Last month I addressed a room full of floor covering retailers about social media and social networking but I began my presentation with this caveat: None of it matters unless your website is firing on all cylinders.
Remember, social media can amplify smart marketing but it is not a panacea for lagging sales. The Internet is a fiercely competitive space and your website is arguably the single most important asset in your arsenal. If your website is outdated and underperforming, pour your resources into fixing that first.
Today’s smart websites are built not by your neighbor’s nephew or your summer intern but by a team of talented individuals with specialized knowledge. In the May issue of Website Magazine, author Pete Hollier suggests your web development and promotion dream team include the following experts:
- Web Design & Development: graphic designers, programmers and usability experts
- Content Developers: copywriters, photographers and perhaps even videographers
- Website Marketing: search engine optimization, search engine marketing and social media pros
And to keep the team on task you’ll need a strong project manager too. I’m sure this sounds like a daunting task but if your website isn’t working as hard as you do, it’s time to face it and fix it.
My advice? Look for a team, not a hero, and you’ll be well on your way.