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Web Marketing Strategy


A small service company contacted me a few weeks ago.  The owner wanted to discuss updating his online business presence and marketing strategy.  We had a few lengthy discussions about his service offering, current marketing strategy and long term business goals.  He also explained how he developed his current site and mentioned that he had been speaking with a few other web firms.

One of his problems with finding a firm to work with was he wanted to keep pieces and design themes of the current site within the re-design.  Each of the designers he spoke with said they would only work with their code.  Designers and developers prefer to use their own code.  It’s more difficult and causes a longer development time to use one piece of code they are unfamiliar with than to start over and use their own code.  Another problem, it handcuffs the ability for the designer to be creative when using design within marketing a company.  He’s trying to find a designer who will do what he wants to do and not what is best for his company.

The question comes up..  If you are a small business owner, which daily activities should be the focus of your time?  If you are an expert fly fisherman and are a fabulous teacher of that, with full classes on a fairly regular basis you are doing something right.  If that same person has little to no experience marketing and developing new business, it seems clear where their time could be spent.  Is it important to shoe string a potentially vital aspect of growing your company where you have no experience?  Or should you work with a professional web marketing firm to develop a strategy based on experience, data and analytics.  Investors want to know that the CEO is going to make the best business decision.  CEO’s need to do what’s best for the company to succeed.

Author Dan Allard

Dan is a Senior Strategist as well as our New Business Director. He’s a self-starter and agile thinker, with an uncanny ability to quickly diagnose what needs to be done and communicate that to our clients and internal team members.

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