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Those of us who market complex technology or information know that Web traffic and search-results sales do not exactly close sales. Internet volume, however, is a great boost to company credibility. If your company experiences results similar to those of my Toronto-based friend, you can convince the market that you are its 800-pound gorilla, even if you do not lead in your market. Knowing that there is great interest in your company can be reassuring to those who recommend you.
Ideally, the impression someone receives of your company online should be expressed with clarity, including consistent messages about the company and demonstrable proof that you can be trusted. Accomplish this by publicizing company news, client successes, new services and thought leadership.
People can form positive or negative impressions of your company online. For example, not finding much information or having trouble finding your Web site creates a poor impression. Make sure the volume is turned up. Your brand is defined by what others say about you. The value and momentum of your company’s total online presence are built largely through the ongoing positive communications that you control.
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