With the ongoing Novel Coronavirus outbreak, many stores and restaurants are closed, leaving business owners and managers stuck at home, wondering what to do. Rather than reorganizing your linen closet or watching too much TV, now is the perfect time to build, update or improve your web presence.
What is web presence?
Web presence is the location on the World Wide Web where a person, business or other entity is represented.
Google your business now. The results you see are your web presence. Do you have a website? A social media page such as Facebook, Instagram or Twitter? Are you listed in any online directories? Are you represented on YouTube with videos?
We all use the internet differently, so it’s important that your business can be found in as many places as possible. Some folks are familiar with Facebook, so that’s where they stay. Those who prefer recommendations consult review websites. Others want to dig deep, so standalone business websites are their go-to. That is why it is also crucial that the information you share is consistent and accurate at each of those places.
Last weekend I wanted to go to a restaurant in the Hudson Valley. I didn’t know their hours so I checked the website, visited their Facebook page and checked their Google MyBusiness listing and even called and listened to their outgoing message. Each source stated different hours. How frustrating!
Don’t let this be you. Provide your present and future customers with consistent, accurate information in a variety of places and it can help drive new business.
Four important aspects of a commercial web presence
Website: the foundation of your online presence
The key to a successful website is having clear, relevant and keyword-rich content that delivers the right message. Good content is what will set your website apart.
The content of your website should target your audience, engage them, and persuade them to take action. Provide the information that they want and need to be convinced that they can trust you. Structure that content properly and the website can become an effective lead generator.
Facebook, Instagram and Twitter are three of the most popular social media sites. However, you don’t have to do them all. Better to do one and do it well than to do a poor job on all of them.
Key to having an effective social media presence is to:
- Choose the right platform for your demographic.
- Select someone to be administrator who understands the platform and enjoys the work.
- Be consistent and responsive.
Online directory listings
Online directories allow prospective customers and other professionals to identify and contact businesses relevant to them. These directories can help your business get found by individuals who are ready to buy the products and services you offer.
Online video consumption has been on the rise and is expected to continue to grow:
• 59% of executives say that if both text and video are available on the same topic, they are more likely to choose video (MWP) .
• A Cisco study estimates that by 2021, 80% of the world’s internet traffic will be video.
• YouTube is the second largest search engine in the world.
While the current situation is awful, it will end. Take the time now to prepare to be back better than ever. Improve your web presence now and you’ll have a leg up on your competition when it’s time to reopen your doors.
Having a poor online presence can lead potential customers to seek out your competitors. Whatever your online investment has been up until now, the bottom line is that your web presence can always be better.