Everyone who’s anyone has a digital presence. Heck, maybe even your dog or your grandma has one. But for business, effective digital presence is not just about posting on Facebook, tweeting on Twitter, or connecting on LinkedIn. Yes, it probably begins with this and should include these things on an ongoing basis, but it is much more. You need to interact with your audience using genuine, relevant nuggets of information and/or offers. The communication you put forth with every interaction needs to have a clear call to action.
For example, if you are running a banner campaign, the banner ads need to reflect your overall branding as well as take you somewhere relevant like to a well-developed landing page. Using only banners on websites is a compelling way to draw attention, but having a clear call to action and providing the user with something pertinent and genuine is a great way to be remembered.
Social media is a brilliant way to create influence for your business; however, often it draws in many fans or followers in similar fields and not necessarily “real” customers. Also, some customers will find you via search because of your blog but they might not buy from you, at least not right away. Blogs are a perfect way to position your company and your brand as industry experts. Combined social media efforts will help put your business top-of-mind. E-mail newsletters are practical for this as well. With each newsletter, the prospect/customer is “touched.”
Both blogging and email campaigns are excellent for remarketing purposes. It allows the marketing of your company to continue as they navigate through the internet, even when not on your site. With remarketing, you can reach people who have previously visited your site, and show them relevant ads across the web or when they search on Google. When people leave your site without buying anything, for example, remarketing helps you connect with these potential customers again. You can even show them a tailored message or offer that will encourage them to return to your site and complete a purchase.
Driving Point: When building an effective digital presence, look at the complete picture. Social media, landing pages, digital advertising, e-mail, and organic searches will expand your presence and influence.