Small and medium-sized businesses (SMBs) can take a number of steps to build their brands online, it has been claimed.
According to website design firm Add People, businesses need to be prepared to invest time in producing great content and finding an audience for it on the internet.
One of the ways they can do this is by blogging regularly, which can support search engine optimisation campaigns.
"It is a free and easy way of regularly adding content which is visible to search engines, shares across social media and builds trust," Add People stated.
The use of case studies on businesses' websites can also help, it said.
"SMBs should have a space on their website where prospects and customers can read about the positive effects of their products or services," the firm claimed.
"Case studies should ideally contain a problem, a solution and demonstrate the results achieved. A great way for businesses to showcase the value they add with their products and services."
Web video can also help firms reach out to new customers, the company stated.
It said an engaging and interesting video can add another dimension to a business' website, providing a visually more interesting way of showcasing products and services.
Product demonstrations, tutorials and interview videos are all potentially effective tools in the small business owners armoury, Add People claimed.
Online newsletters are another option worth considering, the company added.
The firm said SMBs should consider adding a ‘subscribe’ option on their blog page so customers and prospects can sign up to receive their newsletters.
"Drafting newsletters doesn’t have to be a time consuming task, and owners should simply inform prospects on relevant topics where their business can add value and potential customers need help," the firm added.
Finally, Add People suggested that educational material can also add value, in terms of informing customers and prospects.
"Business owners can create material specifically to inform customers and prospects, such as presentations, webinars and eBooks," the company stated.
"SMBs should use their industry expertise to shed light on up-and-coming trends and explain the benefits of their products or services. Using images, graphs and infographics will make the content more engaging."
Posted by Dan Smith