While every company is on the internet, that doesn’t always mean everyone’s amazing at it. Although sometimes it can be embarrassing to admit, being great at online marketing is no easy task as it requires a certain brain for finding the balance between science and creativity. And if you’ve been trying to improve your online efforts, then there are a few principles you should know, which I’ve outlined below:

Learn To Master Social

In aiming to up your audience online, one of the first places you should look towards is social media, which is the focal point for a lot of our of interactions with others. And no matter if you’re currently using social with your business or not, it’s a good step to learn from your customers, as well as build relationships with them (and other potential partners). However, as social is something that nearly every business is on, few know how to master it, which is why coming up with a cohesive strategy is vital.

To begin, take a look at the different platforms your industry is using for social, including what types of posts are most advantageous per your content. For example, if I wanted to come off as a thought-leader then posting blog posts on Twitter would stretch further than pictures on Instagram. Furthermore, it’s also important to know who your audience is and why they would resonate with your brand; this includes knowing the little things. For example, as noted by Pew Research, 71 percent of young people are currently on Instagram, so learning how to get paid using social media is a crucial skill. Remember, social is your chance to engage with your base, so embrace it as something to learn.

Up Your Branding

Another important aspect of your company’s online presence is its branding, as well as what others might think of it. While it sounds harsh, it’s also one of the realities of owning a business (especially online). People are going to judge you for how you come off, as well as if they want to be associated with you; for example, as noted by Zimmer Communications, 64 percent of consumers say that shared values are the biggest reason they stick with a brand. And if those aren’t expressive enough for your current company, then reassessing your brand is a must.

Start out by objectively taking a step back from your brand and ask yourself what you would think if you saw it for the first time. What type of emotions would it spark? Why do you think you would or wouldn’t gravitate towards it? The goal here is to see how everything from your logo design to typeface choices all come together to form a cohesive image that has personality and style. Even if it requires bringing on outside help, the investment you put into your branding can be one of the most important you’ll make, so take your time to really hash out something you’re proud of.

Get Going On Content

While you may have heard before that content is king, there’s also a significant ounce of truth to that. In fact, as noted by the Content Marketing Institute, content generates three times as many leads for 62 percent less of the cost. And although numbers like that can vary depending on if your company has a b2b or b2c model, it also goes to show that no matter the type of content, producing it in a smart and strategic way is vital for your success.

In trying to get in the habit of producing more content, one of the first things you should do is formulate a content calendar, highlighting the different posts you’re trying to produce as well as when you’re going to post them to social media. Utilizing strategies like data collection can be important, as well as diving into a social strategy to get the best ROI. The goal here is to produce work that’s both educational as much as it is entertaining, so keep that at the forefront of your strategy to ensure you get the best ROI for your efforts.

Don’t Forget About Mobile

Finally, although it might seem like a minor thing, making sure that your website and its processes are responsive is a crucial aspect to your success. As noted by Impact Bound, 69 percent of media time is spent on mobile, which is a pretty significant number when you consider the sheer volume of time spent on that is. However, that’s why being responsive will not only get you more leads and customers but also be a much easier site to share as well, ensuring you’re getting the best return on your investment for the long-term.

What are you most excited about in working more online? Comment with your answers below!