Put Your Pride Aside and Let the Experts Make You Shine
Too many people in executive marketing positions feel that if they outsource their work, it somehow reflects on them poorly – it shows vulnerability or a lack of initiative. Never mind that executives in all industries rely on their employees to enact their plans. Never mind that a single person can only accomplish so much by him or herself. Never mind that executives are often selected for their roles within an organization based on their ability to lead, and not necessarily to execute. Rational or not, outsourcing tasks to others is something many executives simply can’t allow themselves to do.
We’ll be blunt: such habits are detrimental to the individual and the company, and should be done away.
If you lead a team, department, or even a company in its marketing initiatives, then you know the importance of data. More specifically, you know the importance of objective data, free of bias. But where does such data come from? In all likelihood, the answer is not you. You run the ship, you don’t stoke the fires. Captains are not ensigns, and vice versa. It’s time you consider letting go of some of your responsibilities to those who are better equipped. Thankfully, you don’t have to be afraid – here’s why.
Why Third Parties Aren’t the Enemy
Employees, outside vendors, independent contractors and other individuals and organizations of similar stature have skills, experiences, expertise, and knowhow that you – as a Director of Marketing or Marketing Manager – do not. Why not leverage this expertise to your benefit and the benefit of your company?
Consider this: marketing managers seem to have no issues relying upon sales reports, lead generation, and other Sales-driven initiatives to conceptualize and enact their marketing plans. But the minute the idea is broached that an outside agency may be better suited to conduct an objective audit of a website or business plan, that same individual seems to take offense. As if doing so indicates he or she is unable to do their job effectively. That is not the case.
Soliciting a third party, like an agency or independent contractor, to conduct an SEO audit of your company’s website doesn’t make you look like a failure – it makes it look like you care. Make no mistake, third parties are not trying to take away your position; they are there to help you see what you may be unable to. Executives and managers are spread thin as is. The idea that rolling up their shirt sleeves and getting their hands dirty is good for the company may be courageous, but it’s outdated and inaccurate. That’s what the talent is for – the “hired guns,” so to speak. Having that second pair of eyes working on your behalf will, at the end of the day, make you look like a rock star, not a failure.
When your numbers start to increase because you’re able to enact plans based on objective, factual data – and not merely hunches or biased perspective – who will get credit? You will. This is your department, your initiative, and you are the manager. Leverage all the help that you can get.
Don’t Be Afraid of the Tools at Your Disposal
A third party agency can do things that you and your team can’t. Why? Because agencies have the luxury of specialization, whereas in-house teams by their nature tend to be generalists. An agency can employ a dedicated SEO analyst because that individual’s talents can be applied to multiple projects. For most companies, hiring such a position simply isn’t cost-beneficial, as there isn’t enough to do on a daily basis to justify the role. This is where agencies come in – they are tool boxes from which you can pick and choose the tools you need to get the job done. Why would you not take advantage of that?
What an SEO Audit Can Show You!
- 98% of SEO audits show that the Meta fields (title, Meta description, et al) need improvement.
- 99% of SEO audits reveal that the backend doesn’t match the front. Remember, Googlebots can’t see your site, only your code.
- 80% of SEO audits highlight on-page structure that is missing important variables.
- 85% of SEO audits find URLs that aren’t relevant (think DomainName.com/85r3957.html) or are over relevant (DomainName.com/redshoesmanhattannewyork.com — we call this having too much “SEO love”).
- 75% of SEO audits pinpoint that keyword research was either never done or never implemented (for example, “About Us” is great for your navigation, but lousy as a page title).