Owning Your Own Real Estate (Online)
Building Your Organization's Web Presence
By Kyle Patterson
Now it’s time to focus on developing your own real estate online. By this of course I mean making your organization the website you need, at a price you deserve.
Your website is your piece of real estate on the world wide web and you need to think of it as an asset for your business, not just another expense or liability. Done right your website can be a source of leads, a marketing tool and a business building asset. I also want to say something about the importance of owning this asset online. Many people think if their business is on Social Media that is enough. It’s not. At any given moment Facebook, LinkedIn, Twitter and others can change their policy, adjust their algorithm or change how traffic flows to your page on their network. It’s happened before and it could at anytime happen again. That’s just the reality of a fast moving industry nothing against social media. We’ll talk more about that in an upcoming lesson. So you need your own digital asset that is all yours and not subject to another company’s terms and conditions. Thus a website for your company or non-profit.
Now you want to spend some time thinking through your strategy and goals for your site. What are 3-5 goals you have for your site? What does success look like? What function in the sales process do you see your website playing? What type of content and commitment are you willing to give to your site? These are all questions you want to ask before you get started. Some websites are strictly informational, others are full blown e-commerce sites. Others are lead generators for off-line phone calls or contacts. Others are list building sites that help you capture email addresses and contact information. What role will yours play?
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Kyle Patterson is President of Thrive Media Group, a Google Adwords and Analytics certified partner and Google Apps parther. Thrive Media Group is also a member of UNITE, a collective impact organization committed to funding and finishing the Great Commission.