In today’s world, companies must make their online presence a priority in their marketing strategy.  Your online presence is front and center in the decision-making process of potential customers. Everything from your website, search results and your social presence influence decision makers.  And not only does it affect possible new clients but also those seeking new jobs or even vendors looking for strategic partners. Regardless of whether you are creating a single marketing campaign or rethinking your entire online presence, you should start with a deep dive to understand your target audience. You must understand their decision-making process, what they care about and where they hangout online. Once these personas are created you can work to achieve your online goals.

WEB DEVELOPMENT

Your design and development team should build a website that is visually on par or better than the competition. Don’t under estimate the power of design. Your website should act as your home base for your online presence and include unique content dedicated to each of your personas. If you are looking to attract talent, then highlight the culture of your company with interactive photos of your team and company events. If one of your goals is to acquire more strategic partners, then highlight the relationships that make your work possible to show them that you value partnerships.

SEARCH MARKETING

Without a doubt search is the most effective lead generation strategy as you put yourself in front of potential customers at the very moment they are looking for your product or service. But let’s go beyond that, what happens when a company, job searcher or possible referral partner searches your business name? Do you show up? How many times? Do 3rd party reviews display? Are they good? So, you must think of search as much more than just showing up in specific keyword searches. Think of its total influence when planning your search marketing strategy.

SOCIAL MARKETING

Social is tough when used as lead generation for most businesses selling to other businesses. It is a much better media to the end consumer. But social provides a variety of possibilities, for example you can put on display your company’s culture to help attract the best talent or promote your strategic partners. So, in conclusion, when you are working on your marketing plan think about your online presence and the impact it has on more than just potential customers and guaranteed you will see improved long term results!