You Have an Optimized Online Brand, Now What?

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You’ve optimized your online brand and may be wondering, now what do I do?

Before we dig deeper, a quick reminder that to take full advantage of an optimized online brand, you need to complete each step. For example, establishing your Google Business Profile (GBP), ensuring it includes the 10 must-have features, and setting up your business citation syndication.  

As you’re reading along, hopefully you’re nodding your head, saying “yep, done that, ready to go.” If you are, great! If not, take a few minutes to read through past blog posts or feel free to set up a free 30-minute session with us.

What Is Next for Your Optimized Online Brand?

Optimizing your profile and having a strong online presence sets the foundation for growing your business. According to Google, people are 2.7 times more likely to consider a business reputable if they find a complete GBP. With this in mind, there are a few things you’ll need to regularly do to maintain a fully optimized online brand.

1. Post on Your Google Business Profile WeeklyIn general, think of your GBP posts like mini blog posts; they provide important information and updates about your business. Additionally, regularly posting increases customer engagement and improves local SEO.

2. Update Your Business Citations Monthly. Your business listings can not be “set it and forget it,” rather you’ll want to make updates monthly at a minimum. Google notes that regular updates help you rank higher in results.

3. Solicit and Respond to Customer Reviews. Reviews have a significant impact on search rankings. They’re also one of the most effective ways to build trust and confidence. Not surprisingly, half of U.S. internet users say third-party reviews are the top way to increase their likelihood of using your business.

4. Continually Add Photos. Regularly adding photos shows Google you’re active with your profile, which positively impacts your rankings. Also, geotagging your photos shows Google you are known in your area.

5. Actively Post on Business-Specific Social Media Channels. When putting together a social media plan, it’s good to know that best practices recommend posting to business-specific platforms (LinkedIn, Facebook Business, Instagram Professional, etc.) 3 to 7 times a week.

Consistency Is Key for an Optimized Online Brand

You may have noticed a common thread among these things: consistency. It’s important to note that the key to maintaining a strong online presence is actively interacting with and maintaining your profiles.

If you’re an Optimize5 client, we’ve got these things covered because regular updates are part of our subscription service. If you’re not a client, you’ll want to use software or a company to manage this. It’s really easy for these things to slip, but they’re critical for your online presence.

An Optimized Online Brand Improves All Marketing Efforts

With an optimized online brand, any marketing strategies you put in place will land better. 87% of people will look you up online before they decide to work with you. Because you have a strong profile, they’ll be more likely to choose your business.

Below are a few marketing tactics to consider in addition to the online optimization work we do at Optimize5.

Past Client Referral Campaigns

Referral programs are one of the most effective ways to attract and convert customers. One study found that 86% of people trust referral marketing. In fact, people are also 50x more likely to use a business or buy a product when it’s recommended by a close friend or family. Another study found that referral leads have a 30% higher conversion rate.

Your referral campaigns will have more bang for their buck because you have an optimized online brand. When a referral receives marketing materials from you, they’ll most likely do a quick online search. Seeing a complete Google Business Profile and positive customer reviews will reinforce the trust you’re already beginning to establish through referrals.

Affiliate Marketing Programs

Affiliate marketing is an advertising model where businesses reward third-party individuals for creating traffic and leads. It’s a simple yet profitable way to grow your business.

Like referral campaigns, affiliate programs take advantage of brand awareness and building trust. Additionally, it drives traffic to your website and online presence, which in turn signals to Google you’re a legitimate business.

Direct Mail Campaigns

When you read this, you may be thinking, “What?! Direct mail marketing is dead.” But, it is still a very effective marketing strategy. In fact, direct mail has a higher response rate (9%) than email, paid search and social media, which only have a 1% response rate.

The sweet spot is for your marketing strategy to include both digital and direct tactics. An omnichannel strategy can increase your response rates by 63% and increase customer retention rates by 90%.

Online Advertising

There are several ways to advertise your business online, including:

  • Pay-per-click advertising (PPC) is most often used on search engines. PPC ads help your business show up for searches related to your products or services. Using paid search advertising builds on the SEO benefits your optimized online brand brings. In particular, it’s helpful for more competitive keywords.
  • Social media advertising is a great way to increase your brand awareness and loyalty. Every month, there are nearly 2.5 billion active users on Facebook, 1 billion on Instagram, and 330 million on Twitter alone. Because of the sheer number of users, social media advertising expands your reach and visibility. This is further supported by having an optimized online brand, because viewers will see a well crafted online presence that converts customers.
  • Retargeting ad campaigns enable you to show targeted ads to website visitors who didn’t convert . For example, you browse coffeepots on Nespresso’s website but don’t make a purchase. You may notice the next time you’re online you see an ad for Nespresso, you’ve been retargeted. Here’s one statistic that may push you to consider retargeting campaigns, 92% of people who visit your website are not ready to commit or make a purchase.

Closing Thoughts

As you can see, with an optimized online brand as your foundation, the sky is the limit for growing your business via a variety of marketing strategies. Now all you have to do is decide which ones are best for you and start putting them in place.

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