Online presence management
Online presence management is the process of presenting and drawing traffic to a personal or professional brand online. This process combines web design and development, blogging, search engine optimization, pay per click marketing, reputation management, directory listings, social media, link sharing, and other avenues to create a long-term positive presence for a person, organization, or product in search engines and on the web in general.
Your business has a online presence in the form of a single website or multiple ones. Potentially it has social media presence and perhaps apps as well. Whether the company has a singular online offering or multiple ones, the big question is whether the company’s online presence is effective or not?
Of course large budgets could have been spent on building the site(s) and varying degrees of effort may be spent on social media. Perhaps the company has an app on Android and iOS and maybe even BlackBerry and Windows Phone too.
But the amount of spend on a company’s online presence does not equate to effectiveness, so how do you know whether your online presence is effective or not? Here are few points those need to be taken care of while building an online presence for your business.
Blogging can promote a brand through consistent, interesting content generation associated with a particular brand. Microblogging through services such as Twitter may be particularly effective for establishing and maintaining name recognition. Blogging is also a quick way to respond to brand-related complaints and maintain a positive focus around a brand.
Search engine optimization
Search engine optimization is the use of keywords in a web site to increase its ranking and thus visibility in the organic, crawler-based listings of search engines. Search engines use a spider or a crawler to gather listings by automatically “crawling” the web. The spider follows links to web pages, makes copies of the pages, and stores them in the search engine’s index. Based on this data, the search engines then index the pages and rank the websites accordingly. Major search engines that index pages using spiders are Google, Yahoo, Bing, AOL, etc.
Some methods to optimize a web page in search engines are:
Using keywords in a domain name
Strategic linking (quantity of links per page, target, and keywords in link text)
Keywords used in headings, page titles, and image descriptions
Meta description tags (not relevant for all search engines)
Internet advertising is a form of broadcasting and promotion of products, ideas, or services using the Internet to attract customers. A 2011 advertising industry survey found that 21 percent of Internet users consider online advertising to be the most relevant advertising system. Internet advertising has overtaken other traditional advertising media such as newspapers, magazines, and radio. Internet advertising targets users interested in relevant keywords and displays a text or image ad next to search results or within social media.
Reputation management is the process of tracking actions and opinions, looking for positive and negative opinions about any particular service or product, and removing negative opinions (if any) and converting them into positive ones. It is important, however, not to attack or try to obscure negative opinions through devious means, as this is likely to have an overall negative effect on the brand. A better strategy is to respond to complaints with information and an apologetic attitude, cultivating later positive reviews.
Social media marketing
Social media marketing uses social media platforms to create and foster communities and relationships. Social media marketing is focused on creating content that attracts attention and encourages readers to share content with their social networks. Social messages are often effective because they usually come from a trusted, third-party source, rather than the brand itself.