Brands who have a strong online presence stand out from their competition. When brands have a positive digital footprint it can lead to more customers, better conversion rates, and increased brand credibility. For brands who shine online, they can easily nurture their customers through their marketing funnel. So, how can brands continue to improve their digital footprint to attract new customers? We asked 10 experts to share their best tips brands can use to increase their online footprint.
Table of Contents
- 1. Put videos on your website and share them on social media
- 2. Create an inbound marketing strategy
- 3. Write a research article using internal data
- 4. Emulate the brands you admire
- 5. Publish on external platforms
- 6. Utilize Quora
- 7. Focus on Search Experience Optimization
- 8. Set Google Alerts for your brand
- 9. Post Instagram Stories
- 10. Optimize your social media profiles with keywords
Thomas Hoebbel, Photographer and Video Producer, @TomHoebbel
The most effective way for a brand to improve their digital footprint and have an impact on their audience is through video. Consumers are increasingly looking for video content when seeking information on brands. Consumers are more likely to buy after viewing video content about a brand. Put more video on your company website and share it through social media such as Facebook, Twitter and your LinkedIn page.
2. Create an inbound marketing strategyMelissa Lee, Bell + Ivy, @MelissaJackyLee
A successful company will not only have a vast digital footprint but a footprint that is comprised of meaningful content that brings value — add to its readers and potential clients. Search is shifting in the way that information is pushed and pulled, or searched and leveraged, which emphasizes the discredit of companies who spam SEO and back linking. A strategy used to create this level of awareness and outreach is inbound marketing. Inbound marketing is about creating content that people will want to read and is readily available to your targeted/niche audience when searched. Tagging and linking content also increases page rank.
3. Write a research article using internal dataNiel Malhotra, Growista, @NielMalhotra
Brands can increase their digital footprint by creating a research article from their internal data. First, use a free tool like BuzzSumo to make sure that the topic your research article covers has received links and shares in the past. Then, publish the article on your site. Make sure to include graphs! Finally, reach out to influencers and journalists who cover similar research (again a free tool like BuzzSumo is your friend). When done right, the research article will increase your brand authority and send traffic, links, and shares to your website.
4. Emulate the brands you admireStacy Caprio, Accelerated Growth Marketing, @Stacy4Startups
To improve brands digital footprint, I would suggest a strategy where you emulate the brands or competitors you admire. To do so, I recommend going to BuzzSumo and looking up the brands you admire to find who is linking to them and why and what their most popular articles are. Once you figure that out, emulate them by creating similar or better content to follow in their footsteps and improve your own digital footprint.
5. Publish on external platformsWes Foster, Digital Marketing Consultant, @Wesfed
Brands can increase their digital footprint by first creating a blog and producing regular, high-quality content. However, the content creation doesn’t have to stop on a brand’s own website. Publishing on external platforms such as Medium allows a brand to reach a more receptive audience and still gain value of their own. Additionally, through asking questions on social media, a brand can establish conversations with a target audience and turn right around to produce authoritative content that is (essentially) produced by their target audience! This shows that a brand listens and, still, builds a footprint.
6. Utilize QuoraBob Clary, Developer Academy
While there are many creative ways to make an impact, one under the radar platform I’ve seen pay dividends is Quora. While not as sexy as other tools, it’s a great way to establish domain expertise, and boost thought leadership.
7. Focus on Search Experience OptimizationJustin Shaw, One & Zero, @OneZeroNYC
Brands should focus on SXO as the keystone to improving their digital footprint. Search Experience Optimization at its most basic means providing your users with the best possible experience when engaging with your brand/content online. To improve your digital footprint, you want to optimize all channels and touch points where your customers might engage with you. Ensuring you are serving the best possible user experience and information that ultimately solves their problem and or answers their question.
8. Set Google Alerts for your brandThomas Jepsen, Contractor Quotes
A lot of people aren’t aware of the incredible power of a tool such as Google Alerts to improve their digital footprint. Google Alerts lets you set up alerts for when your brand is mentioned online, which can be incredibly important to keep an eye on, especially if it is a bigger brand that is more likely to be mentioned actively. By knowing when the site’s mentioned, it’s easier to reach out to sites and ensure a positive reflection of the website is on the internet. Due to this, it can also be used to monitor competitors and establishing good relations with sites mentioning their websites.
9. Post Instagram StoriesLuis Antezana, Communications Strategist, @LuckyLou
An easy way to expand a brand’s digital footprint, but one which most brands have surprisingly not committed to, is Instagram Stories. It’s a super-cheap way to win mind space: ephemeral, segmented photos, and videos that autoplay within the natural, what’s-next context of all the other stories in a user’s feed. Also if you’re a verified account, which most name brands are, you can add clickable URLs to your stories, and that’s great for business goals—and proving ROI.
Jason Lavis, Out of the Box Innovations, @JasonLavis08
I see a lot of marketers optimizing their websites for SEO keywords, but not their social media pages. It’s easy to think of social media as more visual or art based.
Inside each social media platform, there is a search box, in fact the search engines inside YouTube or Facebook (etc) are used more than Google’s competitors in conventional search.
Make sure your pages are optimized for the same keywords as your website, put them in the page name, url, ‘about’ section, and anywhere else that allows it.