Hot take: a weak online presence will hurt your brand, and if people can’t find you online, they’ll  go to your competitors instead. Research shows that 53% of US consumers say they conduct research online using a search engine before deciding to buy. Additionally, 1.5 billion locations are visited each month as a result of local search queries. 

Without an active visibility strategy, your brand might seem unreliable or out of touch, costing you customers and opportunities.

Same can be said for professionals, as well. Sales, or brand and marketing professionals, must maintain a strong online presence. Your website, social media, and even how you show up on Google are often the first things people see about your brand. These platforms help you attract new customers, connect with partners, and build trust. 

Now that you’re ready to take advantage of the online space, where do you start from? The digital world is vast, overwhelming and filled with tons of endless advice. 

That’s why we’ve created this guide to help you cut through the noise and navigate it with confidence. 

Do you need an online presence?

When you look up your brand or company’s name on Google or ChatGPT, what do you find?

Does it bring up a website or social media page that accurately represents your brand, or do you find outdated information, incomplete profiles, or worse — nothing at all? 

If that’s the case, then your online presence needs attention. Pronto!

Before we dive into its necessity, what is this online presence we speak of?

Online presence refers to the overall impression your brand or business creates on the internet. It includes everything from your website and social media profiles to your email communication, online reviews, and the content you post. 

In simple terms, it’s how people discover your business, interact with it, and form opinions about it online.  Each online asset works together to shape how your business is seen in the digital world.

Here are just a few reasons why having a strong online presence is so crucial today:

Consumer behavior: Approximately 76% of consumers check a company’s online presence before visiting. This means that potential customers are likely to form opinions about your business based on what they find online.

Global reach: With around 67.5% of the global population—approximately 5.52 billion people—using the internet, the potential audience for your brand is vast. Without an effective online identity, you risk missing out on reaching these consumers.

Competition: An astonishing 252,000 new websites are launched every day, which translates to about 175 websites per minute. This rapid growth in the digital space means that standing out is more important than ever.

Mobile optimization: With mobile devices accounting for about 58.67% of web traffic, ensuring that your online presence is mobile-friendly can enhance user experience and engagement.

Whether you’re a business owner or a professional looking to establish your personal brand, a strong online presence can be the key to achieving your goals. It helps you connect with your target audience, build trust, and showcase your expertise or offerings effectively.

Tips for a successful online presence 

Building a successful online presence is not the same for everyone.

The specific channels or strategies will depend on the type of business or industry you’re in. A fashion brand might prioritize Instagram and TikTok for fun visual content, while a B2B software company may focus on LinkedIn because that is where most of their audience is. Marketing teams and professionals have to carefully assess which channels to invest in, and adjust their content accordingly.

However, irrespective of the industry there are foundational elements every business needs to succeed online. These include: 

Set your goals

Before establishing your presence online, invest time in defining your goals. What do you aim to achieve with your web presence? Whether it’s increasing brand awareness, generating leads, or driving sales, setting clear goals will provide the direction you need.

Setting goals not only provides clarity but also serves as a roadmap for your content strategy and channel section. 

For example, if your goal is to increase website traffic by 20% in the six to 12 months, your strategy might focus on creating SEO-optimized blog content, running targeted ads, and sharing valuable resources on social media platforms. 

Alternatively, if your goal is to generate more leads, you might prioritize building a high-converting landing page, offering lead magnets like free guides or webinars, and leveraging email campaigns to nurture prospects.

This prevents you from wasting time, effort, and resources on strategies that don’t align with your objectives, ensuring that every action contributes meaningfully toward achieving your goals.

It is also advisable to set goals that follow the SMART framework. The SMART criteria (Specific, Measurable, Achievable, Relevant, and Time-bound) is used to help evaluate and structure your goals. 

Here’s a breakdown of what this looks like when building an online presence:

Specific: Be clear and precise about what you want to achieve. Avoid vague statements; instead, define your goal in detail. For example, instead of saying, “I want more website traffic,” say, “I want to increase my website traffic by 20%.”

Measurable: Ensure your goal can be tracked and evaluated. Ask yourself, “How will I measure success?” Identify key metrics that reflect progress accurately. For instance, track website visits, conversion rates, or the number of social media followers gained over time.

Achievable: Assess the resources and capabilities required to accomplish the goal. Ask yourself, “Do I have what I need to achieve this, or what do I need to do differently?” Setting realistic goals prevents frustration and helps maintain focus.

Relevant: Align the goal with your overall business objectives. Ensure it’s meaningful and contributes to your broader vision, whether that’s increasing brand visibility, generating leads, or driving sales.

Time-bound: Set a deadline to create a sense of urgency and accountability. For example, aim to achieve your goal within a specific timeframe, such as six months or a year.

By following the SMART framework, you can break larger goals into manageable actions, making the path to success clearer and more attainable.

Develop a professional website 

A website is the foundation of your online presence. It needs to be mobile-friendly, visually appealing, easy to navigate, and filled with relevant and engaging content. Your website is not just a digital storefront, it’s a tool to connect with your audience, provide value, and establish credibility.

To maximize the impact of your website:

Focus on SEO (Search Engine Optimization): Implement SEO techniques like optimizing metadata, using relevant keywords, and creating high-quality content. This helps your website rank higher in search engine results, increasing visibility to potential customers.

Design for user experience: Ensure that visitors can navigate your site effortlessly. A clean layout, clear calls-to-action, and fast loading speeds are crucial.

Regularly update content: Add new blog posts, case studies, or updates to keep your audience engaged and show that your brand is active.

Integrate your brand: Use consistent branding, including colors, fonts, and logos, to reinforce your identity.

Investing in a professional website isn’t optional, it’s a necessity. A well-designed website not only attracts visitors but also converts them into loyal customers, making it a critical component of your online presence strategy.

Update your socials

If you want potential clients or prospects to find you online, social media is another route to follow. Investing time and effort into building and maintaining your social media brand is essential for creating a strong web presence. 

Social media gives you the chance to reach millions of users. By posting regularly, you can share updates about your business, promote your products or services, and keep your audience informed about what you offer. 

Engage with your followers by replying to comments and messages, asking questions, and joining conversations. This helps build relationships and shows that you care about your audience. People are more likely to trust and buy from a business they feel connected to.

Consistency is key. Use the same profile pictures, brand colors, and tone of voice across all your platforms. This makes it easier for people to recognize and trust your brand. Regularly update your profiles to include your latest contact details, website, and any new services or offers.

Social media is also a great place to build partnerships. You can connect with other businesses, influencers, or creators who share your audience. Collaborating with them can help you grow your reach even more.

It would be absurd to talk about social media and leave out professionals. People aren’t just on social platforms to share memes, meet new friends, or watch fun videos. In today’s world, social media can also connect you with your next boss, client, or business opportunity. According to LinkedIn, 75% of recruiters say a strong personal brand influences hiring decisions, and job seekers with a solid brand are 20% more likely to be contacted by recruiters.

To make your profile stand out, focus on these key elements:

Profile picture: This is the first thing people click on your profile. Use a high-quality, clear image that reflects your brand or personal style. For professionals, a polished headshot works best, while creators might prefer a more casual yet branded look.

Bio: Your bio should be catchy and relevant to what you do and stand for. Use concise and engaging language, include keywords relevant to your niche, and link to your website or portfolio for more information.

Delete posts that don’t align: Old, irrelevant, or controversial content can harm your credibility, so it’s important to clean up your digital footprint. Go through your past posts and delete anything that doesn’t align with your brand. 

Be authentic: Social media is a space where people connect, share, and engage. However, it’s easy to get caught up in trends, filters, and comparisons and forget to stay true to yourself. Authenticity is what sets you apart in a sea of content.

Share your genuine experiences, thoughts, and values. Let your audience see the real you, whether you’re a professional, a creator, or a business owner. People are more likely to trust and connect with someone who is honest and relatable.

Update your profile: Whenever there are new changes, make sure to update your profile to reflect them. This could include a change in your business address, new services or products, updated contact information, or a rebranding of your business. 

Keeping your profile current ensures that anyone who visits your page has the most accurate and relevant details about you or your business.

Don’t stop at just the basics. Update your profile picture, cover photo, and bio as needed to match your current branding or highlight new achievements. For example, if you’ve launched a new product, received an award, or started a new role, make sure your profile reflects these milestones.

Look for red flags: It’s important to be mindful of what you share on social media, especially if you’re using it for professional purposes. Avoid posting anything offensive, explicit, or that could reveal too much personal information. Keep your language and grammar clean, and maintain a consistent and professional image. Don’t overshare or over-promote, and always be mindful of how your online presence reflects on you.

Utilize email marketing 

Email marketing consistently delivers the highest return on investment (ROI) among marketing channels, averaging $36 for every $1 spent. This effectiveness is attributed to several factors, including its widespread use (over 4 billion daily users), high personalization potential, and low overhead costs. 

To further keep your audience engaged and committed to your brand, you need to constantly send them updates about your offerings. Email marketing serves as a direct and effective channel to share valuable information about your new products or services, promotions, discounts, and upcoming events or webinars. 

Email is also inexpensive and a great choice for professionals, coaches, freelancers and small business owners. Unlike running digital ads on social media, you don’t have to pay to get in front of your customer. All you need is a well-crafted email list and a strategy to deliver valuable content. 

There are many email providers that offer affordable and user-friendly tools to help you manage your email campaigns. Check out our article on top email marketing platforms, to see how tools like Mailchimp and ConvertKit compare.

With their analytics features, you can see how your email campaigns are performing, refine your strategies and improve your online presence. For example, most service providers offer dashboards with real-time metrics like opens, clicks, bounces, forwards, social shares and more. 

When crafting your email campaigns, don’t forget to add email signatures. Your email signature is a small but powerful way to promote your brand. Check out our email signature examples, which give you the best practices in presenting your brand, contact info, and links to your website, blog, or social media pages.

Using tools like WiseStamp, you can create an eye-catching email signature that makes you look professional. It’s a simple way to stand out, promote your business, and leave a good impression. Plus, you can use it to highlight special offers, events, or other important updates to strengthen your online presence. Check out our email signature templates for more inspo.

Build a holistic strategy

The right strategy matters when it comes to building internet presence. Keep in mind that your approach will depend on the unique goals you’ve set for yourself or brand. Here are some techniques to include in your strategy:

Join online groups: online community platforms are virtual spaces where people with similar interests can connect and interact. These include Reddit, Quora, and Facebook groups. Look for forums associated with your niche where you can find most of your target audience. 

Contribute meaningfully and intelligently to these groups, answer questions without being salesy about it. By consistently providing helpful and genuine contributions, you’ll start to build trust within these communities. People will recognize your expertise and begin to see you as a reliable source of information. Over time, this trust can translate into stronger relationships, increased visibility, and even business opportunities.

Remember, the key is to engage authentically. Avoid spamming links or overselling your services, as this can damage your reputation. Instead, let your knowledge and helpfulness naturally draw attention to your expertise.

Create relevant and valuable content: Content plays a crucial role when it comes to building an online presence. 

It helps businesses establish themselves as authorities in their industry, attract and engage with their target audience, and drive traffic to their website. 

By creating high-quality, relevant, and valuable content, businesses can build trust with their audience, provide them with useful information, and ultimately drive growth and sales. 

Content can be created into different forms such as blog posts, videos, podcasts, ebooks, infographics, newsletters and case studies. Each format serves as a unique purpose and helps engage your audience in different ways. 

Build collaborations and partnerships: With the help of influencers or online celebrities relevant to your niche, you can promote your products or services to their audience. Since influencers usually have a large following, partnering with them makes it easier to reach more people and increase brand awareness. 

Daniel Wellington, a Swedish wristwatch brand gained massive success by partnering with micro and macro influencers on Instagram. They sent free watches to influencers and encouraged them to post photos with specific hashtags. This strategy helped the brand build awareness and credibility. 

Start by finding influencers whose values and followers match your brand. Reach out to them with a clear idea of how you can work together, such as product reviews, sponsored posts, giveaways, or creating content together.

When an influencer shares your brand, their audience is more likely to trust you. This makes it easier to build credibility and attract new customers.

Make sure your content is accessible: Ensure your content can be enjoyed by everyone, including people with disabilities. Use captions for videos, add alt text to images, and choose clear, readable fonts. Make your website mobile-friendly and easy to navigate so no one is left out.

Use AI tools: AI tools can save you time and improve your content. Tools like Grammarly can help with editing, Canva can simplify design, and ChatGPT can generate ideas. AI tools are great for making your content more polished and efficient, so use them to your advantage.

Stay on top of trends: The nature of trends is that they constantly change, and there seem to be new tools and content styles that pop up over night to meet each trend.  Whether it’s short-form videos, trending hashtags, or new social media features, staying updated helps you stay relevant. Follow industry blogs, listen to podcasts, and try new tools to keep growing and improving.

Mistakes to avoid when establishing an online presence 

If you’ve set up a social media account such as Instagram and Threads, and consistently push out content and forget to interact with your audience, you risk losing engagement.

People want to feel heard and valued. Ignoring comments, messages, or mentions can make your audience feel disconnected. Social media thrives on authenticity. By a lack of interaction, you might appear robotic. Your account will seem more like a broadcasting channel focused on pumping out content instead of a community nurturing customer relationships. 

To improve engagement, respond to comments, ask questions and initiate conversations with your followers. Practice social listening by monitoring your mentions across social media. This allows you to better understand your audience and address concerns.

Ensure your messaging and  branding stays the same across all platforms. Use the same logos, color schemes and messaging to build trust among your audience and strengthen your brand identity. For email communications, include a professional signature that reinforces your branding and makes it easy for recipients to connect with you on other channels.

Another mistake we’ve seen professionals and brands make when building online is taking on too much by trying to be active on too many platforms at once. This can lead to lower-quality content and less engagement.

Instead, focus on a few platforms where your audience spends the most time. Create good content and build strong connections there. Once you’ve mastered those platforms, you can think about adding more. It’s better to do well on a few platforms than to struggle on many.

A common misconception about building a brand online is expecting immediate results. However, building a strong and lasting online presence takes time. If you’ve followed the tips in this article, stay consistent and patient, success will eventually come with sustained effort.

Build your online presence and get noticed

Now that you’ve understood the essentials of creating a strong online presence, it’s time to put these strategies to action. The sooner you start, the quicker you’ll see results. Building a strong presence online requires consistency, effort and a clear plan — all we have outlined above — but the rewards such as greater visibility, more sales and growth are worth it. 

So don’t wait for the perfect moment to begin. Take the first step today whether it’s updating your social media profiles, refining your website, or branding your emails using one of our professional email signature examples to tie all of those elements together. The digital world is constantly evolving and starting early gives you the opportunity to grow and adapt as you grow.