So far in our series about marketing sophistication and maturity, we’ve covered strategy and content planning/creation.

This week we’re honing in on your online strategy. Your goal is to have a ‘total online presence,’ wherein you have the following elements:

• A customer-centric website
• Search engine optimization
• Directory listings
• Social media participation
• Customer reviews/testimonials

Like strategy and content planning/creation, a total online presence can be absent, reactive, sporadic, or consistent.

In the next few weeks, we’ll go deeper on each of the bullets above.

For this week, it’s about having a customer-centric website.

An absent online strategy means you designed your website with only aesthetics in mind, and you've probably never updated it.

If your strategy is reactive, your website is still design-only but has most likely been updated in the last 2 years.

With a sporadic strategy, your website has conversion plugins to help with lead generation and has been updated more recently.

And a consistent online strategy means your website is designed for the ultimate positive customer experience and is continually updated via your content strategy.