September 1st, 2015
Tips, Tools and Tutorials
If you’re like any modern business, you have an online presence. You probably have a Facebook page and Twitter account as well as your own website. But what good does any of this do you if you’re not using these elements effectively?
As Chris Brogan, CEO of Owner Media Group, points out, there is a simple presence framework that businesses should follow to see these parts work well together. Brogan calls the center of the framework your “home base,” which should be your website. Below, we take a look at this presence framework and how you can effectively build your online presence by using your website as your hub.
In Brogan’s simple presence framework, he outlines three parts:
As Brogan defines it, passports are “profiles to use on various social sites, meaning that it’s important to have an account/profile there, but you might not necessarily have to participate as a full-fledged community member.” Examples include:
Outposts are sites you use to maintain an online presence; where you interact with people and point them toward your home base. Most of these outposts will be your social media accounts. Examples include:
At Main Path we consider content distribution and outreach to be another outpost that drives traffic and builds authority for your website. By placing authoritative content on third party websites, you establish yourself as a thought leader in your industry and build trust with your target consumer. Building relationships with high quality third party websites also expands your network and will give you even more opportunities to guide right kind of consumers back to your home base.
Your home base “is where you focus the most of your presence time.” Well-crafted and SEO optimized onsite content and a regularly updated blog are the best platforms to build your home base, although your business goals will influence how you build up this space. If you’re one of the 55 percent of small businesses that don’t have a website, believe us when we say that you need one to stand as an effective hub center of your presence framework.
So if you have a presence online through social media accounts, is a website still necessary in 2015?
The answer is undoubtedly yes!
Using your website as your hub gives you more control over your online image. As David Burkus points out at 99u.com, social networking sites like Facebook ultimately have control over how you appear and interact with your fan base on your profiles. With your own website, you have the freedom to tailor the experience toward your audience.
Not only that, but you can also present more information on your website than you can on your outposts, meaning it can add credibility to your business. For instance, if you’re running a bakery and customers are wondering about the nutrition contents of your products, you can post them on your website and point customers to that web page.
If you’ve chosen your website to act as the central hub of your online image, the question arises: How do you get the most out of this platform? Here are just a few tips to consider:
While your outposts help improve your business’s image and customer reach, they should not act as the central hub for your online presence. Instead, build or refine your website in a way that makes it the center point-of-contact for customers looking to learn more about you. How will you use this information to build a better presence framework?
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