The necessary components that are required for owning and operating a successful business are under a constant state of flux. As new technology is unearthed and implemented, it is up to the business owner to realize what it takes to stay relevant in a highly competitive market. With changes in particular industries accumulating daily, staying ahead of the competition and realizing which global trends are shifting markets is a must for companies looking to stay profitable. You may be asking, "How do I stay relevant with the constant changes?"
Not too long ago, a company had the ability to survive and turn a profit simply by setting up a storefront, marketing in the local community, and boasting superb customer service. Globalization, large corporations, and other factors in the business environment have contributed to a large shift in this early paradigm and have forced the business owners of today to implement a more overarching strategy to stay alive. One of these changes that business owners have come to realize is the importance of maintaining a strong web presence.
A company’s web presence can mean a few different things, but essentially, it’s how the Internet community views a specific company online.
As much as we would like to believe that having a web presence is as simple as riding a bike (was that even as easy as we believed?), there are core aspects that need to be taken into account if you want to successfully reach your audience through the web.
Web presence is essentially about putting a face to your name. Do you want your face to be cute animals and Donald Trump memes? Probably not. You need a strategy that puts you in the position of the professional, not the comic relief.
Here are the obvious aspects that are necessary:
A company’s website is the most basic form of a company’s web presence and is a must have in today’s business environment. It also serves as an online storefront and acts as the face of the business’s brand and message to the world. If a company has one thing, it should be a professional and audience-appropriate website. It may be that your website doesn't serve its purpose. With the constant changes happening online, you want to ensure that your website is adapting appropriately.
The next evolution in a company’s web presence typically comes in the form of its social media channels. A business today will typically have a Facebook page, and many companies are taking advantage of Twitter profiles, Pinterest profiles, and other numerous social media sites to promote their web presence and overall brand. Because these platforms are free, it typically makes sense to jump on board and reach a wider audience.
Another aspect of a company’s overall web presence is its prevalence on search engine results pages (SERPs). Since Google’s search algorithm takes into account many factors, including relevant content and popularity, your website’s ranking on Google is a good indicator of how strong your web presence is. Lockdown appropriate keywords in your area by implementing a strong search engine optimization campaign.
Online advertising is available in many different forms and includes search engine marketing, online radio advertising, advertising on YouTube, and other vehicles that will increase your web presence. Advertising is aimed at encouraging a certain action from the recipient of the message and aids in boosting a company’s online presence.
All of these aspects are essential for a successful web presence strategy. If you lack any of these aspects, seek out experts who can point you in the right direction and give you valuable help to achieve the web presence you want to have.