By Jason Thibeault
Displaying a powerful online persona is like displaying an attention-grabbing shop window on the high street. It has to be engaging. It must attract customers and persuade them to visit again and again. To really achieve this, it’s critical that businesses realise who their customers are and what they’re looking for.
We’ve heard so often that businesses must have a ‘face behind the brand’, but it’s the cornerstone of a successful online presence. You must have a personal approach to make up for the one-to-one contact that your customers would usually experience if they were to walk in to one of your stores.
Take a big brand like Innocent Smoothies. It has mastered its digital presence; using social media to support the products it offers. Fair enough, not every business has those resources available to pour into their digital presence. But this doesn’t mean that your digital presence can’t be good or even great – quite the contrary.
The ‘illness’ that so many businesses suffer from is digital presence deficiency, but there are remedies that businesses can take to avoid this disease. Here are a few top tips to put your online business on the right track:
What is the user expectation?
To fully capitalise on the benefits of social media, businesses need to start thinking about what the user is expecting when they visit a particular social media site – for example, a Facebook user does not have the same expectations as a Twitter follower. It is important for businesses to recognise individual channels and tailor their message accordingly.
While it’s important to distinguish between each channel and create tailored messaging for each consumer, businesses need to be careful not to confuse potential customers with vastly different content. Although user expectations differ, it is important that your brand can retain consistent messaging across each domain. Never assume that one channel is more important than the other.
The power of personalisation
Above all, consumers want to be treated as individuals. They want to see a human element behind your business and to see interesting and engaging content. Instead of sending out generic marketing tweets, allow your customers insight into your business by providing them with personalised content.
There is no doubt that technology has transformed the relationship between a brand and consumers. Businesses that are getting their digital presence right have immense potential to develop relationships with their customers that are stronger than ever before. The days of a poor, ignorant online presence should be behind us and businesses need to start seeing these customer relationships as one of the most important marketing tools at their disposal.
About the author
Jason Thibeault is Sr. Director of Marketing Strategy at Limelight. He brings dreams to life with video, pictures, and words. He helps some of the world’s biggest companies deliver movies, live TV, and their digital presence to you anywhere in the world. He imagines and builds creative technology solutions that drive today’s economy. He consorts with CEOs, VCs, and little kids with aspirations of playing professional hockey. He writes and speaks about storytelling, marketing, advertising, video, mobile, social, and a range of other digital topics to audiences around the world. And in his spare time, he tells stories that feed the imagination of future generations.
Limelight Networks, Inc. (NASDAQ:LLNW) is a global leader in Digital Presence Management. Limelight’s Orchestrate Digital Presence Platform is an integrated suite of cloud-based Software as a Service (SaaS) applications, which allows organizations to optimize all aspects of their online digital presence across web, mobile, social, and large screen channels. Orchestrate leverages Limelight’s scalable, high-performance global network to offer advanced features for: web content management; website personalization; content targeting; online video publishing; mobile enablement and monetization; content delivery; transcoding; and cloud storage – combined with social media integration and powerful analytics. Limelight’s team of digital presence experts helps organizations streamline processes and optimize business results across all customer interaction channels to deliver exceptional multi-screen experiences, improve brand awareness, drive revenue, and enhance their customer relationships – all while reducing costs.