Explaining Search Friendly Design To The Marketing Department
Sometimes they just don’t get it. They mean well, and of course they have the best intentions of your company in mind, but they continue to insist on just getting the company’s web strategy all wrong. Does this sound all too familiar?
If your company’s marketing department insists on applying traditional, but often outdated marketing tactics to your website, then this scenario probably does ring a bell. Unfortunately, experts at using the web to its fullest potential all too often are fighting an unnecessary battle with traditional marketing folks who don’t quite see eye to eye with how a website and overall web presence can be used for maximum effectiveness.
Hopefully, you’re one of the lucky ones—working with marketing professionals that really get the web. But if not, here are a few talking points you might consider bringing up the next time the inevitable conversation takes place again...
In the end, it’s all about keeping in mind that the web is a completely different beast than offline marketing. While some ideas are cross-functional, in practice, all web experts will tell you that there are major differences too. Understanding how visitors use the web and offering a solution based on those facts (rather than just the offline marketing goals) is the best way to build upon a foundation of success.