Most people and businesses have some type of presence on the web. Your online presence makes it easier than ever to showcase your brand, drive traffic to your calls to action and interact with your clientele.
In this article, we dive into some basics about the different aspects of your web presence and how they can work together to help you accomplish your goals. Future articles will drill deeper into each aspect of your web presence and how to manage it.
Your web presence consists of the following pieces:
A Domain Name
Your domain name is the basis of all of your online activity. It’s your address and identifier on the internet, how search engines keep track of you and how your customers locate you. It’s very important to have a domain name as close to your brand name as possible, and to use that domain name as the root of all your online activity. Having a companyname.com domain carries much more weight and authority than, say, companyname.host.com.
Owning your domain name, and doing all business online as someone under that domain name allows you to maintain complete control over your online identity and helps to prevent scammers from diluting your brand and taking advantage of others in your name.
Your website is the only place on the web where you have complete and total control over showcasing your brand. There are no restrictions (within the realm of good taste) as to what you can do with your website. It’s designed and managed to your exact specifications, and can provide you with all manner of tools to analyze your customer’s activity, sign them up for mailing lists, and even give them a convenient place to purchase your products.
Email doesn’t need a whole lot of explanation since most of us use it every day. One important thing to remember is that it needs be tied to your domain name. Using, say, a gmail account for your business communications, even if it’s “firstname.lastname@example.org”, doesn’t look as professional and authoritative as using “email@example.com”. It’s also fairly easy for someone to get an email account with a service as “firstname.lastname@example.org” but it’s almost impossible to get an email account that is “@yourbusinessname.com”. This helps you appear uniform, while lowering the chances of fraud being committed using your name.
Social media is a great tool for reaching out to potential customers, while building brand loyalty by engaging your current customers. Having and maintaining several social media accounts allows you to connect with different people that consume their social media in different ways, and gives you the opportunity to drive traffic to your website. It’s important that your social media contact information leads directly back to you, including your @yourbusinessname.com email address.
Create and use business social media accounts vs. using your personal accounts to conduct business. Not only does this reinforce your professionalism, it also in some cases allows you to do things that personal accounts don’t have the rights to do, such as creating ads. Remember when creating your accounts that the names should be as uniform as possible to allow people to find you with minimal effort.
Creating and maintaining a uniform presence across the web solidifies your brand, protects you and your customers from fraud and lets the world know you mean business. Are there any areas in which you could tighten things up?