You have recently been given the online marketing responsibility for your company. The first hurdle you face is how exactly to put together a team, that can handle the job well. A wrong decision can affect your position in office and perhaps, even your career. So, what do you do?
There is no best answer to this question. Sometimes it is best to have an in-house team to manage the projects (Situation A), sometimes it makes sense to have the projects outsourced (Situation B). Sometimes it might be useful to combine two or more options. We have run online marketing firms for years and have worked with a number of clients. Even after walking years in this realm, it is difficult to ascertain that Situation A will always be suitable for certain firms and Situation B for others. But every situation is unique and taking the right decision solely depends on the industry, the business model, its financing, its location, its growth prospects and many more factors. There is no universal solution to this situation. For every firm there is a different solution; or let’s say different set of answers to the same question.
You may have several doubts buzzing in your mind which stop you from outsourcing the SEO project to a company, an agent or a freelancer. Here you get an insight into the whole thing so that you can make a choice to benefit you in the long run.
Cost and results are two major factors that affect the decision making process, if you are planning to outsource your projects. Outsourcing the SEO projects can cost you a lot more in the future than maintaining an in-house team, only in the short-run. If you are planning to do it in-house, you must either train a section of your staff or recruit new employees. In case you want to hire a trainer, this will cost you much more than you estimated.
Opportunity costs and man hour losses
Search Marketing is an activity which takes in certain skills, and these skills must be acquired over time to be done correctly. Trying to teach SEO to your staff will take in a lot of time, cost and effort. Cost of hiring an expert to train these people will have to be borne by your company.
Training will consume much of the scheduled man hours. A section of your staff will be kept away from their daily tasks for quite some time; a few months or even more than a year. This may be detrimental for steady inflow of revenue, as they will not be able to concentrate on their originally assigned projects.
Further everyone has their own learning curve and limitations. One can never predict the total time needed to train all their staff in the language of SEO. You won’t find it easy to judge who will be the slowest or the quickest in learning the new thing and finally set an average training period. You may have to implement separate methods for each trainee and yet you should be prepared for different results from different people.
Looking in from the outside
As a member of your industry, you will have a certain perspective of how things are done in terms of marketing. You will view the project being within the organization. Sometimes it is good to get views from someone who is outside the organization or who belongs to a different industry. The SEO company or expert will end up asking a lot of questions about your organization and industry. These questions help generate ideas which break away from the norms of marketing in your unique way. You will be able to think differently. This will bring up new opportunities that could not have been discovered without the “outsider” perspective.
It is not a one-time thing
SEO is an on-going process and a flexible one. It is not just something that can be done in a day. For best results one has to perform these activities on their website every day. If this is not possible one has to do this at least once every week. New content has to be updated every week, with new links built, in order for your campaign to achieve significant results. Your SEO strategies need to be changed depending on the time of the year or with different occasions, predicting what occupies the minds of your target audience.
Tools of the trade
Search Engine Marketers use more than just their minds to perform their jobs. They have a number of special tools to implement their marketing strategy and generate a site performance report. These tools cost a good chunk of money, which could have been used in some other project. Besides, your staff will not be able to use these tools unless they have mastered it. They will need time to learn the usage and then implement them effectively. But search engine marketing experts who use these tools on an everyday basis and will work faster. You will not have to spend on these tools, if you outsource the SEO project.
Some wrong ideas and beliefs
Nurturing wrong ideas about a new thing, which you have never tried before, might blindfold you. You will not be able to see the better side of it. Outsourcing necessarily does not imply losing control, nor does it mean being out of touch with what is happening around us. It is all about updating your website and taking it to the next level. Many people have another false notion that SEO hampers or puts a break in the process of normal marketing structure. SEO runs parallel to your mainstream marketing and helps your business if you give it some time.
SEO is a job that is always performed better by professionals. If you are not a professional, and you have adopted trial and error method, you may make a mistake. If it’s a serious one, it might even cripple your site’s performance. It might take a lot of time for you to recover the loss. A professional who has enough knowledge and expertise on the topic can help you through the right path. This not only helps you gain better rankings, but also builds trust of the public. Once you outsource your SEO project, experts do it all and your role is just to monitor everything. So, now you know why outsourcing is a good decision, despite being expensive.