Whether you created one or not, your business has an online presence. It is comprised of your search engine listings, social media profiles and directory listings…or lack thereof. Did you know that the cost of incorrect or missing listings costs business more than $10.3 billion annually? That’s a lot of lost revenue!
To borrow a phrase from H&R Block: “It’s YOUR money, America!”
As a business owner, you have a hundred and one things to do every day. If you or your CMO isn’t monitoring and managing your web presence, it could be costing you money!
Your online presence needs to be cared for as much as your brick-and-mortar location. One of the key findings of Search Engine Land’s recent Local Consumer Review Survey is that most people surveyed were just as likely to turn to the internet as they were to ask for personal recommendations about a local business. If your listing information is correct and current, your customers will find you. If it’s incorrect or (gasp!) missing, chances are they will go somewhere else along with your share of that $10.3 billion!
Managing your web presence is no longer optional. It’s required. Here are my 5 Tips for Managing your Online Presence in 20 Minutes a Day:
Claim your listing on Google, Yahoo and Bing. The claiming (or verification) process assures that you, and only you, are the registered user of your search listing. An unclaimed listing may be subject to predatory activity that could do great harm to your online reputation. Once your listing is verified, your information is secure and may be changed only by you or someone you grant permission. It may take more than 20 minutes to claim your listings, but when they are done, all you have to do is maintain them by adding photos or updating any relevant information (like a change of operational hours or types of credit cards accepted.)
Make sure all of your business listings are accurate and NAP compliant. The search bots love data that matches. Your name, address and phone number (NAP) should match your website listing exactly. If your address is 4737 Central Ave. South, be sure that you don’t use some other derivation like 4737 Central Avenue South or 4737 Central Avenue S. When it comes to search, consistency matters.
Set-up a Google Alert for your business. Happy customers will tell a few people. Unhappy customers will tell the world. According to a Harris survey, 18% of people who posted negative reviews and received a reply went on to become loyal customers. In fact, 70% percent went on to reverse the negative content either by deleting it or posting a second positive one. This data reflects the importance of acting, not just listening. A Google Alert will notify you by email when a comment is posted about your business, giving you time to minimize the fallout by responding properly and promptly.
Craft social media posts that establish you as a subject-matter expert. Use the 30/40/40 rule when posting. 30% promoting your business; 40% promoting other people’s content and 40% fun or inspirational. Be positive, have fun and add value to the conversation.
Respond to others’ social media posts in a timely manner. Listening is a large part of the social media process. 67% of internet users are now on social networks. Responding quickly and specifically to your audience is just as important as listening. Among the respondents who have ever attempted to contact a brand, product, or company through social media for customer support, 32% expect a response within 30 minutes. 30 minutes! Unrealistic? Maybe. But today the customer is in charge. Ignoring their requests may cost you big time.
If you aren’t tech savvy or don’t have the time, we offer a professional solution. Our Power Listings service captures all of your listings in a single platform for instantaneous updating and social posting. It includes an alert for reviews, which will notify you as soon as someone posts an online review about your company. If you change your business hours from one season to the next, nearly all of your online platforms can be changed in a single action right on your dashboard in just a few minutes.
If you aren’t an online marketing manager, it’s easy to ignore your online presence. You have a website. It seems to be working…or is it?
If the information about your business is incorrect or missing, your website may not be getting the traffic it should, the customers aren’t walking through the door and the cash register isn’t ringing.
Got 20 minutes? We do! Contact us for a free assessment of your online presence. Know what you have and more importantly, what you don’t have. We can help you with the rest.
Your customers are looking for you online. Are they finding you…or your competition?
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