To understand the question, you first need to understand what web presence actually means. This isn’t the time to go consulting Wikipedia because, for some absurd reason, they have the definition of web presence backwards on the site.

Web presence, also called online presence or Internet presence, simply means your online penetration. This is the simplest definition anyone can give you. But for the sake of folk that might beg to differ, here is a list of interpretations we can go with:

• Online penetration. I’ve already mentioned that.
• Your online visibility.
• Your digital footprint, which is a summation of all online files, destinations, and touch points you own or that refers to you.

So can we safely say that web presence is all about your online penetration, about establishing your presence or that of your brand online, about making yourself or your brand known on the Internet?

Now that we’ve got that out of the way, let’s move on to what makes up a successful web presence.

When people hear web presence, the first thing that comes to mind is a website. But then our interpretations above clearly suggest that web presence is more complex than that — in fact, as complex as a person’s public image, which basically entails where they are from, what they do, and who they associate with.

With web presence, you are basically trying to put forward content that promotes your brand’s public image and in so doing help you sell your products or services. Take a look at the table below.

Looking at the table above, you can easily identify the core elements you need to focus on to build a successful web presence around your brand. And thus we have:

• Website
• Social Media
• Blogging
• Email marketing

Let’s look at them one after the other

Website

As I mentioned before, this is your base of operation. It’s where your brand’s web presence begins and ends. Every other aspect of your web presence should direct people back to your website. Hence, you need to put a lot of thought into making your business website as focused, informative, coherent, and on-brand as possible. Learn more about setting up a website for your business.

Social Media

Now that your business website is set up, you need to draw people to it so they can learn about your business and products and possibly go on talking about them afterwards. For starters, take your business to where consumers gather. Think social platforms like Facebook, Twitter, and Instagram. Think forums like Quora and Reddit. You could try to connect and engage consumers organically or you could run paid marketing campaigns on these channels. A combination of both is a better strategy, and your efforts here have to be perpetually ongoing and consistent for you to constantly achieve tangible results.

If running multiple social accounts is daunting for you, then you might want to check out Social Republic, which offers a central dashboard for managing all your social accounts.

Blogging

You don’t just create a website for your business and then forget it. To achieve the goal of building a web presence, you need continuous participation. This is where blogging comes in. Sadly, many companies online don’t have a blog integrated into their websites. Even many of those that have rarely update theirs. Online presence is all about penetration and visibility, which you can then leverage to drive conversation and sales. For better penetration, more visibility, and more traffic, you need to continuously inject more relevant content into your digital footprint. Regular blogging can do that for you, just as ongoing participation on social platforms also can.

Email Marketing

Say, your website and blog are booming and you have people flowing in from social media and search engines. How do you keep them coming back? Surely, if the content of your blog is valuable, many of your readers would want to come back. The question is: will they remember to come back?

This is why you need to be very proactive when it comes to retaining leads. These days, email marketing is the way to go. Simply sign up for a service like MailChimp, Aweber, and Mailgun. Then integrate an email subscription form into your blog and website and configure it to actively encourage your site visitors to join your mailing list. Getting them to sign up means you no longer have to wait for them to come to you. Instead, you can take your content, marketing offers and promotions to them.

Of course, there are many other elements of a successful web presence, but these four are the basics you need to cover before anything else. Do let me know what you think in the comment area.

This article also appeared in Macaulay Gidado Medium blog.