Web presence refers to the impact of a company or an individual on the World Wide Web. Web presence is usually achieved through websites, social media pages, and online advertisements. However, for a strong and effective web presence, an organization needs to have all three of these and more.
Web presence management is the process of handling the web presence components of an organization, such as the website and social media pages, in order to maximize revenue, gain an ever growing audience, and build brand reputation. Web presence management is a wider form of search engine optimization which involves utilizing content strategy, social media marketing techniques, and online advertisements.
According to the conductor.com, there are five basic questions that guide the mindset of a Web Presence Management team:
- What is my customer's persona?
- What content do I need to improve?
- What content do I need to create?
- How do I continually measure and improve my content?
- How do I create Web Presence Management collaboration and accountability?
After addressing these questions, a web presence management team has to do the following:
Build and maintain an optimized dynamic website:
Static websites no longer make the cut and it is necessary to have a high performance, regularly updated website in order to have an effective web presence. Blogging is a good technique to keep your website updated and fresh. Website optimization is also an important factor and includes optimizing the platform in which the website is built, search engine optimization, server-side optimization, and asset optimization. Fine tuning these components results in a faster and more effective website.
Build and maintain a strong social media presence:
Social media presence provides an increased exposure to your organization and product. Listed below are some of the benefits of social media presence:
- Increased exposure
- Increased traffic
- Decreased marketing costs
- Increased leads
- Better search engine rankings
- Development of business partnerships
- Loyal fan following
Several online marketing and advertising techniques can be implemented to fortify your web presence. Email marketing campaigns can be used to nurture and convert leads. Online advertisements can be effective as it reaches targeted audience easily.
Web analytics is a powerful tool to understand how visitors use your website. Web analytics can be used to find out the areas where your website is performing well and where it needs improvement. It is essential to monitor data relevant to your strategy and find ways to strengthen areas where you are weak.