OnlineOptimization  
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?  
C
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  
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Oconntinluiend eOptimization  
learning curve on their own time. Just can appreciate that.  
not a prerequisite.  
Here are a few pointers on what to  
keep in mind that they’re still learning  
and not professionals yet.  
Agencies can offer expertise, scal-  
ability, time savings and can save look for:  
you from expensive mistakes. But not What does their online reputation  
all agencies are created equal. Some  
look like?  
Outsource to an Agency  
Note that I manage a digital mar- clearly have a better track record of Do they show up in the search en-  
keting agency specializing in the success than others. Some may have  
gines themselves?  
glass industry, so if I come off biased experience in the glass business, or Do they have any marketing expe-  
in favor of this solution, I’m sure you related industries, but that is certainly  
rience in your industry or similar  
industries?  
The advantage of working with a  
professional marketing team is typi-  
cally broad knowledge, deep resources,  
and the big picture to coordinate and  
manage the website, search and social  
campaigns.  
Azon Saves Energy  
Collaborate with an  
Agency or Consultant  
There is a hybrid option that has  
worked well with some of the glass  
shops with which we work. The com-  
pany assigns an employee to work  
with the agency under their direction.  
The agency handles all the strategy  
and technical stuff and assigns its  
staff member certain tasks within  
their skill level, such as basic blogging  
and content curation. In essence, the  
agency treats their employee as their  
intern. This allows the agency to re-  
duce their fees proportionally, as it  
did the heavy lifting, and the compa-  
ny’s employee takes over some of the  
menial chores.  
Make your decision based on the  
desired result, not perceived cost.  
Look for value but don’t shop on price  
alone, because that can be deceiving.  
Do the math—if you can hire a pro-  
fessional team for a year for the same  
or less than what you would pay an  
employee for a year, save the learning  
curve and the wear and tear on your  
employee. n  
Daylighting systems produced with Azon structural  
thermal barrier technologies—the MLPor Dual  
Cavity—for aluminum windows and curtain wall,  
along with high performanceglazing components  
for insulating glass, will yield a fenestration system  
capable of upholding the highest efficiency and  
sustainability standards  
Contact us to learn about the  
role of Azon thermal barriers in  
energy conservation.  
C h u c k B a n k o f f  
is director of web  
services for Kreative  
Webworks, a digital  
marketing agency in  
Southern California.  
1
LU/HSW  
1-800-788-5942 | www.azonintl.com  
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USGlass, Metal & Glazing | September 2016  
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