Digital presence: what it is and how to build it

21 de March de 2023

Nowadays, a company that does not have an online presence is as if it did not exist. Being among the first results or knowing the general information of a brand in a simple search is essential. If a brand wants to grow, it must be present on the Internet.

In this article we bring the keys to build a digital presence and some success stories that illustrate this strategy.

What is digital presence?

The digital presence of a brand refers to all the content that circulates on the Internet about a business. Any online channel can be part of this digital presence, such as social networks, websites, blogs, emails, advertisements, collaborations, events… Consumers are part of the digital presence of a brand as they talk about it through reviews on their social networks, in photos, through videos…

Being present on the Internet brings great benefits to the business. By having no limits, it is possible to reach users who might never know the brand without the help of the networks. But having a digital presence is not just about having a profile on the networks or a website, it is vital to convey a consistent message of value to achieve a solid digital reputation.

Today, omnichannel is a must to facilitate the customer’s shopping journey and offer a 360° experience. Each channel attracts different customer segments according to their age, buying habits, preferences, etc., so it is important to know the characteristics of all of them and analyze which are the most relevant for the brand.

How do we build a good digital presence?

The first step is the design of a digitalization strategy and its proper monitoring. In addition to digital, it is equally important to have physical channels, to offer omnichannel communication and thus improve the user experience.

For the correct design of this plan, it is advisable to take into account basic aspects such as:

  1. Definition of objectives: Being present on the Internet is vital to increase brand awareness, so it is important to build the strategy based on previously defined objectives. A good way to start creating goals is the SMART method. This system will allow you to set goals in an intelligent and well-defined way.
  2. Identification of the target audience: In order to know in which channels to be present, it is ideal to create a buyer persona and define the audience to be impacted. Having this clear will allow you to discover details such as: how often they publish, in which channels they are present or what tone to use in their publications. In this way, it will be easier to orient and personalize the content to the target audience.
  3. Get closer to the public: People are more comfortable when brands use a much more personalized communication and feel that behind a brand there are people. That is why it is important to personalize communication, both in content and in communications with users.
  4. Monitoring: Building a digital presence requires constant analysis to understand what is working and what aspects are not worth investing in. For example, Google analytics provides information on website traffic based on audience, behavior and conversions that take place.

Taking into account the basic aspects mentioned above, we bring some tips to keep in mind to start with the digital strategy:

  • Content management: The ability to create long-term content can position the brand as an expert in its sector. By publishing on a recurring basis, users will perceive that the brand is proactive and will increase their interest in it.
  • Have an optimal web user experience: The website is considered the “heart” of the brand. Therefore, creating a website where users can navigate in an agile way and through any device is essential.
  • Positive reviews: Nowadays, users are guided by the reviews of other customers. The user will make the final decision on the trust and credibility generated by the brand through these ratings.
  • Presence in search engines: Google is the most used and important search engine in the world, with 5.5 million searches per day. In fact, it is very likely that users search for brand information through this search engine. For this reason, it is essential that the brand is present among the first search positions. For this, the implementation of an SEO strategy will be essential.
  • Presence in social networks: Social networks are a way of approaching the brand’s target audience. Being present in this channel increases visibility and can even improve online reputation. Not all social networks are essential for a business, it all depends on the product and the target audience to be impacted. That is why a prior audit of the social networks is necessary to adapt them to the characteristics of the target.

Common mistakes to avoid

If a plan is not well defined and structured, mistakes can happen. Here are some of the most common ones when starting a digital strategy:

Dispersed communication between different channels

A common problem when incorporating new channels is the dispersion of communication. The brand identity and the values to be transmitted must be consistent across all brand channels, both physical and online. This is where the creation of an omnichannel strategy comes into play, which will transmit a more solid and coherent image.

Neglected social networks

Incorporating new channels without prior planning can end up with an abandoned profile. This damages the image of the brand, since users who started following it are abandoned, transmitting a lack of organization in the company or that it no longer exists. For this reason, it is necessary to take into account the work involved in each channel when planning a strategy.

Customer service

The more online touch points a brand has, the more people will interact with it. Having a customer service team capable of dealing with all the messages received is essential to prevent complaints or demands from turning into crises.

4 use cases to develop a digital strategy

Next, we will explain 4 different actions to achieve digital presence:

Search engines to find us

Did you know that 68% of online experiences start in a search engine? This is revealed in this study by Intergrowth, which also points out that 63% of purchases start with a search, and that 70% of marketers say that SEO positioning is more effective than SEM in generating sales.

If a brand is not present at the top of the main search engines, it will lose opportunities for potential customers to choose it. This is the first step to achieve visibility on the Internet.

When a search is performed, Google offers all the information available: the website, relevant news, general information and even a map to discover where the brand’s establishments are located.

Using social networks to create a community

Social networks are a channel with great potential for brands. Although in many cases, creativity is essential to compete against other profiles that impact users all the time.

One example is Lidl, which has captured the attention of twitter users through word games. It has managed to create a community in this social network generating conversation between the brand and its audience.

Another social network that is gaining relevance among the younger generations is tiktok, where you can create short and very creative visual content. A clear example is books, a physical product that can reach a wider audience through short videos such as: recreating the stories, creating trailers, classifying the characters…

digital presence

Influencers (the ones everyone is talking about…)

Influencers have a consolidated community, capable of generating desires and influencing their perceptions and opinions. They are usually people specialized in the sector, so they have a relevant voice to recommend or give their opinion. When collaborating with influencers, it is essential that the values of that person are consistent with those that the brand wants to communicate.

digital presence

In this case, Florette’s collaboration with Ugar90 is consistent. Florette is a salad brand and the influencer is a creator of healthy food content.

This type of action should convey trust and credibility. If the user perceives that the ad does not have coherence with the content that the influencer usually publishes, they may lose credibility when collaborating with brands.

Events and collaborations with other brands to generate interest

Getting consumers to think about the brand and its benefits is the first big challenge for any business. One strategy to achieve this is to be present at events with a large audience, as the prestige of the event will be transmitted to the brand.

digital presence

The Idol Awards is an event where digital content creators in Spain are awarded. In this edition they have collaborated with different brands, giving them a space in which to promote themselves. This event was broadcasted through the Twitch platform, reaching 62,000 viewers.

During the event, some performances were sponsored by brands such as RedBull and each prize awarded was sponsored by a different brand. Vicio was the sponsor of the afterparty, where guests were able to try the brand’s products.

The digital presence makes the brand part of people’s lives, activating the memory in the consumer’s mind. That is why it is essential to build a relationship with the audience through different channels. The more visibility the business has, the stronger it will be against its competitors.

Interested in our services?

At Cognodata we are experts in the design of omnichannel communication strategies and the orchestration of these communications through Marketing Automation tools.