Connect with FOLIO:
      

ADVERTISEMENT



Never Criticize a Marketer's Web Site

The marketing manager you are calling on could be its architect.


Josh Gordon By Josh Gordon
06/10/2008 -19:55 PM






As more marketers see their Web site as the hub of their marketing efforts, reviewing that site before calling on them becomes essential. But you are not an expert on their business. What can you actually speak credibly about that a client will listen to?

Simple. Talk about your readers, their site visitors. Look carefully at their home page and think about your magazine/brand's readers and how they would respond.

Never criticize your client’s Web site. The marketing manager you are calling on could be its architect. But if you can engage your client in a dialog about trends effecting your readers and advocate prioritizing future content, you can help advance their online marketing goals.

The sad truth is that many Web sites are not constructed with a company’s customers—your readers—in mind. Many Web sites fulfill internal political goals first. Or they are designed against the claims of competitors. Primary reader benefits can take a back seat. Sharing your reader's point of view, in noncritical way by talking about future content, can make you a marketing hero.

At the recent "Selling Online Subscriptions" conference put on by MarketingSherpa, Linda Ragano, from ThomasNet, shared this a piece of research that documented a disconnect between what manufacturers posted on their Web sites, versus what the targeted buyers actually wanted to see.

Marketingsherpa_thomasnet

 

If you sense this kind of disconnect on your client's site, use Linda's slide as a third party example to make the point in a noncritical way. Say "In some industries (read: not yours) there is disconnect between what readers/visitors want to see on a Web site and what gets posted." Show the chart. Then share insights you have about your readers/their site visitors might like to see in the future. Focusing on the future is a good way to share your knowledge without being critical of the present. Your client can then go to management and say, "Look what we can do to improve things in the future." Both you and your client become marketing heros.

RELATED LINKS





Josh Gordon By Josh Gordon -- Josh Gordon is president of Smarter Media Sales.com where he works with publishers to maximize their online and print revenue through training, consulting, and representation.

Post Comment / Discuss This Blog - Info/Rules


RECENTLY in Sales and Marketing dots icon

MOST READ on FOLIOdots icon

FOLIO: Alerts & Newslettersdots icon

Sign up for our news alerts, special offers & feature updates:



FOLIO: Alerts
Breaking news & industry updates

FOLIO: Publishing Technology
The Latest on Trends, Issues & Products (2x Monthly)

FOLIO: Special Promos
Special offers & announcements from Partners, Sponsors & Red 7 Media

FOLIO: Update
Webinar, content & service feature updates



CONNECT WITH FOLIO: NOW
         


CAREER CENTER dots icon

UPCOMING WEBINARS



RECENT WEBINARS