Why having a Website for Business is not enough?
A website is the virtual address of every business as well as it’s the face value of your business on the internet. Having a website for your business is the fundamental requirement of today’s corporate world, however; it is not good enough to have a B2B and B2C relationship.
Gone are the days when companies merely relied on having a website alone to ensure their online presence. Now as we advance in the year 2018, online presence has transformed into a more dynamic term.
What is an Online Presence?
The term online presence or web presence is often used interchangeably, sometimes replaced by the term website. Though a website does not represent the online presence as a whole but is just a part of it. A business can be said to have an online presence when it has a collective existence online in the form of a website, blog, social media, email marketing, advertising, networking and more. Thus, when a business justifies its online presence through a website, it is not representing the same term.
Once the concept of online presence is understood, the next step is to leverage it through deploying various internet marketing strategies which includes website management as well. A website is just the first step of your business in the digital world. The next target is to nurture it to create value for your business.
Reasons why having a website is not good enough anymore?
Once you have established a website there are few other factors involved that will propagate your business on the internet.
1. A Website is just an Online Business Address
If you are having a website but not promoting it through various online channels, then it is nothing more than an online web address. It is like having a house in a street somewhere and nobody will ever know your existence until you show it to people that you are here.
2. Customer Outreach
Your target as well as potential customers are present online and they are looking for products and services by you. However, they cannot find your business online because your website is not properly promoted. You can only reach your customers through website management. You need to employ tools and techniques to keep your website accustomed to the search engine guidelines in order to be viewed by the target customers.
3. Local Business Listings
If your website is not listed in the local business directories online, you might be missing on a lot of business. Your website must be visible in local search results so that you can enhance your website presence to the customers around you.
4. Paid Advertising
Your website needs online advertising just like any offline business. In the online world, advertising through Pay per Click or paid search marketing are the key strategies to drive customer traffic to your website. Unlike contemporary advertising, it is cost effective and let your business reach out to maximum target the market. The display ads can direct your customers to your website or to your brick and mortar shop depending on your business needs.
5. Social Media Engagement
If you think social media is a separate entity from a website then you are certainly wrong. The whole concept of online presence can be integrated with social media and your website. The content shared by your business page on social media can grab the attention of people who further share your content which can increase your website credibility. The more social shares indicate that your website is credible and will increase its value in the search rankings. Hence, it is important to make sure that your website is fully integrated with your social pages so the consumer will find your website valuable and worth visiting.
6. Content Marketing
Your website has no value without content marketing. Hence, it is essential that your business should generate relevant, compelling and valuable content that inspires your customers to visit the website. Any kind of content created by you that is authentic and gets maximum social shares will lead to more traffic on your website. The search engines will get signal that your site is authoritative and thus will get greater visibility in the search results.
7. Website Management
A website is not a static set of web pages anymore. Websites need to be dynamic, versatile, interactive and user friendly to get greater customer attention. It is very essential to keep the website updated and perform frequent analysis to maintain its performance in the search results. Various SEO techniques need to be utilized to optimize a website in order to keep it updated with the desired search engine requirements. Additionally, a content management system is also required to adapt to changing needs of your business while giving access to easily change the content or graphics of your website.
8. Website Security
A website cannot be left stranded without any security measures. The cyber attacks have been increasing with hackers coming up with new techniques to steal consumer data. Hence, it is the responsibility of every business that requires customer data to ensure its safety and privacy while to browse through their website. For that matter, website security measures need to be implemented and keep up-to-date to deal with such malicious activities. Also, the business need to protect its own website content as well from such cyber attacks to prevent any negative impact on the business cycle.
9. Human Connection
A website needs to establish a human connection which is alive, interactive and responsive. Hence, your website should be equipped with lead generation strategies that motivate people to interact with you in some way. Whether it is email marketing, newsletters, or a social media interaction that can build human relations with your customers; a website’s goal should be to turn potential customers into target customers and maintain a long-term relationship with them.
A business website is crucial for your online presence but it needs a lot more support and management to get value proposition for your business in the long run. Websites should not be expected to generate revenues for your business instantly, but to bring value to the business in the form of customer engagement, brand awareness, and business promotion. Hence, once you develop a website, consider all other factors that would enhance the online presence of your business.