How to Create Your Online Presence

The other day, my neighbor came over for some marketing advice. He works in construction and wants to start his own general contracting business. He got some advice saying that the way to get clients now is to create a website and an online presence. He was then contacted by a marketing firm saying they can set him up with a website, social media, and get him a certain number of search results per month for a large fee. His question to me was, “How valid is this? Do I really need to do all of this stuff and pay someone to do it? Is there any way for me to do it myself?”

The answer: Yes, it’s valid and no, you don’t need to pay for a firm to do all of it for you…if you have the time and skills to do what you need done.

An overview of online marketing. A simple grap...

An overview of online marketing. A simple graph that represents the major components of online marketing, including, Search Engine Marketing (SEM), Search Engine Optimization (SEO), including RSS and Atom feeds, Affiliate Marketing, Email Marketing, Viral Networking/Blogs and Social Netowrking. (Photo credit: Wikipedia)

Every person, business, and brand will have different qualifications for their online presence. If your resources tie you up so much that you can’t manage it on your own, it’s probably a good idea to hire a professional. However, if you do have the time and resources to do it yourself, keep in mind that there are a lot of options to go through. Some things might be a waste of your time and money. Some things might just not fit in to your product or service needs.

Use the guidelines below to get started on setting up and managing your online presence:

  1. Create a Plan & Do Your Research – Before deciding which platforms to use to create your online presence, make sure you: have a clear idea of what your needs are, what you want to get out of it, who you want your audience to be, and how you want people to view you. Then, research the different options that can execute your needs and plan.  Base all of your decisions on what is going to work best for you and your needs.
  2. Keep it Simple – The more complicated you make your website, the more clutter you add to your online presence, the harder it will be to really get the results you want. You don’t need to use every social media form out there. Find the ones that really support what is in your plan.
    LinkedIn is great for B2B & networking with industry professionals. LinkedIn can be good for B2B or B2C but the premise is to engage and connect. Facebook is usually better for B2C and has its limits on how much you can actually connect to your target audience. Pinterest is great for visual information and bookmarking. Twitter is good for both B2B and B2C engagement. You can share links; connect with customers, vendors, partners, etc; post photos; update your status; and more. Each social media site has its own strengths & weaknesses that should be taken into consideration when you are choosing what is best for you.
  3. Get to Know SEO –  Google Analytics is a free tool you can use to track what’s going on with your website, blog, and social media sites. There’s a lot it can do to help you see who is coming to your sites, what they are looking at, how long they are staying on your site, and more. I won’t go into detail today about all of the great features of Google Analytics, but feel free to start-up and account and play around with it. I find that exploring it for yourself is the best learning tool. Once you become more familiar with it, there are tutorials and a help center to get into it on a deeper level.

These are just some of the basics that will really help with setting up your own online presence. There is definitely a lot more to check out which is why having a plan and researching are very important. To help with your research, here are some sites that can be useful to you in creating, executing, and managing your online presence:

  • WordPress – blog/website (this blog is an example)
  • – website/blog (See my website for an example)
  • Hootsuite – social media management
  • – short link creator (good for sites with character limits like Twitter and for tracking your links)
  • Google URL Shortner – similar to but powered by Google and trackable within Google Analytics
  • Google Analytics – website tracking and management
  • Google Keywords – content management and SEO (Search Engine Optimization)
  • Scribd – upload your documents and the text will be searchable. You can also use this to embed documents, spreadsheets, pdfs, etc into your blog or website or put a link on your social media sites
  • Google Keywords – check out keyword competition and size to better optimize your website/blog for search engines.
  • Facebook Pages – create a Facebook page to interact with customers on Facebook. Best for B2C communication
  • Twitter – micro-blogging social media site good for B2B or B2C
  • LinkedIn – Social media website for professionals. Great for B2B networking, recruiting, and industry information.
  • Pinterest – Visual social bookmarking. Great if your product or service is best explained visually and can be used for how-to’s and educational content to connect with customers.

If you have specific questions, please send me a comment and I would be more than happy to help.

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  1. bflorenthal on November 17, 2012 at 8:16 am

    Enjoyed reading this blog, Mollye. Nice to know that you are into on-line and social media now. I blog on WordPress about how I use technology in my classroom.

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Jackie Gibson - Vice President of Marketing, Brand, and Communications - The Cradle

Jackie Gibson

Vice President of Marketing, Brand, and Communications - The Cradle

Mollye is that marketing professional you’ve been hoping existed. The Cradle hired Mollye as a consultant with the idea of having someone who could keep the lights on with our marketing program while we hired a new team. Leadership quickly realized we had contracted someone who was capable well beyond our expectations.

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If you need someone to put your whole company on point with best practices; if you need someone who can dig into really complex technical projects; if you need someone results-oriented who can think big, analyze data, and strategize revenue-generating opportunities, do not sleep on this one! She has won over our entire staff with her great ideas, follow-through, and wizard-like digital skills. She’s ready for the big stuff.

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I have had the privilege of working with Mollye on four different projects, and I can say unequivocally, she is a dedicated leader with the ability to achieve results. Additionally, Mollye is one of the smartest people I know, and her keen sense of marketing and finance would make her an asset to any organization. I highly recommend Mollye on the basis of her sound judgement, competence and ability to get things done, and on schedule.

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I have worked closely with Mollye during her time at NAR. She has been an absolute delight to work with. She's sharp, she's forward-thinking, and she has brought our event marketing & analytics to this decade. She has helped save NAR a significant amount of money, and we have drastically improved our emails during our projects together. I hope that someday we can work together again!

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Mollye is whip-smart, collaborative, and creative. We worked together for 9 months, and I am convinced she has social media and marketing in her DNA.

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I had the pleasure of getting to know Mollye when we were colleagues at the Chicago Bulls. Mollye constantly strives to go above and beyond personal and team goals that are set every evening. She is a great communicator and I believe this is the main reason she constantly beats the goals that are set. She works hard and has a strong sense of determination to go above and beyond what is required. On a personal level, she is always willing to lend assistance to fans and to her co-workers when called upon. Mollye would make a great addition to any organization and would thrive in any setting.

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Mollye worked in a leadership role for me spearheading several specific projects with great success. She completed difficult tasks on schedule, with great creativity and also with a very high rate of success. Measured with her predecessors, her peers and her successors, Mollye’s work was outstanding. She is innovative, knowledgeable, energetic, dependable and highly enjoyable to work with.

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Mollye did a great job of adjusting on the fly and always had a positive attitude. Mollye is very talented and has the confidence needed to utilize her skills to their fullest.

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Mollye is an energetic, responsible person, who demonstrated many positive qualities as a successful student at Butler University. She loves to learn, and is willing to take risks to accomplish her goals. I enjoyed having Mollye as an advisee and a student, and recommend her highly.

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Bela Florenthal

Former Professor - Butler University Lacy School of Business

Mollye Peters was my student in two marketing courses at Butler University. She was a hard working student, very attentive, and always contributed to class discussions. I enjoyed having Mollye Peters in my classes. I know she will be successful at any job she takes.

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Jenn Lisak

Former Classmate - Butler University Lacy School of Business

Throughout my time at Butler, I had multiple classes with Mollye, and as a result, also worked with her on team projects. She is a very motivated woman who is capable of finding a solution to a problem. She was very diligent, and I enjoyed working with her as a colleague. I have no doubt that she can overcome any challenges that a company throws at her.