With all of the social media platforms, websites, online newsletters, and blog hosting sites available today, it is important to claim your space and make the most of your online platforms.
What does it mean to claim your digital space?
Your potential digital space is everything online that you can own as a brand – the online real estate that you can utilise for your business. This includes your website, your social media platform, and any other online communication that you have available (e.g. emails, newsletters, texts, blog posts). To claim your digital space you should be utilising all available online spaces in a coordinated way – allowing you to maximise and organise your communication with your audience (and their communication with you).
Why is it important?
Claiming your digital space is important because it allows for your target audience to find you easily, allows for communication to be maximised between you and your audience, and solidifies your online presence. It is not about creating a one-way communication with your audience, or just having every available social media platform that exists – it is about finding the space online that works best for your brand and that works best for your ideal audience.
By creating a well crafted online space that allows you to directly talk to your consumers, survey their reactions to your online presence, and opens the door for asking them questions about your brand that help everyone, such as: what is working? what is not? and why? what do we need to change? what should we stop doing? what should we start doing?
How do you claim your digital space?
Of course, the best way to claim your digital space is to claim as many possible areas online that allow you to benefit from them. If you look at your website as your brand home (holding your store, your story, and all the information about your brand) then everything that can lead your customers to it is a useful ‘social road’ home. Consumers can find your home in a few ways:
- Directly via the URL
- Organically via searches online that lead them to your website
- Via social media that links to your site in posts and in links in your profiles
- Via paid searches and sponsored ads
Therefore you need have as many options out of these available, in order to maximise the traffic flowing to your site. However, as mentioned earlier, don’t just slap your brand name on every single social media platform available! Find the ones that work for and represent your brand the most – while Facebook, Instagram, Twitter, and LinkedIn are good for every brand and allow for free referral links to your website, platforms like YouTube, Snapchat, TikTok, etc. will not work for every brand.
Do your research on your consumers, see what they are using and the kind of content that they enjoy looking at, and adjust the platforms you claim according to this and according to what works for your brand. While your ideal consumer might love YouTube, there is no point having a YouTube channel if you cannot create content for it. Play around with different socials, but don’t spread yourself too thin.
It is important to have strong platforms that are active and continuously direct to your brand home – don’t take on too much, focus on really good content that is consistent.