Photo | Courtesy of Julia Becker Collins
Julia Becker Collins is the chief operating officer at Northborough marketing agency Vision Advertising. She can be reached at julia@vision-advertising.com.
Updated: 9 hours ago
Advice
Are you ghosting your customers online?
In the digital age, appearing inactive is the same as being invisible. And this can be insidious, especially for long-established businesses. Many companies think their online presence is handled once they have a website and claim their social media profiles. But if your platforms look abandoned, you’re not showing up for your customers, or your competition.
The online silence that drives customers away.
This isn’t just about marketing, it’s about a matter of trust. Buyers, job candidates, and acquisition specialists alike vet businesses by scrolling their social media, scanning reviews, and checking online listings. They look at your website’s copyright date and look at the dates on the latest blog posts.
Especially for professional services and highly competitive markets, your digital activity is often the customer’s first impression of your credibility and expertise. Silence speaks volumes, and not in your favor. If they see dust gathering on your profiles or outdated information on your website, they’ll move on.
What is your online presence?
Think beyond a website and a logo. Your online presence includes:
• Social media: Active platforms with relevant, helpful, and on-brand content.
• Reputation management: Claimed and monitored review sites like Google, Yelp, and Glassdoor.
• Website updates: A mobile-friendly site with updated copy, service info, team bios, and load speed.
• Public relations: Press coverage, thought leadership, and awards that elevate credibility.
Each channel helps guide people along their decision-making journey, whether they’re considering hiring you, applying for a job, or referring you to someone else. And if any of these are outdated, mismanaged, or absent entirely, you’re leaving opportunity on the table.
Yes, your competitor posts more. That doesn’t mean they’re winning.
Let’s be real: some of your competitors may be louder, but someone screaming into the void often doesn’t make their message land better. Frequent posting doesn’t always equal smart strategy. If they’re using templated content, poorly written AI-generated copy, or bland imagery, they might be creating noise rather than value.
You don’t need to post every day, but you do need to show intention, not just by posting but by focusing on your ideal clients’ language and needs. When your content is backed by expertise, such as SEO-optimized blogs, strategic video content, or well-timed PR, it builds trust. When your brand voice is clear and confident, people notice. And when your team engages with comments or reviews, it humanizes your business in a way AI never will.
The online investment that pays off.
Managing your online presence takes time, knowledge, and often a financial investment. It may require new hires, consultants, or an agency partnership. That investment is worth it.
In today’s business environment, digital credibility is non-negotiable. Your online presence is doing the heavy lifting if you’re treating it like the asset it is.
WBJ Web Partners
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