SMEs and enterprises have seen their web assets grow exponentially within the last few years. For most businesses, the websites, portals, intranets and other assets are built separately, usually in response to an urgent need. As a consequence, many businesses end up with a variety of digital assets built on different platforms and managed by distributed teams.
However, in a world where a majority of prospects engage with brands across devices and channels, the challenge of delivering an integrated digital experience comes to the fore. And this is as true for B2B businesses as it is for B2C companies. Even for multi-brand businesses that want various brands to stand out as separate entities, there is a pressure to reduce redundancy, cut TCO, and make innovations from one team readily available across the board.
So, CMOs, Brand Managers or Marketing Managers are concerned with delivering compelling digital experiences to various audiences. Plus, you want to streamline the process of managing and publishing content simpler and less time consuming. For this, you require a Content Management Solution that can support new ways of managing content, design, and user data.
Whether you choose to implement a multisite CMS or just customize your existing CMS to support new functionalities depends on your specific needs. Having said that, you can be sure that a move to a CMS that offers out-of-the-box support for managing digital experiences across sites is ripe, if you are facing any of the following challenges:
1. Inconsistent Branding:
For an enterprise selling a number of product or services under the same umbrella, sales and marketing operations can be spread across continents. It is quite possible that the branding and navigation experiences of sites from different locations are dissimilar. This hurts brand consistency and leads to a jarring experience when visitors flow from one site to another. A multisite CMS can make it easy to inject consistency in your designs, themes and messaging across web and social assets.
2. Disintegrated Digital Marketing:
If distributed regional teams are handling your digital marketing efforts and some teams are performing well, while others are languishing, you would want to take the best practices and implement them across the organization. Centralizing the entire process can empower your business to integrate the marketing efforts and enforce SEO across global assets.
3. High Hosting & Licensing Costs:
When you have a dozen websites built on two, three or more platforms, and hosted with different service providers, you are bleeding money on a regular basis. The cost of maintenance, upgrade, customizations and enhancements continues to increase. Licensing fees can also be a big drain on your resources. With a multisite CMS, not only can you slash the licensing costs, but you can also save a ton on hosting by shifting to a multitenant environment.
4. Difficulty of Leveraging Customer Data:
When customer data trickles in from various websites and doesn’t reach a centralized repository, a crucial resource is going to waste. Whether you want to leverage customer data to serve personalized, customer-centric experiences, nurture leads better or achieve other goals, a multisite CMS with centralized management will make your task simpler.
5. High Level of Redundancy:
Certain resources will remain the same across web properties. When separate teams work on creating the content, design templates, and other elements, a lot of time and effort is spent on duplicate efforts. Implementing a multisite CMS will allow you to publish central content across web properties with a single click. Similar, design templates and themes (which are customizable) can be reused across your web properties. Needless to say, this will help you reduce the cost of content and design creation significantly.
6. Exponentially Growing Teams:
Larger enterprises managing multiple brands in various countries face a huge problem. To replicate the marketing and management process for a single website across regions for various brands can be impossible. Say you have 50 brands in 20 regions. Separate websites would require 1000 teams for managing – not a practical solution. A CMS that offers multisite management functionality can help you manage web properties and social communication with leaner teams.
Is it a Good Idea for me to Implement a Multisite CMS?
If you are facing one or more of the above problems, you must analyze the benefits and challenges of implementing a multisite CMS. Shifting from a siloed approach to an integrated, centralized structure is not easy: you will have to overcome various obstacles first. But it can yield rich dividends.
Wondering whether such a shift makes sense for your organization at this stage? Why not attend our upcoming webinar and gain clarity.