Web Presence Management: A New Approach to Online Brand Building

There is search engine optimization (SEO) and social media but what is "web presence management?"

Web presence management is a more strategic and holistic approach to internet marketing and online brand building. How so?

Consumers interact with businesses online via different methods. Consumers are searching, socializing and generally browsing about the web through many different portals. These activities are being done on thousands of sites, social media and search engines. Web presence management helps to ensure that potential customers are exposed to a given brand through various means during their online exploration.

The Evolution of Web Presence Management

The practice of web management has evolved significantly over the years due to the power of search engines and web optimization. This practice culminates all digital marketing channels and online touch points and how they merge to influence visibility and brand awareness.

A strong perception of diligent research, market empathy, thorough execution and creative planning are the fundamental characteristics that result to a powerful web presence. Currently, there are thousands of internet marketing services soliciting small enterprises each trying to sell a piece of the digital landscape and claiming their method is the superior one. These methods go by various names but they have a factor in common, they are paid placement on a site, search engine or directory.

Elements of Web Presence Management

Some of elements that can an online brand can take advantage of when pursuing web presence management include the follow.

Paid Search Advertising (PPC)
Paid search advertising is also referred as pay per click or PPC advertising. This is an internet advertising platform used to drive traffic to sites where advertisers pay the owner of the site (publisher) or a search engine when the ad is clicked.

In other terms, it is the amount spent to get an ad clicked. Advertisers bid on keywords (with search engines) relevant to their target niche while content sites charge a fixed price instead of bidding on keyword phrases. The advantage of PPC is that it clearly shows how effective advertising is, clicks measure interest and attention of people.

Social Media Marketing
At least two billion people are on social media with the leading sites being Facebook, Twitter, YouTube, Instagram, Flickr and so forth. According to statics, social media has penetrated to an estimate of 71% in all regions, 1 out of every 4 people log onto their social accounts at least once daily, according to Worldwide Social Network 2014 report by eMarketer.

Looking at these figures, the amount of visibility a business can get using these kind of media is immense. A key factor to note is that brands that regularly use social media and respond to customers queries get a higher consumer confidence thus converting traffic to sales.

Content Marketing & Blogging
Content marketing is one of the ways to achieve web presence management hence the phrase, Content is king. A business should create a blog and generate content relevant to the business’s objective. This method won’t work unless the content is genuine and grabs the reader’s attention thus bloggers should take time to sit and write quality articles that users would find useful.

In conclusion, the objective of web presence management services is to build and sustain a trustworthy, credible and nicely-promoted online presence visible in both search and social media. The success of a business’s web presence will depend on how dedicated they are in utilizing the above named aspects to realize their full potential.

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