Aspects of a web presence, or what does my business look like online, or is it ok to use my high school pictures as my avatar?

Yearbook Photo

via Flickr User derektor

There are many components of a successful web presence, even though you can achieve massive success by choosing just one of the avenues. The best plan is to find a way to incorporate as many strategies as you can that make sense for your business.

Your Website.

Obviously, we at 5 espressos work with websites for our clients, so this is the first thing we will mention.

Your website is the cornerstone of a successful web presence. It is the place where you want to guide a customer through the transformation you want for them to take.

  • Do you want for visitors to research and buy your products?
  • Do you want your visitors to decide they need your services and contact you?
  • Do you want for visitors to receive some free gift for landing on the blog, in hopes that they will return with all of their friends?

In our latest blog post we discussed the starting points for a business that has decided to take their talents to the internet. You (hopefully!) decided on the reason your website exists.

You have a reason you’re online.

Your website exists to fulfill that reason, which is why it’s the starting point as we discuss what your online presence looks like.

If you have your website’s purpose well defined, and you have a reliable source of traffic, you could theoretically omit the rest of the items in this list and be just fine.

But you want to be more than fine, right?

Lets move on.

Your Website’s Blog

I might get a little flack for having another website related item, as I’ve already said that the website is the cornerstone of your online presence.

Even though your blog likely exists on your website, it’s quite different than your website.

I believe that the blog is the most important part of your website. It gives you a platform to share your opinions on current events, to educate your customers on all aspects of your business, or connect with your customers better by sharing some personal stories.

Also, timing matters for your blog

If a visitor to your website sees a recently updated blog post, there will be no mistake about whether or not your company is active. If the latest post is from 2014, a visitor might not be so sure.

Social Media

We’ve established that creating an active website is a good idea for your web presence, but how are customers going to find out about your company?

They are likely already spending time on social networks like facebook, instagram, twitter, etc.

So join them!

Making a dent as a business on social media can be difficult, because even though you’re in business, you don’t want to come across as selling yourself at every moment.

Think about what things your ideal customer might find valuable and create small-form content that will resonate with them. This is similar to the strategy you’ll use for creating a content calendar for your website blog, but you likely aren’t writing 300+ word posts on Facebook!

Every now and then, you can go for the sale, but your customer has no reason to stick around if you’re going for the sale on each and every interaction. What would you want to see if you were your customer?

Social Media gives you the opportunity to interact directly with your customers. They may comment on your content and open doors to further conversation with them.

I still haven’t mastered social media for business, but it’s certainly the next frontier for me and 5 espressos.

Customers are spending time on social media, how can you be seen there too?

Create and Maintain a Newsletter.

This is something I’ll be implementing by the end of the year.

Email is still a big place for communication, and when a customer opts into your newsletter they are inviting you into their inboxes.

This isn’t a responsibility to take lightly. You’ll want to follow the same guidelines you did for both your website blog and social media.

Give value.

Be Generous.

Find ways to connect the dots between their current location and whatever success may look like for their situation.

Stay tuned to hear more about the 5 espressos newsletter. I have a few ideas that I’m playing with, but I promise it will be worth it.





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