WHY?
For many reason!
To support their current client base, as part of the effort to acquire new clients, to remain competitive, and to add asset value to the business.
Many businesses, with the above in mind, make efforts to establish a Digital Footprint. But this requires in most cases, considerable investment, internal delegation, and up skilling with a big learning curve.
Frustrations creep in, as Digital is constantly evolving, and soon there is a realisation of the administration commitment it takes to maintain and progress a Digital Footprint.
A companies Digital Footprint is the hardest working employee they’ll ever have, 365 days a year, 24 hours a day. But it is a lot of work and often underestimated.
There is so much to consider;
• Is the web site mobile ready? Soon over half of all traffic to web sites will be via mobile devices.
• Is my web site content current? There is nothing worst than finding a business and seeing a banner for Christmas special in June.
• Is the web site coming up on Google when people search for the product or service?
• Should the business offer a blog?
• Is Facebook suitable for the business? If so, what content should we post?
• What about other social networking mediums? Twitter, LinkedIn, Google +, Pinterest?
• Should the business run Google Adwords advertising? What should we target?
• Who is going to create the graphics for what we put online?
And these are just some of the elements we need to consider.
So what are the options for Businesses?
Employ a Digital Marketing person?
Lets look at the cost of this; a qualified candidate, with solid experience will demand a considerable wage. This will cost a minimum gross 40k plus to the business per annum.
A graduate with good knowledge and high enthusiasm, but lacking some real experience. This will cost a minimum gross 25k plus to the business per annum.
Employ / Source a Digital Marketing Intern. This could be cost effective, but the question must be asked; what is the cost of getting this stuff wrong? Digital is now you’re the face of the business to the world, and should be treated accordingly.
Delegate it to someone suitable internally?
• One of your current employees has some knowledge of Digital. So you decide to add Digital marketing and administration to their job description.
• This may be considered cost effective! But there needs to be some considerations here; where they were operating efficiently before, there is now a void. Who will take up that slack? What is the cost of them up skilling, how long is the learning curve on elements of Digital that need to be exploited?
• A cost benefit analysis would need to be conducted here to see if this is a viable / rewarding option.
Or
Employ Experts, A Digital Marketing Agency!
This is (obliviously) our recommended option, but why?
Expertise – we are specialists in Digital. We were born into Digital and have worked with these tools for years now.
We have the resources; our team is at your disposal, your account manager is only a phone call away.
Your total overhead is now a fraction of any of the above, with far greater resource and reach.
To achieve a direct increase in sales as a result of digital marketing, you absolutely must assign on-going resources to the strategy. If you invest in the set up, and fail to invest in the on-going execution, your initial investment will not return.
“Let us do the Digital Donkey Work, while you concentrate on the business as you know it!”
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