How to Brand Your Business Online

how to brand your business online

Estimated reading time: 4 minutes

Forward-thinking small business owners know that many of today’s most effective marketing and branding strategies rely on the Internet. These include social media, online advertising, link building, paid advertising, and search engine optimization (SEO). Unfortunately, online marketing can seem daunting for many business owners. However, using a digital marketing agency, or hiring an in-house marketing specialist, can help you get these tasks and projects implemented quickly.

These professionals have all the latest tools, ideas, and software to develop and deploy successful digital brand-building projects. This Balboa Capital blog article explains how to brand your business online with the help of a marketing agency or an in-house specialist.

Create and maintain a consistent brand look.

Having the same colors, typefaces, and messaging across your online marketing efforts is professional and consistent with your product/service experience. It also gives the impression that your small business is dependable and trustworthy. So, make sure you incorporate your business’s brand look and feel into your website, digital content, and social media profiles.

Use the right keywords on your website.

Of the multitude of digital marketing strategies, SEO is one of the most widely used, and for a good reason. When done correctly, SEO can get your website’s targeted keywords placed at or near the top of search results.

Let us say you own a plumbing business in Phoenix, Arizona, which has the sixth-highest population in the United States and is experiencing robust growth in the residential and commercial construction sectors. When deciding on keywords and phrases to use on your website, have your marketing agency or specialist conduct keyword research, and make recommendations on which keywords get the most traffic. One example of a keyword phrase that you may want to optimize on your website is “plumbing business phoenix.”

When prospects search this phrase, you want your business to end up on the first page of the search result, preferably near the top. Placing on the top of a search results list could be advantageous for your small business. Businesses ranked near the top are more likely to be chosen by customers, driving more business and increasing sales.

Optimize your website for mobile devices.

Many things play a role in your organic SEO rank, starting with having a fully optimized and responsive website. Whether your business is in a large metropolitan market like Nashville or a small town in the Midwest, you need your website to load fast and function efficiently on desktop computers, tablets, and mobile phones. In addition, your site should work on the most popular Web browsers.

Your marketing agency or in-house marketing specialist can conduct tests online to determine what optimization improvements need to be made if indicated. In addition, having a responsive website that provides users with a seamless viewing experience on all types of devices can help increase your search engine ranking.

Create more branded content.

Additional online strategies to improve your SEO and drive website traffic include creating backlinks and distributing press releases. You should also regularly update your business’s social media channels and maintain a small business blog with original content relevant to your target audience. Other approaches include small business infographics, fact sheets, case studies, and videos.

Launch a paid keyword campaign.

The final piece of the online marketing puzzle is pay-per-click (PPC) advertising. With paid advertising, you create small ads that promote your business and place them on search engines. Each time the ads are clicked, you are charged a set price.

When users click on your paid advertisement, they can be directed to a landing page on your website that is relevant to the content in the ad. As a result, paid advertisements can successfully bring in new business leads and work hand-in-hand with your other digital marketing efforts.


Branding your small business online is relatively easy when you have the right marketing specialist or team handling all responsibilities. However, if you do not have a digital marketing strategy, do not just assume your business’s online and offline presence will grow on its own. Instead, consider allocating part of your budget to digital marketing.

The opinions voiced in this material are for general information only and are not intended to provide specific advice or recommendations for any individual.