Essential Tools for Building an Online Presence

2021-02-22 by Ronn Torossian

These days, businesses must have a good online presence, but not all business owners are digital-minded. However, with different technologies and tools, it’s easier to build an online presence for a brand to make a company stand out from the crowd and get consumer’ attention. For business owners that want to get their companies noticed, they have to market and do public relations online and do it in a smart way because, otherwise, the business is like a ship without sails.

Planning

It’s common for online businesses to have their own social networking app to connect people in the company all the staff members in different departments. One useful option for this is Slack that allows businesses to chat between teams, individuals, and, share important files or documents, and can be accessed on desktops and smartphones.

Social Media

Aside from internal communication, a business should have a social media presence. These days there’s no need to pick and choose the best.  Different platforms such as Hootsuite or Buffer offer companies a way to streamline their social media content. With these platforms, companies can schedule their social media posts to go live during specific times. They also provide analytics and statistics about  shared content.

Video Content

Video is the future of content, and it’s a powerful marketing tool. Businesses should be creating content in the form of videos more than ever. However, business owners often think this means hiring a filming and an editing team when that’s not necessary. There are platforms such as Animoto and Biteable that offer users an easy way to create professional videos with effects, music, text, animations, and more.

Furthermore, aside from pre-filmed and created videos, another common video-based practice for companies that want to engage with their audiences is livestreaming. Whether it’s a product launch or a livestream where an employee shows how to use a product or even a holiday party – target audiences love feeling included. This can be done on Instagram, Facebook, or even TikTok if the target audience is younger people, as long as the company wants to connect with  viewers.

Analytics

Finally, none of these tools are  useful for any business if there is no way to track performance of activities and strategies. This is where analytics and data can be helpful. One of the best available tools for this is Google Analytics, where companies can learn more about anything from how many unique visits the company’s website has, to the precise demographic of those visitors.

Ronn Torossian: Insights from a Native New Yorker and CEO of 5WPR

Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 250 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, a 2020 Top Crisis Communications Professional by Business Insider, and a recipient of Crain’s New York 2021 Most Notable in Marketing & PR. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, is a contributing columnist for Forbes and the New York Observer, and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities