The modern business must exist online. Businesses that don’t do so are doomed to obscurity and invisibility. Even on the African continent, the widespread adoption of smart mobile devices means more people are using the internet on a daily basis. But existing online is one part of a major marketing move requiring its own focus. Let’s consider some important aspects to having a digital presence in today’s world.
Why existing online matters
As indicated, the idea of the internet only being accessible to rich countries is undermined by facts. HTXT summarised a recent report about African internet usage, which showed: “Global active internet usage grew 10% in 2016, adding 332 million more users, while Africa saw 42.7 million more active users being added.”
Mobile devices are, of course, the most frequently used. What this indicates is that if we run a business, even in Africa, we need to care about existing online – there are literally billions who will have access to our sites. They will be searching for information and the websites we control should be the first place they land (not our opposition or social media complaints).
How to make this happen
In order to drive people to our sites, we need to select a number of aspects. One of the first is to get the right domain. While people won’t check on the domain owner, usually, there are other aspects to consider.
To choose the right domain, we should align it with our brand. Sometimes, our name will be so broad, it might already be taken. We can check the domain owner and attempt to purchase it from them, but we should rather opt to choose alternatives. Search engine optimisers who work to promote businesses online suggest choosing as close as possible to the brand itself.
Consistency is also key. We must maintain the same colours, themes, styles, logos and so on from the physical world into the digital. This continuity is important to convey to potential clients we are a serious business.
Another issue when it comes to maintaining a website is that we need new content, making it more visible to Google searches. Google is able to indicate how relevant content is as well as duplicates – so we need fresh, unique copy. This tells Google – and therefore its users – that the site is receiving attention, is worth seeing and remains relevant to what the business focuses on.