Businesses can create a strong customer base by establishing a central online presence, running advertisements through search engines and social media platforms, and optimizing website traffic with search engine optimization (SEO) techniques.

Regardless of a business's industry, having a central online presence, such as a website, can significantly impact success. First, using a website for identity, marketing, and sales can help increase credibility. Without a website, consumers may question a business's legitimacy. Having a digital center helps consumers know the business is genuine and increases trust. Second, a website can showcase the brand and help the company become recognizable. Several companies are likely to compete in the same market; therefore, having a website that communicates quality information to customers in order to stand out from the competition is essential. Most importantly, a website is a great destination to generate leads. By including business information in an accessible spot, more customers can easily find what the business offers, increasing leads and sales (Kaplan, 2020).

Advertising and marketing through search engines and social media platforms can lead to growth. Google's targeting features allow the business to connect advertisements to keywords and locations, ensuring the company is available to the "right people at the right time." Social media advertising allows for targeted advertisements and creative freedom. It is also effective when establishing brand awareness and can be a cheap advertising option (Shinde, 2023). In addition, affiliate marketing, the process of working with other well-known people or businesses to promote specific products and services, can lead to growth. It is effective because others help spread the word through social media and other sites, which generates more sales and brand awareness (Enfroy, 2023).

Search engine optimization can connect more customers to a business and increase credibility. Applying SEO strategies helps a business's website rank higher on internet search platforms. Customers are more likely to click on a highly ranked website than a site that ranks low; therefore, the company's products and services will be exposed to more potential customers by ranking high. In addition, a site that is available first on search engines is trusted by the web browser and considered relevant based on the specific search that has taken place, increasing credibility in the consumer's mind (Muthoni, 2021).

Applying online marketing techniques should be part of a business's plan. Establishing a central online presence, running advertisements through search engine and social media platforms, and optimizing website traffic with SEO techniques will connect businesses with potential customers. Relying on these strategies will lead to success.

References:

Enfroy A. (2023, April 7). 10 Reasons Why Small Businesses Should Use Affiliate Marketing. Retrieved from business.com: https://www.business.com.articles/why-smbs-use-affiliate-marketing/

Kaplan K. (2020, Feb 3). Why Every Business Needs A Website. Retrieved from Forbes: https://www.forbes.com/sites/theyec/2020/02/03/why-every-business-needs-a-website/?sh=2z5c00376e75

Muthoni, J. (2021, June 14). 10 Key Benefits of SEO For Your Business. Retrieved from Forbes: https://www.forbes.com/sites/forbesagencycouncil/2021/06/14/10-key-benefits-of-seo-for-your-business/?sh=a5914743fd00

Shinde, K. (2023, Feb 14). Google Ads vs Social Media Ads: Which is Right for Your Business. Retrieved from LinkedIn: https://www.linkedin.com/pulse/google-ads-vs-social-media-which-right-your-business-karan-shinde/