Your digital web presence is how people find your business online and how they choose to connect with you. It stands to reason that the more content that you produce and the more formats that you publish your content in, then the more discoverable your business is online.
Think of each place on the web as a digital footprint that can feature – or connect to – your content. Your content can be as basic as listing your business name and your location. Better still if you create a robust business profile that describes your business products, services, market, area served and hopefully, your unique selling proposition (usp). Your usp is the reason “why” a consumer might choose to contact you.
How you do that is a matter of strategy and tactics which means that you should have a plan. In simple terms, there are two ways to establish your web presence…
- Buy it
- Build it
Buying a web presence refers to advertising. You pay for specific campaigns of ads that spell out where, when, how and to whom are you advertising. Banner ads, cost-per-click ads, re-marketing, mobile ads and so on, are examples of the various types of digital advertising that can instantly promote your business online to consumers that you want to target.
Building a web presence is how you establish a business profile online and it includes the process of content marketing. The results of content marketing tend to be more deferred and long range in nature if done well. Content marketing is a partnership with the search engines and it is intrinsic to your search engine optimization efforts. You create content such as articles, newsletters, blog posts, social media engagement and website pages that describe your business and the solutions that your business provides for example.
Depending on your budget, you may want to do both. Either way, it starts with your marketing goals. Your marketing dollars are limited so you want to choose wisely. Otherwise. you engage in a random game of blind archery with each advertising tactic that you attempt being a hit or miss proposition. Maybe you get a return on your investment and maybe you don’t.
You pay for it by doing it yourself (which consumes time – and your time is worth something) or you hire someone to do it for you. Knowing what to do and where to start is the tricky part. Done well, your marketing efforts will pay for themselves overtime because you increase your discoverablity.
The principle is simple… if I know your brand name, you’re going to be easy to find online. But if I DON’T KNOW your brand name and I WANT WHAT YOU SELL, then how will I find you? I’ll search for what I’m looking for and it’s your digital web presence that should lead me to you. How you convince me to connect with you is another art altogether and referred to as “conversion”. You should understand your conversion goals too as you move forward.
Digitalfyi.com is a clearing house of marketing information and business content aimed at helping you reach your marketing goals through the establishment of your branded web presence. Read on to learn about the digital marketing tactics and strategies that can help you discover how to buy and build your business web presence to connect to potential customers who are looking for what you have on offer.