The necessary components that are required for owning and operating a successful business is under a constant state of flux. As new technology is unearthed and implemented, it is up to the business owner to realize what it takes to stay relevant in a highly competitive market. With changes in particular industries accumulating daily, staying ahead of the competition and realizing which global trends are shifting markets is a must for companies looking to stay profitable.
Not too long ago, a company had the ability to survive and turn a profit simply by setting up a storefront, marketing in the local community, and boasting superb customer service. Globalization, large corporations, and other factors in the business environment have contributed to a large shift in this early paradigm and have forced the business owners of today to implement a more overarching strategy go stay alive. One of these changes that business owners have come to realize is the importance of maintaining a strong web presence.
A company’s web presence can mean a few different things, but essentially, it’s how the Internet community views a specific company online.
Different constituents of a company’s web presence include:
- The Website- A company’s website is the most basic form of a company’s web presence and is a must have in today’s business environment. It is also serves as an online storefront and acts as the conveyer of the business’s brand and message to the world. If a company has one thing, it should be a well done website.
- Social Media Presence- The next evolution in a company’s web presence typically comes in the form of its social media channels. A business today will typically have a Facebook page and many companies are taking advantage of Twitter profiles, Pinterest profiles, and other numerous social media sites to promote their web presence and overall brand. Because these platforms are free, it typically makes sense to jump on board and reach a wider audience.
- Search Engine Prevalence-Another aspect of a company’s overall web presence is it’s prevalence on search engine results pages (SERPs). Since Google’s search algorithm takes into account many factors, including relevant content and popularity, your website’s ranking on Google is a good indicator of how strong your web presence is. Lockdown appropriate keywords in your area by implementing a strong search engine optimization campaign.
- Online Advertising Presence- Online advertising is available in many different forms and includes search engine marketing, online radio advertising, advertising on YouTube, and other vehicles that will increase your web presence. Advertising is generally aimed at encouraging a certain action from the recipient of the message and really aids in boosting a company’s online presence.
Some of the aforementioned tactics are a necessity in today’s online environment, while others are designed for a more advanced user and can be applied more sparingly. What is clear in today’s environment is that a company needs to have an existing web presence in order to appear legitimate in the eyes of the consumer.