5 Digital Marketing Musts for Every Business

1. Domain Ownership

You would be surprised how often companies, both large and small, are not sure whether they actually own their domain name. For many companies, it was registered years ago by an agency, a developer, or a former employee. Over time, the details become unclear.

Your organization should be able to confidently answer the following:

• Do we know exactly where our domain is registered?
• Do multiple people inside our company have administrative access?
• Are renewal settings actively managed to prevent expiration?

If a domain expires and is acquired by someone else, the consequences can be significant. For that reason, ensure that you have control of your domain, access to that account, and renewal management is clearly documented and regularly reviewed.

2. Website Backend and Hosting Control

It is very common for websites to be maintained by outside vendors or internal marketing staff. That is not necessarily a problem. However, your company should not be fully dependent on a third party for access to its own website. It is necessary that at least one person at your company, or multiple if you’re a larger business, has access to the website backend. 

The same is true for your hosting. If a vendor relationship changes or an employee leaves and no one internally can access the site, the situation can escalate quickly. Maintaining internal control ensures continuity and reduces risk.

3. Access to Website Performance Platforms

Your website’s performance data is critical for understanding what is working and what is not in your marketing efforts. Platforms such as Google Analytics (GA4), Google Search Console, Google Tag Manager, and Google Business Manager provide that visibility.

If an employee or vendor departs, your access to performance data should not be interrupted. You should be able to confirm that you have access to all of these performance-related platforms in order to make informed marketing decisions for your company.

4. Google Business Profile Management

When someone searches for your company on Google, the side panel that appears (including reviews, location, contact information, and photos) is your Google Business Profile. This profile plays an increasingly important role in SEO rankings for your website. 

Your company should be:

• Maintaining administrative control of the profile
• Frequently updating information

5. Social Media

Depending on your industry, you might not perceive social media as important, but it most certainly is. Above all else, every company should have access to its own social media channels. 

We have seen situations where extremely large organizations had only one person listed as an administrator on a social platform. When that individual left the company, access to the account was lost. It is critically important that multiple trusted employees have administrative rights on your social accounts, and you know how to access every channel. This protects you from losing this extremely valuable asset in your marketing toolbox. 

If you are unsure whether your company has these essentials fully under control, now is the time to act. At Four Columns Marketing, we have helped many organizations secure these foundational elements and leverage them effectively to grow their business.