Create an amazing digital presence and why you need it
Do you have a business with a physical location and feel like you are doing very well without a digital presence? Well, you are wrong. An amazing digital presence promotes your business and sends your customers to you, whether you operate a digital store or a store in the physical world. Maybe you recognize the value of an online presence because you want to take your traditional business dynamic and take it to the next level using modern technology and smart marketing strategies? No matter where you are in making an online decision, the first step is to create an amazing digital presence for your business.
To get started, look at the data showing the growth in digital marketing spend versus traditional advertising spend and you will see the vast increase in digital spending. Most of this additional expense comes from lower budgets for traditional advertising. And, if you think all those companies that are transforming their marketing strategies to digital are wrong, you are kidding yourself.
Image courtesy of Web Strategies, Inc
Today we will achieve two goals. First, we’ll explain why you need an amazing online presence. Next, we’ll show some strategies for creating an amazing online presence for those of you who are new to these strategies.
Why you need an incredible digital presence
There are many benefits to having a website that you can use to advertise your business and reach more customers who otherwise could never get into your physical location.
Consumers today spend a tremendous amount of time online; whether it’s surfing the internet for solutions, interacting on social platforms, reading and sending emails, using messaging apps like Whatsapp or watching videos in streaming. During Covid, the time spent online increased dramatically, but online activity grew quite rapidly even before the pandemic. Consumers accustomed to the convenience and options available online are likely not to revert to previous levels of online activity once restrictions are reduced.
Time spent on social networks. Image courtesy of Intelligent information
With that said, here are a few more reasons why your business benefits tremendously from a website, social media pages, and other digital strategies.
With a physical location, you only have a limited number of potential customers who could come through your doors; people in your immediate area. Whether you use a large sign outside of your location or an advertisement in the local newspaper, your physical advertisement suffers from limited reach as well. But, when you bring your business online, you can reach a lot more people, including travelers in your area, residents who live nearby but never walk past your store, and even serve as a reminder to people who have you. already visited. Suddenly the whole world can access your services and see what you are doing. Within seconds, your business’s exposure has increased exponentially, and you can now reach consumers who never pass through your storefront.
Additionally, as we learn during the pandemic, businesses need to expand their online offerings beyond their physical store. With an incredible digital presence, consumers not only find you more easily, but now you have tools to motivate them to visit your business. You can also offer products online through e-commerce or offer online services. For example, training and courses have moved online to reach a wider audience for these services.
As mentioned above, your marketing efforts can influence many more customers than ever with an incredible digital presence. Now that you’ve entered the modern era of marketing, you can now take advantage of various strategies to reach the optimal number of users and make the target market the right one. Use digital marketing tactics such as SEO, paid social media marketing, email marketing, and content marketing, you can dramatically increase performance. For example, email marketing can produce an ROI (return on investment) of up to 4400%.
Digital marketing tactics are very effective solutions to incorporate into your overall marketing campaign and are designed to rank your website higher on Google, advertise on your target market’s social media feeds, and ultimately , dramatically increase your sales. Not only are digital marketing tactics effective, they are also much cheaper than traditional advertising because you can laser focus your efforts on the target market most likely to make a purchase.
You no longer have restrictions on hours of operation with an incredible digital presence like you do with a physical location. Now you have platforms accessible to the public 24 hours a day, 7 days a week, every day of the year. No more vacation or time off. You don’t even need a bigger staff to handle your online marketing efforts, unless you are shipping a physical product.
An incredible digital presence allows potential customers to reach you any time of the day or night, driving consistent sales even while you are asleep. But your online efforts aren’t limited to sales. Your digital marketing activities are aimed at motivating purchases, answering questions and even solving customer problems. Using a chatbot, you do not need staff available for these interactions with customers.
Your website should be easy to navigate and respond quickly, providing the user with a positive experience. You can also consult the API definition and how it can benefit your website and business.
Create an incredible digital presence
Obtaining these benefits is not easy, fast or free. Here’s what you need to grow your digital efforts.
A website is your digital home, so it’s not optional. If you have the money, hire a skilled website developer to build your website, paying special attention to ease of navigation, design elements such as branding, and creating content to match. your customer journey (see below).
Image courtesy of SEO website design
If you don’t have money, you can create a decent website you and I have even put together a step-by-step ebook to get you started.
As mentioned earlier, email marketing produces a higher ROI. Therefore, integrate your email strategy with your website by including subscription forms in prominent places. Also include things like ecommerce, customer service, and blogging in your website as a blog boosts your SEO to help people find you online.
To strengthen your physical presence, use Google My business to increase the visibility of your website when people search for a business in their area. Below you see the results of a search for medical practices in my area.
Of course, building an amazing digital presence requires more than a website. Social media is a great tool for building engagement with potential buyers that amplifies your posts to reach new potential buyers. The key to a good social media strategy is knowing where your target market is online, what they like to do there, and how to reach them. Once you have answers to these questions, you can work out which platforms to focus on because you can’t always afford the time and money to engage on all social platforms. For example, an author friend of mine finds TikTok particularly useful for selling books, while a business client finds LinkedIn to be the best performer. Determining which platforms to use also determines what type of content you need. So, Instagram requires visual images, while Twitter requires short text messages, while both need hashtags to be effective. But, the use of hashtags on Facebook is not common, so anytime a user sees hashtags they know the business was sloppy and just shared their Instagram post on Facebook.
Creating valuable content on a consistent basis improves engagement. This means you need to post 1 or more posts per day (eg Twitter works best with 7-10 posts / day) and use all of those posts to strain your products run out very quickly. So, try to create value with your posts by sharing content that is interesting, humorous, insightful, entertaining, or informative to users.
We have already talked about collecting subscribers on your website. You can also collect it from webinars, face-to-face meetings, and other activities where you interact with consumers. Just be aware that you can no longer purchase subscribers as this violates US and EU laws.
Once you have subscribers, you need to send email messages on a schedule. You will likely need to do some testing to determine the optimal sending schedule, as every audience is different. You also need to determine the content of the message and most importantly the subject line as they determine the success of your email marketing campaign.
Your business has likely faced a number of challenges since the start of the Covid-19 pandemic. Give it the breakthrough it needs to skyrocket in sales and achieve a level of success that you never thought possible with all the online tools at your disposal. After all, if you’ve made it through nationwide lockdowns with a business still in operation, you deserve to see your business explode!