Building a Strong Online Presence: Your Digital Footprint Matters

by Liz McDonald

In the ever-evolving digital landscape, the importance of a strong online presence cannot be overstated. Yet, like many, I faced a significant problem: my online presence was passive and lacked branding. It had no clear purpose or relevance to my new online courses, leaving me with a digital footprint that failed to support my business goals.

The Cove Coast Brand Journey of Transformation

The journey began a year ago. I vividly remember the moment I realized my online presence was failing me. My social media posts were sporadic, aimed at friends and family rather than potential clients. My website needed to be updated, lacking the functionality and aesthetic appeal needed to attract and retain visitors. The absence of a consistent brand message meant that even when people did find my content, it failed to resonate or leave a lasting impression.

Determined to turn things around, I decided to embark on a comprehensive audit of my online presence. It was time to dig deep and understand where I was going wrong.

Digging into the Issues

As I delved into the details, several key issues emerged:

1. Target Audience Misalignment: I posted content aimed at friends and family rather than potential clients.
2. Inconsistent Posting: My posts needed regularity and actionable calls to action.
3. No Direction to Website: I hoped people would find my website independently without directing them there.
4. Lack of Branding and Consistency: My online platforms needed a cohesive look and message under my new Cove Coast Studio brand.
5. Outdated Tools: The apps and templates on my website were old and no longer supported the features I needed.

My online presence was a mess and desperately needed cleaning up.

Finding Solutions

I realized I needed a comprehensive strategy and the right tools and resources to address these issues. This realization marked the beginning of a transformative journey.

1. New Website Template: I chose a modern Squarespace template to create a cohesive and professional online presence. The new design was visually appealing and user-friendly, starkly contrasting my old, cluttered site.
2. Marketing Manager: Hiring Meghan Simington helped streamline my efforts and brought expertise to my branding strategy. We developed a cohesive brand message that resonated with my target audience.
3. Thinkific Platform: Setting up a Thinkific page allowed me to effectively promote and manage my online courses. It provided a professional platform where potential clients could easily find and enroll in my offerings by also marketing on their platform.
4. Social Media Plan: Developing a social media plan with assets and a budget ensured consistent and targeted content. Regular posts, each with a clear call to action, began engaging my audience meaningfully.
5. Business Accounts: Establishing business accounts on all relevant social media platforms and securing all necessary Cove Coast accounts was crucial. My accounts on Instagram, Facebook, Pinterest, LinkedIn, and Amazon are all personal accounts.? But by getting Business Accounts, you can see the behind-the-scenes algorithms of how the sites are doing. The objectives of your business account should be lead generation, brand awareness, and engagement. By taking these steps, I have unified my brand across all channels, reinforcing the cohesive message we worked so hard to create.

I brainstormed with my business coach, Charlene Wright at YMCA Self Employment Program to assess future client needs and ensure my current apps met those needs. Efficiency and modernity in workflow were priorities to maximize productivity.

Investing in the Future

Investing in apps and programs before making sales was necessary to set up the backend of the business—the engine of my new enterprise. I found new apps to boost productivity and updated old software, hardware, and programs to support an online business.

"Your Online Presence is Your Future - It can make or break opportunities, build or damage your reputation, and encourage or deter connection possibilities." – Liz McDonald.

Embracing Continuous Learning

Over the past year, I embarked on a learning journey, taking 24 courses, ranging from a few hours to month-long programs. These were mostly on starting a business online. This continuous learning helped me refresh my current apps, let go of outdated websites, and learn about AI to support my creative business.

Embracing a mindset shift was essential. I needed time and an attitude adjustment to welcome new app features. Letting go of old websites and logins that no longer served me was challenging, but I recognized I had become a digital hoarder, and change was necessary.

My Ah-Ha Moments?

1. Align with my Target Audience: Ensure your content is directed towards potential clients, not just friends and family. Consistency in posting and clear calls to action are crucial.
2. Invest in Tech Tools and Resources: Update your website, use relevant social media platforms, and invest in the necessary apps and programs to support your business effectively.
3. Embrace Continuous Learning and Adaptation: Stay current with new technologies and methodologies. Continuous learning and a willingness to adapt are essential for growth.

Resources

1. Squarespace Templates: Modern, customizable website templates to create a professional online presence.
2. Thinkific: A platform to create, market, and sell online courses, helping you manage your educational content efficiently.
3. Business Coaches: Professional guidance to brainstorm, plan, and execute business strategies tailored to your needs.

My journey over the past year has been transformative. By aligning my target audience, investing in modern tools, and embracing continuous learning, I have turned my online presence into a powerful asset for my creative business.

Your digital footprint matters. Take charge of it today to build a future filled with opportunities. What is first on your list to tackle with your online brand?