Why you need SEM
As our decision-making becomes more reliant on the great internet God known as Google, the success of a business can be influenced massively by Search Engine Marketing (SEM).
Whether it’s the SEO Specialists trying to decipher what the hell Google’s Algorithm wants, or PPC experts managing Google Ads, Bing Ads (let’s not forget Bing!) – in an increasingly monetised market, SEM is impossible to ignore.
The market’s shift from agency to in-house SEM teams
Whilst most large corporate organisations are able to employ a specialist team, historically, SMEs have opted for the hassle-free approach and left their digital strategy to a Marketing Agency. An agency can look at your online presence, tell you what needs to be done, how long it will take and how much it will cost. They’ll solve your PPC (pay per click) & SEO (search engine marketing) woes from the comfort of their bean bag, headphones on and craft ale in hand.
As a Digital Marketing recruiter in the East Midlands, I think it’s clear to see a shift in the marketplace as an increasing number of SMEs looking to bring their SEO & PPC demands in-house.
This can be due to wanting someone who is more invested in promoting your brand and digital presence over being one on a list of clients, to wanting to measure your marketing spend more accurately and actually save costs!
If I’ve made the idea of bringing your SEM in-house sound appealing, it’s important to note that it’s not always easy and certainly not as simple as finding someone with the technical skillset required. When you’re looking to recruit a Digital Marketeer, you’re not only competing with your direct competitors, you’re competing with the really cool digital marketing agency in town, your favourite clothing store, your bank, that charity you sponsor a donkey with, the restaurant you love, the showroom you bought your new car from.
Every type of business is investing in its online presence – and the SEO/PPC skillset is in high demand!
How to attract your Digital Marketer
Picture the kind of person you’re trying to bring in, there’s no disputing the fact that the demographic in Digital Marketing is fairly young and tech-savvy, they will understand the importance of any online brand and will demonstrate this both personally and professionally.
So, what are YOU doing to differentiate yourself and stand out to this kind of person?
I’ve narrowed it down to 5 key areas that are increasingly important in the digital world.
Environment
This is one area where digital marketing agencies lead the way. Your office space may not be a converted barn or in a city centre location, but you’d be surprised at just how many people are swayed by ping-pong tables, bean bags and beer fridges! So, next time you’re thinking of buying a new filing cabinet for the office, do yourself a favour and get an Xbox instead.
Flexibility
In today’s market where trust is more valued than ever, it’s a give and take relationship between employer and employee. In a role that can be managed from a laptop anywhere on earth, it might be worth considering offering a day a week working from home, flexitime or extended holidays.
Employee Benefits
In today’s millennial market, free tea and coffee is just not a benefit anymore. Not every business is able to offer an in-house gym or lunchtime yoga classes, but there are plenty of ready-made employee benefit schemes such as Perkbox which can immediately upscale your package and make your place of work more appealing.
Training & Career Development
This is an area where you can definitely one-up the marketing agencies! For better or worse, digital marketers always want to know what’s next, and they’ll happily work their arse off for you if they can see that you genuinely care about their future and career. Why not have a set training budget for each team to help fund any courses that might benefit them? If someone wants a pay rise or promotion, sit down with them and put together a long-term personal development plan.
Salary
As the market becomes more and more competitive, a high salary may not be the most important thing in the world, but it can still make all the difference to someone who has more than one offer on the table. For these types of roles, salaries are on the up and counter offers are a regular occurrence. Make sure you do your research so your package is competitive.
Work with Distinct
Bringing your SEO & PPC in-house can be really rewarding for your business but is by no means easy. If you are considering recruiting a digital marketing specialist and would like any assistance or advice, please get in touch with us today.
