Here’s how a digital presence can grow your business

Managed Service News

CJ Fairfield

‘It’s finding things that give you the opportunity to put yourself out there in a different way. It’s a way for you to learn a different way to tell a story,’ says Val Wright, author and innovation expert, Growing the Digital Footprint.

Val Wright, author and innovation expert, says the definition of digital footprint is “deliberately vague” because it’s all about what works for individuals and their businesses.

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

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


She said there are four categories of leaders when it comes to their digital footprint: magnetic, memorable, lost and completely missing. A leader with a magnetic online presence, for example, is approached by media outlets to speak as an expert in the industry, she said.

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

A memorable online presence, another leader category, is someone who is not interviewed but may have a seat on an advisory board or speak at a conference.

“You can be known to a small group of people,” she said.

The third category is missing presence.

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

The fourth category, according to Wright, is missing entirely, absent from all digital footprints.

There’s no one-size-fits-all formula, she said, adding that partners need to find what works for them to grow their digital footprint.

Wright took questions from partners about how to work on their digital footprint. A question was constantly posted online.

“The first thing 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 can also ask young people to help them because they are usually more social media savvy and already have a digital footprint, she said.

She also suggested setting aside special time to spend online promoting yourself. This can be 15 minutes per week and can be gradually increased from there.

It is also important to avoid distractions. Unfollow and follow whoever you want.

“Reject connections that you have no value in accepting,” she said. “You should only connect with people you want to connect with. It’s okay to say no.”

Wayne Roye, CEO of New York-based MSP Troinet, looks at the importance of promoting yourself as a business and business owner.

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

    Learn about CJ Fairfield

CJ Fairfield

CJ Fairfield is a contributing editor at CRN covering solution providers, MSPs and distributors. Before joining CRN, she worked at daily newspapers, including the Press in Atlantic City, New Jersey, and the Frederick News-Post in Maryland. He can be reached at [email protected]

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