It is hard to think of a business that would not benefit from a bit of online marketing. Perhaps something that caters to the needs of people who are ideologically against computers and internet. Everyone else (or at least the vast majority, we cannot claim certainty) have a lot to gain by going online to market their brand, their products and services.
For one, they will reach a much larger audience than they ever would by renting out a billboard, sending out some flyers or even advertising on local TV and radio. Furthermore, online marketing will enable them to better target those people who are more likely to become customers. With online marketing, they will also be able to better analyze the results and come up with ideas for the future.
Doing it Alone or Hiring from Outside?
The first choice that a business owner needs to make is whether they will do their online marketing alone or would they take it outside, to professionals. Doing it alone is possible. If you have the time and the skills, you can achieve quite a bit doing your online marketing alone. That being said, you will never achieve the same success that professionals will bring you. Also, you will be spending quite a bit of time on that, even if you are the most skilled. Which most of business owners are not.
Outside professionals will charge for their services, but they will also provide you with plenty in return. They will bring years of experience and great skills to the table, knowing exactly what to do, when and where. They will also track the results and present you with them. They will also come with the ideas that you yourself might never think of. In short, it is far more likely that they will be successful and that your business will thrive thanks to online marketing.
The Issue of Security
The internet is a dangerous place. We are not saying that you should panic or anything, but it is important to acknowledge the fact that the internet has become an environment where commercial entities (such as your business) are in danger of being “attacked” in any number of ways. If we were to even start covering all of these, it would take us years. Data breaches, stolen identities, malware attacks, social engineering; these are just some of the dangers that you as a business owner need to be aware of. A high quality secure server helps.
When you start doing business with someone from the outside, like the company that does online marketing for you, you increase the chances of something happening to your business in the cyber world.
For one, there is the simple fact that there will be data going to and from. Your new partners will need certain information about your business and they might need access to certain parts of your online infrastructure. And as soon as there is data going to and from your business, there are risks involved. In addition to this, there is always the issue of human error which increases as new people are brought into the game. Finally, someone from your company might leak important information because someone misidentified themselves as employees of your online marketing partners.
What Can You Do?
There are quite a few things that you can do to ensure your business remains safe and secure with someone doing your online marketing for you. For one, you need to ensure that your new partners know everything about security and that the remote access software they use is good enough, just in case you need to access something or collaborate on something. You should also make sure they hadn’t had any security breaches in the past and that they take these matters seriously.
Of course, you will also want to ensure the security on your end and a great deal of this is educating and training your people. They need to understand who should have access to what and they should be informed all about the dangers of working online and especially with new people.
AUTHOR: James D. Burbank is the editor in chief of BizzMarkBlog and he loves to blog about business and tech. He is the father of two and a major NBA fan.