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:

  • Your budget probably pays for these pages. Most companies use chargeback systems where your IT team, copywriters and other shared resources are paid by the page. Or you have a dedicated team spending time on these pages-some that you might not even know about. Is this where you want your money going?
  • You want to know the traffic to these pages. Do you regularly check how many visitors come to these pages? And from what other sites? Can you tie back your traffic to your inbound marketing campaigns? If you can't identify all the pages that are yours, then you can't do any of this, either-and you won't know which marketing efforts are working and which aren't.
  • You want to know the conversions from these pages. You also want to measure (and improve) the conversions from these pages. Every page needs to be doing some work to move visitors closer to a sale. Most of us don't have e-commerce sites, but we all have something we want our web visitors to do to gain an offline sale. We need to be sure that every page has a job to do (even if it is just to get a click to another page) and that we measure how well it is doing it.

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, 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 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

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April 18, 2016

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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Search Engine Guide > Mike Moran > Enterprise marketers must tightly choose the focus of their website