Drugi jezik na kojem je dostupan ovaj članak: Bosnian
By: Lazar Bošković, Creative Director, AgitPROP
Modern companies have a Communication Strategy (for public appearances) and a Digital Strategy (for the introduction of digital business). The first was created by the department for PR and/or marketing, and the latter is designed by the IT sector. Somewhere between these two sectors usually hovers the responsibility for online appearance.
The intersection of these two strategies, and these two sectors, suggests that every serious company also needs an Online Presence Strategy. Internet is the basis of all business communication, but “digital” and “Internet” as adjectives do not mean the same thing.
Online Presence Strategy could be defined as: design, development and management of comprehensive performance of the company on the Internet, in accordance with the company’s strategic business goals. This comprehensiveness includes content, and design, and technology, and internet sites, and social media, and owned and paid and earned media, and paid and unpaid attracting of visitors… But also the digital business (as a substitute for already obsolete electronic commerce), various eServices Internet of Things (and Everything)…
The scope and methods of internet presence vary depending on the capabilities and needs of the company, but the following 7 + 1 elements of the Online Presence Strategy are common to all: Location, creation, optimization, activation, conversion, reactivation, reputation … + evaluation. Or to put it briefly, 7 + 1 ….
1. LOCATION
Your own website is the FOUNDATION of internet presence. It is your property, it is an online location that you have complete control of – as opposed to a page on any social media, which is someone else’s property and is controlled by someone else. The main objective of the internet presence is to bring visitors to your own site, in which social media can help significantly. Same as the presence in only one social network is not enough today, for many companies it’s not enough to have only a single website. They need a corporate site, sales site, micro sites for brands … and the right choice and number of internet domains for them. A quality web site – what, how, why?
2. CREATION
Creating the concept of an internet site and internet content, which will be available on it, are crucial for the arrival of visitors to the site and their easy orientation in it. Each website in the world has the same three elements: content, design and technology that drives it. The most important component of the website is certainly content, because the conditions of the other two elements depend on it. Is your website content in form?
3. OPTIMIZATION
Search Engine Optimization (SEO) allows better positioning of websites in search results on search engines, for certain keywords. Social Media Optimization (SMO) is optimization of a website and its contents to be easily shared through social media, in order to increase website visits. SEO and SMO are inextricably linked in terms of content and tech, and have a crucial impact on the success of your internet appearance, because together they provide majority of the answer to the question: Five ways how visitors come to websites?
4. ACTIVATION
The task of all online marketing channels is to encourage users to take an action. Goals of activations of users vary, depending on the current needs of the company: to increase site visits, increase sales, increase the number of users … We reach users via Social Media Marketing (advertising on social media) and Search Engine Marketing (advertising in search engines). The most efficient way to activate users is certainly Content marketing – useful content, satisfied customers.
5. CONVERSION
The percentage of visitors to the site who have taken the desired activity, defined in the objectives of activation, is called the Conversion Rate. Conversion is the meaning and reason of the company’s appearance on the internet, and the conversion rate depends on numerous factors, including the level of consumer interest, the attractiveness of the offer and the ease of taking the desired action. In practice, conversion takes place mostly on a landing page (a dedicated web page for a campaign or other activity), through CTA (Call to Action) button or a link that takes the visitor to do the desired activity. A desire of the author of this article is that you find out how to choose the right website creator?
6. REACTIVATION
Tracked site visitors (for example, through “cookies”) or (potential) users of products and services registered through the online channels, as well as a range of data about their preferences, represent a goldmine of information for further interaction with them. Reactivation involves repeated communication with customers and interested visitors, according to data about their behavior obtained from the initial interaction. A distinction should be made between those who have already become users and those who just showed a certain degree of interest. Data on registered users entered into the CRM system (Customer Relationship Management) are used for re-engagement of former clients or reactivation of “dormant” clients. Retargeting is a concept for increasing conversion by which data on the behavior of those who have expressed their sympathy for a brand / product / service, collected by various methods via the website or social networks, are used for targeting them through contextual advertising, search engine retargeting, website retargeting, IP retargeting, social media retargeting, mobile retargeting and e-mail retargeting. Of course, contact data should not be misused for rude and unprofessional mass sending of unsolicited advertising messages, because spamming is fool’s errand!
7. REPUTATION
The Internet, or more specifically Google, has no mercy for bad moves, and likewise it hardly forgets the good things. Everything that has ever been put on the Internet by anyone, in theory, is available for eternity! Online reputation speaks how others on the Internet perceive what you do and it consists of all possible internet content: news, blog posts, comments on social networks, photos, video, automatically generated content … It is therefore necessary to constantly monitor online reputation, as well as to respond adequately, when there is a reason for it. In fact, internet is the only place that really allows the journey to the past, because no matter if something was deleted from a site, it is very likely that it is still available via the Internet Archive.
Implementation of the Online Presence Strategy takes place in three phases: Internet presence preparation phase, Internet presence construction phase, and Phase of maintaining and improving the level of internet presence. When you reach the third stage, you need EVALUATION of online performance and success of the Online Presence Strategy through KPIs, measuring the achievement of the objectives of the Internet presence on the basis of key performance indicators. And then all over again, because things on the internet become obsolete at an accelerating rate…