Sales and Marketing

Do You Need a Digital Makeover?

n this age of digital technology, your web presence is as important, if not more important, than your offline presence.

That Was So 2013!

In this age of digital technology, your web presence is as important, if not more important, than your offline presence. When a potential customer is researching who to do business with, more often than not, the first place they look is the Internet. Companies with a strong web presence are more likely to capture the attention of a potential customer.

If someone were to do a search for a company in your industry, how likely are you to come up on that search? An even bigger question: How likely are you to show up on the first page of that search? Try doing a search yourself. Search for your industry, then your company name and your personal name. How present are you on the Internet? And what does that presence look like?

WEBSITE

When was the last time you updated your website? Are you still using the graphics you created years ago? The same outdated, boring copy? Pictures from the 1990s? Many times, it’s not a complete redo, yet an evolution of what is already working to maintain your brand.

Google is the world’s largest search engine. It’s the place your potential customers are looking when trying to learn more about you and your company. And Google does not like websites that don’t change. It’s not necessary to spend hundreds or thousands of dollars building a brand new, super fancy website. But you do need to give it a makeover.

Here are four quick and easy ways to freshen up your website.

1.Tweak the Copy. Long, drawn-out words on a webpage won’t be read. Shorten paragraphs and add bullet points. Bold the words and phrases you want to draw attention to.

2.Change out Photos. You can get professional, high quality photos for just a few dollars at royalty-free sites such as 123RF.com, iStockPhotos.com, Dreamstime.com and GettyImages.com. Choose photos that are relevant to your business and attract the right attention.

3.Update your Bio and Headshot. When was the last time you read your bio? Is it fun and exciting or long and dull? Spice it up, while remaining professional. Did you know that the majority of people have headshots on their websites that are three years and older?

4.Update your Logo. You don’t need to spend thousands of dollars on a logo. However, it should be something that represents who you are and includes a tagline that summarizes what you do. Make it memorable.

BLOG

Your blog is the best way to get Google to find you more often. Google searches for new content and since we don’t tend to change our main web pages often, blogging is the best way to put out fresh content and keep Google interested in your website. Blogging also demonstrates to potential customers that you are an expert in your field.

Blog experts say you should be posting a minimum of once a week. Anything less gives the feeling of being inconsistent. Blog posts should be around 500 words, and should provide readers with takeaways. This is not the place to sell your product or service.  They should be short, sweet and to the point and include bullet points and photos.

SOCIAL MEDIA

Second to having a website, you should have, at the very least, a professional Facebook page. Posts to this page should be consistent, fun, and interactive. Depending upon the type of business you have, you may want to branch out to Twitter, LinkedIn, Google+ and Pinterest.

Keep your social media sites consistently updated, but do not post the exact same thing on each site. Make each one different and geared toward the type of audience that frequents that site.

NEWSLETTER

The newsletter is a great way to keep yourself in that important top-of-mind spot with your potential/existing customers. Recommendations are to send a newsletter a minimum of once per month.

Newsletters should contain important facts, articles, upcoming events and recommendations. Again, keep sales to a minimum. The best way to get your newsletter read is your email subject line. Make it short, and intriguing. Avoid subject lines that would be recognized as spam.

Keep your online presence fresh and updated then watch your bottom line continue to grow.

Screen Shot 2014-01-28 at 3.54.44 PMPamela Rogan is CEO of Rogan Marketing and Communications, an Orlando-based firm that acts as the marketing department for clients. For more information, visit roganmarketing.com or
call (407) 601-0845.

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