Here’s How A Digital Presence Grows Your Business

‘It’s finding things that give you an opportunity to put yourself out there in a different way. It’s a way for you to learn a different way to tell a story,’ Val Wright, author and innovation expert, on growing a digital footprint.

Val Wright, author and innovation expert, said the definition of digital footprint is “deliberately vague” because it’s all about what works for the individual and their business.

“It’s finding things that give you an opportunity to put yourself out there in a different way,” she said. “It’s a way for you to learn a different way to tell a story.”

Wright spoke to partners about creating a digital footprint to grow their business at CRN parent company The Channel Company’s XChange August 2022 event in Denver this week.

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She said there are four categories leaders can fall into when it comes to their digital footprint: magnetic, memorable, missing and completely missing. A leader with a magnetic online presence, for example, is contacted by media outlets to speak as an expert in the industry, she said.

“They offer new opportunities, customers and partners were pleased to hear from you and want to get your advice or to give you business,” she said.

A memorable online presence, another leader category, is someone who may not be asked to do interviews but may have a seat on an advisory board or speak at a conference.

“You might be well known among a smaller group of people,” she said.

The third category is a missing presence.

“If you’re missing, there might be people that know you who know you,” she said.

The fourth category, according to Wright, is being completely missing, absent from all digital footprints.

There isn’t a framework to work off of, she said, as partners need to find what works for them in terms of increasing their digital footprint.

Wright took the questions from partners on how to work on their digital footprint. One question was around being consistent in posting online.

“The first one is get help,” she said. “If you have a marketing department, there are mechanisms for marketing to create content and then use the technology to share your content.”

Partners could even ask young people to help them as they’re typically more social media savvy and already have a digital footprint, she said.

She also suggested carving out specific time to spend online making yourself known. It could be 15 minutes per week and can be gradually increased from there.

It’s important to ignore the distractions as well. Unfollow and follow who you want.

“Deny connections that you have no value in accepting,” she said. “You should only connect with people who you want to stay connected with. It’s ok to say no.”

Wayne Roye, CEO of New York-based MSP Troinet, sees the importance of promoting himself as a business and as a business owner.

“You’re the head of the company, people see you, they know that you are the company,” he told CRN. “Getting out there and getting exposure shows your culture and shows your passion. It humanizes the company, and also makes me realize I need to go out and market more.”