(Last Updated On: June 8, 2021)

Welcome back to the last part of this series.

In the last two parts we saw the basic digital presence definition and 10 strategic, tactical and operational factors that indicate the need for transforming the way you manage your digital presence.

In this article we will delve deeper on what is digital presence management and take a look at six more factors

Let's dive right in.

# 11. Your portal fulfils only some of your audience's needs

You may have heard of User Intent, which is a buzz word in SEO.

It states the reason why your user is searching for something.

However, user intent is not something that is restricted only to SEO, but is something that is very relevant to your portal

This is because, different users have different intents when they visit your portal.

Intent may differ based on how someone even enters your portal.

Are they directly typing your website URL?

Are they coming from a search engine?

Are they coming from any of your social pages?

Are they coming to a specific page directly from bookmarks?

Just as each person’s intent is different, the way you should address each intent needs to be different as well.

Intent also depends on which stage of the purchase journey the audience is.

Your audience requires different kinds of information across different stages of their purchase journeys.

You may have all that information with you.

But do you give the information to your audience when it actually needs it?

Most likely NO.

Take a look at thess statistics -

Bounce rate

Source: CXL

And according to gorocketfuel, bounce rates get steeper with mobiles and tablets.

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Despite these stats stating otherwise, I know many of you may not really accept it!

So why do you think your audience researches your products and services outside your portal?

Yes – there are some things that cannot be displayed in your portal.

For example, you cannot have a comparison report on how your products are better than your competitors.

But, other than that, there are so many obvious things that ought to be there in your portal but are either missing or buried deep.

That's is exactly why your audience is doing some research about you outside your portal.

Here are some examples..

So, what's the big deal?

Think of the number of your potential customers who are searching for specific information outside of your portal, see negative comments about you or your products and end up aborting their purchase journeys.

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Source: Review Tracker

According to ReputationX, 86% of customers hesitate to buy from companies with negative reviews. A single negative review can drive away 22% of customers and three negative reviews can drive away a whopping 59%.

Not many businesses bother about this loss of opportunity.

The sad part is that many are not even aware of this.

So, what do you need to do? Here are four actionable recommendations for you.

  1. For each of your products and services, make a comprehensive list of your audience's expectations from your portal and classify them into the following:
    • Know intents - such as know more about features, terms, specifications etc.
    • Go intents - such as quote generation, wish list addition, comparison, calculator usage etc.
    • Buy intents - such as shopping cart addition, proceed to checkout, make payment etc.
    • Do intents - such as finding how to guides, ask for help, etc.
  2. Create customer journeys and plot these intents. Remember except for buy intent, all other intent may be applicable in any stage of the buying process.
  3. Develop content to address each intent and A/B test them
  4. Use feedback to identify missing intents and keep adding them

# 12. Lack of focus on data privacy

We all cry foul whenever there is a data privacy breach at Google, Facebook and other big brands.

But how responsible are we when it comes to handling user privacy in our own websites?

There are guidelines like GDPR that are implemented in many countries.

Regardless of whether compliance to those guidelines is mandatory in your country of operations, it is only wise to be ready and comply with those regulations.

User privacy is often overlooked. You may assume that user details are absolutely safe as you don't explicitly share those with anyone.

But, do your users think the same?

Probably not!

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You may have heard of people being ok about organizations using cookies to track their behaviour and provide personalized content.

But with growing privacy concerns, there are many who prefer their privacy over personalization.

Privacy over personalization

Source: Marketing Dive

If you think you can solve this by just having a cookie policy upfront and asking users to accept it, you are wrong.

It's not just about cookies. Privacy only starts with cookies and it goes a lot further than that.

In fact, data privacy on cookies is simple.

It gets complicated when you collect data from your audience and share it with your partners and vendors for better targeting.

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Source: Data Privacy Manager

Actionable Recommendations

Here are six actionable recommendations to ensure you handle data privacy well and follow the ethics of digital presence management to maintain compliance.

  1. Provide opt-in and cookie consent forms on your websites
  2. Get explicit consent from your audience when you collect data. Give them choices. Clearly tell them how the data will be used
  3. Classify data into PII and non-PII. Mask PII data wherever possible
  4. Map and document how data moves within your organization.
  5. Ensure your vendors as well as your internal processes are compliant with regulatory guidelines
  6. Monitor and audit at regular intervals. Design processes to report and handle any data breach

# 13. Your website lacks speed

It is a no brainer that your website needs to be quick to serve web pages to your audience before they lose patience and leave.

Website performance has a direct correlation with revenue impact.

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Source: VWO

Website speed doesn't impact only your audience that has already landed on your website.

In fact, it affects your search rankings significantly. Google considers website speed seriously when listing search results.

When your visitor bounces off your website immediately after landing on it, Google sees it as an irrelevant result and starts listing the page lower down in search results.

Isn't it unfortunate to lose search rankings just because of this?

page-speed-tweet

Initially your website might load quickly.

But over time, it starts slowing down until someone highlights this.

And it becomes a vicious cycle.

Do you think that just subscribing to a CDN, and making some one-off technical changes will keep your website fast forever?

Website speed depends on your hardware, Content Management System, page sizes, image sizes, scripts sizes, interactivity components, server calls made and a ton of other factors.

Also remember that website optimization is an ongoing process and you need to make sure that speed is not affected every time you make changes to your web pages.

Actionable Recommendations

We have created a 46-point list of actionable recommendations to speed up your website.

# 14. Your emails lack interactivity

One digital channel that has not changed much since its arrival is email. It is the most widely-used and the statistics are truly staggering.

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Despite its usage, not much has changed in email except for the inclusion of rich text or images and including personalization variables.

But this is not all that you can do with email.

The possibilities of interaction via email has grown by leaps and bounds.

Yes! I’m referring to the AMP (Accelerated Mobile Pages) Emails - the best thing that happened to email since its launch.

With AMP Emails, you can provide engaging, dynamic and interactive content on your emails to enhance and modernize the email experience, while keeping user data safe.

Currently only Gmail, Yahoo and Mail.ru mail clients support AMP emails.

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Source: T4.AI

However, these 3 mail clients control more than 42% of the market share and adopting AMP emails now will help make you a pioneer once other mail clients start supporting it.

AMP emails take email personalization a level up by facilitating users to take actions in the mail itself.

Users can manage their subscriptions, participate in surveys, manage their bookings etc.

AMP emails do this by having the server retrieve fresh content from remote endpoints, keeping the email content up to date.

Note: AMP extends beyond email. With AMP, you can create immersive and interactive experiences on your websites, social media stories and ads as well.

Actionable Recommendations

Want to get started on AMP emails? Here are 4 actionable recommendations for you to try

  1. Find AMP features that are less invasive and won't make your users uncomfortable
  2. Choose an AMP builder from the official AMP website
  3. Use existing ready-to-use templates to create AMP emails
  4. Test on a small segment of your audience and see how that goes before a full blown rollout

#15. You are not riding the video wave

A picture speaks thousand words.

How about a video? May be one hundred thousand? One million? It's up to your imagination.

Videos were once restricted to TV advertising. Then to YouTube.

But today, videos are an integral part of digital marketing and Digital Video Marketing is a $135 Billion market in the United States alone.

Fuelling this along is the fact that data is cheaper and more accessible, thanks to the stellar efforts of telecom companies.

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Source: WSJ

The process of video creation has also become simple and tools have become affordable.

With a decent smartphone and access to a few tools, you can create brand videos in a few hours.

Videos have also created new streams of opportunities.

There are businesses like Brut Media thriving on news videos.

Videos coupled with social media have taken Influencer Marketing to the next level.

Tik Tok and Instagram together have created thousands of influencers.

And Influencer Marketing has become a key form of marketing for many growing brands.

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Source: Influencer Marketing Hub

Imagine influencers promoting a brand without a video. Won't they be out of business overnight?

Videos can fit seamlessly into most of your digital marketing efforts. You can use them on your websites, mobile apps, social pages and even on ads.

Here are the different types of videos that you can create and use to engage with your audience.

  1. Brand videos
  2. Product demo videos
  3. Event / launch videos
  4. Expert interview videos
  5. How to / DIY videos
  6. Product explainer videos
  7. Customer stories and testimonials
  8. Live videos
  9. Story videos
  10. Augmented / Virtual Reality videos
  11. Ad videos

If you are still not convinced that videos need to be part of your marketing, this should definitely change your mind.

Yes! Google ranks videos in search results and you can't afford to lose this opportunity.

Video seo
Actionable Recommendations

Using videos for marketing is pretty straight forward.

But don't make the mistake of disturbing already working marketing techniques to accommodate videos. Here are 5 actionable recommendations to get started with video marketing and build a strong digital media presence.

  1. Take stock of your current marketing programs and determine where videos can add value
  2. Determine what kind of videos are required and their production costs
  3. Finalize the list of videos that you can create depending on affordability
  4. Shoot, produce and deploy videos. Remember to stick to timelines
  5. Use video analytics from destination media platforms to find out what engages users and optimize your future videos

# 16. Your MarTech stack may be insufficient

When was the last time you upgraded technology to manage your digital presence strategy

MarTech platforms are proliferating. And this proliferation creates endless possibilities.

Today's MarTech landscape is a lot different from when you procured your existing MarTech platforms!

Chiefmartec.com's MarTech Landscape 2020 has listed over 8,000 MarTech platforms under 6 major categories and 49 sub categories.

Here's an abstracted view of categories and sub-categories.

The category, "Content & Experience" that is relevant to the topic of this article has 1966 technologies listed under the following 10 sub-categories.

  1. Content Marketing
  2. DAM, PIM and MRM
  3. Email Marketing
  4. Interactive Content
  5. Marketing Automation and Campaign / Lead Management
  6. Mobile Apps
  7. Optimization, Personalization & Testing
  8. SEO
  9. Video Marketing
  10. Web Experience Building and Management

As Scott Brinker has grouped them, it seems essential for you to have all the MarTech platforms in your armoury.

Unfortunately you can’t pick just a few and survive cutthroat competition.

The first thing is to procure technologies to make your MarTech stack contemporary. It isa whole different thing to use them consistently.

Marketers in North America and the U.K. report using only 58% of their MarTech stack’s full capabilities, according to Gartner’s 2019 Marketing Technology Survey.

Actionable Recommendations

Here are 5 actionable recommendations to strengthen your digital presence marketing with a MarTech stack.

  1. Take stock of your existing MarTech stack. See how they can handle recommendations made in these article series
  2. List down those that can’t be achieved with your existing MarTech stack
  3. Prioritize what you want to implement
  4. Look for open source solutions that can help you implement recommendations listed under what you have prioritized
  5. If you can’t find a right open source solution, subscribe to a cloud based solution that can be easily integrated with your current systems

Summary

Here we have seen the importance of businesses having a online presence management and why you need transformation to improve online presence and fulfil your audience's intent

This is a summary of actionable recommendations made in this article.

  1. Make a comprehensive list of user intent, create customer journeys for each intent and provide a fulfilling experience
  2. Be transparent with your users on how you will use their data and assure them their data is absolutely safe with you by complying with regulatory guidelines.
  3. Speed up your website by implementing the 46-point recommendations provided
  4. Make video a key component of your digital marketing, if you haven't done already
  5. Scale from conventional emails to Accelerated Mobile Pages Emails to take email interactivity to the next level
  6. Finally, ensure you have the right technologies in place to implement not just the above, but all the recommendations made in this article series.

That brings us to the end of this 3-part series and we hope it has helped in transforming your internet presence.

See you in another transformation article.