There's no denying the importance of a digital footprint in business: 2017 was the first year advertisers spent more on digital than traditional TV, and the spending is only expected to grow. Customers today are constantly connected to the web, which means they're constantly tracking footprints for their next purchase. (Maybe a group tour?)
If you haven't asked yourself already, the time is now: How big is your digital footprint?
These five New Year's resolutions are tangible ways to increase your digital footprint in 2018.
Update your website.
Your website is key. That means the content, the speed, the design and its mobile adaptability. Web design has the greatest impact on how clients perceive your business, and mobile-friendliness changes the way Google and other search engines index and rank sites.
If you haven't updated your website in a while, or if you haven't created a mobile-friendly version of your website, work it into your company's goals and planned actions. At the very least, critically review and test your website—on a desktop and on a mobile device.
Use your camera.
Text-based content will stick around, but social media platforms are increasingly being taken over by photos and videos. Share photos and videos from tours and destinations. You don't need professional equipment to get the job done—just a smartphone. And if video is daunting for you, go live! It's a quick and informal way to interact with your followers.
Blogs are essential to maintaining an online presence. Blogs are great for SEO, lead generation and content marketing. Set deadlines for yourself to post regularly on your website and share your posts on relevant social media accounts. If you're a really high achiever, find opportunities to guest blog.
Webinars and podcasts are a great way to share information ... in an entertaining way. Launch a webinar or podcast series on a topic of interest for the audience you want to reach. If you're selling educational travel, for instance, you might start a podcast on tips for traveling with students.
Make new friends.
Your digital footprint isn't all about your business. Regularly share content from others, and start commenting on posts. Only 20 percent of your social media content should be your own. Shine the spotlight on others and engage in conversation.
The more specific goals are, the easier they are to achieve. Make you sure you settle on concrete numbers (blogging once every two weeks, for instance), and watch your digital footprint grow. Happy 2018!
Written by Cassie Westrate, staff writer for Groups Today.