Interns, Staff or Pros?
How Can You Best Manage Your Internet Marketing?
b y C h u c k B a n k o f f
onsistently generating leads and creative are at odds, with business duties? How do they learn? Do you
from the Internet doesn’t hap- often being a learned skill. That may compensate them differently? Can you
pen by accident. Someone has present you with some interesting spread their workload among your
to be in charge. You need a great web- choices. Should you use multiple in- other employees, or will you have to
site that inspires conﬁdence in your ternal resources? Outsource to a pro- pick up the slack yourself?
glass products and services, AND you fessional agency that already has their
That’s all logistics and can be solved
need that website to be found the mo- team in place? Or some combination? by moving a few pieces around the
ment your customers are looking.
Let’s take a look at four options.
chess board.The greater issue is knowl-
edge. Just because you put someone in
charge of Internet marketing doesn’t
make them an Internet marketer.Blogs,
webinars, guides, actual classroom in-
struction, and hands-on practice are
how most of us acquired our skills.The
knowledge is out there if you’re willing
to absorb the learning curve and if
you’re comfortable with unclear results.
Successful internet marketing requires
elements of technical knowledge,
business acumen and visual aptitude.
The challenge is that most individuals
have a maximum of two out
Hire an Intern
Potentially cost-effective, an intern
is there to practice and to learn. By
deﬁnition that makes them inexperi-
enced, and possibly a liability to your
company image. This could be a great
The obvious place to start is with low-cost solution if all you’re looking
of the three traits.
You can hire an intern, hand it off to Hand It Off to Your Staff
your staff, or to a professional. Each of
these choices has unique advantages— those already working for you. It’s for is someone to maintain your web-
tempting, but think this one through. site under the guidance of someone
The advantages are obvious. After who knows your business.
Not all interns are created equal. Be-
and unique repercussions.
There’s a big difference between
maintaining the content on an existing all, they already work for you, so it’s the
website, and developing and executing path of least resistance. Current em- fore you go hiring your nephew “Tris-
an actual digital marketing strategy. ployees probably know the industry (or tin” because he’s got more followers
Simple content updates can typically be at least their part of the industry), but than you on Instagram,realize that this
handled by an intern or staff member do they actually have the time,aptitude person,in one way or another,will have
on a part-time basis. When it comes and knowledge? This often becomes a an inﬂuence on your company image.
down to actual marketing or design, part-time effort because that isn’t their Don’t confuse comfort with technology
whoever takes on the job (novice or “real job.”
with business acumen.
A college student looking to practice
professional) should have an appropri-
ate working background.
Sometimes your employees will view
it as an opportunity and a vote of con- what they’re learning in school might
Successful Internet marketing re- ﬁdence,and they’ll rise to the occasion. be a better choice if you go this route.
quires elements of technical knowl- Sometimes they will view it as just With desires to start a professional
edge, business acumen and visual piling on to their existing responsibili- marketing career, they might be more
aptitude.The challenge is that most in- ties with little incentive to do anything motivated and prone to absorbing the
dividuals have a maximum of two out more than make a passable effort.
of the three traits. Typically, technical
And what happens to their current
continued on page 16
USGlass, Metal & Glazing | September 2016