In this article, Stephanie gives some great insights on how to make the most out of your online presence. Step number 6 in her list is to OPTIMIZE. She starts out explaining this step with a very important note: “Optimizing your online presence is an ongoing activity.” If you’re just starting out in the online world, understand this! It is impossible to have a successful online presence if you don’t keep up with new and relevant content on your website and/or social media accounts. Here’s what she has to say about optimization:
“Optimizing your online presence is an ongoing activity. Online marketing programs cannot be put on autopilot. The landscape changes rapidly and therefore, you will need to be constantly updating and optimizing your online presence. This is not much different than the concept of adjusting and rebalancing client portfolios to minimize risk and maximize returns.
Consider all the new features and changes you hear about from social networks as well as Google. What works today may not work as well in six months. In the past, prior to LinkedIn and Facebook going public, it was easier and less expensive to build your network. Now, you either need a premium account (LinkedIn) or a paid social ad campaign (Facebook) to accomplish the same objectives! If you’re not optimizing your presence consistently, it will likely cost you more in the long run.
Just as you optimize client portfolios for risk/reward, you will want to do the same for your digital portfolio to make sure it’s working for you efficiently and effectively. The goals is to build a system that will maximize your impact with the least amount of time required. If top CEO’s can do it and still run their firms, you can do it too.”