Connecting Dots: The People Who Run Your Website

connect-your-marketing-dots-defining-rolesWhether you realize it or not, there are parts of your marketing plan that aren’t as connected as possible. Disconnected components lead to money and time spent promoting your business or organization with sub-optimal returns. We can get better at connecting tactics, but complete integration just doesn’t exist. There is always something else we could do with unlimited time and unlimited resources.

The best marketers in the world don’t have the time or funds to connect every single dot. They do, on the other hand, make sure that the most critical components of their marketing strategy are connected. They also do their best to connect as many elements as possible, given the constraints of the box they are working within.

This post focuses on a single integration area that should be at the top of the priority list for modern marketing strategies. Your website should be connected, at the hip, to everything you do to promote your business. Sounds obvious, right? Well, it’s easier said than done.

Let me run through a few examples that you might be able to relate to:

  1. You run a small business/organization and you’re responsible for all of your marketing, with help from outside vendors as needed.

  2. You’re in a medium-sized business/organization. You rely on your website development company to handle site updates and you spend your marketing budget with an agency (or four).

  3. You’re in a big-ass organization with a big-ass budget and you have contracts with dozens of vendors and sub-vendors who don’t necessarily communicate with each other.

These scenarios all provide the right environment for disconnectedness. In each example a disconnect between the people doing the marketing and the people managing the website is possible, if not likely. Unless those two groups are connected to each other in a seamless way, you’re probably not getting as much out of your marketing investment, or your website, as you should.

How To Fix It

Now that we’ve identified that you are not receiving an optimal ROI, let’s talk about the fun part, how to improve. The good news is, it’s easy to improve! The first thing you need to accept is that your website is a marketing tool your most important marketing tool. Say it with me, “My website is my most important marketing tool.” If every marketing activity is connected to your website, then they are all connected to each other through your website.

Find the Right Marketing People

Now ask yourself, “Who should be in charge of my marketing tools?” It’s that simple, control of your website (at least the part that is used to promote your business/organization) should be with whoever is doing the majority of your marketing. If that person/agency/department isn’t savvy enough to manage the day-to-day operation (edits to content, creating a new page, etc.) of your website, get a new person/agency/department — the people you’re using right now won’t make it another five years in the marketing business.

Your marketing people should be able to direct your website people, and if they can’t, you need new marketing people. In fact, if your marketing people aren’t beating down your door to establish a leadership role on your website, you should seriously consider whether they are the right people.

Define the Role of Your Developers

Now that you know that your marketing people should be leading the charge, you might be asking another question. Should you ditch your web development people? The answer is, probably not. Hopefully your web dev people are better at the nuts and bolts of the code than your marketing people; if that’s the case, keep them around, just make sure their role is well defined.

You should allow your marketing activities to drive the direction and functionality of the website. Your developers should be tasked with building the mechanisms needed to implement that direction and functionality.

Make Sure They’re Working Together

In an ideal world, you would find a marketing company that has a web development team you can use, but this is a rare combination. At the very least, you or someone on your team should know how to develop and manage the relationship between your development people and your marketing people. Both roles (development and marketing) are critical to the overall success of your marketing efforts, you just need to make sure everyone knows where their roles begin and end.



I searched for articles and posts to link out to and could not find any that were particularly relevant. If you wrote, or know of web content that would add value to this post, please send it to me on twitter @Staines. If I like it, I’ll link to it from this post. Caveat – the content has to be older than this post.

Note 2:

I’m pretty good at making sure at identifying the issues described in this post and developing solutions based on the specific circumstances that my clients are facing. If you find yourself identifying with this post and wanting some help figuring it all out, feel free to reach out to me on Twitter, or LinkedIn.


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Tim Staines is a marketing strategist with a background in search engine optimization and business. Connect with him on twitter @Staines

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