Web Presence Management: A New Outlook on Internet MarketingPosted by oicadmin on 07/22/14
Tags: web presence management , organic search , web presence , social media , content marketing , seo
Have you heard the new buzzword web presence management? It is getting tossed around like frisbee and it's becoming quite the bee's knees in the web marketing arena. And for good reason.
If you're savvy with Internet marketing, then you'll love the idea of web presence management. In a nutshell, web presence management is a more holistic way to look at a company's image on the web. The concept couples digital brand building and marketing into one cohesive approach. But what exactly is the "approach" to web presence management?
Well, it's different for each company. To effectively manage a company's web presence, it's best to first look at the various touchpoints, or online marketing and advertising channels a brand is engaged in. After defining these touchpoints, a company can then focus on optimizing and creating synergy through each channel by managing the brand's entire web presence as a whole.
How exactly do you do that?
Below we provide a very basic framework of how you can shift your mindset from doing Internet marketing to optimizing and managing your brand's web presence.
Look at the Relationship Between SEO, Social Media, & Content Marketing
Really smart Internet marketers are well aware of the commonalities and correlations between SEO, social media, and content marketing. Because each of these pillars helps to support one another, it's best NOT to view them as mutually exclusive.
Sure, you need to focus on each component individually (at times) like:
- SEO - optimizing your website, producing keyword relevant content, and generating links
- Social Media - establishing a presence on relevant social networks, sharing content, and growing your audience
- Content Marketing - producing relevant and valuable content and marketing it toward your target audience
However, when you view these components through the scope of web presence management, you can start to create cohesive strategies that bring positive impact to SEO, social media, and content marketing as one unit.
Let's pretend we're managing the web presence of an online business that makes and sells kale chips (baked kale snacks, if you will.)
Starting with the most basic, SEO, we'll want to ensure our website performs optimally (both technically for search engines and for user experience.) Additionally, we'll want to ensure our website is keyword relevant on terms related to "kale chips." The link generation, which is the tricky part, can be done manually (which we'd then call "link building,") but we can also generate links by earning them.
This is where the social media and content marketing comes into picture.
Leveraging Brilliant Content & Social Media to Earn Authority for SEO
Producing brilliant, viral-worthy content doesn't happen in one swoop. The best content that goes viral is not only well researched, but takes time to produce. For our kale chips brand, we want to create a video - something that will really resonate with our audience, grab their attention, and compel them to share the video with their friends.
Fast forward a few weeks ahead: our creative team put together a hilarious video about kale chips. Not only is video very funny, but it puts our kale chips in the spotlight as a new healthy snack. Thing of this video as the fuel that will ignite our brand's web presence.
After writing a little teaser copy and publishing the video on our site's blog, it's time to let it rip. We share the video on our social media accounts (and we have invest some money in Facebook and Twitter advertising just to give a little boost.)
Within a few days, the video has earned thousands of Likes, Shares, +1's, Tweets, Re-Tweets, and so on. The fire has ignited and we now have 1,420 new followers on Facebook, and several hundred new people added us in their circles. Beautiful.
Even better are the links we earned from all the health-nut bloggers who published write-ups about our kale chips after discovering our video and brand. Boom! Our keyword rankings for "kale chips" jumped from #76 in Google to #9.
Now are you seeing how the holistic approach of web presence management makes sense?
Never Stop Exploring
As the slogan for uber-authoritative brand The North Face "Never Stop Exploring," you need to keep this top of mind for any and all forms of Internet marketing. For our kale chips brand, our creative team is working with graphic artists to create an infographic that compares "Kale Chips vs. Potato Chips" - another humorous content marketing ploy that generate more social signals and followers, as well as links for SEO.
So, my friend, with relentless creativity, the right content production resources, and web presence, what's stopping you from becoming the authority figure in your niche? And with the latter resources, who needs to build links for SEO?
With creative a team that embraces "web presence management", the possibilities are endless.