Your influence on your community is directly related to the quality of your presence.
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The environment of the web is continually changing and the weighted importance of real-time content, social integration and mobile compatibility has been, and will continue to be significantly on the rise. These changes are creating opportunities and challenges for companies and organizations of all scales and experience.
Your online presence is created by the ongoing conversation between the website (your virtual storefront), fresh and relevant content, and your community (social media).
Create your website to reflect your company’s purpose and style. This space is one of the few places over which you have complete control.
The ease of use of your site for both visitor and content manager is one of the most important factors for online success. Establish a clear purpose and devise a strategy for the foundation of the website. Navigation and layout should be simple and intuitive, promoting the visitor to explore.
Create your site in a content management system (like wordpress) that allows you to easily and comfortably update and add content. It is increasingly important that your site stay fresh and offer your audience a reason to return. This not only positions you as a knowledgeable resource, but also improves your position in search results.
The shift to mobile web browsing is expected to overcome traditional browsing in the next few years, making the effectiveness of your website heavily reliant on its ability to maintain functionality across devices. You should know your audience and what devices they use, but your site should ideally perform across all platforms.
The integration of media outlets allows you to operate more effectively and efficiently, while stimulating real-time conversation in the community. Even with a wealth of content, only posting to your own site will most likely not create the following or involvement you desire.
In the era of the web, creating your presence online can be equally, if not more important than a brick-and-mortar establishment — as many people start the purchasing process with research online. Integrating your brand’s vision with its website, relevant content, and community will establish your company as an authority in the industry and could be the deciding factor in whether or not you make the sale.