Over 90% of consumers use the web to search for local businesses – and if the vast majority of your potential customers are online, you should be too. Having a strong online presence is crucial to any marketing strategy as it reinforces your brand and what you offer, whilst building trust and encouraging engagement between you and your audience.
Web Presence can be interpreted as the summary total of everywhere people can find you and interact with your business / organisation / brand online.
Here is a simple ‘framework’ for thinking about web presence:
Your website is your hub. It is a centralised place where people can spend time learning about you and your services, contact you, and interact with you and your content.
Your ability to provide consistently valuable content is your greatest asset when building an online presence. It helps you gain credibility and become an authority in your industry or niche which is vital to your online growth and visibility.
Whether it’s via your website, online communities, blogs or through social media channels, to expand your reach, connect with your audience and drive traffic to your website you must get your content out there.
Once you are established as the goto authority for information on your industry or niche, your audience will turn to you time and time again. Consistency in the way you interact with your audience will help drive traffic to your website while simultaneously growing the number of fans, followers and ultimately leads your business has.
Whilst this ‘framework’ is incredibly simplified and does not do justice to the intricacies of developing a web presence, it helps to illustrate how customers are interacting with businesses and organisations today. It is all about brand consistency and accessibility when it comes to web presence. The tone used across all of your marketing channels should be perfectly tuned and in sync. Find a voice, a style and a ‘way’ of doing things. If executed correctly, the quality of your online content will help attract customers even if they haven’t heard of your brand.
Every portal you offer online gives your business a virtual 24-hour showroom.
Build a web presence using a website and the most appropriate online channels for your business and your customers.
Develop your online presence by creating useful, targeted content you feel your customers will value. Get used to the idea of giving information away for free and motivate your customers in to seeing you as an authority within your industry. Remember, once you are established as the goto for information on your industry, your audience will turn to you time and time again.