Importance of your online presence

Before Covid-19, it was difficult to find a company without at least a minimal presence on the Internet. Some people limited their participation because they did not feel prepared or did not understand what they had to do. In today's post-pandemic world, however, it is a necessity not only to be present but visible. Although the full impact of the crisis is not yet known, it is undeniable that it has reshaped the world. The companies that have been able to adapt to the digital environment are the ones that have survived the best and have the best prospects.

The pandemic has changed the way we connect with people and has accelerated digitization. The development, reach and socialization of cloud technology, e-commerce, artificial intelligence, cybersecurity, as well as new trends in digital marketing strategies and the rise of telecommuting have reshaped the business world.

For more than 60% of the planet, the Internet is the main reference for seeking information and solutions, sharing opinions and experiences, and for purchasing or buying a product/service. Companies that make their business model more flexible to adapt to this new normal will have a significant advantage in attracting new customers, partners and opportunities.

The principles of developing a digital business are similar to those of a traditional one. What is different, and very different, is the way in which a digital business can reach customers, and its relationship with them. As well as the implementation of new and more profitable business models. Even with a traditional business you will need to venture into the digital environment to grow, evolve and be competitive.

Advantages of having an online presence

The online presence of your business is the result of everything you do on the Internet to create and develop your brand. Some entrepreneurs may underestimate its importance and decide to prioritize and invest in other aspects of the business, but in the long run the cost will be higher:

• Exponential increase in visibility, more people will find you, know and interact with your business.

• It surpasses traditional forms of marketing in reach and profitability; it allows you to measure results in real time.

• It does not restrict your business to a physical space or a specific geographic area, its reach is unlimited.

• Available 24 hours a day, although you can establish a schedule for customer service according to your type of business or include an artificial intelligence option to answer the most common doubts of users at the moment.

• Allows a deeper knowledge of your real and potential customers thanks to the advances in the collection, processing and analysis of the information obtained through the different channels.

• It favors a more dynamic organizational and operational structure, adapting to the needs of the market, work team and customers.

• Eliminates unnecessary intermediaries and brings suppliers closer.

• The initial investment is much cheaper than in the development of a physical business.

• It makes it easier for the customer to become familiar with what we do and to be well informed about all aspects of our products and services before contacting us, which saves time and speeds up the purchase process.

Aspects to strengthen your online presence

The goal of an online presence is to attract a wider audience and grow your business. Of course, selling tangible products is not the same as selling digital infoproducts, or if you are going to offer services such as consulting, social media management, training, among others.

The aspects to take into account are:

• Know your target audience: it is vital not to waste time and resources, as it will determine the content to create, as well as the tone and language to use, and in which channels to invest. Share content with real value for your audience: it must be of quality without neglecting visual appeal.

• Have a good website: it is still the first step to create a solid presence on the Internet. It provides credibility and trust to the customer and enhances your brand image. It is where they can find information about your company, your products and services. It's where you can drive traffic from your other channels and make sales. And with a good SEO strategy it is your main tool to position yourself in search engines and reach even more people.

• Be where your customers are: You must consolidate your presence in social networks where your ideal customer or Buyer persona is. These are the channels that people use the most to connect, explore and share.

Include your business in digital directories: to boost your positioning, example:

• Google My Business, Bing Places, Apple Maps, Yelp, Cylex, yellow pages, etc.

Implement tracking pixels: to collect navigation data and track user behavior. This can help you to improve your management, to create better campaigns and to increase sales.

Create ad campaigns (pay-per-click): either on search engines or social networks, to give an extra boost to sales or to position your brand.

Maintain a responsive design: to be accessible for both computers and mobile technology.

Digital workspaces

Online presence also extends to how we organize ourselves to achieve company goals and objectives.

Bringing the different parts together and making them work as a whole has always been a challenge but Covid-19 has also revolutionized the way we interact with our work teams, suppliers, partners and customers.

Similarly, telecommuting skyrocketed during the pandemic and it appears that many businesses will continue to use this modality to some extent. Fortunately, technology has risen to the occasion and has developed (or improved) comprehensive solutions to address this new reality without harming productivity.

These tools allow for:

• Immediate and secure communication via direct messaging or videoconferencing.

• Bringing together all stakeholders to work on their objectives as a single team, just as if you were in a physical space.

• Share resources, tools, software services and all the information they need whenever they want it.

• Among the most popular are: Slack, Google Workspace and Trello.