Digital Advantage: Your digital marketing checklist

In this installment, we'll talk about the top four things every business owner should focus on when it comes to marketing their business in the digital world. • Great web presence: The first and most important aspect of your digital marketing plan should be your overall online presence. This includes your website, social media profiles, business directories and reviews on sites such as Yelp and Google+. Do you have incomplete or inaccurate business listings? Are your business hours, maps and other business details accurate? What about unanswered negative reviews? These are all important parts of your overall web presence.

Social engagement: The second involves your social media presence. It's important that your business engages with its customers online. Posting on Facebook and Twitter can keep them aware of not only your business but also of sales and specials that will bring you more business in the door. It's important to engage with consumers online in order to build a better reputation and relationship with your clients. • Mobile accessibility: It's very important that your website have mobile accessibility or have a responsive design. Consumers these days are viewing websites on many different size platforms such as tablets and smartphones. You want your website to adjust to fit any screen size and still look as sleek as it does on a regular computer screen. Consumers can become frustrated if they try to view your website on their device, and it doesn't render properly.

• Digital advertising: It is the digital age and one of the best places to advertise is online. Digital advertising can target your audience online and raise brand awareness. It can also help your business become more competitive. It's a way for your small business to excel on a national stage.

Jason Holmes is the general manager of Advocate Digital Media, a sister company to The Victoria Advocate that focuses on digital marketing. He welcomes questions and column ideas. jtholmes@advocatedigital.com.