Everyone needs a digital media strategy, and not for the reasons you may expect. In fact, if you think digital strategies are just promotional, think again.

#1 A Growing Number of Your Customers Think It "Unusual" to Not Have a Digital Media Presence

That's right - your customers, and those folks who are not yet your customers, have learned to expect your business to be accessible via Social Media and other internet channels.

A recent article by Adweek indicated that 81% of the people they surveyed conducted online research prior to making a purchasing decision. If your business information is not reachable via the web, you opportunity to be considered by potential customers is limited.

#2 Confusion and Hesitation are Large Barriers to Conversion

Let's face it, regardless of what business you are in, the choices available to your customers are wide and deep. It is easy for people to "click off" an option about which they are unsure and move on to the next link in their search results. Having a consistent, standardized and effective digital presence helps assure that your prospects feel comfortable about their decision to initiate a conversation with you. Hard to find, conflicting and poorly developed digital content for your business is like a big sign that says "Move on to the next option". The business that engenders the least confusion and hesitation OWNS the path to conversion.

#3 Customer Reviews Have a Growing Influence on Consumer Buying Decisions

Your prospects want to spend the least time possible learning about your business and its offerings and the most time enjoying the benefits of doing business with you. The fastest way to establish the potential ration between effort and enjoyment is for your prospects to read customer reviews.

• The most effective way to deliver customer reviews is through online channels.
• The best way to assure positive reviews is to meet customer expectations
  
• The best way to manage customer expectations is via consistent, standardized digital content

When you digital footprint is inconsistent and potential inaccurate what your prospects expect from you is likely to be inconsistent and inaccurate. It is nearly impossible to meet inaccurate expectations and the likelihood of receiving a positive review for your efforts is low.

Having your business information online is not enough in today's competitive internet driven world. Planning, implementing and monitoring a coordinated and consistent digital marketing strategy is a necessity.