In our digital world, the importance of the internet – namely, websites and social networks – is indisputable. The generalization of mobile devices emphasizes the need for content that is simple to read and graphically adapted. However, to make your offering stand out among the many offerings out there, design is not enough. Engaging in direct and personalized interaction with your existing or potential customers, maintaining this interaction on a regular basis, and providing customers with relevant content is essential to creating a lasting relationship with them that is founded on trust.

1. Foundations Of Your Business Development Series- #webmarketing
5 CHARACTERISTICS OF WEB
PRESENCE THAT HELPS YOUR
BUSINESS

2. In our digital world, the importance of the internet –
namely, websites and social networks – is indisputable. The
generalization of mobile devices emphasizes the need for
content that is simple to read and graphically adapted.
However, to make your offering stand out among the many
offerings out there, design is not enough.
Engaging in direct and personalized interaction with
your existing or potential customers, maintaining
this interaction on a regular basis, and providing
customers with relevant content is essential to
creating a lasting relationship with them that is
founded on trust.
RELEVANCE & REGULARITY

3. Know who you are talking to and what you will say.
Regardless of which media type they are using, be it web or
mobile, your readers have no time to lose: they need to
understand your message right away.
If you want to be effective and capture their attention, you must
produce:
- Personalized messages, both in their content and presentation.
- Simple and direct messages – preferably graphically-designed –
that communicate your difference
To understand your target audience, you need to listen to what it is saying.
Large amounts of data which will can help you learn more about your
customers, their behaviors and expectations is now easily accessible.
Being able to analyze your customer’s journey throughout the various
distribution and communication channels that exist provides an essential
advantage – this is the benefit of big data analytics and marketing
automation technologies.
5 CHARACTERISTICS OF WEB PRESENCE THAT HELPS YOUR BUSINESS
1 – BE TARGETED

4. Provide structured offerings and communications
that are aligned with your market positioning.
Although digital solutions make it easy to access information, they
also require you to operate with simplicity.
In order to be quickly understood, you have to make clear choices –
emphasize what you have to offer in a unique way so that that
your difference stands out immediately.
This involves using:
- Structured offerings that are aligned with market solutions
- Communications that are built around your main messages.
Product marketing can help you structure your offering to facilitate its
understanding. It also allows you to incorporate new services – software as a
service or mobile applications – in order to build an offering that is adapted
to customers’ new expectations – and to identify your differentiating
elements around which you will create your key messages.
5 CHARACTERISTICS OF WEB PRESENCE USEFUL TO YOUR BUSINESS
2 – BE ORGANIZED

5. 5 CHARACTERISTICS OF WEB PRESENCE THAT HELPS YOUR BUSINESS
3 – BE DIVERSE
Adopt a multi-dimensional presence to address all of
your target audience’s needs.
Although your message must remain consistent, its presentation has to
be diverse in order to capture the various perspectives of your target
profiles as well as each of their individual concerns.
- Provide varied, attractive content adapted to each context: This is
essential for accompanying your potential customers in their
maturation process of resolving their problems and discovering
solutions.
- Maintain a global view of your messages and offerings: This
ensures the overall consistency of your marketing actions regardless
of which distribution channel is used.
Addressing one main message at a time lets you be simple and effective with
your content and optimize its presentation: when there are so many
communication possibilities available, the quality of your content, as well as
its presentation, will inform your potential customers about your business’
level of professionalism and high standards.
ChameleonsEye/Shutterstock.com

6. 5 CHARACTERISTICS OF WEB PRESENCE THAT HELPS YOUR BUSINESS
4 – BE WIDESPREAD
Be in the right place at the right time.
You want the best visibility for your messages and your offering. Of course
this means having an optimized, attractive web site, but it also requires
widely disseminating your messages and content.
You will have to increasingly act as an editing company and organize the
publication of your content as a press editor. This involves understanding
who is interested by what and when in order to determine the best times
and places to publish.
There are many potential distribution channels for your content, such as
the press, analysts and other market influencers via social networks,
Google AdWords, etc. You must specifically analyze the relevancy of each
distribution channel vis-à-vis your target and objectives, which will help
you avoid wasting valuable time and resources. This is the benefit of an
effective social networking strategy: you must determine the role of each
network based on your own requirements.

7. Update regularly.
In a changing world, being visible also means being active!
You can no longer publish a website or content just once as it is at a given
moment and expect your business to grow over time.
All too often, websites are designed as static publications by communication
professionals that are third-party providers to your business.
However, only those involved at the forefront of a business can maintain
valid content over time and communicate with customers: this includes
publishing regular content about news and events, press releases, as well as
all marketing content necessary for communicating your expertise, such as
white papers, ebooks, blog articles, etc.
Anticipation is key: By building an editorial calendar that specifies which
topics and content will be published and when, you can facilitate the
organization of your communication efforts and ensure their regularity.
5 CHARACTERISTICS OF WEB PRESENCE THAT HELPS YOUR BUSINESS
5 – BE ACTIVE

8. 1. Be targeted: Know who you are talking to and what
you will say.
2. Be organized: Provide structured offerings and
communications that are aligned with your market
positioning.
3. Be diverse: Adopt a multi-dimensional presence to
address all of your target audience’s needs.
4. Be widespread: Be in the right place at the right time.
5. Be active: Update regularly.
5 CHARACTERISTICS OF WEB PRESENCE THAT
HELPS YOUR BUSINESS

9. See also
6 TIPS FOR SUCCESSFULLY ORGANIZING YOUR OFFERING
TO LEARN MORE

10. To learn more about our services and how we can help you, please visit www.sextantbizdev.com
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