It is essential for a startup to have more than a simple online presence, but real visibility. It’s not just about appearing regularly, sometimes you have to create an event. But how to be visible and stand out on the Internet? The answer in 6 points…
1. Treat natural referencing
Whatever the intrinsic quality of your content, SEO remains the sinews of war to optimize its online presence. Careful about the title and keywords on your startup site is essential. Try to have as many backlinks as possible, that is, links that point to your site from other sites, preferably recognized and enjoying a high traffic. There are many techniques for doing this, including exchanging items. A blog that deals with subjects that you master will benefit from your expertise. Without making a shameless advertisement for your company, you will be satisfied with a link associated with your signature.
Creating a blog is good, it is sometimes even essential, but two golden rules apply: it must respond to a request and must offer relevant content and rich enough to attract your potential prospects. Research the most popular keywords in your field beforehand and use these keywords to create article topics. Ditto with your blog name and the URL which must contain your main keywords.
Unfortunately there is no way to bypass the requirements of SEO to boost its online visibility, but still be aware that it is ultimately the interest of the topic and the originality of its development that will do all the difference. As you can see, a subtle balance between SEO convenience and content relevance is required.
3. Build on a real network
LinkedIn, Facebook, Twitter, Instagram … If you have already managed to make a nice network with real subscribers, knowing who you are and what you do, you can rely on this network to make it a real sounding board. With each new event worthy of being told about your startup, do not hesitate to post. When you create your blog, make members of your network your first readers, and generate as many comments as possible to widen the circle.
Also, keep in mind that it’s the contacts of your contacts who are most likely to become your customers afterwards. Your first circle of trust indeed gives you credibility with these relationships.
4. Become your own press officer
Everyone needs something new and something to get their teeth into to produce new content. Do not hesitate to approach journalists and other specialized bloggers with a press kit: paper or virtual, well written and well laid out. If your project is innovative, it will always find an attentive ear among good journalists and bloggers at the forefront, who will be happy to relay it in a beautiful effect of a virtuous win-win circle.
5. Dare the podcast
Increasingly popular, podcasts, audio or video, are a good way to generate backlinks and retain an audience. The time spent reading an article may be 5 minutes, while someone interested in the subject can listen to 15 minutes of podcast. Pair them with short animated videos if you don’t want to show your head, but think about it. In the age of star YouTubers, it is essential to appear … or at least to be heard.
How do I create a podcast? Nothing could be simpler: get the correct recording equipment and follow one of the many tutorials that deal with the issue on the net. Finally, find a podcast platform that will host you so that you can be referenced. Know that iTunes references all audio podcasts, so take care of your titles.
6. Be out of step
A startup that doesn’t have a bit of offbeat communication is like a tattooless reality candidate… it’s shady. Bazard the suit-tie, redo your IRL decor and online, and swing punchlines that surprise your audience and attract sympathy. Start contests, try to find out more about your followers and prospects, do your best to create the most “intimate” relationship possible with them. To make a place for yourself in the sun on the net, you really need to know how to stand out and ideally create conviviality.
About the Author
Living in London and working in the digital marketing sector since the beginning of her career, Aurélie is now a freelance consultant, and supports various brands such as the online termination service Sepastop.