One of the phenomena of the Web is that it all looks so easy. After all, it just takes some typing, a few graphics and a link here or there to create a web page, right?
But it’s more complex than that when you’re serious about doing business online. In fact, it takes a TEAM to create a profitable online business.
So who is on your web team?
You, the business owner, are an important part of the web team. You are the person who sets the direction. And you ensure that direction is followed. Just because you are not technical does not mean you should compromise your vision. Stick by your guns and have the technical staff set it up to your standards.
Your Web Designer. He or she is a professional who combines both artistic and technical skills. They may choose to outsource the graphics or the programming, but their specialty is ensuring that your site looks good and functions properly. Your web designer may only create your site, then leave the maintenance to someone else in the organization or they may stay on for the maintenance role. You definitely need someone who can create new pages, add links, and respond to the changing environment of your online business.
Most web designers are not Internet marketing experts. You or the Internet Strategist need to tell the web designer what standards you want applied to your site. You are the manager of the process. The designer works for you. Even if they think a fancy graphic would look good, you should ask them to refrain, unless you know it will enhance sales.
Your WebMaster. This person makes sure your server is running properly and that all of the backend services that your web designer depends on are operating properly. Your webmaster may be the same as your web host, depending on the complexity of your site. In some cases your web designer may also be your webmaster.
But never assume that all of these roles are being done by a member of the team. Instead, ask if they will perform specific functions. What is not being done can hurt you more than what is being done.
Your Internet Marketing Strategist. This person understands how business is done online. She understands your business goals and sets out a plan to ensure you are able to achieve those goals online with your website and the marketing activities prescribed. The strategist looks at every aspect of your information assets that can be turned into information products or free offers, as well as at your website. The strategist may be a one-time investment or it may be someone you work with regularly.
Your Internet Marketing Team. These are the people who do the activities included in your strategic plan. These activities may include registering your site, marketing your articles, creating link exchanges, and running your pay-per-click advertising campaigns. This role may be done in-house or outsourced. But it is one that is ongoing.
Regardless of whether or not you’ve ever outlined all of the activities that are involved in creating, maintaining, marketing and profiting from a website, they do all exist. And if you’ve been wondering why it just doesn’t seem to be “happening” for you – it could be you’ve left out an important function and/or member of your web team.
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