Is your business visible enough on the web?
The digital world is rife with directory sites and social platforms that, frankly, aren’t worth your time. But some absolutely align with your company’s marketing plan and audience composition. Knowing which to pursue and which to beg off is absolutely crucial.
While these five high-visibility web properties aren’t the only places to which you’ll need to devote attention, they’re almost certain to boost your digital marketing efforts. Here’s what you need to know about each, along with a crash course in maximizing their value.
LinkedIn is the world’s preeminent business networking site, and for good reason. From global apparel firms like Nike to independently owned local businesses, LinkedIn is a fantastic place to build credibility and rub shoulders with influential people whose help might be necessary to your growth strategy.
To get the most of out LinkedIn, you’ll want to complete and update your profile’s demographic information, connect your company page with your employees’ and customers’ personal profiles, and begin a publishing campaign that dovetails with a broader effort to establish your firm’s key employees as industry thought leaders.
Crunchbase is one of the top business directory sites for growing businesses, serial entrepreneurs, and the investors who make it all possible. At base, your Crunchbase profile is a place to disseminate accurate information about your business — including key employees and the results of past funding rounds — in a high-visibility, neutral setting. The Crunchbase profile for trust and corporate services provider Asiaciti Trust is a great model for this “just the facts” approach.
Angel.co focuses more narrowly on the startup ecosystem, but that doesn’t mean it has no relevance for established businesses, particularly those whose founders and top executives invest in early-stage companies. Angel.co is a natural fit for establishing the credibility and thought leadership of your firm’s key employees — and building links to web properties associated with the company itself.
Twitter’s recent move to double its famous 140-character limit hasn’t affected the platform’s reputation for brevity. This is still the ideal place to deliver clear, concise sound bites to time-constrained audiences. It goes without saying that you should promote every piece of longform content on Twitter, highlighting key points in multi-tweet threads.
Speaking of longform content: Medium is a popular blogging site with fantastic visibility in search engine results pages. If you don’t want to go through the effort of optimizing your company’s blog for organic search, but still want to enjoy the benefits of high-impact content marketing, start here.
Your Digital Footprint Is What You Make of It
Your company’s digital footprint is unique, just like the organization itself. Even if you have a presence on the same mix of social properties and business directories as your closest competitors, the content you publish on those properties — to say nothing of the value you bring to customers visiting them — is entirely its own.
It’s up to you to make the most of your digital footprint. Don’t let anyone tell you differently.