Enterprise marketers must tightly choose the focus of their website
Are you responsible for a big company’s digital marketing? You might not be the CMO, however, so that whole website isn’t your problem. You are only responsible for a small piece — maybe one product line. Or a single country. Or maybe a product line within a single country. Maybe your responsibility is even narrower than that. But do you actually know which pages on the website are your problem? Often I find people aren’t exactly sure.
So, why do you need to figure this out anyway? If you are the product manager for US sales of product X, isn’t that good enough? I mean, you know where the home page is of your website. If you haven’t spent the time to identify every blessed page that pertains to your country and your product, what’s the harm? After all, you’re busy with a lot of other things.
Well, think about a few points:
It might be easy to identify your site, even when you work in a big company. If you are the worldwide product manager for Crest toothpaste, you site is crest.com, even though you work in the bowels of the behemoth Procter & Gamble. But usually big company sites are a bit harder to pin down for you. I remember when I worked for IBM, it was common for me to be speaking with someone whose responsibility was software in Germany, whose site was all of the pages underneath www.ibm.com/de/software-and many had even smaller responsibilities with even more arcane URLs that defined their scope. Whatever yours is, you need to treat every page within it as yours, which starts by identifying what your site is. What exactly are you responsible for?
If this sounds a bit persnickety, ask yourself this: Do you have any trouble identifying which ad campaigns are yours? Which brochures? Which commercials? Which coupons? I thought so.
Don’t be sloppy about your digital marketing. It’s easy to be vague about your website scope in a big company. Focus your sights on your sites-just like small companies do-so that you have the focus that drives improved results.
Originally posted on Biznology
Mike is an expert in search marketing, search technology, social media, publishing, text analytics, and web metrics, who regularly makes speaking appearances.
Mike’s previous appearances include Text Analytics World, Rutgers Business School, SEMRush webinar, ClickZ Live.
Mike also founded and writes for Biznology, is the co-author of Outside-In Marketing (with James Mathewson) and the best-selling Search Engine Marketing, Inc. (now in its 3rd edition, and sole author of Do It Wrong Quickly, named by the Miami Herald as one of the 11 best business books of 2007.
Read by small business people, our newsletter delivers a digest of articles from the top search engine marketing experts. You will learn about:
Our newsletter is the perfect way to stay up to date with all of the latest trends, events and techniques in using search engines to grow your business and make more sales. Subscribe here. Your email address will NOT be given to third parties.
FreeFind Site Search Engine – FreeFind adds a “search this site” feature to your website, making your site easier to use. FreeFind also gives you reports showing what your visitors are searching for, enabling you to improve your site. FreeFind’s advanced site search engine and automatic site map technology can be added to your website for free.
Buy UPC Codes
Get your products listed online!
Search marketing information for small business owners.
Fetching the best small business news.
A friendly place to share small business ideas and knowledge.
Small business support through education, resources and community
The directory of the best small business sites and tools.
Copyright © 1998 – 2018 Search Engine Guide All Rights Reserved. Privacy
Research & References of Enterprise marketers must tightly choose the focus of their website|A&C Accounting And Tax Services
Source
0 Comments
Trackbacks/Pingbacks