How to promote your new business online in 2021

How to promote your new business online in 2021

In today’s environment, there are more opportunities than ever available to you to promote your new business. Ranging from the background SEO to the forefront social media, ensuring you are utilising every opportunity to its full potential is essential for the growth of any new business.

Knowing where to start can be daunting, so this outline of the main opportunities available for promoting your business will start you out on the right foot.

SEO – Search Engine Optimisation

Unless you are an SEO expert, it is unlikely that you will have a full understanding of what search engine optimisation actually is. It is important to at least have a basic understanding of SEO, as it will have a huge effect on the success of your new business.

The Basics

What is SEO?

Search engine optimisation is simply the process of improving your site in order to increase its visibility in search engines when people search for keywords relating to your business. The better your site is optimised for search engines, the higher it will rank in search engines. As you rank higher, more traffic will come to your website. As this traffic is organically created it will reach your target consumers, and therefore be more likely to create conversions.

In summary, SEO allows you to reach the right customers, at the right time and at the right place.

Three Major Processes

SEO can be split into three major processes which are:

  • Technical SEO, the optimisation of the website infrastructure.
  • On-page SEO, the use of keywords and content marketing.
  • Off-page SEO, is the background aspects of your website and goes beyond web design and content.

The google algorithm, the process used to analyse a website’s reputation and ranking, is ever changing. This means that search engine optimisation is not a one-off task and needs to be constantly monitored in order to ensure you are continuing to reach your target consumer.

If the constant monitoring of your SEO feels like too big of a task to handle, it could be helpful to outsource it.  Pinnacle Internet Marketing offer a range of packages to suit your business, providing you with a bespoke plan to fully optimise your website. Just don’t neglect your SEO as you will see a huge difference in the traffic your site receives!

Paid Search Advertising

Whilst SEO is crucial for attracting organic traffic to your website, and therefore promoting your business to your target customers, paid search advertising is a great addition for reaching a wider consumer base.

PPC – Pay Per Click Advertising

Pay per click advertising is exactly what it sounds like! You pay per click on your website. This works by bidding on the keywords that you want to trend for, and if you win the keyword your website will be featured at the top of the search engine. Dependent on how much you have bid, you will pay for every click on your site. So, you really want PPC ads to get you conversions!

Google Ads

As well as PPC, there are other types of Google ads which can be used to promote your website. These include:

  • Search campaigns, allow you to place ads across Google’s search results and consist of text only.
  • Shopping campaigns, appear in the shopping tab on Google and feature an image as well as cost and text description of the product you are selling.
  • Display campaigns, these ads are shown on other websites, articles or videos that your consumers browse. These ads are visual.
  • Video campaigns, are featured before Youtube videos.

If you’re concerned about wasting money on paid advertising that doesn’t give you the ROI you want, it’s time to turn to the experts. Pinnacle Internet Marketing are able to create a campaign for your business that utilises the best keywords at the lowest price.

Combining SEO & Paid Advertising

Combining both SEO and paid advertising is the perfect recipe for promoting your new business. Paid advertising is a great way to create quick leads for your business. SEO is crucial for long term consistency of the promotion of your business.

A top tip for combining both SEO and paid advertising is to start by establishing your SEO, and then build on your campaign with paid advertising. Once your site is fully optimised for search engines you may be able to reduce the amount you are spending on paid advertising. Paid advertising is powerful for initially promoting your business though!

Social Media

Everyone and their grandma is on social media now which is why it is an absolute must have tool for promoting your new business. No matter who your target customer is.

When using social media to promote your business, it is important to have a clear picture of who your target consumer is. This allows you to understand which platforms are most appropriate for your business to utilise in order to reach this consumer.

Social Media Platforms

  • Facebook

Is currently the largest social media platform in the world. It is suitable for all demographics and generates the most ROI on paid advertising.

  • Instagram

Is currently the second most accessed network, however it is largely used by millennials and Generation Z. Instagram has become the go to commerce site, making it a great place to not only promote your business but also to sell your product.

  • LinkedIn

Is the B2B social media platform, so if your business is B2B it is the right platform for you. It is most effective for lead generation, as well as promoting your business within the industry you are targeting.

  • Twitter

Is also suitable for a wide range of demographics. It provides a platform to answer customer concerns and queries.

  • TikTok

Is a video only platform, which is largely used by generation Z. The TikTok algorithm means you need to create the right content for your target audience in order to reach them.

Make sure to establish customer personas in order to decide which of these platforms are most suitable for promoting your small business. It’s a good idea to do some more research into which platforms they use.

Tracking the success of your campaign

Once you have built your campaign to promote your new business, you’ll want to know it’s working. You are able to track this using a variety of programs, which will highlight your ROI.

Google Analytics

Google analytics is a web analytics tool that provides in-depth insight into your website’s online performance. It allows you to track a variety of metrics in order to see how well your website is performing. These include:

  • Traffic to site; organic, paid
  • User behaviour; bounce rate, avg. session duration, top pages, page views, site search
  • Conversion rates
  • Real time site views

Google analytics is straightforward to use and will allow you to track the metrics of your website straight away.

Google Search Console

If you have fully optimised your website for search engines, you will have spent time working on it or have paid someone to do it for you. Therefore, you’re going to want to track that the technical aspects of your website are continuing to work successfully. Google search console is the tool that will let you this, allowing you to see:

  • Site performance
  • Any errors
  • Core website vitals
  • Keywords
  • Mobile usability

Google Trends

Google trends is a useful tool for comparing the popularity of search terms and trends. It is particularly useful for creating content that will increase traffic to your site. Google trends enables you to:

  • Choose the best keywords
  • Discover related trending topics
  • Compare interest in topics
  • Monitor your competitors

It all works together

The number one priority when promoting your brand-new business, is attracting your target customers so that you can thrive. There’s a lot to consider when promoting your business, and as you’re starting out it’s unlikely you’ll have a lot of time to consider it! From SEO to social media, along with continuously monitoring your campaign, outsourcing these services could save you a lot of time.

About the author

David Evans

David is Editor-in-chief.

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