The Internet has changed the face of how we do business. Companies no longer rely on traditional forms of marketing or sales; opting instead to boost brand awareness via the almighty internet. An online presence can make or break a business. Many marketing experts believe it’s the modern day equivalent of an initial face-to-face meeting.

Knowing the competition is equally important. You can research your competitors by using business information websites or the Companies House. Understanding who you’re up against is one of the keys to any bottom line. Find out how the company operates, who runs it and see if you can identity any specific business approaches or philosophies (and if they work or fail!). If you know your rivals inside out you can provide a unique offering and outsmart them, whether the battle is taking place online or offline. And here’s how you go about it once you’ve completed this crucial research.

Be consistent with branding

There’s nothing more effective for a company than a strong brand. With modern companies offering a range of services through a variety of interfaces, it’s more important than ever to maintain a consistent and cohesive message that is supported by strong branding. Building a strong brand will lead to widespread brand recognition which is incredibly valuable for companies of all sizes.

Optimize your website

Creating and maintaining an attractive, informative and engaging website is an essential part of any type of business branding. Investing in an impressive interface that offers optimal performance and is easy to navigate will yield significant returns for any business. Search engine optimization is also an imperative as this service ensures that a website is performing its best and driving as much traffic to a site as possible to improve a brand’s visibility. Every business should understand the fundamentals of SEO before embarking on the wild ride that is online branding and marketing.

Make the most of social media

There’s no doubt about it, social media marketing is one of the most effective (and cost effective) ways to communicate with the masses. From small start-ups to behemoth conglomerates, social media marketing is a must when you’re trying to boost your online presence. It allows companies to communicate directly with customers and, in the process, cultivate brand recognition and loyalty within a global audience.

Be authentic

Competition in today’s world is fierce and many companies will find themselves competing with other brands offering a very similar product or service. In such a saturated marketplace it’s more important than ever for your brand to be original and authentic. Don’t be afraid to be quirky, open and honest with consumers if it sets you apart, it’s productive and potentially quite profitable.

Navigating the digital world as a business is daunting. Consumers want to connect directly while businesses want to maintain that feeling of one-on-one communication but extend it to a worldwide audience. For marketers and business owners the internet can be both friend and foe, but ultimately, one that we simply can’t live without.

Image by Denis Dervisevic,