Managed Hosting News 
Thursday, 16th February 2012, 16:31:01
Businesses should establish a positive web presence
It is imperative that businesses recognise the importance of marketing their online presence.
Often, the first contact that a consumer will have with a company is through a Google search.
As such, he or she may develop an opinion of the brand even before visiting the website.
The impact of this exchange will also impact on the online brand referral, as the consumer shares information about the company with his or her contemporaries.
Linda Cheung, chief executive of Club Social, believes that a positive web presence is crucial to encourage online web referrals.
"Your brand really does become what is found when searched for on Google or when someone asks about you, and that tends to be more virtual than real-life nowadays. So brand loyalty is all about referrals and referral doesn't happen nowadays if you don't have a web presence, not in the broader sense," she said.
This is particularly true of smaller companies, who are more reliant on attention strategies than more established businesses.
"After all, clients can't come to you if they have no idea you exist," Ms Cheung said.
Social media is one effective way to get noticed by potential clients and interact with them.
However, first a firm will have to identify which social networking site its customers are using and connect with them and that platform.
There is little point in spreading the word in an area which has no bearing on the company or its clients.
For example, e-commerce sites often establish their presence on Facebook and Twitter in order to connect with potential shoppers.
Increasingly, consumers are more interested in joining a conversation than in simply being bombarded with sales messages.
On any social media platform, they will want to interact with a business which adds something useful to their web experience, like advice or relevant information.
It is also important to promote a positive and inoffensive web presence which encourages the flow of conversation.
On Twitter, for example, viewers will be able to see a timeline of news and opinions, so consider how these reflect on the brand as a whole.
Posted by Kevin Jenson
Build and host your dynamic websites and applications with Hostway
Categories: | Online Marketing / Search | Ecommerce |
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