game in 2022
While there are plenty of other marketing tactics to consider, focusing on these two critical areas is a good starting point. It can help you increase your online reach not just in the short term, but in a sustainable and long-term way that will keep that traffic flowing for years to come.