1. Create a community.

You have a product that people want. Congratulations! You’ve started a community. Now you just need to do everything you can to ensure that people know about your product and, ultimately, go on to purchase it. The best way to do this is by building a community first and then, perhaps, marketing the product or service that the community comes together to promote. This is sometimes referred to as “spray and pray,” which is exactly what Google did when it first launched its ad campaign. Essentially, they “spray” their ads across the web, and “pray” that someone will click on one. Google’s approach worked because of the power of the internet and the ability of digital marketing to target the right audience.

2. Use social media.

Social media is everywhere. It’s in your phone, it’s on your computer, and it’s in the news feeds that you read every day. The best way for your business to be found is through social media, especially when you’re trying to reach an audience that is largely untapped. One of the most effective forms of social media for eye doctors is Instagram. It’s a simple photo-sharing platform where users can post images that are relevant to what they do. In addition, the content on Instagram is mostly controlled by the user. This means that if you use the right hashtags in your posts or if you follow the correct accounts, you’ll be sure to reach the right audience and, subsequently, generate a lot of interest in your product or service.

3. Generate press releases.

Every day, hundreds of new press releases land in investors’ in-boxes and on their reading lists. If you’ve got a new product or service to announce, why not see if there is a press release that suits your business best? Most investors and newsrooms receive hundreds of press releases each month. Make sure that your business is represented in as many places as possible and, especially, make sure that your press releases land in front of the right audience. Generating press releases takes a bit of work but, once you get the hang of it, it’s a great way to stay in the limelight. The more you put in, the more you’ll get back. This is key to any successful digital marketing strategy.

4. Build a website.

If you’ve already generated a fair amount of interest in your product or service through social media, establishing a website will help further establish your credibility and trustworthiness. A website isn’t just about telling people what you have to offer, however. It’s about establishing yourself as an expert in your chosen field. The best websites out there are designed with usability in mind and are built with the most modern tools available. Make sure that your site is easily accessible and has the information that your audience is looking for. If you can get the attention of people who are interested in your product or service, you’ve already won half the battle.

5. Measure the success of your strategy.

A wise man once said that you can’t grow anything unless you know how much you’re getting back. The same goes for your online marketing strategy. Without clear metrics, your efforts will be in vain. Fortunately, Google Analytics is one of the most popular tools among both beginners and experts alike when it comes to web traffic. With Google Analytics, you can see exactly how many people are visiting your site, what they’re looking for, and how they’re navigating around the site. For example, are they entering the site through a specific page or clicking on a certain link on another page?

If you implement these five tactics, you’re sure to see a spike in your online presence. Some of these tactics, such as creating a community, take a while to bear fruit but will eventually pay off. You won’t see immediate results but, in time, you will see plenty of them.