Consistency is the name of the game when it comes to building online influence and authority, according to Dawn Raquel Jensen.

That means posting regularly to social media channels, of course, but it also means optimizing your profiles, so they’re full and complete and match company branding. Additionally, it’s about having updated and consistent directory listings across the web, whether it’s Google or a less ubiquitous search engine. “Not everyone goes to Bing or Yahoo, but it’s vital your information is up to date there,” said the founder of consultancy Virtual Options during an education session at ASI Orlando.

There are free and paid tools available to show small businesses where they’re listed and, perhaps more crucially, where they’re not yet listed. Especially after the tumultuousness of the last two pandemic-tinged years, it’s crucial to make sure things like addresses and phone numbers are up to date across the board.

Jensen advised business owners to build their digital identities in other ways as well. For instance, it’s a good idea to claim vanity URLs for your company, both to make it easier for clients to find you but also to boost your branding. And even if you’re paying someone else to handle your social media posts, you – as the business owner – should have authority over the tone and content of what’s being posted on your behalf and access to any and all accounts associated with the business.

Your company website should give visitors a complete picture of the business, from up-to-date contact and “about” information to details on products and services offered, Jensen said. The various social media sites you’re on are like “digital outposts” or “embassies” of your home “country,” also known as your company website.

When it comes to social media, there’s no need to be on every single channel. Instead, figure out where your customer base frequents and focus your efforts there. “We want to go and fish where the fish are,” Jensen explained. “Pick your top two or three, have a presence, complete your profiles and then you’re well on your way.”

In terms of what to post, you can share things like behind-the-scenes photos and unboxing videos. For family businesses especially, you can tell the story of your founding. “Superheroes have origin stories – you do too,” Jensen said. You can “newsjack” trending stories to piggyback your own products and services, using hot hashtags to drive traffic back to your site. Holidays and seasonal observances also make for good, cyclical content opportunities.

Plus, ask your loyal and satisfied customers for reviews, recommendations and testimonials that you can repackage and share on your website and across social. “LinkedIn recommendations are some of the best ways to build your credibility,” Jensen noted.

And if you’re feeling overwhelmed, consider using social media marketing tools and technology to help build “libraries of content” that can populate your pages on a cyclical basis.

“Start small,” Jensen said, “but build deliberately and consistently.”