Online Presence Management
Digital Presence Management
Digital Presence Management (DPM) can be defined as any of the processes and/or marketing involved in presenting a brand in the online space. This includes any avenue in which a brand becomes visible online and traffic can be drawn to it. It encompasses but is not limited to website design and development, maintenance of social media sites, blogs, the use of search engine optimization (SEO), especially local search, pay-per-click marketing (PPC) and reputation management.
Local Presence Management (LPM) is defined as geo-targeted digital presence management that enhances a brand on the whole by optimizing all their locations’ information in their respective local markets. The increasingly mobile nature of search has escalated the need for complete, consistent and accessible data about brands, and ways to connect with them. Local visibility, search placement and reputation determine traffic; this is especially true for multi-site, brick-and-mortar businesses. Local presence management includes monitoring a business’s name, address and phone number (NAP) and business hours in various places online such as directory listings, data aggregators, online review sites and map listings.
Get Your FREE Report Today
Local Digital Presence Management
DPM and LPM work seamlessly to enhance and continue to positively affect and cultivate a brand’s presence in search engines, and are vital to a business’s success. LDPM is a digital fingerprint, unique to each business location, which enhances local search ranking and gives their target audiences the correct information to interact with the brand.
Keeping data up-to-date and accurate for numerous locations across multiple websites, applications and forums can be an overwhelming task. However, with the proper scalable tools and support, online presence management on a global and local scale can be maintained via a single dashboard, ensuring a business is easily discovered, especially on mobile.
The goal of local digital presence management is to convert online clicks into visits to a brand’s brick-and-mortar locations. Said another way, when traffic is effectively managed and directed online, it effectively drives foot traffic offline.
Consistent monitoring and measurement is as equally important as initially taking control of a business’s local digital presence.
In this mobile age, businesses must effectively manage their data to ensure that it is complete, correct and up-to-date. This is crucial because search engines use this data to display to consumers searching for a business’s products or services.
The more accurate the data, the more trust is communicated to the search engines making a business’s digital presence easily discoverable online, especially via mobile devices. This allows them to communicate a business’s products, services, accurate location data and contact information as consumers are searching for it.
The goal of local digital presence management is to drive consumers from online into the business’s brick-and-mortar locations.