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.
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