Being Visible in the Digital World

Is your business managing its Digital Footprint?

Just the other day I was talking to one of our partners about some new work for one of our clients. He was telling me how he is still struggling to convince a couple of his clients about the need to extend their efforts beyond their site…something I would call expanding their digital footprint.

A digital footprint is the data trail left by activity in the digital world. Information is captured through interaction with web sites on the internet, social media sites, mobile applications, scanning loyalty cards, and the list goes on.

For consumers, your digital footprint is driving how you are being targeted by marketers for their ads, offers, products, and services. Marketers see it as a source of fresh data to help profile and target consumers. And, it can also determine your reputation based on the posts, comments, and images you leave on social media sites.

For your business, a lot of similar factors are involved. However, the stakes are much higher. Your ability to generate sales, keep customers, and attract new customers is impacted by your digital footprint. Your brand reputation is at stake. It can be as simple as your site being found by a search engine to how you respond to an unhappy customer’s Facebook post.

A business needs to have a practical digital footprint strategy and tactical activities that keep your business visible and vibrant in the digital world. So how can you get started? There are simple steps you can take and a host of free tools available out there to help you.

Here are some questions you can answer to begin to develop your digital footprint strategy:

• What are your online objectives?
• Is your site a commercial site or are you building a community? A commercial site is focused on generating sales; helps sell products and services. A community site is place for people to get information, meet, aware of an issue or group…
• How do your customers or audience interact online? Do they frequent social media sites like Facebook, YouTube, and Twitter? Are they business customers more likely to be using LinkedIn? Do they actively use their mobile phones? How to they find you? How do they find your products, services, or group?
• How can you listen to what is being said about you on the web? There are some free tools out there that can help. Google alerts will allow you to track who is talking about you and where. Twitter Search allows you to see who’s twitting about you. You can try out SM2 by Alterian social media monitoring tool. And the list goes on…
• How can you interact with your customers and followers? See where they hang out. See how you can leave comments and respond to posts.

All businesses in all industries need to examine how their digital footprint impacts their business.

So will you take a close look at your digital footprint and how it impacts your business in the digital world?

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