Who Holds the Keys to Your Marketing Kingdom?
With our heavy dependence on websites for brand building, lead generation, new product launches and e-commerce, you’d think there would be a set of best practices for maintaining the keys to that kingdom.
If you’re reading this post, then stop for just a minute and run a quick mental audit on the various stakeholders who keep your website alive and healthy. Can you name the company that hosts your website? Where is your domain registered? Who is doing the website maintenance? Who handles your e-commerce payment gateway? Do you have links to all of these sites and a list of all the log-in credentials for each of these pieces of the puzzle?
I recently met a small business owner who had entrusted the design, build and maintenance of the company’s website to a small two-man digital agency — and shared a horror story with me.
It seems she left all the “details” up to the agency. She didn’t know how the website was built — whether it was template or custom code; she had no idea how or where or even who had registered the domain. She didn’t know the details of how the website was maintained — she knew who to call when she had a problem, but trusted that those she paid would take care of her needs. And then one day, that little agency, was gone.
No one answered the phone. No one returned her calls. No one answered her emails for help. She literally had no idea where to turn, and yet she needed her digital storefront maintained or she’d be out of business.
As she told me her story, I realized the same could be true for many other businesses. And, after asking around, it seems her story is not uncommon. When it comes to a website, many business owners entrust an employee, yet don’t ask for a list of service providers, links and log-in credentials so they can maintain a record as back-up. What would they do if one day that employee failed to show up for work?
With all of the digital security risks, it’s a good idea to change passwords regularly. Do you have a system to ensure you get the new password each time it gets reset by your internal or external team?
Don’t get held hostage by an outside partner or internal employee. Don’t risk your brand’s storefront. Stop reading this blog and get the keys to your marketing kingdom before this day is over. You can thank me later.
A blog that challenges B-to-B marketers to learn, share, question, and focus on getting it right—the first time. Carolyn Goodman is President/Creative Director of Goodman Marketing Partners. An award-winning creative director, writer and in-demand speaker, Carolyn has spent her 30-year career helping both B-to-B and B-to-C clients cut through business challenges in order to deliver strategically sound, creatively brilliant marketing solutions that deliver on program objectives. To keep her mind sharp, Carolyn can be found most evenings in the boxing ring, practicing various combinations. You can find her at the Goodman Marketing website, on LinkedIn, or on Twitter @CarolynGoodman.