Every organization needs to decide if they’ll rent or own their space, equipment, vehicles, etc. But most have never thought about whether they rent or own their digital presence.
What does this even mean? A lot of digital media experts will say you own your website, blog and email database, while you rent your Facebook, Instagram, LinkedIn or any other social media audience, but I think it’s more complicated than that.
Your website is the most important piece of your online presence, but do you really own it? Do you know what Content Management System your site was built on? Do you have access and know how to update it? If it’s built on an open source CMS like WordPress, then you can very easily own it. You can move your site to a new developer or learn to make basic edits on your own. WordPress has a large community of developers and there is a large selection of themes and add-ons to customize your site exactly the way you want to.
If your site is built on a proprietary CMS owned by a web developer or a do-it-yourself platform like Wix you could find yourself very limited on choices. You’ll be tied to that developer or platform and not have the options you would with an open source CMS.
It’s also important to be aware of your website’s performance and know what changes needed to be made, or if it’s time for a complete website refresh. If you’re working with an open source CMS you’ll have more options to make these changes or hire a developer to make them for you.
As for “rented” digital marketing, most people would argue social media is rented because the platform could change the algorithm that determines if your followers see your post, as Facebook and Instagram have done. And although this is true, you still own your content, and your strategy can evolve with any changes that may occur. You own the pictures, videos, messages, and brand you’re creating. Social media will keep changing and evolving but it’s not going away and there will always be new opportunities.
I have worked in digital marketing for nearly 10 years now and know firsthand how things change but also how things stay the same. Digital marketing is about people. How you stay connected with current customers and attract new customers will evolve, but if you “own” your strategy and have the right people and tools working for you, then you’ll be able to keep up and prosper even when things change.
Over the next few months, I’ll dive deeper into what it means to own your digital marketing presence in a series of blog posts. With all the platforms and options available it can seem overwhelming at times, but I believe there are strategies that can allow any business to achieve their goals.
If you’re unsure if your strategy is on the right track, or if you don’t even have a strategy, we can help. We’re offering a comprehensive Digital Marketing Audit to help organizations discover their strengths, weaknesses, and opportunities for only $249. For a limited time save $100 using promo code “Summer Sale”. Click here for more information and to get started.