Unlike specific strategies that center on social media, search marketing, and content strategy,
web presence management applies a comprehensive and more strategic approach to Internet marketing and online brand building.
When infused with the incredible growth of social media, the power of SEO (search engine optimization) and PPC (pay per click) advertising, and content marketing, web presence management strategies can change the perspective of Internet marketers and help them truly grow powerful businesses.
This, in its own essence, is a strategy culmination of nearly all online touch points or web marketing channels, as well as how they come together to influence engagement, visibility, and brand awareness. A strong web presence requires a combination of creative planning, diligent research, and a thorough execution. Below are some of the primary cornerstones to
cultivating web presence management in your company and its culture.
SEO/Search Engine Marketing (SEM)
The whole idea behind SEM is rather simple; when visitors search the internet via either a text box or a directory hierarchy click-through, they are ideally hunting – for information, products and services, or both. The visitor may be at the onset, middle, or final stage of the purchasing cycle.
Searching online enables a buyer to have more information about a product before he or she makes the final buy decision. This could mean that they are comparing what you have to offer with what they can get elsewhere. Sometimes they are looking for options and so they click through a number of links before they are redirected to your site to complete the buy process.
Therefore, it is important to have your site on the first page of “organic” or unpaid search engine results; otherwise you will be losing business to your competition. This is the foundation of SEO and improving your company's web presence in search engines like Google and Bing.
Integrate SEO/SEM in your web presence management strategy as a long-term focus and perhaps
get a SEO site audit done to ensure your strategy is headed in the right direction.
Social Media
With the advent of social networking, businesses are now exposed to a wider audience globally through their network of friends and loyal followers. When used properly,
social media marketing can grow your business tremendously. Social media widgets enable you to create content that your followers can share with their friends and “spread the word” about your business.
However, this is not easy; it requires that you listen to your audience, share the right message, and enable others to do the same. You can reach a larger audience through your social media accounts such as Facebook, Twitter, Instagram, LinkedIn, Pinterest, Google+, and more. This should be a priority for your web presence management strategy, as it will help building your brand while also helping to
support your SEO objectives.
Content Marketing
There can never be effective social media marketing without relevant, quality content. A powerful content marketing strategy is what builds a solid social media strategy. Great content will get people sharing, which will in turn widen your audience to a larger world of potential fans, followers, friends, and customers. Realize how content marketing works closely with social media marketing to expand your business growth potential.
Additionally,
content marketing can also help fuel progress with SEO. By tailoring content that's related the focus of your SEO efforts (i.e. specific keyword targets), and when that content gets social favor, Google and other search engines will attribute greater credibility and value in your website. Good example of this is the
Web Presence Optimization Strategy Guide offered by the
Web Presence Group. This guide offers a lot of value to businesses, and is also relevant on keywords related to
web presence optimization.
Reputation Management
Reputation management is another important aspect of web presence management. Online marketing professionals spent much time offering advice on the importance of managing online reviews and ratings for local businesses.
However, reputation is much broader than just reviews on Yelp. While issues often arise between a company and its customers, you can try and resolve the matter before customers are pushed to the point where they believe that they can only get satisfaction through one of the public forums where they can warn other people about your products, services, and business. With the Internet, word-of-mouth can travel almost at the speed of light! For this reason, it's vital to
develop a reputation management strategy.
The goal of web presence management is to build a sustainable, credible, and trustworthy web presence that is not only visible in search engines and social media, but will also protect your image or brand and last long enough to keep you in business.
