The question of whether or not your business should be online is now a redundant one. The question has instead become whether online systems should be managed in-house or externally. There are obvious downsides to handing over the reins of your online message, but there are obvious advantages to utilising professional online marketers too. This article considers how you can determine whether to manage your online presence in-house with existing staff,or through an online development company that has greater experience.
Keeping Online Management In-House
Keeping online management in-house is obviously beneficial in that you will maintain control of your company image. Your online existence is integrally connected to your business success, and even something as simple as a misjudged Twitter comment has landed more than one company and more than one CEO in significant trouble. For this reason, it is important to retain a level of control over your online image.
Training staff to manage the online systems has several benefits. The first is that through succession planning, you can ensure that the people in charge of your image have been grown within the company and thus, that they are fully aware of the company image and the company message. Another key advantage is being able to closely watch and monitor the online presence, so that it remains responsible and true at all times.
Seeking External Assistance
There is a big difference between creating an online presence and creating an online strategy. In many cases, this distinction is the single factor that most significantly determines your online success.
An online strategy will incorporate everything from social media marketing to search engine optimisation, in an incorporated manner. Managing an online strategy is an ongoing and ever changing web of information and developments. The complexity behind a well-planned and well-thought-out online marketing strategy will consume large amounts of time and require a keen understanding of this multifaceted system.
Embracing external help in the planning and management of this is often very beneficial to companies, because businesses have made it their goal to determine what will and what will not be successful in such planning. The analysis of web usage and link traffic can be utilised to see what works effectively for companies, and from this stage, it is possible to amend marketing strategies to get the best possible level of customer engagement.
Internal and External Collaboration
As the two previous issuesdemonstrate, both internal and external online management systems have their benefits. It is certain that utilising your staff will enable you to manage your online message more closely and integrally, but the experience gained through external contacts will be a great aid too. The best solution is to combine both internal and external marketing strategies, so that you can ensure your message is being presented correctly and to the best possible effect.
Internal and external systems can work in harmony with collaborative strategy development, and even collaborative implementation. The most important element in your online management isthat your message remains responsible and true to your company, whilst you also attract the widest possible customer base and develop a strong relationship with them.