When acquiring a business or starting a new venture, the excitement of the transaction can often overshadow some crucial marketing elements that are foundational to your future success. Too often, marketing professionals are brought in after the deal is sealed, only to find that key components necessary for effective marketing were overlooked or mishandled during the acquisition process. To avoid costly mistakes and ensure a smooth transition, consider these essential marketing aspects before finalizing your business acquisition.
The domain name is more than just a web address—it’s a vital part of your brand identity. Before completing the acquisition, verify that the current business owner has full control over the domain. This includes checking who the domain is registered to and ensuring there are no pending issues, such as expiration or transfer restrictions. Secure the domain with a proper transfer to your account, so you maintain control from day one.
Social media presence is a significant asset in today’s business landscape. It’s essential to ensure that you gain administrative control over all social media accounts, including the Meta Business Manager account. Meta, in particular, has a labyrinth of settings and permissions, so it’s critical to confirm that you have access in all areas. This includes checking for any linked ad accounts, pixel settings, and connected apps that might impact your marketing activities.
Your website is often the first impression potential customers will have of your business. Knowing how it’s built, who built it, and who currently manages it is crucial. Get administrative access to the website’s content management system (CMS) and ensure you have control over hosting, domain settings, and any associated plugins or third-party services. Understanding the site’s infrastructure will help you maintain and update it efficiently.
Your brand’s visual identity relies on a comprehensive set of design files, including logos, brand guidelines, and other graphic assets. Ensure that you obtain these files in all relevant formats, such as JPEG, PNG, vector files, and PDFs. Having access to the original design files allows you to make necessary changes or adaptations without compromising quality.
A well-maintained client database is invaluable, particularly an email database that can drive targeted marketing campaigns. Find out where these files are stored, how large the database is, and the methods used to collect and manage the data. Make sure you get access to the database, and consider any legal or compliance issues related to data transfer and usage.
Your online presence extends beyond your website and social media. Google Business and other online directories play a critical role in local SEO and visibility. Ensure you are assigned administrative control over these listings, especially your Google Business page. This control allows you to manage reviews, update business information, and optimize your presence across these platforms.
Taking control of these marketing elements before the acquisition is complete ensures a seamless transition and sets the stage for future success. By addressing these critical areas early on, you can avoid disruptions, protect your brand identity, and leverage existing assets to build a strong marketing foundation.
by Lisa Burline Roser
Vice President of Business Development
Professional Media Services, Inc.
lroser@promediaonline.com
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