On The Hill: Radar Hill Blog

Online in 2022: Marketing Your Business

Est. reading time 8 minutes

Digital marketing is one of the most rapidly evolving industries, with new technologies and ideas constantly emerging. This means businesses need to be proactive when it comes to how they manage their own online presence. Just because it was the right way to do things five years ago, does not mean it’s the best way in 2022.  

We have reached a point now where it’s generally no longer enough for a company to simply have a simple website, but instead they need to be providing a seamless, modern experience that their internet savvy customers have come to expect. The modern consumer, no matter how young or old, is accustomed to navigating the online experience when it comes to their shopping, hiring, and other purchase decisions. 

This online experience is no longer limited to one channel, with social media, websites, and other channels playing a key role in how you reach and communicate with your customers. To thrive in this modern consumer online environment, a business needs to have a flexible and detailed approach to their online presence. 

Luckily, the rapidly evolving nature of digital marketing also means there are a wide variety of tools and methods at your disposal to help you make the most of your online presence. And in this post, we’re going to take a brief look at some of the areas that you could be targeting when it comes to your online presence.

Google Business Profile 

Some of you may be familiar with the Google Business Profile under its previous name—Google My Business—but for those who aren’t, this is an essential part of your online presence as a business. 

As we all know, Google is one of the most common ways in which customers will find what they’re looking for, and as such, how you appear to those searching will often be your best chance to make the right first impression. 

Your Google Business Profile controls what people will see about your business when you appear in their search results, either through them looking for you specifically, or a general search of your services. This makes it especially important for a business—such as a restaurant, salon, or store—that has a physical presence to have an active profile, because this is how customers will find reviews, as well as crucial details such as opening hours and location. 

Irrespective of whether you’re looking for foot traffic or web traffic though, a Google Business Profile is an integral part of how Google promotes and ranks businesses. With Google specifically suggesting that  “businesses with complete and accurate information are easier to match with the right searches.” Meaning that, by having accurate and up to date information, such as business hours that reflect any seasonal or holiday changes, as well as links to your website, contact numbers, a description of the business, pictures, and services/products listed, you will be maximizing your relevancy score, and appearing in search results, as well as providing more information to your customers! 

Plus a Google Business Profile is one of the best places online to have genuine reviews of your business. Most people will look at reviews before purchasing/hiring, and so having reviews will be one of the best ways to stand out. Not sure how to start asking for reviews or how to get them? Get in touch and we can help. 

Social Media 

Regardless of how you feel about social media, and it certainly has its pluses and minuses, there is no denying how big of a role it plays in the online presence of your business. Not every business needs to be fully active on social media, although some do, but it is beneficial to have at least a filled out social media profile that customers can find and interact with. 

Of course, social media isn’t a monolith, each of the traditional channels offers something different, and depending on your business, it’s important to understand how, and if, you should be using each of them. 


LinkedIn as a platform is very beneficial for those who are working in a self-employed capacity or a business owner. However, it is not one that you need to be actively engaging with in the same way as other channels. What you do need is a detailed and appealing profile, which means you are searchable. 

This includes a few essentials:

  • High quality profile picture 

  • Header image 

  • Captivating headline 

  • Up to date biography 

If you’re a business owner, you need your own personal profile as well as a page for your business. Pages on LinkedIn operate in a different way than Facebook and don’t necessarily get the same reach and engagement, but unless you’re planning on using LinkedIn as a key part of your strategy for attracting clients, you won’t need to be active beyond the profile and page. However, with over 722 million users as of January 2022, it is worth considering if this is an avenue you should be exploring in greater detail. 


As one of the most frequently visited and used websites in the world, we probably don’t need to tell you too much about how important Facebook is, especially for small businesses. It is a really great tool to have in your digital arsenal when it comes to engaging with, and expanding your current customer base and audience. At its heart, the key to an effective Facebook strategy is curating and creating content that will appeal to your audience. 

If you want to have an effective, and professional, Facebook presence, you need to start with ensuring you have a well rounded and thought through profile page dedicated to your business. This will function a lot like a personal page, but with a few key differences, as it's intended to be specifically for businesses to interact with their customers.

While having an effective Facebook presence doesn’t necessarily require active posting on a daily basis, it is advisable to be posting regularly, as customers are more likely to trust a page that appears to be active. There are numerous scheduling tools, as well as Facebook’s own Creator Suite, that can be used, so you only need to write content once a month or two and schedule accordingly and they will be posted automatically. 


As a visual platform, with a different core demographic to Facebook or LinkedIn, Instagram will not be a priority for every business. However most businesses will still benefit to a degree from at least having a semi-regular presence on Instagram, and for others—for example restaurants and cafes—it will be vital. 

No matter how you’re using it, it’s important to remember that while visuals are key to Instagram, you also need to be thinking about captions, hashtags, and responding to comments. When it comes to photos, it’s important to consider the kind of things you’re posting, and keep things consistent. 

Having said that, think beyond just repeatedly posting pictures of your products, which are obviously a part of it, to doing more slice of life photos. Instagram is a great platform for showcasing a more personal and playful side to your business, something that can go a long way to making a good impression on potential customers.

Email Marketing 

Email reaches people in a very different way than social media. We can all agree that email is a ubiquitous part of modern life, after all, I’m sure we all spend more than enough time checking our inbox each day! 

What email marketing offers businesses is a chance to speak directly to their customers, with something that people can read on their own terms on their own time. It’s also something that people can easily return to, rather than trying to scroll through to find a social media post.

There are a number of useful tactics businesses can use to build their email lists, including:

  • Offering a downloadable guide or ebook on their website

  • Providing a free tool that requires a user to supply their email in order to get it

  • Promoting exclusive offers and discounts to email subscribers (such as “sign up now to get 10% off your first purchase”)

You can also make updates to your website that encourage people to sign-up for your email newsletter. If your business has a blog, for example, you could include a sign-up form on every blog post so that readers can get the latest updates.

Email is a way of maintaining regular contact with your customers, and in our experience when our clients send newsletters, they get an increase in inquiries, making it very lucrative to send emails.


And now we’ve reached the most important part of your online presence, and no we’re not just saying that as the people who make your websites! At the end of the day, no matter how well you build engagement across the various platforms, your goal is to drive people towards your website. 

SEO (Search Engine Optimization) is one of the major ways to get people onto your website, as SEO is all about increasing your website’s visibility when people search for your product/service online. There are many different factors that go into SEO, one big component is just about ensuring your website provides search engines with the right information at the right time.

Of course, once you’ve done that if the website isn’t to a high enough standard, doesn’t fit your brand identity, or doesn’t offer a good user experience—all that good work will be undone. There are a number of things that a website is expected to offer its users, from the content, layout, buttons, links, forms, design etc. and we can help with that. 

That was a very brief rundown of some of the key aspects of your online presence in 2022, and also a handy overview for the channels you should be checking immediately. Of course, if you need any advice, or if your online presence is lacking and you want an upgrade, all you need to do is get in touch with us here at Radar Hill!

For more information about small business marketing, read our guide.