Building an online presence,a must for SMEs

Small and Medium Enterprises (SMEs) are important to almost all economies of the world. They play an important role in developing economies. It is the sector that has the maximum number of players. SMEs or start-ups have given birth to plenty of entrepreneurs in the country. They act as the backbone of the Indian economy. Because they are new and are handled by young minds they easily adapt to changing scenarios.

Today, there are many SMEs that exist, but it is only a handful of them that actually make it to the top or succeed in accomplishing their business goals. As it is very evident that the internet has taken over and become an integral part of modern society, SMEs should focus on gaining digital presence or online presence as this will help them expand their business venture and will help them gain attention of the consumers. But building a strong online presence is not easy. Before starting to build the online presence, the particular SME should know the various digital marketing tools.


Just setting up a website and creating a page on a social media platform does not mean having good online presence. By online presence, we mean creating an identity for your company using various tools on the web. The options to do this are plenty. They range from no cost options to high-cost options. Being the era of the internet, creating the online presence does require skill but not much technical expertise. The few tools that can be used to gain visibility online are:

  • Web design and development

  • Content marketing

  • Blogging

  • Search engine optimisation (SEO)

  • Internet advertising

  • Social media marketing

  • Reputation management

Cost Effective Presence

Online presence is considered the most cost-effective method to reach out to your potential customers. SMEs can build their online presence by the following ways:

Build a strong foundation for your business website:

The first thing you need to do is to create a website that reflects your company. It should contain every minute detail about your company, the products or services offered and the sales and service network. The content on the website is very important. Content marketing is a big business today. Having well written and relevant content will attract more clients. Also, it is very important to constantly update the website with the current happenings of the company.

Choose B2B portals:

Few SMEs may not have the required funds to create a website. There is an alternative solution to this. Nowadays there are many B2B portals. But always be careful in choosing the right one.Pepagora is one such B2B portal that aims at gathering business from across the globe at one place. It is a live marketplace that helps your company gain visibility.

Build credibility online:

One might try many ways to build the presence, but it is always a difficult task to influence potential buyers without meeting them face to face. Therefore think like an online buyer. On the B2B portal for which you have subscribed make sure to put all the details of your company like maybe a photograph of your office building, a feedback section and contact details like address and telephone number.

Compete online, analyse competition:

Compete online by analysing the steps taken by the rival company. Engage in promotional methods like search engine optimisation and search engine marketing. Pay-per-click is also an efficient method.

Put efforts offline for your online business:

A survey shows that people who are familiar with your company by offline presence are more likely to search for it online when they need to know something about you. So, online presence can also be made by targeting offline customers. It is very important to include the details of your website on the business card.

Therefore, creating a digital marketing strategy to build the online presence is extremely important. It is a one-way communication process hence for successful marketing the right approach and tools is a must.

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