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E-Marketing Performance Blog

Let it Go: How to Make Web Marketing Successful (Despite Your Best Efforts)

make web marketing successfulHave you ever wondered why the axiom “opposites attract” is so frequently true? I have. I think it all boils down to one thing: Each party brings strength in the areas where the other party is weak.

While that all sounds like it would work great, it doesn’t always make things easy. Mostly because it’s that opposite nature can create opposition in wants, desires and needs. One party doesn’t see the strength of the other or, for that matter, their own weakness. It’s that failure that produces conflict.

This dynamic just as obvious in web marketing as it is in personal relationships.

When it comes to a particular business, there is no doubt that no one knows the ins and outs like those who are living it. At the same time, there is no doubt that the business owner doesn’t know the ins and outs of web web marketing like the marketing team does

So somewhere in there, the one who knows the business and the one who knows the marketing must find a way to do what is best for the business. All too frequently those things seem to be at odds with each other.

No matter how many years of experience a marketer has under their belt, they must recognize that their solutions aren’t always the best solutions for any particular business. Give me two sites built on the same platform in the same industry and I’ll show you a hundred differences between them that impact their marketing campaigns. For the most part, the SEO should have a clear picture of what needs to be done, but they need to adapt to the client’s unique circumstances.

At the same time, the business can’t be so married to their site that they forget why they hired the marketer to begin with. When you hire someone for their expertise, it’s in your best interest to listen, even when it requires accepting some tough love from them. I don’t care how much your site cost you or how “successful” you’ve been so far, your SEO is tasked with helping you overcome your challenges. The client must be willing to implement some out-of-the-box thoughts and ideas.

To succeed, both web marketers and clients need be like that famous animated princess and “Let it go.”


There has to be some give and take by both the business and the marketers. Each side should recognize the strengths the other has and incorporate those into the plan for moving forward. It’s only when the strengths from both sides are incorporated can a web marketing campaign be successful.

Stoney G deGeyter

Stoney deGeyter is the author of The Best Damn Web Marketing Checklist, Period!. He is the founder and CEO of Pole Position Marketing, a web presence optimization firm whose pit crew has been velocitizing websites since 1998. In his free time Stoney gets involved in community services and ministries with his “bride enjoy” and his children. Read Stoney’s full bio.

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