22 Jan How effective is your online presence?
How effective is your online presence?
It’s 2017. We are now well into the 21st century and the world is now very much a digital world.
The digital world offers so much – and it offers plenty for businesses.
Most businesses have woken up and smelt the coffee. They have realised that an online presence is a necessity these days. But there’s a lot more to it than simply having a website, sending out a monthly email newsletter or posting a blog every now and again.
Just having a website is not enough. You need more than just a presence online. You need to ask yourself how effective your online presence really is. Only when your online presence is truly effective will you be on the way to creating an effective digital marketing strategy.
The digital marketing world has tremendous potential, but the digital world can be a confusing place too. Here are some tips for how to navigate around it successfully and build an effective online presence for your business.
Your website – A strategic marketing tool
If a business is starting to build an online presence from scratch, the usual starting point is with a website. A website isn’t just something you need so that your prospects can find you. It’s your shop window but it is even more than that. Your website can be a strategic marketing tool.
Your website needs to attract your target audience and it needs to engage them. It needs to express your brand and your ethos clearly. It needs to provide the answers that your audience needs. Prospects will visit your site because they have a problem. Your website needs to offer them the perfect solution.
It’s also important that your website is not static. It needs to be an active beast. New content needs to be added regularly and your website needs to evolve over time along with your business.
SEO – Make sure you can be found online
Another thing you need to consider is SEO – search engine optimisation – because you need to make it as easy as possible for people to find you online. The copy on your website needs to be optimised with keywords to make it search engine friendly. Your website needs to feature the things that your audience are likely to be searching for.
Blogs – Engage, entertain and educate
Posting regular blogs to your website means that are you constantly refreshing your site and consistently communicating with your audience.
As with your website copy, blogs need to be keyword rich but it’s the quality of the content that is the most important thing. Many businesses fall foul to two fatal errors when it comes to blogging. The term ‘blogging’ originally meant ‘online diary’ and many bloggers the world over still use the form in this way, with great success.
However, a business blog shouldn’t be your ‘company diary’ and neither should it be a glorified sales pitch. This is the second big mistake that many businesses make. Blog content should be educational, informative and useful to your audience.
The trick is to regularly produce content that is engaging and helpful for your target audience. This way you become a name that they trust.
Social Media – Share and grow your brand
Another great thing about blogs is that they give you shareable content. The best way of sharing content is through social media. This is also a fantastic way to boost your online presence.
You can share your own blogs but you can also share interesting content that others have produced – anything that will engage, entertain and educate your audience
To get the best results you need a social media marketing plan as part of your wider digital marketing strategy.
You shouldn’t just dip your toes into social media. It requires an investment of time or money (or both), but it’s well worth it.
Email Marketing – Regular dialogue with subscribers
Getting your online followers to subscribe to your emails is a valuable asset for your business. You now have a captive audience and a real opportunity to build a genuine dialogue with them.
It’s important to vary the content and freshen things up every now and then. From newsletters to eBooks to infographics to videos – there are plenty of interesting ways to do this.
Analytics – How to measure success
An online presence becomes an effective online presence when all the above: website, SEO, blogs, social media and email marketing work together as part of a digital marketing strategy.
A vital part of any strategy is how you measure it. You need to be able to see how successful things have been. You need to know which approaches work well and what doesn’t. There are various online analytical tools and metrics that you can use to help you with this.
This will enable you to tweak and refine your digital marketing strategy over time. This will mean that you continue to have an effective online presence -and you continue to make it even more effective
Tarling Design can help you to build an effective online presence. Get in touch to see how I can help your business to be more effective online with a digital marketing strategy.