Web Presence Creation Versus Online Marketing: An Important Difference
I am often asked about the difference between web presence creation and online marketing. It is important to understand the difference. Creating or setting up a website, Facebook page, Twitter account, and claiming your Google, Yahoo and Bing listings is just the beginning. You must actively market each in order for your business to show up when a potential customer is looking for your business.
Think of it this way. You take the time or spend the money to build a fancy neon sign (your website) and then you plug it in and light it up in the basement of your house and expect people to see it. This may seem silly, but this is exactly what happens when you create a website, put it on your domain and leave it. You have invested money in the website and you may think that now people can find you. However, this is not the case.
About 80 percent of websites that we review are not properly optimized, but that is a blog for another day. See the image below for the various places that your business can show up when a potential client search your business your city. In order for your website to show up as an organic or natural search result you need to have an active search engine optimization campaign. In order for your business to show up on Google + Local you need to have claimed and optimized your listing and actively be claiming more directory listings each month. If you want a video for your business to show up or your Facebook page you need to be actively marketing your video and actively posting on your Facebook page.
If you created/claimed the various elements of your web presence and then stopped and you are wondering why you are not getting more leads from your web presence then the answer is simple – YOU NEED TO BE MARKETING.