How to harness the power of your online footprint to engage current and prospective customers.
Having a strong digital presence is integral to your business’ success. Often, the first move people make when they need a service or hear about a business is to search online using a major search engine.
But discerning consumers rarely stop there. Often, they will look to learn more about a company by reviewing its social media accounts and website content. Consider your digital footprint wholly before determining how you can make improvements that will increase your presence.
Before you embark on evaluating your business’ digital presence or planning a social media strategy, think about what you want to accomplish in this endeavor. Are you trying to engage your current clients or expand your reach? Do you want to elevate yourself as a thought leader in your industry or are you looking for more brand exposure? Your desired results will help guide your strategy.
Think about what types of content will appeal to your audience. Ask for feedback from employees, customers and prospects about what type of information they’d like to see. You may be surprised.
For example, being a guest on an industry podcast might gain you exposure to new prospects, but posting quick tips on Instagram will help current clients keep you top of mind. Different types of content will accomplish different goals.
Be visible on platforms where your current or prospective customers are present, but don’t try to be everywhere. Focus on a couple of core platforms at first, then build from there. Consider your website the hub of connectivity, and link your social media platforms, blogs and videos there.
Pro tip: Try social media scheduling tools like Hootsuite or Buffer to prepare posts ahead of time. Consistency is key to getting your message to stick, so this can keep you on track.
If you implement a plan to grow your digital presence, you’ll want to ensure the effort you’re putting in is worthwhile. Track your new and returning website visitors and where these visits are coming from. Google Analytics is a powerful tool that can help you measure metrics, like audience interests and conversion rates.
Once you understand how your newly implemented strategy is affecting your bottom line, lean in and ramp up efforts or try something new. Don’t let inaction leave you behind on the digital landscape. Think of it as an ever-expanding opportunity to engage your audience.
