If you are considering moving the digital marketing of your company website in-house, there are many skills you will need to master to do the job correctly. When it comes to digital marketing, you will need to employ multiple people to cover the various roles and skills that are required. Below are some of the disciplines you will need to cover to ensure you do an excellent job of your website marketing and help to boost your online visibility and drive traffic to your website.
Search Engine Optimisation (SEO)
SEO skills are required to help make a website search engine friendly and ensure it sends the correct signals to Google and the other search engines. The signs you send help the search engines recognise what your website is about and the products or services you provide. There are various ways to do this, and you can find more information on onsite SEO by clicking here that will show you everything it includes.
Search Engine Marketing (SEM)
Many people tend to use SEO and SEM interchangeably, but they are two completely different disciplines. SEO will look at the changes you can make on your website, impacting your online visibility, while SEM is about the strategy to achieve the results you want. SEM is a skill you will require to ensure that you focus on the best areas for your business that will help ensure your website attracts plenty of relevant users.
You will also need to have people in your new marketing team that are experts in link building, and there are various types of links you can use for your website marketing. A common one is Blogger Outreach which is where you find relevant websites to your industry that have excellent metrics and are willing to post your content with a do-follow link. You can also build other links for your website, such as directory listings. These and outreach are both time-consuming and often move slowly, which is why many companies outsource these tasks to a reputable agency.
You will also need to employ people that have excellent skills in making content, and they need to be versatile and able to create content for different purposes and platforms. Some of the types of content they will need to be able to make include:
- Website Content
- Landing Page Content
- Social Media Content
- Blog Content
- Video Content
- Image Based Content
You will need to find fantastic wordsmiths who have excellent writing skills, are good at making images and editing videos. Having these skills in your department opens many more possibilities for the type and style of content you can create.
You will also need to have some data ninjas in your team, especially working on a large e-commerce website. You will require people that are comfortable looking at data in spreadsheets and the analytical data you get from your website to help tweak your campaign and ensure it is going in the right direction.
These are a few of the skills you will need to bring your digital marketing in-house, but there are more. If you cannot afford to employ people to cover all these tasks, you will want to start slowly and continue working with a reputable agency, slowly bringing things in-house when you can.