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MEMBER ADVICE: What does your digital footprint say about your business?

Family Business Place Member, Not Another Marketing Agency explains why it's so important to focus on your digital footprint and update your information on platforms which help potential customers to find you.

Every company has a digital footprint. It’s the trail of information about it that is spread across the internet.

Aside from an official website, social media feeds, and Google My Business, there’s information dotted all over the place. It could be in the form of reviews, photos on Instagram, information on directory listings sites, news stories; the list is endless.

What’s frustrating is that a lot of this information can be low quality and inaccurate, listing different opening times, phone numbers, or emails for example. It isn’t your fault, you didn’t put the information out there, but it can have an impact on your business, so you need to take measures to own it and fix it.

One of the main reasons why it’s important to check and maintain your digital footprint is that you want your potential customers to be able to find you as easily as possible. The last thing you want is to have inaccurate contact details or old addresses peppered over the internet. Aside from reflecting badly on a business, it can also be a turnoff if a web address directs to a page that doesn’t exist or an email gets bounced back.

Shoddy information doesn’t help with SEO either. All the major search engines like accurate and up to date information, so if your business name is throwing up conflicting info, just like a customer, the search engine will move your website lower down the pile.

This is why you have to verify your data. Essentially that means adding and updating information on platforms that require you to prove that you are who you say you are. Google My Business and Facebook both operate a verified data process through the use of PINs and a simple phone call. Creating a verified data source means you are then providing your customers and any data aggregators (that’s companies who push information to other websites) with up to date and trusted information about your business.

Taking control of your digital footprint is one of the first steps you can take to taking control of your company’s online presence and it’s an important one as it paves the way for the rest of your marketing strategy.

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