Digital marketing isn’t going anywhere any time soon, so your small business’s digital presence is more important than ever. If you want to make sure are making the best digital impression, there are a few ways to evaluate your digital assets and see how they are measuring up.
Digital presence is the way your business appears online. It includes all your online resources such as your website, social media channels, email strategy, and online material—reviews, directories, publications, and other sources that appear when someone searches for your company. Each of these elements plays an important role in digital marketing by working together to create an online impression or snapshot of your business that can attract (or detract) clients or customers.
To make sure you are putting forth your best digital impression, you need to regularly review and adjust your digital presence. Begin by examining your digital marketing strategy. If you don’t already have a plan, start by making one. If you do have a plan, make sure it’s still working for your business.
Here are six ways to evaluate your business’s digital presence.
1. Have you streamlined all your digital platforms? One quick and easy way to examine your digital presence is to take a good look at your digital platforms, including your website, social media channels, email marketing, blog, online directories, and any other digital collateral. Make sure everything reflects your brand, logo, colors, messaging and voice. Look for consistency across all platforms. Ensure that you are regularly utilizing each resource. Do you have social media channels you never update? Do you have little to no interaction with your audience? If so, make a plan to improve those platforms, or consider dropping some of them. Everything should work together as part of a professional, cohesive digital strategy.
2. Is your website mobile friendly? A mobile friendly website is no longer optional, so make sure your website is updated and easy to use from a variety of platforms. Instead of just offering a site that can be viewed on mobile devices, you want your website to be fast, responsive, and easy to navigate. The mobile version should have all the same functionality as the desktop version. If you haven’t accessed your website from a mobile device recently, take a look with fresh eyes from a user’s standpoint. Identify and address any potential issues to ensure a smooth experience for all visitors.
3. Does your business stand out online against competition? It can be difficult to stand out against so many businesses that are competing for your market share. That makes it even more essential to regularly evaluate your digital efforts. Look at your top rivals to see how you compare. Evaluate your competitors’ social media channels, websites, and all other digital collateral and see where you are doing well or where you may need to improve.
4. Are you up to date on current trends? With constantly changing algorithms, design principles, social media trends, techniques, and technology, it can be hard to keep up. Does your web design reflect current design trends or does it look outdated? (If you haven’t updated it in a few years, it’s probably outdated.) Are you using the latest technology and functionality? Are your social media channels incorporating the latest tools and trends? If not, a few simple updates can make a big impact. Pay attention to the latest trends and see if you can incorporate some of them into your digital marketing strategy.
5. Are you connecting with your target audience? Connecting with your audience is a two-fold process. First, are you reaching the audience you want through social media, email marketing, and other efforts? Second, are they responding? When it comes to social media, don’t just post for the sake of posting, but engage with your audience. Make sure it’s easy for clients or customers to reach you online. whether through your website, email newsletter, or social media platforms. Evaluate the effectiveness of your social media channels, email strategy, and digital efforts to improve customer conversions.
6. How is your SEO? Finally, look at your search engine optimization (SEO). Review analytics and examine the front and back end of your website to see if improvements can be made. SEO is an ongoing process that should be regularly examined and improved. With constantly changing algorithms, it’s important to make SEO a priority to ensure your audience can find you online.
Maximizing your digital presence is an important part of your digital marketing strategy. If you feel overwhelmed or have questions, we are here to help. The team at The Social Bullpen can create a custom plan for digital marketing and all your marketing needs.