Identifying What’s Working & Not Working
No matter how much you have done to build your web presence, there is plenty of room to make mistakes. The key is, make your mistakes early and correct them fast. The sooner you identify whats wrong with your web presence and take control of the situation, the sooner you can make changes and get things on track.
Staying in tune with your web presence gives you a better understanding of your business, reputation and target market. With the web, feedback is almost immediate. You don’t have to wait weeks or months to find out about negative publicity, unhappy customers or problems with your website. Word of mouth travels quickly and opinions about your business can form overnight on the web. If you aren’t on top of what is happening with your web presence, you can bet your competitors are and they are using it to their advantage.
The health and effectiveness of your web presence depends on several factors. Some of them include:
Website design and usability
First impressions count! If your website doesn’t reflect your brand, is outdated, lacking information, or complicated to use, website visitors will bounce off your site and find another business online. Your website is the face of your company in the digital world and you need to invest into designing a website that keeps visitors on the page and coming back for more.
How much traffic are search engines, backlinks, blogs, and social media producing for your website? What keywords are working? Part of validating the success of your web presence is knowing which outlets are generating the most web traffic. There are many free tools online that can help you learn more about your web traffic (www.Alexa.com and www.ispionage.com are two places to start) and they give you an idea as to what your competition is doing. If website visitors aren’t on your site, you want to know where they’re going, why they’re going there, and how you stack up against the competition.
Performance and availability
How is your website working? How fast is it? These are important factors into your web presence because if your website isn’t performing at optimal speeds or has errors, visitors will get frustrated and loose interest. If your website drives revenue and pages don’t load or take too long loading, this directly impacts your earnings. Not only will you loose that one sale, but you loose the opportunity to have a recurring customer and someone that can become a promoter or fan. Monitoring your performance and availability allows you to react quickly to problems that visitors face and improve your site performance.
Social media engagement
Building a relationship with customers and potential customers through social media takes time and dedication. To have a successful web presence is more then having a Facebook page or Twitter account, just for the sake of having it. You need to interact with your followers and be ready to respond to both the positive and negative feedback. Listen to what people are saying on blogs, or on your competitions social accounts. If you can be ready to respond to problems or issues people have, you will be looked at as a valuable source for information in your industry and a business people will remember.
If you are running a small business, monitoring your web presence doesn’t have to be a full time job. You just need to use the right tools that will help you manage your web presence so you can spend more time doing what you do best, running your business! TruVisibility is the latest online marketing platform that helps you by monitoring your website, social networks and blog to provide you feedback on the next best actions to take to improve your visibility online. To find out more about TruVisibility and how it can help you improve your web presence, click here.
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