Now more than ever it’s important for companies to maintain a clean, fresh and consistent online presence. It does not matter how large or small your company is. If your customers cannot reach you online, they cannot reach you at all. This goes beyond having a website; having a strategic digital marketing plan is essential for your business to set itself apart from competitors.

That’s easy to say, but what essentials go into a digital marketing plan in today’s high-tech world?

Your Website is Your Foundation 

If having a web presence seems like common sense, that’s because it is. In today’s world, it’s easy for anyone and everyone to become a content creator online. This means having a website gives you an opportunity to write the story about your company, rather than leaving it to others to write that story for you. If potential customers can only find blurry images of your business or indifferent Yelp reviews when they seek you out online, they’ll be much more likely to take their business elsewhere.

In the world of websites, you must tread carefully though. Having a website that’s difficult to navigate, seems outdates or full of broken links can turn customers off from your business as quickly as having a clean and engaging web presence can attract customers.

Transparency in Your Web Presence 

Having a website that’s well organized, easy to navigate and offers quality content to visitors is only a part of the game. It’s important to be transparent in your web presence as well. Use your website as an opportunity to build a relationship with your customers.

A website gives you the opportunity to show your customers all the great things you’re doing. For instance, say you recently made the smart decision to invest in solar panels. You did this because it offers you the chance to go green and help your community. This is the type of thing you’ll want to share through your website. It shows customers what you value as a company and that your invested in your community. It helps cement your relationship with customers.

Be Accessible 

This goes hand-in-hand with making sure your website is easy to navigate. Make sure your contact information is easy to find and that you make it easy for customers to reach out and ask a question. Too often, trying to find an email address on a company website can be like looking for a needle in a haystack. Make your contact information prevalent and make sure you’re quickly responding to customer inquiries.

It can also be beneficial to add a chat service to your website, if you have the resources to manage it. Many chat reference services are free or inexpensive. These services add a widget to every page on your site that’s easy for customers to find and use, which makes these services great for building customer relationships.

Cell Phone and App Integration 

Since many users will search for your business through mobile device rather than by using a computer, it’s essential that you make sure your website works well on a mobile device as well. Because this is so important, many web designers will start with the mobile site and translate the mobile sight to a computer-friendly design.

When thinking about a mobile site, it’s essential to ask the question of whether you need an app for your business or if a mobile site alone offers the functionality needed. When making this decision, it’s vital to assess who your target audience is. Apps are generally for a very specific purpose, and customers have to go out of their way to download them and update them. In many cases, app integration may not be nearly as beneficial as the mobile website alone.

Search Engine Optimization

Now that you’ve built your site, how do you make sure you stand out from the thousands of competitors? Using SEO tools to make sure your site shows up at the top of Google and other search engine searches is one way to make sure traffic is driven to your site. Whether people search for things directly related to your business or things indirectly connected to your business, using targeted keywords on your site is imperative to SEO.

Keep in mind that Google looks for high-quality and relevant information from sites when deciding if they are a good match for the search. Making sure your site is full of rich information that will fill searcher needs is one way to bump up your site on a search engine page. Another is to make sure other websites link to your site.

Social Media

When talking about digital marketing, it’s paramount to discuss social media. Creating engaging and interactive social media content is a central part of building relationships with your customers. Interacting on social media is more than sales. It’s about being a part of the conversation. Think about what you can share that will attract attention and benefit your customers in some way, even if it’s simply to entertain them.

There are many different social media mediums you can use to interact with customers. Facebook, Twitter and Instagram are the most commonly used. Though they may seem similar, each of these has a different purpose, so make sure you are creating the right type of content for each medium you choose to be active on. Content management sites offer free social media management for all your social media accounts in one place, making your job easier.

New Content Mediums 

There are so many different mediums to share on now, how do you choose? Whether it’s TikTok, SnapChat or the next big social media craze, considering the essentiality for your brand to be showcased on different mediums is key when thinking about digital marketing.  Ask questions like who your target market is and what medium they’re likely to use. Also think about the time it takes to develop a brand on new social media platforms. Do you have time to create quality content on these channels? If not, having no presence may be better than having an empty or sparse social media image.

Taking the time to a digital marketing plan that will work for you and your company will take time, but an investment in your online presence is a smart one to make.