Getting Found in a Crowded Online Marketplace
A business with a powerful web presence that increases its visibility and makes a great first impression gains a huge competitive advantage. However, creating a powerful web presence that works for your business must integrate not only your website and blog, but also your social media profiles, business directories and review sites.
It’s no longer enough to just have a website. Your website is just one component of a complex network of information about your business that projects your brand and expertise to those in search of a product or solution.
Creating your business's web presence is the first step in successfully marketing your business online. If done right, a solid online presence reinforces your brand and communicates your value to your target audience.
A powerful web presence becomes the foundation for implementing successful inbound marketing strategies.
And although every business will have a different set of requirements for their web presence based on their marketing goals, all businesses need to create and own their web presence.
Because if I can't find you online, does your business really exist?
Web Presence Marketing
Required Components of a Web Presence
Mobile Responsive Website
As the hub of your online marketing, your website is the most important component of your web presence. It's where your marketing activities drive traffic so you can help your visitors find what they were looking for and convert them into leads. A website that doesn't deliver the experience your visitor wants and expects from your business isn't doing its job. Your website must:
- Have a professional, mobile responsive design that aligns with the latest trends
- Poject a consistent and powerful brand
- Include content that speaks to your visitor, showing that you understand them
- Display visible contact forms and calls to action (CTA), encouraging lead capture
- Incorporate specific landing pages for marketing campaigns, to convert more traffic into leads
Having a professional website that professionally projects your company to visitors in all aspects of the business will help you attract more visitors and turn them into customers.
Social Media Profiles
Social media as a marketing channel has become essential for any business wanting to establish a powerful web presence. On the surface, social media marketing seems simple. Create your profiles, get people to like, follow and connect with you and post some interesting content.
However, using social media to reach your target audience and converting them into customers is a bit more complicated.
The key to successfully integrating social media and strengthening your web presence is to choose wisely based on where your target audience is most likely to be and work relationships with people that connect with you.
Local Listings and Directories
Your business listing in online directories also make up part of your web presence. If you have a great website and optimized social media profiles but forget to search for your business and claim your business listing, you may send an inconsistent or negative message to your prospective customers
Business listings in directories such as Angie's List or Yelp tend to get top search ranking and can help people looking for your services more readily find you. Whether consumers are finding your business listings via organic search results or by going to these online directories that point them to you, it’s important to have consistent and correct information across all your local listings such as the business name, phone number, address, hours of operation, and photos.
All together, these listings when added to your website and social media profiles, increase the size of your digital footprint, making it easier for people to find your business.
I have tapped Debra’s expertise and balance several times over the last several years to help assess new opportunities and formalize marketing plans for specific programs and services. She has always been able to synthesize new information quickly and provide a tailored framework that enabled us to get through the planning process quickly and effectively.… “Ken Kahn”