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3 min read


4 Steps to a Powerful Digital Presence Management Strategy


Supercharge Your Online Presence and Crush the Competition!


Is your company's online presence getting lost in the crowded digital landscape while the tried-and-true marketing methods of the past are falling flat?

A decade ago, companies heavily relied on traditional methods like trade shows, print ads, and cold calls to connect with potential customers. Salespeople would distribute business cards and brochures, directing prospects to the company's website, which primarily focused on branding and product information. Although these strategies were once effective, they demanded substantial resources. In today's digital era, however, these approaches have lost their effectiveness.

To thrive in this new landscape and boost sales revenue, follow these four crucial steps to enhance your digital presence management.

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What is digital presence management?

Digital presence management is the process of effectively managing and optimizing a business's online presence. It involves activities such as maintaining a website, managing social media accounts, monitoring online reviews, implementing SEO strategies, and ensuring consistent branding across digital channels. The goal is to enhance visibility, engage the target audience, and maintain a positive online reputation to drive business growth and success in the digital world.

Unleash Your B2B Website Strategy in 4 Simple Steps.


1. Focus on Your Website’s Domain Authority


Domain Authority is a score from 1 to 100 that predicts a website's ranking on search engine result pages (SERPs). Search engines use various criteria to determine search results, aiming to provide helpful and accurate information. Websites with proven usefulness to users are favored, which is where Domain Authority comes in. A higher Domain Authority increases the likelihood of a website appearing on page 1 of search results.

Focus on the following factors that help build your Domain Authority:

  • Number of pages in a website.
  • Strategic and educational content built into your website.
  • Improve the length of time viewers stay on your website.
  • Encourage other websites with high authority to link to your website.

2. Segmentation of Your Website Visitors into Three Categories

Direct Traffic

Direct traffic refers to website visits where users directly enter the website's URL or use a bookmarked link. Examples include typing the URL, clicking on a bookmark, accessing a saved link, or entering from offline sources like print ads or business cards.


Branded Organic Traffic

This kind of traffic originates from a customer inputting your company name or something close to it in a search engine.

It also refers to customers who search for one of your products or a member of your sales team. These customers are already aware of your company before they begin their search.


Organic Traffic

This traffic refers to visitors who find your website organically through a search engine.

They are searching for a solution to their problem and will usually type in a keyword or phrase that refers to their problem. With a strong digital presence, your website will appear early on in a search when you have strategically targeted specific keywords or phrases.

As previously stated, search engines want to provide reliable solutions. If your website offers solution-based digital content that is easily searchable, search engines will view your website as one of the best-fit results. Around 98% of potential customers rarely visit page 2 of search results. It's crucial to rank strong enough to be on page 1. 


web traffic


3. Setting Goals to Expand into New Markets and Grow Sales

One of the main goals all websites should have is to attract organic traffic, as defined above. These customers do not know your brand or company but find you when they search for a solution to their problem.

An achievable goal for many companies is that 50-70% of their visitors should come from non-branded organic traffic.


4. Implement a B2B Website Strategy Designed to Increase Your Digital Presence


Digital Positioning Plan -
Quantify the Presence of Your Business Unit Relative to Key Competitors

In order to reach potential customers who are unfamiliar with your brand, it is crucial for search engines to effectively deliver your website. To achieve this, you need to gain insights into your website's visibility as well as that of your competitors.

Additionally, having a well-defined plan that allows you to effectively compete with your unique message is essential. By optimizing your online visibility, you can stand out from the competition and attract the right audience. Take your online presence to new heights and surpass your competitors with strategic guidance


Technical Structure - 

Your website’s technical structure should be designed to communicate what your company does and the solutions it provides to search engines in less than 0.300 seconds.  Just complete a search in Google and see how quickly the results are presented to you.

Too slow, and you miss out. 


Develop “The Story” - 

Utilize online content to grab attention and present a solution-based story to web visitors.

Can a customer understand in the first five seconds what your company does, the solution you offer, and why they should explore your company further?


Convert Website Visitors to Leads - 

Does your website have landing pages in place with an offer and forms for visitors to become leads? Are there Calls to Action (CTAs) prompting visitors to take action and become a lead?  Do your forms capture relevant questions that qualify leads for the sales team?


Explore Messaging Workshops


Develop Your Own Digital Presence Management Strategy


Building a powerful online presence for your business is a journey that starts with simply knowing where your online presence is today relative to your competitors. 

Our co-founders have a combined background in Manufacturing, Engineering, Information Technology, and Sales. Open Path understands how B2B markets work in the industrial, manufacturing, and SaaS marketplace and have the tools to build your company’s online presence. We can make your digital presence a lead generation powerhouse.




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