Whether you’re launching a new brand or refreshing an existing one, building a strong online presence is essential to growing your business. But where do you start?
The digital landscape can feel overwhelming, especially when your time, resources and attention are already pulled in multiple directions.
At Focused Marketing, we help businesses get up and running by focusing on what really matters. Here are the four digital marketing essentials we believe every brand needs to build a strong online presence.
1. Clarify and communicate your brand identity
Before you dive into websites or social media, take a step back. What does your brand stand for? Who are you here to serve, what makes you different? Positioning yourself for success is key.
Your brand identity is more than just a logo or a tagline. It’s the full experience you offer your audience: the tone you use, the promises you make, the problems you solve, and the emotions you inspire. The most successful brands build trust through consistency, and that starts with knowing who you are in the first place.
Key elements to define:
- Your audience: Who are they? What do they care about?
- Your value proposition: What’s the benefit of choosing you over a competitor?
- Your tone of voice: Is your brand friendly and casual? Or authoritative and expert?
- Your visuals: Do your colours, fonts, and photography reflect your brand personality?
Once you’ve defined these, ensure they’re used consistently across every touchpoint, from your website and emails to your social media captions and proposals. This not only helps build recognition but also reinforces trust.
FM tips:
Not sure if your brand positioning is clear? Ask a friend or client to explain what you do, how you do it, and what makes you different. If their answer isn’t what you hoped, then revisit your messaging.
Make sure you are proud of your visual identity from the outset. Do you have solid brand guidelines so you can remain consistent as you grow?
Essential reading: https://focusedmarketing.com.au/4-reasons-you-need-brand-guidelines/
2. Create a website that works hard for you
Your website is often the first place potential customers check you out. It should immediately communicate who you are, what you offer, and how someone can take the next step to engage with you – whether that’s booking a call, making a purchase, or signing up to your mailing list.
It’s tempting to treat your website like a digital brochure, but that’s not enough. Your website should be a tool that works 24/7 to help your business grow.
A high-performing website should be:
- Clear and simple to navigate
- Optimised for mobile and fast to load
- SEO-friendly so people can find you via Google
- Built for conversion, with clear calls to action on every page
- Designed with your audience in mind, not just what you want to say
FM tip:
Don’t set and forget. A website should grow with your business. Regular updates, fresh content and small improvements make a big difference. Google favours the fresh – meaning regular updates and care is required.
Essential reading: When considering content – https://focusedmarketing.com.au/nobody-reads-websites-anymore/
When considering website build – https://focusedmarketing.com.au/website-developer-vs-marketing-agency/
3. Show up on social media (with purpose)
Social media isn’t just for influencers, and it especially isn’t for influencers in the B2B world. It’s a powerful way for businesses to connect with their potential customers and advocates, show their human side and build relationships that turn into loyal customers and/or referrals.
Successful social media isn’t about being on every platform or posting every day. It’s about showing up where it matters, consistently and strategically for your brand, on a realistic but regular basis.
Start by answering these questions:
- Where does your audience hang out? (LinkedIn/ Instagram/ Facebook/ TikTok)
- What kind of content do they want to see? (Tips, behind the scenes, case studies, blogs?)
- How can you add value or spark a conversation?
A good mix of content such as testimonials, team stories, educational posts/blogs, and offers keeps your feed fresh and engaging. And don’t forget to interact: replying to comments, DMs and mentions builds connection and boosts your visibility. Invite your network to follow you to grow your reach.
FM tip:
Repurpose your content. Turn one blog post into 3–4 social posts or split a case study into a few short stories. Reuse, don’t reinvent.
Essential reading: https://focusedmarketing.com.au/cultivating-a-social-media-community/
4. Make sure people can find you (SEO & Google tools)
Even with a great website and strong social content, people still need to be able to find you. That’s where SEO (Search Engine Optimisation) and Google tools come in.
SEO helps your website show up in Google search results when people are looking for what you offer. It involves using the right keywords, optimising your website structure and regularly publishing valuable content. It is almost a bit of a dark art, with an evolving scientific element.
Some quick SEO wins include:
- Writing page titles and meta descriptions that include keywords in your website’s backend
- Using headings (H1, H2, etc.) properly on every page
- Adding internal links between your pages
- Uploading optimised images with relevant file names and alt text
Just as important is making sure you have set up your Google Business profile. If someone searches for your business, this is often the first thing they’ll see. Make sure it’s up to date with the right contact info, photos, hours of operation, and crucially – customer reviews. Make sure your Google profile is verified or you won’t be found, and reviews can’t be left.
FM tip:
Ask satisfied customers for a Google review after working with you. It builds credibility and supports your SEO.
Essential reading: https://focusedmarketing.com.au/8-ways-to-improve-your-search-engine-optimisation/
Bring it all together
Your online presence is more than just a website or a few social posts, it’s the full online expression of your brand. Let’s face it, these days everything is pretty much digital, no one makes a move without doing their homework. If your business doesn’t show up online with a solid website, active socials and good reviews, Gen Y, Gen Z, and just about everyone else will scroll right past.
When you have a clear identity, a high-performing website, consistent image and content… and of course the right visibility tools in place, potential customers will engage. You will also be in control of your brand image as you grow.
You don’t have to do it all at once, but I highly recommend setting out to do it properly from the beginning, and sticking to it. Start with the essentials, build strong foundations and grow from there.
Ready to make it happen?
Getting started online or stepping up your existing digital presence takes more than a pretty logo. It takes consistency, and a plan that works for you and your business.
At Focused Marketing, we help brands make it happen through strategy, storytelling and simple digital tools that drive consistency.
If you need advice on how to enable your brand to be seen and found online, please contact us for an informal chat. We would love to MAKE IT HAPPEN.
