If you want people to hear about your business, you can’t solely rely on referrals and word-of-mouth advertising anymore. Why? As digital platforms surge in popularity, your customers are flocking to those spaces – meaning you have to be present and vocal there, too. Focus your efforts with these strategies.

1. Invest in Social
Social networking sites aren’t merely a trend – they’re the most effective avenue for companies to promote their brand. The Social Media Examiner reported that 90% of all marketers indicate their social media efforts have generated more exposure for their businesses, and more than half report their efforts have helped improve sales.

“Don’t try to be on every social media platform,” says Carter Hostelley, founder and CEO of LeadTail, a B2B social marketing agency. “Pick one or two that are good fits for your target audience and focus on maintaining a presence there.”

Blanca Valbuen, co-founder of social media dashboard Socialdraft, recommends following the 80/20 rule: keep your self-promotional content to 20% of posts and share something of value such as a helpful article or infographic for the remaining 80%.

2. Make Mobile Work
If you want to remain competitive and relevant, you need to optimize for mobile. “From your website and blog to email newsletters and social media, make sure everything you share online is mobile-friendly,” says Emily Sidley, senior director of publicity at Three Girls Media Inc.

Websites should be designed from a smartphone and tablet perspective. Mobile Marketer says advertising banners that measure 320x50 work best. Content should be tailored to AMP (Accelerated Mobile Pages), which builds web pages for static content that render fast. You don’t want frustrated customers struggling to load your site on their phone, and then giving up on it.

You should also look to target mobile applications with ad dollars. Mobile ad tracking firm Medialets found that advertisements in mobile apps perform significantly better than ads on the mobile web.

3. Go Live
Video has become consumers’ preferred way to absorb information, thanks in large part to social media. On Facebook, users can now “Go Live” to share videos with their followers and can even have a video as their profile rather than the traditional photo. On Instagram, video lengths have been extended from 15 seconds to a minute. In addition, Instagram has introduced a Stories feature similar to Snapchat that lets people share edited photos and videos.

“Even if it’s simply uploading a profile video in place of a photo, this will convey the message that the company is up-to-date in their social media practices and appeals to a wide range of audiences,” says consultant Christina Herman.

Videos don’t have to last longer than 30 seconds or be professionally produced, but they should engage potential customers. They can include anything from introductions of salespeople to demonstrations of products.

4. Partner With Influencers
Marketers don’t have to mingle at cocktail hour anymore. They can simply reach out on social media or email and make connections with influencers – people with large followings who are viewed as authorities in niche markets. If an influencer promotes your company or product, you’re gaining more eyeballs as well as a powerful recommendation.

“Build a relationship with influencers,” says Christina Daves, founder of P.R. for Anyone. “Then, when you pitch a newsworthy story to them, you’re a warm lead and someone they should recognize as an asset.” Daves suggests researching influencers online, and connecting with them on Facebook, Twitter or LinkedIn. By commenting on their work and sharing it with your audience, they’ll be more willing to do the same for you.