Why Even Established Companies Shouldn’t Neglect Their Online Presence

Even when the accounts are established and the bottom line is growing, a robust online presence cannot be overlooked.


In the Digital Era, it’s easier than ever before to create a dynamic and engaging online presence. From software programs that make designing a sleek and user-friendly web interface easy to social media scheduling apps that allow you to prepare a week’s worth of Facebook and Twitter posts in a few minutes, there’s no shortage of tech tools available. As such, up-and-coming small businesses are booming thanks to their improved ability to connect with customers and reach out to new ones.

Yet, just as excitedly as business leaders leverage this innovation, they can just as quickly neglect to keep it up. After all, once your brand is established and bringing in a steady stream of income, you don’t need to approach your digital marketing efforts with such a fervor, right? It’s easier to sit back and let the foundation you’ve already established help build your brand community. While that mentality might free your C-suite up to focus on more pressing business needs, it can eventually mean the dwindling and diminishing of your online presence. Let’s review a few reasons why even the most seasoned and successful companies should continue to invest in web-focused initiatives.

1. Existing sales might not be enough.

Even if you’ve built up a solid stream of steady customers who place the same order each month and it’s enough to keep your business afloat, you’d be remiss to neglect the thousands of prospects you could reach with a robust web presence. The reality is that while these clients might be reliable now, their support is not lock-tight. What happens when someone changes industries or moves to a competitor? That income you’ve come to rely upon could quickly become jeopardized.

To this end your web presence and the digital marketing dollars you put behind it could serve as a valuable way for you to reach new clients and grow your brand community. Research reveals that customers today are most likely to hop online to research potential companies. If they’re looking for a product or service that you provide, how likely is it that your name will appear in their virtual search results? If the answer is 'not very,' then it’s time to get to work.

Say, for example, you’re a utility company focused on alternative energy resources. Your existing customer list might be substantial, but there’s always room to accommodate more in this growing industry. If someone searches for solar panel providers near them, will they be led to your website or social media channels? If not, consider upping your Search Engine Optimization (SEO) strategy and creating regular web content that will increase your online visibility.

2. You need to get the word out.

Especially with established companies, getting the word out about new products or services is essential to boosting customer excitement and generating new leads. You could be the thought leader in your space, but if no one knows about the innovative offerings you’re putting out, you could be losing out on a ton of sales. When you have a promotion to present or a new product line to showcase, it’s best to notify as many people as possible.

The quickest and most effective way to do so? Blast it across your social media accounts, e-newsletters, mobile SMS messages and website pages so your clients and prospects can’t help but notice what you’re up to. You could wait for more traditional advertising methods, such as flyers, to take effect, but the reach you have with online notifications is second to none.

3. Customer relationships are key.

Leaders might believe that the steady business of a few individual accounts is all that’s needed to keep the company afloat. While that might be true, it’s vital that those accounts are consistently nourished to keep orders coming in. At the same time, it never hurts to attract new, interested customers to your company as well. These days, shoppers are more discerning than ever before and are looking to establish personal connections with the brands they love. Are you making it easy for them to find you and connect with you?

One way to do so is to up your contact availability. Responding to social media inquiries, integrating live chat services onto your website and maintaining a robust, online customer support team are a few ways you can achieve this aim. Let your customers know that you value their opinions and feedback and are actively listening to what they have to say. As a majority of them are flocking to the internet to share their voice, that’s where you need to be as well.

An Online Presence for All: The Importance of Regular Outreach and Upkeep

To stand out in this competitive digital sphere, businesses across every industry should take the time to make their online presence as intuitive and engaging as possible. From hiring graphic designers and software programmers that can take your website to the next level to taking a closer look at some social media platforms, like Pinterest, you may be underutilizing, the process will look different for each business. The overarching, unifying aim: To create a community of businesses that care about their customers and stop at nothing to make them feel valued -- long after the accounts are established. 

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