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Your web presence - are you doing enough?

Do more. Mac on desk workspace

What is web presence?

Web presence in a nutshell is all things digital that represent and showcase your business or organisation and brand online.

This can include your website, targeted email campaigns, regular e-newsletters, digital branding; where areas of your branding is adapted for web use, this should match any physical or offline branding but be optimised for web use such as colours, logo size and quality or fonts. Web presence also includes the following:

·Social media, the use of Twitter, Facebook and Instagram or online networking through LinkedIn to build reach.

·Content; On page, regular blog posts or videos.

·Organic Search on and off site, or PPC campaigns through Google or even Facebook depending upon your audience.

Importance of an online presence

Why is this so important? Well, your web presence is your voice before a prospect gets to talk to you, it is your virtual shop window. It creates a platform for businesses and organisations to strengthen their brand and entice prospects.

A professional looking site has the potential to level the playing field between the smaller and larger businesses.

Your web presence is where you can raise your creditability, show your expertise within your industry and increase the trust and authority you hold over any niche services.

I hear a lot of people say that they gain their new business through referrals. Well that may well be true, but that referral will more than likely check the website to ensure they do in fact offer what the referred person needs. For example, when someone recommends a restaurant or hotel you most likely check it out on TripAdvisor and go through their website too. If they didn't have a website or had no offsite reviews or social media presence at all would you trust that referral? Probably not, you would click else where just as this prospect would.

Your website needs to showcase your brand, who you work with, what you do and how you do it and the other avenues of your web presence should align to this too. This in turn will aid the sustainability and growth of the business.

B2B customers get up to 70% of the way through the buying journey before they're ready to talk to anyone about making a purchase and the average paying customer will have had 7 touch points before converting. These touch points can vary in platform hence why the web presence is so important. They may read a leaflet, see a post on Facebook, follow you on other social media channels, sign up to a newsletter, visit a shop and have numerous visits to the website, all before making a purchase or signing up for a service. For 81% of people looking to make a purchase they will look to the internet, if you aren't there then that potential customer will find someone who is.

To stay ahead of the game with this trend you need to show up in the initial research phase which will most likely include a Google search and looking through the first few organic rankings. You should also have a fast loading, easy to use, responsive website that has https on any data gathering pages at the very least. Having reviews or case studies available to users and relevant, engaging content can also be a real game changer in conversion rates for you.

Working on digital content

Doing enough?

Sometimes it can be hard to tell whether you are doing enough with your web presence. No one expects a business or organisation to necessarily be covering every point that's been mentioned within this post. Generally speaking, to get going you need a good website that is built professionally so that it can achieve what you want it to, is fully responsive and secure (https) that is then filled with engaging, relevant content.

Having a blog as part of your website is a great way to keep people coming back as you can let them know when new content has arrived. You can use a blog to promote certain products and services or tell customers and prospects what the company has been up to! As part of this content (including blogging) there should be potential to cover some on site SEO (search engine optimisation) this can be done by creating on page quality content that covers services, products or information that you want to rank for. The rest of this can be done with the set-up of your site or through most CMS (content management systems) post going live.

It is also best to set up a Google my business profile and ensure all the details match those of your website. Finally having some sort of social media presence is becoming more and more important and relevant. Rather than trying to cover every platform choose one or two that seem good for your audience and master them through regular posting of great content and sharing of other relevant content that you may come across. Remember you can do PPC campaigns on social so when you feel confident and have some budget for extra marketing they can be a great area to expand into.

Talk to us more about your web presence and how you're doing by emailing: simon@thisisfocus.co.uk or stephanie@thisisfocus.co.uk and we'll organise a call.




Digital Love

Digital Love

The trouble with being dead busy and heads-down-cracking-on is you get a bit inward-facing... which is great for the here and now, but means you can lose sight a bit of what's happening out there in the big wide world of Web. So yesterday was a great opportunity for me to raise my head up, and spend the day at a conference in Bristol City Centre - On The Edge Digital. It was a really inspiring event - the speakers covered a range of topics, some of which we know, some we think we know and some we can learn a lot from!

The subjects included:

  • Content - matching it to your sales process, and your target audience
  • Localised SEO (search Engine Optimisation) and Searches - what does it mean to be Local?
  • Email Marketing - some easy methods to try to get improved results
  • PPC (Pay Per Click) - quick wins and Google's new Enhanced campaigns
  • Social Media - strategy, common mistakes and what channels to use
  • RWD (Responsive Web Design) - understanding more about why, and when to make the change to give the best user experience
  • Social Networking for B2B - making it the right fit; and fitting it in!

And I do love the Digital World. It's inspiring and jaw-dropping and infuriating and exciting and keeps on changing ALL THE TIME. I love learning about latest developments and trends and news and views, forming opinions, putting them into practice, and then applying new developments and trends and news and views to make ongoing improvements... and so it goes on.

If you think it's about time to review your website or digital marketing strategy, please do get in touch. There's some exciting new developments happening right now, and it's all fresh in my mind - so let's have a chat and see what we can do to get you a bit of Digital Love too :-)




How to get a bullseye when targeting your email broadcasts!

How to get a bullseye when targeting your email broadcasts!

We've been conducting some in depth research here at Focus HQ. Having studied the success of some of our email broadcast campaigns we have the following top tips to get the most out of your email campaigns:

1) HTML emails as opposed to text only emails are 10 times more likely to have their links clicked. So get creative with some graphic design!

2) Generally emails with subject titles that contain 'Top 10 offers' or 'Top 20 offers' score low views - it just sounds like a lot of information, people can't face reading a long email. Keep it short and sweet!

3) Emails with 'exclusive offers' or discounts in the subject titles tend to be more successful. Everyone likes to think they're getting a bargain!

Now we've armed you with these top tips you're ready to aim and fire your email campaigns! Of course if you want some help with an email campaign, we're always available for a chat!




Emails drive you crazy!


Yes - it's official.  The sheer amount of emails that land in your inbox every day could tip you over the edge, according to the Beeb.

With over two million emails sent every minute in the UK, this is hardly surprising!

The highly informative and interesting article comes up with a variety of handy tips to deal with 'e-stress' (the term I have personally coined for what doctors are no doubt treating in overwhelming numbers in surgeries across the land), including:

 - getting straight to the point in the text
 - CC-ing only the most relevant contacts
 - setting your spam filter to 'high'. 

How much this is blatant advertising for a BBC2 documentary airing tonight is unclear, yet I feel eager to undertake the next task on todays list:  indiscriminate deletion of all messages in my inbox.  After all, my health is at stake here....

Created on Friday March 07 2008 11:06 AM


Tags: email


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