By November 21, 2011 0 Comments Read More →

Does Every Piece of Your Web Presence Have Its Own Strategy?

By Philippa Gamse

If you have an online brand, it’s crucial to leverage everything  within it. Every piece of your web presence, whether it’s a page of your website, a video, a social media profile, or an email message should have its own reason for existence.

You should also have clearly defined goals and desired outcomes for each aspect of your web presence.

Some of the key ideas you should employ include:

1. Make sure that you’re clear about the paths you would like your visitors to take when visiting your web or social media pages.

2. Make sure that you pro-actively provide appropriate links and clickable calls to action along those paths.

3. Keep in mind that you want to consistently move your visitors forward towards your desired outcomes. You don’t want them to leave without completing your goals,  and you want to give them strong and direct content.

4. Apply the principle of “leverage everything” not only with your standard web or social media pages but also with your PDFs of white papers or catalogs, or success stories. PDFs are very useful in that your designers have full control over how documents appear on screen and in print.

5. Embed in-text links and navigation elements in PDFs, so they include calls to action and guide the user forward to next steps.

Keep in mind that often ideas leveraging your content will reveal themselves once your web presence has been live for a while and you’ve had the chance to review your progress and the quality of your visitors and leads.

6. Set up analytics so that you can track where your visitors are going, and the relationship between your site and your social media presence.

7. Remember too that your blog gives you an incredible advantage for strategy in your content. Most blog content is automatically full of keywords, and those are big traffic generators. But often when auditing blogs, we find that they result in every high bounce rates, even though the keywords that attract people to these pages indicate that these visitors should be potentially qualified leads.

When visitors find your blog they are often completely new to your business. They’re coming to you with no context and no idea what products, and/or services you offer. This is why it’s key to include links from your blog to other places where they can learn more about your organization and if relevant, purchase or inquire further about the subject of your post.

Take time to review your content to ensure that there’s always a clear next step for the visitor.

Remember, “back to top” is not a call to action!

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