ABOUT FELICE MEDIA

Felice Media is a custom graphic design, SEO, and content marketing brand owned by Bri Ziganti. Felice Media is based in Cleveland, Ohio, but accepts clients from around the world. As a designer, Bri has worked with CEO's, small business owners, non-profits, and individuals looking for a better way to communicate and develop their brand.

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FELICEMEDIA.COM

Phone: 866.634.6587
Email: info@felicemedia.com

WHAT IS A DIGITAL FOOTPRINT ASSESSMENT?

Your digital footprint refers to the traces you, and more importantly, your business, leaves online.

Comments you’ve made on social media, things you’ve bought online, ads you’ve taken out, blogs you’ve written, articles written about you– all of this and more contribute to the growing portfolio of history that your business needs to gain credibility. More than ever, the public perception of YOU and YOUR BUSINESS heavily relies on your online presence. Sometimes, you can influence that perception by promoting the activities you’re proud of. Sometimes, bad press sticks and can negatively affect your web persona. The more information available for Google to pull from, the more you are able to steer people to the information you want them to read about you.

When performing a digital footprint assessment, an auditor (like me!) will evaluate your site against a checklist of digital footprint best practices.  These best practices govern subjects like social engagement, consistent posting and updates, content effectiveness, and ratings, all of which affect how often your accounts and your business is recommended to and mentioned by others, and how trustworthy you are perceived by your target audience.  As a general rule, businesses that post reliably, answer questions and complaints, engage users directly on social media, and otherwise respond to stimuli will have a better footprint.

WHY ARE GOOD DIGITAL FOOTPRINT PRACTICES IMPORTANT?

Nowadays, your online presence is the “face” your business presents to the world.  Consumers have limited dollars to spend, and they are more likely to spend with a brand they trust.  Research shows us the average buyer will vett a brand via nearly five different touch-points (4.9…..close enough!) before making a purchase, and most of those channels (review sites, social media accounts, websites that recommend you) will have something to do with reading others’ opinions of you.  If you want to convert viewers to buyers, you need to entice return visits to your site and accounts, and make sure you embrace reviews and referrals.  Most importantly, your online reputation needs to accurately reflect your brand, lest you alienate potential revenue.

of online shoppers find new products and services via reviews & recommendations on sites & social media
of online shoppers will make a purchase based on the customer reviews & recommendations they find
of buyers post their own recommendations & reviews to their social media accounts & review websites

What’s more, social media ads are often cheaper and more effective than other forms of internet marketing, giving you just about the greatest ROI imaginable relative to the minuscule effort it takes to deploy them.  For example, Facebook ads deliver 9x higher click-through rates on mobile devices than display and search ads.  When you consider that the average cost-per-click of a Google Adwords campaign is $1-2 (that’s per click, remember), while the average Facebook campaign costs just $0.27 per click, it’s clear that a healthy, highly-invested-in social media footprint will help your business thrive.  As of 2016, mobile commands fully 12% of the total time people spend consuming media, so it pays to be pushing out content users will want to engage with when they’re out, about, and not focused on shopping.

WHAT ARE THE BASIC DIGITAL FOOTPRINT AREAS I NEED TO WORRY ABOUT?

A digital footprint assessment typically looks for three things:

  • business information

    SELF-CONTROLLED BUSINESS INFORMATION

    The information about your business that you provide, including the content you post on your site.  This information is controlled by you.  While it works to drive traffic, solidify your identity, and prove you care enough to update your content regularly, it isn’t enough to ensure your credibility.

  • social-media-presence

    ACTIVE SOCIAL MEDIA PRESENCE

    Websites are now the most common method a consumer will use to contact a business, and social media isn’t far behind, especially when a user is looking to get a reaction out of a brand.  Whether they need to complain about their flight being delayed or want to rave about your latest article, consumers will use your social media profiles as a way to be heard, and will expect a timely response.  Others will check your accounts for reviews or ignored problems as a way to vett your services.  Finally, your social profiles are a more informal, “real” look at the personality behind the business.  Users expect you to showcase your brand’s sense of self here.

  • third-party-sites

    THIRD-PARTY INFORMATION AND ENDORSEMENTS

    A man’s only as good as his word– and the words of everyone who knows him.  You may portray yourself and your business as a trustworthy, upstanding entity, but if multiple reviews tell a different story, you’re going to have a hard time keeping a good reputation.  Other people’s opinions of you matter more to consumers than whatever promises you make on your website.  Potential customers will look for a pattern of reliable behavior and satisfaction from your clients before they trust you with their own money.  Make sure you link your site and profiles to the best review sites for your business type and you build backlinks to other reputable, third-party pages.

At minimum, a digital footprint assessment needs to tell you about three things:

  • credibility

    CREDIBILITY

    Having a credible digital footprint means your site follows SEO best practices and doesn’t employ shady practices like keyword stuffing or irrelevant, paid link building.  You are who you say you are, and others will vouch for you.  You have backlinks to unrelated, but relevant, well-established third parties, meaning your site is decent enough to be recommended by others.  You have a recognizable brand that can be verified through multiple points of contact.  Your website accurately reflects your identity and interested consumers can feel confident they know who they’re dealing with.

  • content

    CONTENT

    Your content is of good quality, meaning it’s original, accurate, relevant to your site or business theme, and optimized for human readers before bots.  You write with clear logic and structure within your pages, using header tags and keywords appropriately.  People see your site as a legitimate source of information, even if that information is just about your business.

  • a good digital footprint will show consistency

    CONSISTENCY

    A digital footprint assessment will show a good level of consistency if you update your social media accounts and your website regularly.  “Update often” means different things to different people and industries, but as a general rule, a good consistent site will have a new blog post or page at least once per month, and at least one social media post per day.  You should always aim to be growing your online presence.  Your followers will want to know when they can count on hearing from you.

The most important thing to remember about your digital footprint is that developing it takes time, effort, and consistency.  In order to pull in prospects, you need an audience, and you need that audience to trust you.  That trust is fostered by a strong and pervasive digital footprint that they can relate to.  Don’t worry if you don’t get a good score right away.

HOW OFTEN SHOULD I GET A DIGITAL FOOTPRINT ASSESSMENT DONE?

As you continue to produce content and more people link to your site, your digital footprint will change.  It’s best to have a digital footprint assessment done at least once per year, to make sure you’re still employing strategies that makes sense for your ever-evolving identity.

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