Looking to expand your marketing capabilities? Then you should know what are the benefits and challenges of going in-house vs outsourcing marketing. Some companies have been working on moving their marketing teams in-house especially as the pandemic wears on, but others prefer to focus on their core functions and hire an external agency instead. The question is, what is right for you and your company?
What is in-house marketing?
In-house marketing is exactly what it sounds like—having a marketing team that is internal to the company. For example, here in SEO Hacker we have our own marketing team that is in charge of promoting the company, so we don’t have to hire an external agency to do the marketing for us.
According to The Drum, 57% of multinational companies have created in-house marketing departments, with an additional 17% considering building one. The pandemic has also accelerated the creation of these departments as companies want to be more cost-effective and practical, especially since companies are trying to be more frugal in their expenses.
Benefits of in-house vs outsourcing marketing
Companies would not be hurrying to build an in-house marketing team if there were no benefits. Here are some of them.
Potentially lower costs for the company
I’m going to be mentioning costs quite a bit in this article, and that’s really because the idea of lower or higher costs depends a lot on a number of factors. When looking at the benefits of in-house marketing, costs can be lower depending on two things: first is the skill set your team already has, and second is how willing you are to spend on building and managing a team of your own.
For example, if you have a small but strong marketing team right from the start, then that could be cost-effective. You can also opt to migrate some employees to a marketing role, but that is if the other teams can handle losing some team members. Then you also have to spend on training and resources for marketing.
If the total of those costs are lower than hiring an agency, then you can say that costs are lower with an in-house marketing team.
Stronger brand familiarity
Simple—your in-house marketing team is exposed to the day-to-day processes of your company, therefore they are more familiar with your brand. And since they are your employees, that means they also know your company philosophy and culture. You have the same (or at least, similar) work processes and they know the best approach for your company because they are embedded in the company.
There is no need to email or coordinate a meeting with an accounts manager because you literally can just walk over to their desks and they can walk over to yours. There is also less potential for miscommunication because the team already has an understanding of what the company wants.
For my company, we just use Slack to communicate with each other. Everyone is one message away.
More transparency and control
An in-house marketing team will be focused on your business only and considering how you already have a similar outlook and they have an in-depth understanding of your brand philosophy, then that translates to more control.
In terms of transparency, you get to really know how the marketing efforts are playing out as the team has more access to company data, therefore they have more transparent reports.
When you outsource marketing to another agency, they can only really give you the data that is showing up on their dashboards unless you will be providing them other numbers, such as your revenue.
Challenges of in-house vs outsourcing marketing
Just like there are benefits, there are also challenges to going in-house vs outsourcing marketing.
More work for the employees
First and foremost, especially if you have a limited budget for your marketing team, is that there is more work for your employees. Marketing is not a one-time or one-strategy thing; there are marketing plans to be made for different platforms, experiments, designs, executions, and monitoring.
For example, there is content marketing, email marketing, Pay-Per-Click, and SEO. These have different functions and need different strategies, and they have their own sets of skill sets that are integral to their success. For example, I update our SEO Hacker blog every Tuesday. I also have a podcast that has its dedicated team of producers, editors, and developers. My subscribers get updated every Monday through email. I also have my personal blog. Lastly, we have a retargeting and remarketing practice to ensure that our leads come back to our website.
So if you’re considering fully moving your marketing in-house, you need to look at the workload for those digital marketing strategies and figure out a way to balance them while ensuring your company is being cost-effective.
Limited skill set
With a limited budget comes a limited skill set. Unless you’re the kind of company owner who has no issues with overworking your team, then you won’t have the same skill set that outsourcing marketing to another agency will get you.
Lack of resources
Another challenge that your company could potentially have is the lack of resources, especially if you can’t afford multiple marketing experts and the tools that are needed for effective marketing.
Marketing is not as simple as creating a graphic and coming up with witty one-liners to catch your audience’s attention. It involves market research, keyword research, and a whole lot of strategizing. These strategies are based on data and not just solely on gut feeling. So if you have no way of getting data and monitoring your results, then effective marketing will be difficult to achieve.
Needing new employees
I sound like a broken record at this point, but marketing truly is an investment, and it’s one you shouldn’t skimp on. At some point, hiring and training new experts will be the investment you need to make. That said, going in-house vs outsourcing marketing can end up becoming more expensive for some companies as they end up hiring more people.
What is outsourced marketing?
Outsourced marketing is the exact opposite of in-house marketing. According to Hinge, outsourced marketing is the practice of partnering with an external agency for the company’s marketing needs.
Benefits of outsourced marketing vs in-house
Just as there are benefits to having an in-house team, there are also benefits to hiring an agency.
Companies can focus their resources on core functions
If you aren’t a marketing agency—let’s say, you’re in the construction business—and you’re thinking of having an in-house marketing team, that means you will have to budget your resources on functions that are outside of your business.
When you outsource your marketing, especially if you find a good partner, you get to just focus on whatever your company really does as the marketing portion can be entrusted to someone else.
That is also why in finding an agency, it’s integral that you know how to find a good one.
Access to a specialized team
One of the best things about outsourcing your marketing instead of building one in-house is that you get access to a team of experts at potentially a fraction of the cost. As I mentioned earlier, marketing isn’t a one-time thing. And it certainly isn’t a one-person endeavor.
Hiring an agency means you get writers, developers, designers, and researchers—basically, an entire team of people who live and breathe marketing—to do the work for you while you focus on other things. For example, here’s our team.
More resources for lower costs
Like I said earlier, I will be mentioning costs a couple of times in this post. As you get an entire team when you hire an agency, you also get their resources to be used for your benefit.
Now, some will say that hiring an agency is expensive. It really depends on how you see it and if you do have a workable budget. For example, our SEO services package costs $2,500 to $5,500 per month, with a 12 months lock-in. Yes, that is expensive, but take a look at what’s in the package:
- Site analysis
- Keyword research
- Blog setup
- Quality SEO copywriting
- Link building
- On-page optimization
- Paid directory listing
- Google Analytics reports
- Guest posting
- Monthly reports
And those are just the headers. For example, check out the “Quality SEO copywriting header.”
Here is the “On-page optimization” header:
As you can see, they involve a lot of work, and they involve their own tools and resources to be done right as well. So, yes, it seems expensive, but that’s because there’s an entire team composed of people with various specialties that is working for you.
Imagine if you have to hire people to do all these things, especially if the core function of your business is far from marketing.
When you outsource marketing to a reputable agency, you ensure that your marketing is taken care of well. The team they assign to you will work hard to ensure that you aren’t wasting the money you’re spending on them on risky endeavors because everything is well-researched. And in the event that they will need to do some experimentation, the results of those experiments are well-documented so they know what’s working and what isn’t.
Challenges of outsourcing marketing vs in-house
There are a couple of challenges that need to be considered when outsourcing marketing vs going in-house.
Communication can potentially be tricky
In this case, the marketing team won’t be a desk or a chat away. They’re completely in a different company, so meetings will definitely need to be scheduled and coordinated. The agency can try to offset this challenge by assigning an accounts manager to your company whom you can contact whenever you have concerns.
Sometimes miscommunication can still happen, but that is why it’s incredibly important to be open and to just overcommunicate instead of expecting that both parties already understand the expectations and concerns of the partner.
Difference in company values
Another challenge that a company can have is looking for an agency that has similar values as they do. You wouldn’t want to end up hiring a company that believes in employing shady tactics or doesn’t believe in transparency.
That’s why when looking for an agency, make sure you check what their current and previous clients have to say about them. Do they take unnecessary risks? Were they difficult to communicate with? Do they see their clients as mere clients, or as partners? It’s important that you and your agency are a good fit for each other so that you can work together smoothly.
It can be expensive if you don’t have the budget
Again, we go back to budget concerns. As I mentioned earlier, outsourcing marketing can be a bit expensive, but that’s because there is plenty of work that comes with marketing. If you don’t have the budget, you can opt to go in-house and start your marketing on a smaller scale.
One thing that some companies do is to work on a hybrid setup. For example, a full digital marketing package from SEO Hacker costs around $3,500 to $9,900. Some of our partners decide to go with our SEO package, or even our email sales automation package which costs around $1,000 to $3,000. They outsource that work to us and work on their own marketing which they have a team for, and we coordinate our efforts to make sure we’re aligned.
For companies that don’t exactly have the budget for a full outsourcing or a full in-house team, a hybrid setup is the perfect solution.
For example, here are our clients, and plenty of them have a hybrid setup with us:
Less access to the team
Unlike if you have an in-house marketing team, you only really get to communicate with the accounts manager assigned to you when you decide to outsource your marketing. In an in-house setup, you get to speak with everybody, but that isn’t possible with an agency unless you specifically request to do so.
So, should you go for in-house vs outsourcing marketing to another agency? The question here is, as always, what does your company need? And can you afford it?
Whether you build your team in-house or outsource your marketing, there will be a set of benefits and challenges. It could be too expensive, or new employees could be difficult to train. There could be more risks involved or a potential for miscommunication. Or you could find that either one is more cost-effective and practical for you in the long run.
And for those who don’t have the resources to go fully in-house or outsourced, a hybrid setup can be the way to go. It’s the best of both worlds for some, although it could have its own challenges such as coordination and alignment. But at least, that option is available.
Do you think going in-house vs outsourcing marketing is the way to go? Or is it vice-versa, or even both? Let me know in the comments what you think!
25 Actionable Ideas to Smartly Re-Use Your Old Content to Get You Busy Right Now
We know too well that in order to succeed online we need to create great sharable and linkable content.
What many of us are missing though is that we may already have loads of great content piling up which we once created, promoted and then moved on.
That content is the huge asset we should be re-using again and again. Here are 25 ideas for you to start doing that right now:
Content Re-Packaging Ideas
*Content re-packaging means turning existing content into new formats.
1. Turn the Article into a PDF File
The easiest way to re-use an old article is to turn it into a new format. This trick works best for:
- Resource list
If you get into a habit of turning your guides into PDFs, you can then put together a members-only library!
2. Put Together a (Kindle-Friendly) eBook or a Whitepaper
Collect old articles you did on one topic and put together a nice whitepaper or an eBook
3. Create a Podcast Show
Find an old article that’s still valid, buy a voice-over for $5 on Fiverr (or record one yourself if you are good at that) and publish it as a podcast on iTunes, SoundCloud and more
4. Turn It into a Video
Grab that voice-over, download screenshots from the article (as well as some inspirational videos using tools like these) and put together a video version of your article using this online video maker:
5. Put Together an Audiobook
Find more old articles on a similar topic, record more voice-overs and (apart from creating individual podcast shows and videos) create an audio-book to promote it via your newsletter list and generate more subscribers!
6. Create a Video Course
With more voice-overs you can create more videos! See if there’s an opportunity to put them together into a video course and market on sites like Udemy.
7. Put Together a New eMail Course
Collect old articles you did on one topic and put together a useful email course to send to your subscribers or market your list.
8. Create an Infographic
Most of the articles can be turned into an infographic. Grab minimum text, numbers and stats and use easy tools to create an infographic.
Example: Here’s how I re-packaged my old guest post into an infographic and then successfully marketed it using My Blog Guest!
9. Create a Cheatsheet
If you have an article listing shortcuts, ingredients, must-have things, etc., put those together into a quick downloadable cheatsheet and use it to promote your old article again.
10. Create a Downloadable Checklist
For longer instructions listing steps, create a checklist.
11. Turn a Guide into a Mind Map or a Flow Chart
If you have a detailed guide with steps or an article explaining some complicated concepts, turn those into a mind map or a flow chart (or both).
12. Turn Old Interviews into Visual Quotes
Visual quotes provide great opportunities: They can be turned into new blog posts, videos, presentations and more. Plus they do great as social media updates too (especially Facebook and Pinterest). Use these tools to create awesome visual quotes.
13. Create a Slideshare Presentation
Slideshare can be a great traffic source of its own and Slideshare presentations are actually not hard to create. Use these tools to put your old article images, quotes and screenshots into a neat presentation to upload to Slideshare. You can embed videos from #4 above right into the Slideshare upload too!
* When publishing that video on Slideshare, don’t forget to link to your original article from within the presentation itself.
- To create clickable links in a presentation, use Insert -> Hyperlink option in your PowerPoint
- Links are only clickable starting from Slide #4: Don’t include calls-to-action earlier than that as viewers will be confused and won’t try clicking it again
Ideas for Round-Ups
Articles referencing a collection of curated links are referred to as “link round-ups”. While most round-ups list industry trending content, creating round-ups of old links is a great way to bring more attention to your old content!
When creating round-ups, don’t forget to:
- Write a one-two sentence description of each link
- Mention the author of each article (And maybe even create tweet-a-quote links tagging him)
14. Create a Yearly/Monthly Round-up
Round-up most popular / useful articles you published the previous year or even a month (depending on how active your editorial calendar is).
- “What we published in 2015 and our plans for 2016!”
- “Most popular March posts and April plans!”
15. Update the Article Using an Expert Round-up
Find an old article that have gone outdated and invite experts to discuss what has changed and how to approach that topic these days
16. Create “Tweetable” Tips Round-Up
Grab a 140-character-long tip from each of your blog old articles and put together “Tweetable tips” roundup letting readers tweet each tip (like here).
17. Create “Best Tools of XXXX Year” Roundup
Do you cover many tools when you write? Collect them all and put together a separate round-up of tools your blog featured last year.
18. Create Most-Popular-Article-of-Each-Year Roundup
Grab the most popular article of each year of your blog existence and create a cool round-up. Not only will this make those articles even more popular, it will give you an opportunity to re-package this list as a pdf!
Marketing idea: This trick works best for multi-author blogs: You can give away badges to the winning authors for them to place on their sites!
19. Create a Timeline Round-up (+Visualize!)
Create your own blog timeline: What were your favorite topics to cover and when? It’s a good opportunity to turn it into a visual timeline too!
20. Publish Your Lists on List.ly
Now that you have plenty of curated links, re-market them on List.ly! If you spend some time there, it can become a traffic source for your blog!
List example: MyBlogU to Help with Every Aspect of Online Marketing (Imagine: All these lists can refer traffic and increased exposure. Plus, you can market each of them as a separate asset)
Social Media Re-Marketing Ideas
Your social media channels are a good way to turn your followers’ attention back to your older content again, especially if you present it as a fun tradition.
21. Publicize on Social Media as “Back in Time” Column
Use this WordPress plugin (it looks inactive but it did work for me!) that emails you every day with links to content you published on the same day years ago. Each time you get that email, tweet your old link.
22. Identify Most Shared Articles and Start Regularly Re-Publishing Them on Social Media
Ideas for Future Content
ALL of the above activities are most likely to provide lots of new content ideas but here are two more:
23. Go Through Old Article Comments and Put Together a FAQ Section on Your Site
A “Frequently Asked Questions” section is usually a goldmine of long-tail rankings opportunities. And there’s no better place to find questions to cover there than your blog comments.
Use this WP plugin very useful for building up a FAQ section on any website.
24. Find Where You Reviewed Old Tools and Find New Alternatives to Compare
Tools! In many industries, there are dozens of new tools every year: Here’s your opportunity to create new content while bringing more attention to the old content. Find articles where you mentioned or reviewed tools, find newer alternatives and create comparison articles (Don’t forget to link to your old review too!).
Tool comparisons are effective affiliate commission earners too!
Note: Use Google Suggest to find popular & trending alternatives of tools you already covered:
And how are YOU (re-)marketing your old content? Do you see any missed opportunities there?
Further reading from my articles elsewhere:
Check out my expert courses:
Reputation management course
Manage online reputation
- Free ebook
- Free audiobook
- Best tools
Google advanced search
+Twitter, Gmail, Youtube search
- Free cheatsheets
- Free eBook
- Actual examples
Viral Content Buzz course
Master ALL features free
- Video interviews
- Video guides
- Free eBook!
10 Advanced SEO Skills To Level Up Your Career
Many of us get to a stage in our careers as SEO professionals where we feel a little bit stagnant.
We’ve been optimizing sites for a while and feel pretty confident that we can do it well.. but there’s that nagging thought there’s more we could be doing.
That there is another layer of expertise that would make us more efficient, employable, and confident.
In this article, you’ll find 10 skills that can level up your SEO competency.
1. Intent Analysis
Intent analysis is the decoding of a user’s intention behind the keyword they enter into a search engine.
When someone types [pizza restaurant] into a search engine, what is the end result they are hoping for?
Do they want to know what pizza restaurants are nearby?
Are they in the market to open a pizza restaurant?
Are they looking for a job in a pizza restaurant?
Developing your understanding of the psychology behind what searchers want is a critical skill for those wishing to go further in their SEO competency.
This will help you both satisfy a user’s need when they land on a page and also increase your page’s likelihood of being ranked in their search.
It can’t just stop there, however.
You must also understand what the search engines perceive users to want from the content they are searching for.
For instance, from my location in the U.K., if I search for [pizza restaurants] in Google from my desktop device, I get a mixture of results.
I get the option to click through to search on other websites:
This is followed by the Map Pack and then a mix of review and editorial sites and restaurants’ websites.
If I am trying to rank a website all about the history of pizza restaurants in my country, I might struggle.
Google has identified the user intent as being either navigation – wanting to go to a local restaurant – or comparative, as in wanting to compare options in the local area.
Resources To Learn More
Although SEO experts do not need to be fully-fledged developers, having an understanding of code can help you to identify issues with rendering, indexation, and crawlability.
There are times when knowing the basics of how code is created, or being able to read code that already exists, can help your SEO.
It can aid your communication with the developers who may need to change it.
It can assist you in pinpointing incremental improvements to your site’s performance.
Learning to code is not a prerequisite for SEO, but it is arguable that knowing the fundamentals of these three commonly used languages is going to set you up well for your career.
Understanding the syntax of code, how it is formed, and being able to see how elements relate to each other can also help you get better at writing and debugging schema.
Learning Python and SQL can also help you to streamline your SEO processes by enabling you to automate labor-intensive activities such as mapping URL redirects and keyword research.
Resources To Learn More
3. Understanding Server Management
No SEO professional should really be the one responsible for ensuring that a server can handle a load of visitors to a site.
However, understanding the basics of how servers can impact the crawlability, load speed and reliability of a website can propel your technical SEO understanding forwards.
The use of CDNs instead of static servers can aid in speeding up content loading, but without understanding the limitations of fixed location servers it will be difficult for you to argue the need for a CDN.
A better understanding of how web hosting can affect a user’s experience of your site and also Google’s ability to access it is necessary for strong technical SEO foundations.
You need to understand how aspects like uptime and location can impact your site’s performance in the search engines.
This is only the beginning of how knowledge of servers can aid your SEO efforts.
Better knowledge of server codes beyond the standard 404 and 301 can help you to communicate to those in charge of your servers where there are critical issues.
Know what a 502 error is?
Encountered a 504 status code before?
If not, this might be a quick and easy area for you to brush up your knowledge.
A 5XX status usually means there is something wrong with the server that is preventing the processing of a request from the client.
A simple way to find out what status codes mean is to look at httpstatuses.com.
From here, you can identify whether it is an issue with the client or the server and find a fix accordingly.
Resources To Learn More
4. Content Writing
Understanding the process of content writing is an important element of advanced SEO.
You may not be a great wordsmith yourself.
However, in order for you to better brief in copywriting for your colleagues who are, you need to understand what goes into a good piece of writing.
It isn’t enough to know that copy needs to be compelling and have sufficient relevancy to search terms used to discover it.
Get familiar with the process your copywriters go through in researching, writing, and editing their work.
This will help you to better ideate your own requests for copy.
Editing is another good skill to develop when working with content.
In many organizations, it is the job of the SEO specialist to take content created by others and optimize it further for the search engines.
In practice, this sadly can often result in well-written copy being butchered.
Adding keywords into the first couple of paragraphs to make them more keyword-rich might help you a bit with your rankings, but it could destroy your conversion and brand loyalty.
Learn how to take well-written copy and enhance it, not ruin it.
You may also benefit from having a conversation or two with your SEO copywriters and asking them for details of their process.
Better understanding how they go about copywriting could improve your abilities.
It could also streamline your processes when working together.
Resources To Learn More
Being able to expertly communicate your progress, results, and reasoning behind your SEO work is crucial to being successful in the industry.
As an SEO expert, you are always juggling the needs and expectations of stakeholders, whether you’re working in-house, agency-side or freelance.
You will find gaining buy-in and budgets considerably easier if you know how to demonstrate the impact of the work you do.
Reporting isn’t just a case of adding labels to a graph or even noting down the cause of increases and decreases.
Truly good SEO reports allow readers to understand the context of the results, draw conclusions and make business decisions from them.
SEO professionals need to get really good at helping stakeholders understand the priorities and limitations of the work they recommend (as well as mistakes to avoid when reporting).
They also need to help their interested parties recognize how the work will benefit them via data visualizations and their objectives in the long run.
All of this can be achieved through well-constructed, clear, and truthful reports.
Resources To Learn More
6. SEO Forecasting
Similar to the need to be good at explaining past results, experienced SEOs need to develop the ability to calculate likely outcomes.
SEO forecasting is a complicated science.
There are a lot of external factors that are hard to isolate and predict.
A change in competition, the market, or political situations could all cause well-thought-out estimations to go awry.
We should not be putting pressure on ourselves to accurately predict the exact volume of traffic, or visibility, our work might gain.
However, being able to put reasonable estimates and likely ranges into our recommendations can make the budget-holders a lot more reassured by the work we are proposing.
It isn’t enough to shrug our shoulders and cross our fingers when asked about outcomes.
We’re often requesting a lot of time, money and resources go into the activity were recommending.
SEO forecasting is a skill that will not only set you apart when looking for new roles or opportunities, it will also significantly improve the quality and reliability of your work.
Resources To Learn More
7. Log File Analysis
Log file analysis is the process of understanding the records of who or what has accessed your website.
They can tell you when people have visited a page as well as what device they were using to do so.
They can also tell you when bots access your website.
This is particularly helpful in understanding Googlebot and other search engine crawlers’ behavior on your site.
By analyzing log files you can better understand what pages search engine bots can or can’t access.
You can identify where there may be spider traps on your site or the frequency at which certain sections of your site are being crawled.
Log files can appear daunting if you have not spent much time around them.
Thankfully there are some great tools available that make analyzing them a lot simpler than just wading through the naked log files.
Understanding what to do with the information once you have it is the real skill. If you know that a certain area of your site is rarely crawled by Google that should inform your technical SEO next steps.
It should raise questions about your internal linking structure.
Getting familiar with log files is a great first step but to improve your skills make sure you are analyzing the files and drawing actionable conclusions from them.
Resources To Learn More
8. Website Migrations
Getting good at planning and executing website migrations is not easy. It really does take experience.
Many SEO professionals who have worked exclusively brand-side may find they simply have not had the opportunity to carry out that many website migrations.
If you face a particularly complicated one, such as multiple websites merging, it can be very daunting.
Chances are if you have spent any length of time in an SEO agency, you will have migrated a website or two.
It may have been a smooth process but more likely there were unforeseen complications that made the processing time and resource consuming.
There are not really just one or two skills involved in website migrations.
They are usually a complicated mix of stakeholder management, communication, planning, processes-driving, technical understanding, and knowing when to say no.
But the skills you develop during website migrations will help you enormously with the rest of your SEO career.
Participate in one if you get the chance.
It can give you a great (albeit high-pressured) opportunity to see multiple moving SEO parts in play at once.
Resources to learn more:
9. Optimizing For Other Search Engines
If you truly want to advance your SEO skills, you might want to look further afield than Google.
We can often fall into the trap of thinking only about the traditional search engines when discussing SEO skills.
If we limit our training and experience to just these then we could be missing out on a much larger opportunity.
Traditional International Websites
Many search engines work on similar principles, but with their own specific nuances.
Traditional search engines more prevalent outside of your home region may be unfamiliar to you.
There are some great resources available to get you started in understanding the differences between them and the search engines you’re more familiar with optimizing for.
Nothing beats practice, however.
If you want to refine your knowledge and understanding of unfamiliar search engines then you need to try to rank a site in them and see what works and what doesn’t.
For search engines like YouTube, the mechanics may be more familiar to you.
You will, however, still need to learn more about the algorithms in play to ensure you are carrying out the right activity to optimize your video content for the platform.
Other Non-traditional Search Engines
Don’t just stop at YouTube if you’re really wanting to advance your SEO skill set.
Take a look at some other search engines, like Pinterest and TripAdvisor.
These sites may not fit into your current remit as an SEO expert.
They are however still search engines that you can influence the success of your content in.
Resources to learn more:
10. International SEO
One of the most complicated projects an SEO might be involved in usually includes international elements.
It’s a complicated task because there are a lot of factors at play.
To optimize your website for international audiences you will need to employ technical SEO, digital PR, and on-page optimization skills.
There will be a range of questions you’ll need to ask yourself when you are considering expanding a website to international audiences.
These will include questions around the structure of the site – separate sites, sub-folders, or sub-directories?
Do you want to translate or localize the content? Do you want to target geography at the site or page level?
There are a lot of strategies and technical knowledge required to get international SEO right.
You may also need specific language skills or local knowledge resources.
Google has helpfully created an introduction to managing a multi-region website. It is a good place to start to identify the sorts of questions you should be asking.
You can also use it as a jumping-off point for further training or research.
This can help deepen your knowledge of the subject and sharpen your skills.
Resources to learn more:
These are just a few of the skills you can develop to become a more pragmatic SEO professional.
Even if you don’t want to learn all of them, it helps to have an understanding of what they all are.
Even more so, how they can help round out your skill-set as an SEO expert.
Featured Image: Alexander Supertramp/Shutterstock
How to Get More Reach and Shares on Your Social Videos
Video marketing is thriving. Industry thought leaders predict video to take an even firmer stance in the years to come, as people don’t want to read that much and images aren’t nearly as dynamic. Companies and small businesses realize the power of video and plug into the video making trend.
In 2016, Mark Zuckerberg told Buzzfeed News, ‘I wouldn’t be surprised if you fast forward five years and most of the content that people see on Facebook and are sharing on a day-to-day basis is video’. Well, here we are – take a look at your newsfeed. Mostly video? We thought so.
At the same time, there’s been a lot of talk about the new Facebook reach algorithm that makes it close to impossible to make your content seen organically. Some experts predict organic reach to decline significantly on Instagram, too.
In this competitive environment, how do you get more eyes on your video content on social?
Here are 9 surefire ways to give your videos a competitive edge and make them spread like a wildfire.
While you make your video…
In order for your video to get more reach and shares, it has to be engaging in the first place. Which means: your video needs to evoke emotion, be educational, fun, or cute. Preferably all at the same time.
Make the first seconds count
The more viewers share your video content – the more reach it gets. The more reach it gets – the more new viewers might be able to see it. But before they share your video, the #1 task is to convince your viewer to watch it first. When scrolling through the feed, you only have fractions of a second to show your audience the video is worth seeing.
Add stickers and GIFs
Animated GIFs and stickers have been in the marketer’s arsenal for a while now. They have become a universal communication language, easily understandable by people all around the globe.
By adding GIFs or animated stickers to your videos, you make them more relatable and fun, showing the audience you speak their language. GIFs and stickers can also make your videos more comprehensible, giving them an additional sense.
To add GIFs and stickers to your videos, use tools like Wave.video or Camtasia. Another cool to create animated ads is called Creatopy. Using their “Animator” feature you can give life to any of your ad elements:
State what your video is going to be about
To warm up the viewer’s interest, tell them what your social video is going to be about. You don’t have to reveal all the details: this way, it won’t probably be as interesting to watch. A teasing headline will do just great.
Don’t forget the subtitles
Since 85% of videos are watched with the sound off on social, it does make sense to optimize your video for this behavior. One of the best ways to do it is by adding subtitles or short text on your video.
Platforms like Facebook and YouTube allow you to add captions automatically. If the video doesn’t have a voiceover, you can simply add a short text to every scene, like in this example coming from National Geographic:
Now, to create an engaging and fun video is only half the battle. The other half is to share it on social properly. Here are a few tips that might help you out.
Choose a catchy thumbnail
Just the other day, I was scrolling through my Facebook feed when I stumbled upon this video.
Even though I wasn’t inclined to watch a video of a girl shaving her hair off, I simply couldn’t resist. I immediately had to know what’s going to happen next. Is she really going bald? (Spoiler alert: she didn’t).
Would I have watched the video if it had had a different, less catchy thumbnail?
So, when uploading your videos to social, make sure to select a catchy thumbnail. By “catchy” I mean a thumbnail that builds anticipation and thirst to know more.
Facebook, Instagram, and YouTube allow you to upload a thumbnail for your video.
Unfortunately, Twitter doesn’t have this option. So, make sure the very first second of your video is meaningful, as it’s what’s going to show in the tweet.
Add a catchy description
While a social video itself is a powerful marketing instrument, a description that goes with it is just as important. All the social media platforms allow you to add a post accompanying the video.
Here are a few things that can help you increase the chances of your audience sharing the video:
- Make the description intriguing. Use power words like “surprise”, “whopping”, or “scandalous” to heat up the viewers’ interest and make them crave for more.
- Include hashtags. Using hashtags in your social posts might help you significantly increase the reach of your videos. Use tools like Hashtagify to help you find the right hashtags for your posts.
- Tag people! It might sound obvious but you’ll be surprised to see how many businesses miss out on this opportunity. Mentioning people (or even brands, for that matter) in your social posts allows you to easily notify them that you’ve created something interesting and thought of them, too.
Upload your videos natively
The #1 goal for any social platform is to make people stay on the platform longer. Thus, all major social platforms (including LinkedIn) are heavily investing in video, adding new features like live videos and Stories.
To increase the reach of your videos, it does make sense to upload them natively. This means that instead of sharing a link to a YouTube video (or any other video hosting platform, for that matter), I’d recommend that you upload your video directly to a social media platform using their uploading features.
There are some great advantages to upload videos natively:
- They are auto-played if this function is not turned off in the settings
- Reach is higher than that of simple posts with links
- You can embed the video tweet on your blog or landing page and get more reach
Post at the right time
Even if you come up with the most fascinating video and a stunning description, only a few people will see it if you post it when all of your audience is asleep. For more reach and shares, make sure to post your video content at a time when your audience is most active.
Unfortunately, there is no one-size-fits-all solution when it comes to recommending the best time to post. It depends on many factors: the social platform, your audience, type of content. Here are a few solid guides that can give you an idea:
Once you’ve shared your video on social media, make sure to go back to your scheduling tool and schedule another round of shares. Chances are, some people might have just missed your video when you shared it the first time. Make sure to give it another go.
You can slice and dice your video, and share different parts of video at different times, with various messages. You can also use video content in your newsletter.
You can also repurpose your videos. For instance, create an Instagram Story from a horizontal video by adding margins and captions to it.
We took a horizontal video and repurposed it into an Instagram Story
With Instagram in particular, you can also reshare your in-feed posts to Stories. Chances are, in 2019 there are going to be more people who watch Stories than those who check out in-feed videos. So make sure you serve both.
Monitor your traffic!
Don’t forget to set up your monitoring routine to keep an eye on how your video content is growing and what type of traffic it is referring. I love using Finteza for traffic analytics because it allows me to see exactly how your traffic is interacting with your conversion funnel:
When it comes to promoting your social videos and driving more reach/engagement, here’s a path to success: have a great video first, post at the right time, and follow the social platform’s guidelines for native uploads.
What are your favorite tips on getting more shares on your social videos? Share in the comments below!
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