23 Ways To Market Your Business Online and Increase Sales

Key takeaways:

• Some of the most common ways to promote your business online include your website, SEO, social media, email marketing, and content marketing
• Paid channels like search engine marketing (SEM), social media ads, and affiliate programs can amplify brand awareness and conversions
• Encouraging customer reviews and maintaining a strong Google Business Profile improves trust and search visibility
• Consistency, clear messaging, and measurable goals are key to building long-term online growth

Since the advent of generative AI, online marketing has been in a state of flux. And yet it remains key to finding and converting customers. Businesses today have to curate their online presence so that they are discoverable by search engines and AI agents, as well as local customers.

From startups to established businesses, a strong online presence is now more critical than ever. This guide covers essential ways to promote your business online, covering the platforms, strategies, and best practices to increase your visibility, engagement, and sales in the digital era.

1. Start a website

Your website is the foundation of your online presence and, thankfully, getting one up and running doesn't have to be complicated or expensive. Today's tools make it easier than ever to create a professional site that looks great and performs well.

You have two main options:

• DIY website builders like Wix, Squarespace, and Weebly make it easy to drag and drop content without knowing how to code. These are great for very small businesses or temporary landing pages
• Content management systems (CMS) like WordPress or Shopify offer more flexibility and scalability for growing businesses. With WordPress, you can choose from thousands of themes and plugins to match your brand and add advanced features, like e-commerce, appointment booking, or lead tracking

If building a website yourself feels overwhelming, you can always hire a freelance web developer or designer on Upwork. A professional designer can ensure your website looks polished, loads quickly, and is optimized for Google search, helping you make conversions from day one.

When creating your website:

• Keep navigation simple and intuitive — visitors should find what they need in two clicks or less
• Use clear, scannable text and avoid cluttered pages
• Include high-quality, original images that represent your products, services, or team
• Make sure your contact and call-to-action (CTA) buttons are visible on every page
• Optimize for keywords your customers use when searching for businesses like yours

For example, if you're a local artist, your website should let visitors view your portfolio, buy artwork directly online, and easily contact you for commissions or gallery visits. 

Whether you build it yourself or hire a professional, a quality website is essential to promote your business online and build trust with customers.

2. Start a PR campaign

Public relations (PR) is the art of shaping the narrative people tell about your business. Organizations in every industry and of every size — including major corporations, small businesses, startups, and local brands, and also nonprofits and government entities — can use PR to build awareness, credibility, and trust.

At its core, PR helps you share meaningful updates about your business, such as:

• A new product or service launch
• A business expansion or new location
• Awards or recognitions your company has earned
• Partnerships, sponsorships, or community involvement

Today, most PR happens digitally. You can write and distribute press releases online to appear on news sites, blogs, and industry publications. 

Many of these outlets allow you to include links back to your website, which improves both SEO and visibility. Think of it as putting your business in front of audiences you might never reach through ads alone.

You can also pitch story ideas to local journalists, industry writers, or podcasters. Reporters often look for small business success stories, expert opinions, or local impact angles, and featuring your insights can position you as a credible voice in your field.

Tips for effective PR:

• Keep your news genuine and relevant. Don't send press releases for minor updates — make sure it's something people will actually care about
• Write your release in a clear, professional tone, answering who, what, where, when, and why
• Include a quote from a company leader to make your story more personal
• End with a clear call to action, such as visiting your website or contacting your business for more details
• Track media coverage and social shares so you can measure results

If you're new to PR, you don't need to go it alone. You can hire a freelance PR consultant or copywriter on Upwork to craft professional press releases, build media lists, or even handle your outreach campaigns. 

That kind of support can help your story land in front of the right audience and turn good news into real growth.

3. Build an email list

Building an email list is one of the most valuable long-term marketing strategies for any business. 

Unlike social media followers, where algorithms decide who sees your content, an email list gives you direct access to your customers and prospects. It's your owned audience, not one rented from another platform.

An email list lets you:

• Stay connected with past customers
• Nurture leads who are still deciding
• Announce new products, sales, or events
• Share educational content that builds trust

The key is to build your list the right way, organically and ethically, so the people on it actually want to hear from you.

Ways to grow your email list:

• Offer value in exchange for sign-ups. Create something useful your audience wants — like a free guide, discount code, or webinar — and ask for their email to access it.
• Add sign-up forms to your website. Place them on your homepage, blog posts, and checkout pages with clear calls to action like "Join our newsletter" or "Get 10% off your first order."
• Use pop-ups wisely. Exit-intent pop-ups (triggered when someone's about to leave your site) can gently encourage visitors to stay in touch without being intrusive.
• Collect emails in person. If you attend trade shows, events, or have a storefront, invite customers to join your mailing list at checkout or via a QR code that leads to your sign-up form.
• Leverage social media. Promote your email list in your bio links, stories, or posts. Give followers a reason to subscribe, like early access to new releases or insider tips.

Once you've built your list, segment it, meaning you group subscribers by their interests, location, or buying habits. This allows you to send more personalized and relevant emails, which keeps engagement high and unsubscribes low.

Pro tip: Always comply with data privacy laws like GDPR or CAN-SPAM. That means getting clear consent, offering an easy way to unsubscribe, and only emailing people who've opted in.

If you're not sure how to set up your email system, consider hiring a freelance email marketing specialist on Upwork. They can help you choose the right platform (like Mailchimp, HubSpot, or Klaviyo), design branded templates, and automate your campaigns for consistent outreach without the extra effort.

4. Engage with lead nurturing

Once people join your email list, the goal isn't just to send them messages — it's to build a relationship. Lead nurturing means delivering helpful, relevant content that moves prospects closer to becoming paying customers.

Start by tracking how subscribers join your list. For example:

• Someone who signs up for your newsletter may want general tips and insights
• Someone who downloads a detailed guide or whitepaper might be exploring a specific service you offer
• A customer who joins your list after making a purchase may want support, tutorials, or upgrade information

By understanding these entry points, you can segment your audience, grouping people by their interests, location, or stage in the buying journey. Then, you can tailor your emails to match what they care about most.

For example, if someone downloads a whitepaper about marketing automation, they'll likely appreciate follow-up emails about CRM tools or case studies on automation success. That kind of relevance builds trust and boosts your open and click-through rates over time.

Automation tools like HubSpot, Mailchimp, or Klaviyo can make this process easy, sending the right email at the right time — without you having to manage each message manually.

5. Send promotional emails

After your audience is segmented and nurtured, it's time to convert engagement into sales. Promotional emails are an effective way to announce offers, highlight new products, or share seasonal campaigns, but only when they're relevant to the reader.

Here's how to make them count:

• Reward loyalty. Send renewal discounts, exclusive sales, or thank-you offers to your returning customers.
• Educate while you sell. Offer advice or quick tips alongside your promotions to show genuine value. For instance, "5 ways to make your product last longer."
• Leverage geography and timing. Tailor your promotions to local events, holidays, or weather patterns. If your audience in one region is expecting snow, email them cozy product ideas or indoor service promotions.
• Keep it human. Write conversationally and make it easy for readers to take action. Use clear calls-to-action (CTAs) like "Shop Now" or "Book Your Consultation."

When your promotions feel timely and personal, subscribers are more likely to click through to your website, make a purchase, or take that next step in your sales funnel.

6. Develop blog content

Blog content is one of the most effective long-term ways to promote your business online. It builds visibility, authority, and trust, all while driving traffic back to your website. But a blog isn't just a place to post updates; it's your digital engine for search, education, and conversion.

Here's how to make it work:

• Focus on customer intent. Every post should answer a question your target audience is actually searching for. Tools like Google's "People Also Ask" or SEO platforms can help you spot those questions.
• Write like a resource, not a sales pitch. Educational, how-to, or list-based content tends to perform best. For example, a home service business might publish "5 Common Signs You Need Roof Repair" rather than "Why We're the Best Roofers."
• Be consistent. One post won't move the needle. Consistency helps search engines trust your site, and readers start returning for new insights.
• Optimize for SEO naturally. Use relevant keywords (like ways to promote business online) in your headlines, subheads, and meta descriptions, but focus on readability first.
• Don't forget about AI. Recent research shows that nearly 44% of users who have tried AI-powered search tools now consider them their primary way to find products. 

If writing regularly isn't your strength, you can easily hire a freelance content writer or SEO strategist on Upwork to help plan, write, and optimize your blog posts for you.

7. Create YouTube content

Video is one of the fastest-growing ways to market your business online. YouTube remains the second-largest search engine after Google, which means people aren't just watching — they're actively searching for solutions.

You can create YouTube content for every stage of the buyer journey:

• Awareness. "How-to" or explainer videos that help viewers understand a topic or problem.
• Consideration. Product comparisons, demos, or testimonials that show how your business solves that problem.
• Decision. Tutorials, customer stories, or behind-the-scenes content that build trust and confidence in your brand.

A few success tips:

• Invest in decent lighting and sound; quality matters more than flash
• Keep videos short and conversational — under five minutes for most topics
• Add a call-to-action (CTA) that drives viewers to your site, such as "Learn more" or "Download our guide"
• Optimize your titles, thumbnails, and descriptions with keywords customers might search (e.g., best ways to promote business online)

If production feels intimidating, many small businesses start by hiring freelance video editors or voiceover artists on Upwork to handle the technical side while they focus on scripting and delivery.

8. Offer ebooks or downloadable guides

Ebooks and guides work as "lead magnets" — valuable resources people can download in exchange for their contact information. They take more effort to produce than a blog post, but they also help you build a qualified email list of interested leads.

For example, a consulting firm might publish an ebook titled "10 Ways To Grow Your Business Online Without Increasing Ad Spend." Anyone who downloads it clearly wants to learn more about growth marketing, giving you a reason to follow up with relevant offers.

Keep in mind:

• Ebooks should teach something actionable, not just sell your service
• Use clean, professional formatting and strong visuals
• Always include a CTA at the end that guides readers toward the next step (like booking a consultation or subscribing to your newsletter)

You can find freelance designers, writers, and marketers on Upwork to turn your ideas into polished, professional ebooks that represent your brand well.

9. Create image assets and infographics

Visual content is essential for breaking up text-heavy marketing. Well-designed image assets can make your brand instantly more memorable and shareable across social media and your website.

Consider adding visuals such as:

• Infographics. Great for summarizing data or explaining processes visually.
• Custom illustrations or icons. To match your brand's color palette and reinforce consistency.
• Product images or lifestyle photos. To show your products in use.

Infographics are especially effective as gated content. For example, a cybersecurity firm might create an infographic called "The 5 Biggest Online Threats for Small Businesses in 2025." Visitors who download it provide their email, helping the firm grow its marketing list while offering something genuinely valuable.

If graphic design isn't your strength, you can easily hire a freelance designer or illustrator on Upwork to create visuals that align with your brand identity.

10. Optimize your website for product and service keywords

Search engine optimization (SEO) starts with knowing what your customers actually search for. Before you make major website updates or rewrite your homepage, take time to research the keywords — the specific words and phrases — that describe your products or services.

For example, if you run a gardening supply company, your audience may search for:

• "Gardening tools for beginners"
• "Best soil for vegetables"
• "Where to buy garden gloves online"

Each of those phrases reveals intent. When your website includes relevant keywords in natural places — like page titles, meta descriptions, headings, and product descriptions — it's more likely to appear in those search results.

SEO isn't about "stuffing" keywords everywhere; it's about matching how customers talk about their needs. If your site clearly explains what you offer and uses the same language your customers use, you'll rank higher and attract the right traffic.

If this sounds overwhelming, consider hiring a freelance SEO consultant or content strategist on Upwork to audit your site and identify keyword opportunities.

11. Optimize blog posts and content pages

Your blog and service pages are prime real estate for attracting new visitors. Every post or page you create is another chance to appear in search results for different questions your audience is asking.

Here's how to make those pages perform better:

• Target one primary keyword per page. For instance, "how to start a vegetable garden" could be your main focus.
• Use supporting terms naturally. Sprinkle in related phrases like "garden layout," "soil preparation," or "watering schedule."
• Structure for readability. Use short paragraphs, H2 and H3 headings, and bullet points to make scanning easy.
• Link internally. If you mention related topics, link back to other pages or blog posts on your site to help Google understand your site structure.

When your content closely matches what people are searching for (and presents that information clearly), Google recognizes your page as valuable. Over time, this helps build organic traffic and authority.

You can also hire SEO writers or editors on Upwork who understand on-page optimization, keyword mapping, and content structure, saving you the trial-and-error process.

12. Optimize your Google Business Profile (for local businesses)

If you run a business that serves a specific city or region, your Google Business Profile (formerly Google My Business) is just as important as your website. This free tool determines how you appear in local search results and on Google Maps, which is essential for attracting nearby customers.

A complete and optimized profile should include:

• Your full business name, address, and phone number (NAP)
• Business hours and service areas
• A detailed description of your products or services
• High-quality photos of your team, products, or workspace
• Recent updates or posts about promotions and events
• Customer reviews, and your responses to them

When people search for "best bakery near me" or "roofing company in Dallas," Google highlights verified, well-maintained business profile formats first. Regularly updating your listing and earning positive reviews on Google and other directories helps your business rise in those results.

Many business owners hire local SEO specialists on Upwork to manage or optimize their Google Business Profiles, ensuring everything stays current and search-friendly. 

13. Run Google Ads to capture active searchers

While SEO helps you earn visibility over time, Google Ads lets you appear instantly in front of people already searching for your products or services. This makes paid search one of the most direct and measurable ways to promote a business online.

With Google Ads, you can:

• Choose your audience by intent. Create a list of search terms (keywords) that match what potential customers type into Google. For example, a landscaping company might target "lawn care near me" or "tree trimming service."
• Avoid irrelevant clicks. Use negative keywords to exclude unrelated terms. A company selling umbrellas might exclude "umbrella insurance," so their ad doesn't show to the wrong audience.
• Set your budget with control. You only pay when someone clicks (known as pay-per-click or PPC). Google will suggest an average cost per click for your chosen keywords, and you decide how much you're comfortable spending daily or monthly.
• Compete based on quality and relevance. Ads aren't chosen by money alone. Google prioritizes ads that match the search intent and lead to helpful landing pages, so writing clear, keyword-aligned copy is key.

Here's a quick example:

A real estate agent in Chicago wants more buyer leads. They set up Google Ads targeting searches like "homes for sale in Lincoln Park." 

When users click, they're directed to a landing page featuring current listings and a contact form. Within days, that agent is getting qualified inquiries from local homebuyers actively looking to move.

If you're not comfortable managing campaigns on your own, consider hiring a freelance PPC or SEM specialist on Upwork. They can research the right keywords, set up tracking, and monitor your ad performance to make sure your ad dollars are well spent.

14. Use Facebook Ads to target the right audience

Facebook's advertising platform is built for precision. You can target people based on:

• Location. Perfect for local businesses wanting to reach customers nearby.
• Demographics. Such as age, gender, or occupation.
• Interests and behaviors. For example, targeting users who follow home decor pages or have recently moved.

When set up properly, Facebook Ads can deliver high-quality traffic for a relatively low cost. You can even create "lookalike audiences" that mirror your best existing customers.

For example, a neighborhood bakery could run Facebook ads promoting a new seasonal flavor to people within a five-mile radius who've shown interest in desserts or local coffee shops. A simple image and a "Visit Us Today" CTA can turn browsers into walk-ins.

If you're unsure how to structure a campaign, consider hiring a freelance social media marketer to create your ad visuals, write the copy, and monitor results.

15. Showcase your visual story on Instagram

Instagram thrives on visuals — perfect for businesses that sell lifestyle-driven products or services. High-quality photos, reels, and stories can showcase your offerings in real-world use.

Tips for making Instagram work for your business:

• Keep your visuals consistent. Use the same filters, fonts, and tone to make your feed recognizable.
• Post regularly but strategically. Three or four meaningful posts a week are better than daily filler.
• Use hashtags wisely. Pair broad tags (#shoplocal) with niche ones (#DallasBakery) to reach both wide and local audiences.
• Leverage Stories and Reels. These get priority placement and let you engage followers in quick, authentic ways — think behind-the-scenes clips or customer highlights.

For instance, a florist might share short videos of bouquet arrangements being made or customers picking up flowers for an event. Each post subtly reminds followers where they can order their next arrangement.

16. Build credibility and relationships on LinkedIn

LinkedIn is the go-to platform for B2B (business-to-business) networking and brand credibility. It's less about flashy visuals and more about insights, leadership, and connections.

Here's how to use it effectively:

• Create a company page that includes your logo, tagline, and a clear "About" section
• Post thought leadership content, such as short articles, client success stories, or industry news
• Encourage employee advocacy. Ask team members to share your posts; it expands your organic reach significantly

For example, a consulting firm might publish a LinkedIn article about emerging market trends. When potential clients see this, they're reminded of the firm's experience and credibility, turning online impressions into real-world leads.

17. Partner with influencers for authentic reach

Influencer marketing works because people trust other people more than ads. Influencers — whether they have 5,000 or 500,000 followers on social media platforms — can help you reach targeted audiences through authentic recommendations.

You don't need to chase big names. Micro-influencers (people with smaller but often more engaged followings) are often more affordable and deliver higher-quality leads.

For example, a skincare brand might partner with local beauty creators on TikTok who share tutorials using its products. Each influencer includes a link or discount code, driving followers to the company's website or social shop. People can also watch these videos and convert via word-of-mouth referrals later. 

When done well, influencer partnerships don't feel like ads — they feel like trusted advice.

18. Use affiliate marketing to expand your reach

Affiliate marketing lets you partner with others (bloggers, influencers, or publishers) who promote your products or services in exchange for a commission on sales. It's a low-risk way to grow your audience because you only pay when you make a sale.

To get started:

• Join an affiliate network (like ShareASale, Impact, or CJ Affiliate) to connect with established partners
• Create an affiliate program through your own website using tools like Refersion or Tapfiliate
• Provide marketing materials, like banners, product images, and prewritten copy, so affiliates can easily share your offerings

Affiliate marketing works well for both product- and service-based businesses.

For instance, a fitness brand might partner with wellness bloggers who review their supplements and share affiliate links in their posts. When readers make a purchase, both the blogger and the business benefit.

19. Build partnerships that benefit both brands

Strategic partnerships can help you reach entirely new audiences while adding value for your current customers. The key is to collaborate with companies that complement your business — not compete with it.

Think of partnerships as mutually beneficial marketing exchanges. You can co-host:

• Webinars to share expertise with both audiences
• Ebooks or guides that combine insights from each brand
• Events or giveaways that attract shared interest groups

For example, a meal-prep service might team up with a local gym to create a "Healthy Start" campaign, offering discounts to each other's customers and cross-promoting on social media.

When done right, partnerships build credibility and multiply your reach at little to no additional cost.

20. Use direct mail to drive online traffic

Direct mail may sound old-school, but it's still one of the most effective ways to grab attention, especially when combined with digital marketing. Studies show that direct mail open rates often exceed 80%, far higher than typical email campaigns.

You can use direct mail to:

• Introduce your brand to local customers
• Promote a seasonal sale or event
• Drive recipients to a landing page or online store

Include a clear digital call to action, such as a QR code or unique promo code that links back to your website. For instance, a home decor shop might mail postcards with a "15% Off Your First Online Order" code. When recipients visit the website, the store can track conversions and measure ROI.

Pairing print and digital together gives your campaign longevity. Recipients may keep a well-designed mailer on their fridge long after your ad disappears from their inbox.

21. Sponsor local or online events

Sponsorships let your business build visibility and goodwill at the same time. Whether it's a local 5K run, a charity fundraiser, or a virtual conference, aligning your brand with a relevant event helps reinforce your community presence and values.

Benefits of sponsorships include:

• Brand exposure through event signage, social posts, and press coverage
• Networking opportunities with attendees and partners
• Backlinks and mentions from event websites that boost your SEO

For example, a wellness clinic might sponsor a local marathon and include its logo on participant shirts, while also hosting a hydration booth linking visitors to their website for recovery tips.

If your business operates mainly online, consider sponsoring webinars or digital summits in your industry. It's a cost-effective way to reach new leads without leaving your office.

22. Gather customer reviews for social proof

Customer reviews are one of the most powerful trust signals in marketing. Nearly everyone checks reviews before making a purchase, and high ratings can directly impact your search visibility.

Encourage happy customers to leave honest feedback by:

• Sending a short, friendly follow-up email after purchase
• Including a review link in your digital receipts or packaging inserts
• Offering small incentives, like loyalty points or discount codes, for verified reviews (where allowed)

Don't panic about the occasional negative review — it shows authenticity. Instead, reply professionally, acknowledge the concern, and explain how you plan to make it right. How you handle feedback often matters more than the review itself.

Consistently positive reviews build social proof, helping new customers feel confident when choosing your business over competitors.

23. Leverage Yelp, Google, and industry-specific review platforms

While Google Business Profiles are crucial for visibility, they're not the only review platform that matters. Yelp, Trustpilot, Angi, TripAdvisor, and industry-specific sites (like Zocdoc for healthcare or Houzz for home services) can all influence how people perceive your brand.

Tips for managing third-party review sites include:

• Claim and verify your profiles to ensure accurate information
• Add photos, contact details, and service categories so customers can easily find you
• Monitor reviews regularly and respond promptly to maintain engagement
• Link to these profiles from your website or email footer to encourage participation

For example, a restaurant might link its Yelp and Google pages in email signatures, while a design agency might embed Trustpilot widgets on its homepage.

Staying active on review platforms keeps your reputation visible and credible — two essentials for attracting new business online.

Explore ways to promote business online with Upwork

Whether you want to promote an e-commerce business or have a business-to-business (B2B) organization, building a digital following and engaging with potential customers online can help you grow. As you learn how to promote your business online with these different strategies, employ metrics to help you understand your progress and which strategies work best for you.

If you're ready to grow faster, you can find experienced digital marketing experts on Upwork to help manage campaigns across social media, SEO, paid ads, and more.

With talent covering a wide array of skills — from social media marketing to website development — it's easy to find the professionals you need to help your business thrive online.

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Upwork is not affiliated with and does not sponsor or endorse any of the tools or services discussed in this article. These tools and services are provided only as potential options, and each reader and company should take the time needed to adequately analyze and determine the tools or services that would best fit their specific needs and situation.