This is an excerpt from “The Small Business Digital Manager,” which explains why small businesses struggle online and how a Digital Manager can help them get better results.
Why Small Businesses End Up With An Unmanageable Digital Presence
When a small business owner decides to take their business online, most will get a website developer to build them a website …
Once their website is up and running, the business owner then starts looking for ways to promote their site and attract visitors. Typically, this will involve using methods like setting up social media accounts …
Once their website and social media accounts are set up, businesses then look for ways and methods to get results from their digital assets.
This is where things begin to get unmanageable.
Creating results involves doing work like adding content to the website, and managing and promoting the website and web content …
Social media accounts, however, also need content, promotion, and management …
Even a simple web and social media presence, then, requires a significant amount of work.
Creating consistent results online, however, is not a one-time effort. It involves a lot of work that must be done on a regular basis. In fact, an effective digital presence requires focusing time and effort on three areas:
- Digital Management
- Digital Content
- Digital Marketing
All businesses need to ensure that their digital assets are regularly managed and kept maintained, updated and secure.
This includes managing their website, web content, web server, hardware devices, software, other online properties and digital services, keeping track of account details (logins, service subscriptions, license renewals), performing regular backups, troubleshooting problems, handling support issues and user inquiries, and more …
(An effective digital presence requires ongoing digital management)
Websites, social media accounts, newsletters, etc. need content on a regular basis.
Creating quality content like articles or blog posts, videos, images and graphics, audios, downloadable reports, etc. is very time-consuming and involves a great deal of work in areas like planning, researching, collating/organizing information, writing, scripting, editing, reviewing, producing/formatting, uploading, publishing, updating and more.
Digital content also needs to be managed and updated.
(An effective digital presence requires ongoing digital content creation)
Businesses must continually promote themselves to stay relevant online, improve their search results, drive more traffic, increase conversions, generate new leads, more subscribers, and create more sales.
This involves coordinating various marketing activities, from understanding the market and target audience needs and doing competitive analysis, to finding new ways to create exposure for the business online, reach ad-weary audiences, and tap into profitable niches.
(An effective digital presence requires ongoing digital marketing)
But it doesn’t end here …
An effective digital presence requires more than just having a website and a social media presence. It also includes other presences (e.g. search, mobile, local) and developing and implementing strategic plans and systems for growing and managing each different area …
(An effective digital presence is more than a website and a social media presence)
Taking all this into account, then, how can a small business manage its digital presence effectively? Who is going to do all of this time-consuming work? How are all of these things going to get done and by when?
In addition to doing the work, who is going to manage all this? How are all of these processes going to be monitored, measured, reviewed, analyzed, and improved?
(Who is going to do all the time-consuming work to grow the business online?)
All this needs to be carefully thought about, hopefully before the business owner decides to take their business online.
Most small business owners, however, don’t put enough thought and attention into what it really takes to create an effective digital presence for their business.
Let’s see how this can affect their results …
(The Small Business Digital Manager)
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