Top 20 Destroyers of Business Value: # 4 A Poor Online Presence

Posted on August 9, 2012 · Posted in Blog

A strong online presence in today’s business world can be essential to increasing or destroying the value of a business. A good online presence is hard to achieve and typically easy to lose.

Within the last decade, the internet has become a very vital and powerful tool in driving business value. The web has not only changed the manner in which businesses operate and interact with customers, but perhaps more importantly how the business and brand are perceived.

I’m writing this article from our family vacation in Pensacola, Florida from the condominium we rented on VRBO.com (Vacation Rental by Owner). The selection of our restaurants, dive trips, sites we visited and even the Cajun restaurant in Baton Rouge were determined by Trip Advisor and Google / Yelp reviews.

From the customer ratings, reviews and comments, we were able to select businesses that had great reputations and they did not disappoint. Many business owners fail to realize that it’s not always the search results that are important. What others are saying about you, your business and employees and how your brand is represented online can be what really matters.

While your business may not depend on a good rating from Yelp to be successful, your experience as an expert can shine through in LinkedIn articles and online discussions. Do your company name, brand and expertise come through as an expert in your industry? Did an upset employee, customer or vendor tarnish your reputation? What are searches about your company and your management team turning up?

Like it or not, the first place potential customers, employees, investors and one day even a buyer will go is the Internet. With or without your approval, this will be their first impression.

Although it can take time, perseverance and company resources, having a successful online presence can be one of the biggest increasers of company value. At the same time, it can destroy value as quick as the next Google search pulls up your name!

Does your online presence add value to your business?

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