Learning to get the most out of your digital footprint means learning to manage it.
Before you can master search engine optimization and social media curation, you need to know what goes into your digital presence, how the different parts of it work together, and what happens through those interactions to cause challenges for companies.
Only when you understand the ecosystem of online information across platforms and services can you be sure your efforts are having the appeal and the synergistic effects you intend.
Your Basic Information Package
The internet has pretty much replaced the phone book, so it’s a good idea to set up a website even if it’s really just a landing page or two.
More developed sites gain more traction, and a site with rich, useful information aimed at customers’ needs in the transaction and beyond will get the most traction for its optimized keywords. With that in mind, you need to decide whether to run a blog in addition to the resources on the static site and what keywords to optimize. That is going to require some research.
Many companies outsource this phase to specialists who understand reputation management, like Reputation Control, Inc., the company founded by Hersh Davis-Nitzberg.
Social Media and Customer Interaction
A vital online presence that uses the full range of marketing tools available will need to incorporate social media and other customer-facing communications to keep people engaged, bringing in new customers while also encouraging repeat business.
Here are the steps to planning your social media presence.
- Investigate the platforms and discover which ones fit your target customers
- Look at email and other customer service contact options and integrate them into your digital presence
- Establish a guide for your social media team to keep your branding consistent
- Build an email list for one-way communications with repeat customers
If you work with reputation management specialists instead of a general marketing firm, there’s a good chance the team will want to control the company’s communications while setting up new, productive processes.
You also need to be aware of the social media presence you can’t control, like the way customers talk about your brand in reviews and on their own profiles, and you will want a plan to do outreach and resolve concerns.
Using Your Digital Presence to Create a Positive Footprint
The key to a solid online reputation that’s hard to shake is great customer outreach and communication coupled with expert information and great branding. Keyword optimization helps keep your best information visible, too.
All of these steps are vital to online marketing efforts already, but with the right extra guidance, they can double as the tools that solidify and protect your reputation in the minds of your core customers.
Reputation management goes beyond these basics, though, and to learn more, you should talk to a team that specializes in building and maintaining online reputations for businesses.