What the heck is a Web Presence?
Clients often ask me...
What is a web presence? Why is it important? Do I already have one? Do I have to have one? How is this different from my web site?
This is a complex question but I will attempt to offer an explanation that will help give an overview and explain why it is not only important - but critical to your business in today's technologically-driven society.
The easiest and simplest way to think of a web presence is to imagine that it is your identity on the Internet. It is like your personality and the perception your customers have of your business or organization. The better you are perceived and the more you are liked - the greater chance you will have to earn the customer's business.
Every aspect of your online presence is combined, in the customer's mind, to form an opinion of your company. By controlling the input the customers receive you are actually controlling the conclusion or perception they develop about your company. Control of information is crucial and must be continually managed and updated.
Customers gather information from various sources: your website, Facebook, YouTube, Twitter, forums, blogs, chat rooms, review sites, and so on. Some of these outlets can be controlled entirely and some cannot. To maintain a positive web presence it is very important to make certain you are in control of as many aspects as possible while monitoring the aspects you cannot directly control.
I do not suggest that you force feed your customers bogus information in an attempt to boast your online image. This would be perceived, by most, as a blatant attempt to gain favor and would produce the exact opposite result. In essence, you would be doing much more harm than good.
I recommend using what I call a low-key approach. By low-key I do not mean infrequent or absent, but rather a controlled and even flow of information that allows your customers to see your company as one that is current and involved in the lives of its patrons on a personal level. I say it is a very bad idea to attempt to 'sell' your customers something all the time. I would suggest you engage with them, as people. Have conversations about anything other than whatever you are trying to sell them.
Customers are smart, educated, and informed. If they feel something is being forced down their throat - they will reject it, just as you would. Try to approach your customers online like you would if talking to your best friend or spouse. Tell customers what is going on with you and your organization. Don't be afraid to open up and let them see a more personal side to your company. Pictures of your last Christmas Dinner or photos of employees at a birthday party are examples of information that will engage your audience and attract them to your business without being overly obvious.
You may realize that this task is not up your alley. If that is the case do not attempt it. I would suggest finding someone you can trust who is in-tune with your venture and have them work to promote your web presence. You may also consider hiring a 3rd party individual or firm that specializes in creating, developing, maintaining, and promoting your online web presence. This could be money well spent and offer a great return on investment.
Either way, know that your web presence is critical in today's society. Without one, you simply do not exist!
Thanks for reading and be sure to check out my other articles on SEO and SEM explained in layman's terms. You are also welcome to visit my website for more information: JamisonHopkins.com.
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