Developing your digital presence requires a substantial investment. Not necessarily a financial one, but without doubt a time one – in theory, you can do everything yourself, should you have a sufficient amount of time to develop a suitable understanding of the required tools, techniques and processes.
But whilst developing a digital presence can take time, maintaining it at an effective and beneficial level can require even more investment, especially as there\’s so much to take into account in every respect.
As there is such a great deal of information to consider, there\’s naturally a lot that you can unfortunately do wrong to impact negatively on your entire digital presence – and these points are three perfect examples you really do need to avoid.
1. Having a presence on social media, but not being active
We\’ve explained numerous times in the past (and will continue to keep explaining) that all organisations need accounts on Twitter and Facebook. As true as this is, it\’s important you don\’t take it at face value and simply create accounts on these two key social networks (or any social network) and then leave them alone.
Your customers expect to be able to find you on social media, but they expect you to be at least relatively active when they do.
They want to see you tweeting about your industry and updating Facebook with images about what\’s going on with your products. It doesn\’t have to be every day, but a couple of updates a week will do considerably more for your brand\’s reputation than if there are weeks or even months between your messages.
2. Assuming people already know about your products
A lot of organisations invest heavily in their website design and upload fantastic images of their products, with a brief overview of what they actually are. And this is great if your customers already have an in-depth understanding of the product.
But what if they don\’t? What if they\’ve stumbled across your website, seen an image of a product they like the look of and want more information on it? A brief overview might quench their instant thirst, but it won\’t completely hydrate them – for this, they need at least a couple of paragraphs with useful information about the product to help them make a buying decision.
You don\’t need to bombard them with copy, but you need to put yourself in the shoes of someone who has no background knowledge of the product – if they\’re landing directly on your product pages, is the information that\’s there sufficient to satisfy their needs and give them enough detail to convert from being a visitor to a customer?
3. Using every available resource to hard sell
One of the most common mistakes we see with social media in particular is that all activity is sales orientated. There\’s no doubt the likes of Twitter, Facebook and Instagram can be used as sales channels (or to at least supplement sales), but any such activity on the networks needs to be done so in a subtle way.
Social networks are the place for social activity, not hard-sales techniques. Your customers will be responsive to sales updates, but not if that\’s all you\’re delivering.
Instead, you need to understand how each resource can be used as part of the sales process and utilise it in the most suitable way possible, ensuring any activity meets your potential customers\’ expectations first and foremost.
The world of digital is almost always a lot more complex than most people understand and as a result, if you aren\’t fully aware of how to use certain resources effectively, you can soon find you\’re – unknowingly – having a negative impact on your digital presence, showcasing the need to feel completely confident that anything you do always has the desired impact.