What Makes Up a Successful Web Presence?

Macaulay Gidado - What Makes Up a Successful Web Presence?

To understand the question, you first need to understand what web presence actually means. This isn’t the time to go consulting Wikipedia because, for some absurd reason, they have the definition of web presence backwards on the site.

Web presence, also called online presence or Internet presence, simply means your online penetration. This is the simplest definition anyone can give you. But for the sake of folk that might beg to differ, here is a list of interpretations we can go with:

  • Online penetration. I’ve already mentioned that.
  • Your online visibility.
  • Your digital footprint, which is a summation of all online files, destinations, and touch points you own or that refers to you.

So can we safely say that web presence is all about your online penetration, about establishing your presence or that of your brand online, about making yourself or your brand known on the Internet?

Now that we’ve got that out of the way, let’s move on to what makes up a successful web presence.

When people hear web presence, the first thing that comes to mind is a website. But then our interpretations above clearly suggest that web presence is more complex than that — in fact, as complex as a person’s public image, which basically entails where they are from, what they do, and who they associate with.

With web presence, you are basically trying to put forward content that promotes your brand’s public image and in so doing help you sell your products or services. Take a look at the table below.

Macaulay Gidado - What Makes Up a Successful Web Presence?

Looking at the table above, you can easily identify the core elements you need to focus on to build a successful web presence around your brand. And thus we have:

  • Website
  • Social Media
  • Blogging
  • Email marketing

Let’s look at them one after the other

Website

Macaulay Gidado - What Makes Up a Successful Web Presence?

As I mentioned before, this is your base of operation. It’s where your brand’s web presence begins and ends. Every other aspect of your web presence should direct people back to your website. Hence, you need to put a lot of thought into making your business website as focused, informative, coherent, and on-brand as possible. Learn more about setting up a website for your business.

Social Media

Macaulay Gidado - What Makes Up a Successful Web Presence?

Now that your business website is set up, you need to draw people to it so they can learn about your business and products and possibly go on talking about them afterwards. For starters, take your business to where consumers gather. Think social platforms like Facebook, Twitter, and Instagram. Think forums like Quora and Reddit. You could try to connect and engage consumers organically or you could run paid marketing campaigns on these channels. A combination of both is a better strategy, and your efforts here have to be perpetually ongoing and consistent for you to constantly achieve tangible results.

If running multiple social accounts is daunting for you, then you might want to check out Social Republic, which offers a central dashboard for managing all your social accounts.

Blogging

Macaulay Gidado - What Makes Up a Successful Web Presence?

You don’t just create a website for your business and then forget it. To achieve the goal of building a web presence, you need continuous participation. This is where blogging comes in. Sadly, many companies online don’t have a blog integrated into their websites. Even many of those that have rarely update theirs. Online presence is all about penetration and visibility, which you can then leverage to drive conversation and sales. For better penetration, more visibility, and more traffic, you need to continuously inject more relevant content into your digital footprint. Regular blogging can do that for you, just as ongoing participation on social platforms also can.

Email Marketing

Macaulay Gidado - What Makes Up a Successful Web Presence?

Say, your website and blog are booming and you have people flowing in from social media and search engines. How do you keep them coming back? Surely, if the content of your blog is valuable, many of your readers would want to come back. The question is: will they remember to come back?

This is why you need to be very proactive when it comes to retaining leads. These days, email marketing is the way to go. Simply sign up for a service like MailChimp, Aweber, and Mailgun. Then integrate an email subscription form into your blog and website and configure it to actively encourage your site visitors to join your mailing list. Getting them to sign up means you no longer have to wait for them to come to you. Instead, you can take your content, marketing offers and promotions to them.

Of course, there are many other elements of a successful web presence, but these four are the basics you need to cover before anything else. Do let me know what you think in the comment area.

This article also appeared in Macaulay Gidado Medium blog.

How to Keep Your Marketing Emails Out of Your Subscribers’ Spam Folders

How-to-Keep-Your-Marketing-Emails-Out-of-Your-Subscribers-Spam-Folders - Macaulay Gidado

Many businesses incorporate email marketing in their promotional and marketing strategy. But very few are seeing tangible results.

Why is that?

The simplest and most reasonable answer is that your targeted audience isn’t engaging with your emails. And when a subscriber doesn’t find your emails engaging, the easiest way to get rid of you is to mark one of your emails as spam. Then straight to the spam folder all of your subsequent emails will go. You obviously don’t want that. It would defeat the purpose of sending out marketing emails in the first place.

What can you do about this?

Simple. Give your emails a better chance with your audience by trying out these powerful tips.

Ask Yourself The Following Vital Questions

The first step to solving a problem is by identifying its cause. Therefore, ask yourself these questions:

  • Are my subscribers’ email provider diverting my emails to spam?
  • Are my emails delivering or not? Find out by checking your deliverability and spam score using this tool.
  • Do your subscribers think you are spamming them? This typically happens when your subscribers don’t find your email content engaging enough, when your emails arrive too frequently, or when they are too focused on making sales.
  • Are people unsubscribing from your mailing list?
  • Are your subscribers marking your emails as spam?

Remember that merely identifying a problem doesn’t magically solve it. Don’t just ask questions. Don’t just try to identify the causes of your email marketing failure. You need to address and solve the problem. Otherwise, your email marketing campaigns will keep failing.

Try Email Content Filtering

This simply helps your filter both your outbound mails so as to help you avoid dispatching spammy emails, depending on your filtering parameters. When you don’t send out spammy emails, you lower the chances of your emails getting tossed into the spam folder. Services like Every Cloud Tech will even help you generate reports detailing how your emails fares out there.

Don’t Hide the Unsubscribe Link or Button

You might think that hiding the unsubscribe button or making it difficult to find will help you lower the rate at which you lose subscribers. But trust me, it’s a mistake. It would only frustrate subscribers. And when frustration sets in, the easiest way out is to toss the email causing that frustration into the spam folder–problem solved.

Why is this bad?

When a user marks your email or address as spam, their email service provider (ESP) automatically begins to divert subsequent emails from your address into the user’s spam folder. Now, when a lot of users under the same ESP mark your email or address as spam, the ESP could blacklist your address. This means the ESP will begin pushing emails from you into everyone’s spam folder. That’s including the spam folders of people that are actually interested in your emails.

Therefore, always make the unsubscribe button visible and easy to find.

Avoid Sending Emails to Non-Subscribers

Mining the web for email addresses is a shady strategy scammers and spammers use. Therefore, avoid sending newsletters or marketing emails to people that don’t want them. Doing so would only undermine your brand’s reputation and increase the chances of your emails landing in the spam folder. Also avoid sending emails to people that have already unsubscribed from your list.

Use a Reputable Hosting Service to Improve Your Email Marketing

Where do you host your email server? Make sure the IP address is not blacklisted by top email service providers–learn more here. Better still, use a reputable hosting services.

The above-mentioned tips may not entirely save your email marketing campaign. But they will go a long way in increasing your chances of finding success. They will help you keep your marketing emails from your subscribers’ spam folders.