Most of us believe our companies have adequate “web presence”, http://rastet.com/ considering the time and money we spend. We have a web site — maybe it’s not on a level with the big consumer companies, but it tells visitors all they need to know about our company and our products/services, and it’s user-friendly. We regularly send out e-mails, to continually keep our name in front of potential (and existing) customers. We also have LinkedInTM and FacebookTM pages where we invite not just commentary, but participation and engagement.
Plan For Strategically Managing Your Web Presence:
Establish SMART objectives;
Develop and implement the various aspects of our web presence (web pages, newsletters, social media, etc.);
Monitor, measure, and analyze to see if we’re meeting planned objectives;
Make changes to the plan, as needed, and implement them; and
Continue to monitor, analyze, change, ad infinitum.
Why does that 5-step plan look familiar? It’s the “Plan-Do-Check-Act” (PDCA) cycle! It’s how companies ensure product quality, continual improvement, and customers who are more than satisfied — they’re actually advocates!
Ask yourself, “Are we doing that?” Do we have a plan, or did we just throw something out there so we could say, “We have a web presence”?
Without a clear, comprehensive plan, your web presence can do you more harm than good. If you’re lucky, prospects and customers contact you about broken links, inconsistencies, and the occasional link to a product you discontinued months or years ago. In reality, most of your target market just “walks away” and never comes back.