Would you trust a plumber to fix your electrics?
No, you’d want a specialist to handle the job. An electrician who knows everything about their trade.
In contrast those surveyed all agreed that digital marketing was very important.
So if it’s that important, why haven’t owners or managers got full trust in their digital departments?
The blind leading the blind?
I have a theory (borne from experience) that a number of brand owners, retailers, and more have heard about SEO and the traffic Google can bring to their site, and decided it’s a necessity without putting the research in.
Which is fair to an extent. After all if you did have an electrical problem then you’d call your electrician and be done with it. It’s unlikely you’d sit there of an evening, manual in hand, dissecting the intricacies of the earth wire for months on end.
On the other side of the coin, though, you’re not going to be spending thousands of pounds a month on electrical solutions.
Search marketing is an expensive business and justifiably so – especially if you want to work with the right person to see some real inbound results.
So the next step would be to recruit a solid in-house team to handle all of your digital needs. But what’s the point if you feel the benefits are there on a plate and don’t trust the people you recruit?
Have you got a digital marketing team working for you? What’s the structure of it, how much budget does it get, and is it fulfilling its potential across all areas? Let me know in the comments section below.
Strong search specialities
It’s interesting talking to people who are considering dipping their toes in the world of SEO. I’ve had a couple of chats with local businesses lately about search marketing and, out of curiosity, asked them what their perception of SEO was.
Interestingly enough the underlying themes were still ‘Google’ and ‘keywords’. I personally blame that tunnel vision on agencies trying to make a quick buck alongside misinformation, but that’s a story for another day…
It was liberating telling them about the movements in search marketing. About how creatively-executed ideas are much more effective than link spam. Panda, Penguin, Hummingbird, the benefits of mobile and a well-designed site.
And I hope I didn’t bore them! The point I was getting at was that digital marketing has a vastly more broad philosophy than just keywords, and as I read the results of this survey, that message still appears to be struggling against the tide such has been the dramatic and quick shift since Hummingbird was released.
And with 67 per cent of large businesses saying they want applicants with between three and five years’ digital marketing experience, there’s a lot of work out there for specialists serious about their digital marketing career.
What’s your digital speciality and how have you perfected your trade over the past few years? How do you feel about the future of your chosen medium? Let me know below.
There’s no I in SEO
Let’s take a look at some of the areas SEO now encompasses:
- Email marketing
- Content marketing
- Social media marketing
- Search marketing
- Mobile marketing
- eCommerce marketing
And more. The possibility of one person alone being proficient enough to handle every single one of those mediums alone is very slim.
The eight per cent of the 750 brands who said they thought they were strong across all digital areas in their business must either have some incredibly talented people or an enormous online marketing budget.
I’m not saying it’s not worth having knowledge of all these areas. But consider my electrician/plumber poser above. Does having a general knowledge have the impact you really need?
Which of the following scenarios, for instance, would most likely catch your attention:
“Hi, I know about Google rankings and can get your company to the top with an SEO package.”
“Hi, I couldn’t help but notice your competitors are beating you in the sponsored results section on Google for certain terms. I can double your traffic for a fraction of the cost thanks to my proven background in PPC marketing.”
The benefits of specialist digital investment
I’ve mentioned in the past that you don’t need every single colour in the digital marketing rainbow for success.
Our plumber and electrician, for instance, may only be able to perform local outcalls so would benefit from a local search campaign as opposed to thousands of pounds’ worth of national paid search.
71 per cent of those surveyed said they believed they were strong in some digital areas and weak in others.
That’s huge. Surely a marketing department – which is designed to make a loss for the greater good – should have full confidence from the higher ups? What’s the point in having one otherwise?
And, if they’re looking to outsource, then building a trusting relationship is more important and crucial than ever before.
Now is the perfect time for creative digital specialists to wear their strongest suit and put their years of experience into action by researching potential clients and giving brands the benefit of their knowledge.
It’s probably one of my favourite things to come out of the Hummingbird update. Agencies that would just sell keyword packages and give search engine optimisation a bad name are struggling to adapt, while those that have worked across digital media over the last few years perfecting their skills are blossoming.
22 per cent of survey respondents say the need for specialists is growing. Take a slice of that pie by advertising yourself and your skills properly, building your portfolio, and becoming the most authoritative voice in your field.
The Webpresence team is highly adept at a large number of specialist online marketing tactics. Contact us today to find out more about what we can offer for your digital business!
(Image Credit: Online Marketing Institute)