Why it's important for companies to update information about them online: how it can help and what problems can be prevented
Sometimes it may seem to companies that it is enough to create a website with a list of services and contacts to be in the field of view of potential customers and partners. Sites where information is rarely updated rank poorly in search engines and lose users’ trust. Here we discuss why companies should systematically talk about themselves online and what severe reputational problems it can save.
Information about the company should be updated on its platforms: website, social networks, newsletters, which are sent to customers and partners, and in the media.
1. Presence in the informational field will increase the share of the company’s voice relative to competitors. Suppose you do not fill your websites and do not publish in the media. In that case, competitors will have a significant advantage, no matter how high-quality and reliable are the services or products you provide. It is necessary to systematically publish news and events of the company, reputable articles, and interviews with company representatives and disseminate them on social networks. It increases the chances of getting in the field of view and being remembered by target audiences.
2. Sites that are rarely updated lose credibility and search engine rankings. Such sites, and therefore companies, often give the impression to network users that they are irrelevant and non-functional. The effectiveness of such sites by search engines is declining. Instead, users have a high level of trust in search engines. They are more likely to choose the companies that are first in the search engine, which allows you to get a high percentage of conversion of site visitors into buyers.
3. Company image is Google search results. Instead of chaotic “scraps” of information about the company on the network, the systematic publication of your materials with messages and accents chosen by the company itself is another advantage. A potential customer first googles and then decides whether to apply for your service.
4. The company can become a source of information for the media. Journalists can link to your post on a website or Facebook post if they relate to a current topic in the field. For example, in the agency’s case, journalists visiting the profile on the Internet were formed with information material from the Facebook posts of the mining company.
The company’s social media page is not only a tool for promoting its product (in the case of b2c) but also a channel of communication with various groups of target audiences: partners, contractors, government, and journalists. Therefore, when creating content planning and targeting publications, it is necessary to consider and gather a “quality” audience on the page. When, for example, journalists are accustomed to regularly receiving company news from its page, each publication can become an informational occasion for material in the media
Revide Ziyatdinova, PR manager of Perfect PR.
5. The company can become an expert in the media. If the company makes itself known and establishes contacts with the press from time to time, journalists can turn to it for expert comments. You can use various tools to do this, such as periodically commenting on events in the field on your page on the social network. If you are the head of the company, use the sites HelpSMI, and Deadline, and publish blogs in profile or business media.
6. The company’s regular appearance in the information field can protect it from spreading unverified information from rumors in the media. Suppose you are the first to cover the company’s news and significant events on your platforms, especially potentially crisis ones. In that case, the journalist is less likely to distort the facts heard from other sources. He will go to the site to check the information.
7. Updating information about yourself online can protect you from potential information attacks. If you are not the first to tell about yourself, enemies will do it. The company builds a foundation and trust with reputable systematic publications, which are harder to destroy with info attacks. It is crucial to publish and explain to the target audience essential decisions and processes if the business is potentially in crisis and may provoke misunderstandings or public discontent, for example, if the company’s business is related to the environment, health, or food production.
“It is perfect when the company’s speakers periodically come out to explain innovations and changes in their public pages on social networks. This adds a human face to the company, and sometimes the necessary emotions (which can not always be allowed on the company’s official website) and helps convey the position”
Eugene Slobodyanyuk, PR manager of Perfect PR.
8. Strengthening ties with contractors and partners. Updates on their sites and publications in the media show that the company is developing and doing well. It will give potential and current contractors confidence and confidence in your business.