We live in a digital age where everyone has a voice online and the web might be the biggest tool and advantage businesses have ever been able to use.

The typical evolution of doing business online begins with a website. First it needs to be created, then promoted, and finally businesses need to drive qualified traffic to the website. It takes the same dedication to do business online as it does to do it offline.

Michael Fertik, contributor to Inc. recently wrote an article on mistakes companies make online.

Less is More

The primary purpose of social media is to connect with customers and prospects. Don’t post irrelevant information and waste their time. Too many random or unnecessary updates can lead a fan to dislike or ignore your feed. Share meaningful content you know your audience would be interested to read.

The Start and Stop

A blog is a lot of work. Not only is it a time commitment, but you also have to constantly come up with new topic ideas. It’s not easy to feed the content beast. If you aren’t committed, take your blog down.

Fertik also suggests you can start a faster, lower-effort option such as Tumblr, and stick with it. Tumblr is a blogging platform that doubles as a social network. It allows users to post test, images, videos, links, quotes and audio. It’s optimized for quick consumption content. Examples of companies who use it well are IBM, Huggies, NPR, and The New Yorker, among others.

Lack of a Company Website

A Harris Interactive survey says 78 percent of adults in the U.S. think it’s very important to look up information about companies before they do business with them.  What does it say to prospective customers when you’re not there?

Poorly Designed Website

Bad design can be inconvenient and infuriate consumers.  Make sure your site is aesthetically pleasing, easy to navigate, and up-to-date. We have become more dependent on the Internet for information, so make sure your web site fulfills its intended function efficiently and engagingly. Enable consumers to find information effortlessly.

Online Reputation Management

People don’t always have positive things to say about your company. When it’s on the Internet, you can’t ignore it, you have to pay attention.

“Knowledge is power, and knowing what your customers have to say about you gives you the energy and opportunity to make a difference for your business,” Fertik says.

A small, negative comment could turn into a huge PR crisis if you don’t pay attention and act quickly.

Mistakes will happen, but realize online success is an ongoing process. To be successful, businesses need to provide consistency and quality.

What other mistakes have you seen businesses make online?

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