No matter where you go online, you leave a mark that says you were there. And along the way, employees of your firm surfing the web may have created interactions, intentional or unintentional, that further increase the number of marks left behind. Whether positively or negatively, this is spreading your company’s online footprint. Now imagine your employees are doing this from unsecured “free Wi-Fi” locations.

Wi-Fi Pirates!?

Just having a website is just not enough. An online presence doesn’t mean offering an online version of a brochure that you’d hand out at a tradeshow. But oh, you have a facebook page? And now you think you participate in social media? That’s not what having an effective online footprint is all about. It’s not about dipping your big toe in the shallow end of the proverbial online pool. It’s about stepping firmly on the surface of new media and feeling the opportunity to connect with your audience between your toes. This is about digging your heels in and using all the tools that the web offers to engage people and attract them in a way that gets them looking for you! 

In an effort to develop an online marketing strategy, many organizations implement Search Engine Marketing, or SEM, campaigns that initially yield some results. However, these same companies neglect to adhere to Search Engine Optimization, or SEO, strategies and tactics that yield exponentially more measurable results at greater ROI.A strong SEO strategy coupled with calculated SEM efforts creates a cohesive online marketing program that incorporates the core tenets of new media advertising.