What is the digital presence?
A “digital presence” is simply how your business appears online. When people search for your business or company online, what do they find? Do they see your website on Page One? Can they find your Facebook Page? What do online reviews say about you?
Your digital presence is your online reputation.
1. Choose the right platform
The first thing you need to do is choose the right platform on which to communicate with your target audience (a top-notch website it no longer enough!). To do this you need to know your customers: what do they like, how old are they, where are they located, what is their lifestyle? You also need to ask yourself:
Where does your target audience hang out online – do they like Facebook, Instagram and Twitter, or do they spend their time on LinkedIn?
Where do your customers find information about your company, products or services? Do they use your website, blog, social channels or do they get their info from a third party?
Does your target audience use mobiles and tablets to get online information?
How do you stack up digitally against your competitors? How can you do better, what makes you different?
Once you have answered these questions, you should be able to plot out a multi-platform digital strategy that is based on the behaviour patterns of those you want to reach. By doing so, you can create a digital experience that is engaging, appealing and helps to create happy customers.
2. Build trust
One of the keys to a positive online experience is the element of trust. Throughout all of your digital dealings, you should be aiming to nurture trust by:
Being consistent across all of your platforms and channels.
Telling your brand story and staying on brand, but not losing touch with the human story behind what you do.
Responding to comments, questions and feedback – this not only makes you look good to others, but it improves the experience your customer has with your brand.
Being honest, extremely transparent and always following through on the promises your brand makes discrepancies between product and promise are easily identifiable online and can be fatal!
Providing an exceptional user experience how can you use your website to stand out from the competition and create the best user experience you can?
Keeping your website and services secure and always honouring the privacy of customers never use the data you collect for evil!
3. Add value
Through all of your online platforms, you should be looking for ways you can add value for your customers (and future customers!). Much of this value can be achieved through the creation of high-quality content that has been designed to appeal to your target audience. Some of the ways you can do this are:
Create content that is not only entertaining, but also aims to educate, such as blog posts, case studies, FAQ pages, and white papers.
Have high-quality customer support materials readily available.
Provide discounts, competitions and exclusive offers.
Encourage discussion, call people to action, and ask questions.
Create personalized online experiences and marketing campaigns by using marketing automation techniques.
4. Welcome feedback
Asking for feedback also plays a role in developing brand trust and improving the overall experience your customers have, not just with your digital channels but also with your products and services. You can do this by asking for reviews, feedback and comments on your website and other digital channels or providing a rating system for products. However, it is important to respond to feedback and comments, especially if that feedback is negative. Never leave negative feedback hanging, always try to turn negative experiences into positive ones (show off your awesome customer service team!) and only delete comments if they are offensive.