Business Strategy

The importance of having an online presence: What brands should know ?

December 6, 2018

In 2018, the digital age has changed our scope on business and the way it's running. There are an increasing number of start-ups and SMEs operating large-scale services for the masses, all from the comfort of their homes. You no longer need to have a physical outlet to be considered a legitimate business. The internet is a goldmine waiting to be tapped into with up to 4 billion active internet users today (We Are Social and Hootsuite).

So whether you’re a business, start-up or a freelancer, it is crucial for your brand to have an online presence. Below, we’ve listed a few key points that’ll help you stay ahead of the competition:

1. Building Awareness

The reasons behind our use of the internet have shifted away from just entertainment. Social media platforms such as Twitter and Instagram were once used to socialise, but today you can find your favourite brands online. Big companies such as Apple are driving innovation by integrating social media into their business strategy. The campaign behind the iPhone X found Apple launch a 3D animated emoji feature known as ‘Animoji’ to generate buzz around the product. Premiering during the Grammys, the video marketing campaign resulted in over 4 million views on YouTube. It’s just one of the many ways brands generate awareness around their product, and so could yours.

2. Generating Leads

Long gone are the days of using newspaper adverts and leaflet hand-outs to attract customers. Many brands are setting up shop on Instagram and selling products directly to customers through their feeds. Consumers are no longer waiting for businesses to find them, they are actively searching for your brand and products to fulfil their needs. Your business could benefit from having an online presence by utilising Instagram’s story feature, which is quite an unconventional yet effective mode of generating sale leads. However, in order to give your business a competitive edge, you would need to build towards this through a range of content.

3. Build A Rapport

Social media is the gateway to your customers and building a relationship is an essential part of running an effective business. An important part of developing your brand is cultivating a tone of voice to make it more human. KFC came under fire following a shortage of chicken across all their restaurants. In response, they released a full-page advert which went viral online due to its genius use of humour.

The advert featured an image of a KFC bucket with the logo rearranged to spell ‘FCK’ with a statement expressing an apology. This is just one of the many ways to break barriers between your business and create a genuine relationship with real people.

Raymond Taiwo

Account Manager