This is how a digital presence grows your business

Managed Services News

CJ Fairfield

“It’s finding things that allow you to put yourself out there in a different way. It’s a way to learn a different way to tell a story,” Val Wright, author and innovation expert, on increasing the digital footprint.

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

“It’s finding things that give you an opportunity to present yourself differently,” she said. “It’s a way to learn a different way to tell a story.”

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


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 the media to speak as an industry expert, she said.

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

A memorable online presence, another category of leader, 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 famous among a smaller group of people,” she said.

The third category is missing presence.

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

The fourth category, according to Wright, is completely absent, absent from all digital prints.

There is no framework to work from, she said, as partners have to find what works for them in terms of growing their digital footprint.

Wright answered partners’ questions about how to work on their digital footprint. One question was about consistency when posting online.

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

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

She also suggested setting aside a specific amount of time to spend online to introduce yourself. It can be 15 minutes a week and gradually increase from there.

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

“Reject connections you’re not worth accepting,” she said. “You should only connect with people you want to stay connected with. It’s okay to say no.

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

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

    Learn about CJ Fairfield

CJ Fairfield

CJ Fairfield is an associate editor at CRN covering solution providers, MSPs and resellers. Before joining CRN, she worked at daily newspapers including The Press of Atlantic City in New Jersey and The Frederick News-Post in Maryland. She can be reached at [email protected]

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