Have you lacked online visibility in recent months? Would you like to launch (or relaunch) your online presence? Above all, take the time to think about what this means in terms of image, presence and consistency. Here are a few best practices for laying the solid foundations of a successful web strategy.
1. Take stock of the existing situation
Start by mapping your current online presence:
- Active or inactive social profiles
- Presence on professional directories or platforms
- Old website, blog, external mentions...
This audit will help you to capitalise on what already exists, or to start afresh from a sound base when redesigning your digital image.
2. Building your brand identity
Your visual identity must be clear, consistent and recognisable. This includes :
- A professional logo
- A graphic charter (colours, typefaces, variations)
- A brand voice (tone, editorial style)
- Visuals and content in line with your values
3. Define your objectives and audience
Your web strategy must meet clear objectives:
- Generate leads
- Develop your reputation
- Promoting your offers
- Attracting candidates (employer branding)
- Strengthen your e-reputation
At the same time, identify your target audience precisely: their needs, their digital habits and their expectations. This work is essential if you are to adapt your messages and choose the right channels.
4. Selecting the right distribution channels
Not all media are created equal. Choose those that are relevant to your audience:
- Social networks (LinkedIn, Instagram, Facebook, TikTok, etc.)
- Showcase or e-commerce website
- Blog (to boost your SEO and expertise)
- Digital partnerships, newsletters, etc.
The important thing is to prioritise the quality of entry points rather than quantity.
5. Integrating digital into customer relations
Today, your web presence is often the first point of contact with your prospects, partners or customers.
Make sure your strategy takes into account :
- Responsiveness on messaging channels
- Consistent responses across all media
- Using CRM or community management tools to facilitate interaction
Digital isn't just a lever for visibility: it's becoming a tool for building loyalty and commitment.
