Running a well set up brand protection campaign is a lot of fun. In this post I will try to inspire you with new and fresh approaches to keep the fun going.
Should you hire specialists from a brand protection agent in Mexico City or is it better to use internal resources at the house to take care of brand protection in the firm?
It has always been clear to me that it is you who know your product and your market best, so if you have the resources needed, it is definitely the best thing to do it yourself. This is something that must be carefully considered before making a decision on how to proceed with brand protection.
The questions you need to ask yourself needs to be addressed in a thoughtful way. In this article I will highlight some of the things you should be aware of before deciding whether a brand protection agent is needed or whether it is better using internal staff at the house at the local branch office in Mexico City.
If you already have limited resources, it is unlikely that this type of task will receive sufficient focus and attention from in-house staff without adequate resources to handling the brand protection. The brand protection agent knows that these things require a lot of attention and dedication and are knowledge-intensive, so they have dedicated the resources necessary to handle the project in a professional way.
Use of your own employees in Mexico City to manage projects outsourced to the brand protection agent
Often, people in the Mexico City-department can have broader knowledge of what is going on locally than what one would expect from a brand protection agent far away or what the people at the headquarters of your organization are aware of. Although, this does not necessarily mean that it is good use of resources to engage internal human resources locally in relation to the brand protection agent. Below I will highlight some of the things that need to be given some attention to.
The project you think of setting out to a brand protection agent can be time consuming and difficult to learn, but it can be well worth the time spent and resources
Putting the work out to a brand protection agent can certainly pay off, but it is still important that there are available resources that can handle this in a proper way on the part of the inhouse staff.
The million dollar question
Is there any difference when using a brand protection agent in Mexico City compared to working with this internally?
Good brand protection tools
There are some things you need to be aware of when using a brand protection agent – whether this is handled by local staff in Mexico City, or centrally at the corporate headquarter. Below is a handy checklist of things you need to think about, as well as the best tools you can use for either free or commercial tools where free alternatives are not available or significantly inferior to the commercial ones.
Ranks.nlRanks.nl has a bunch of professional SEO tools that I can really recommend. One of the tools I use most is Page Analyzer. With this tool, you can check keyword density on each subpage of your domain to optimize for keywords or phrases. If the brand protection agent you are planning to use is at all professional, they probably use the tools available from ranks.nl – or similar tools extensively.
Majestic.comMajestic SEO is the world’s largest link index. You can use this tool to find out everything of interest about links to your own pages and what your competitors locally in Mexico City are doing, or what national and international competitors are up to. Links to your website and subpages are crucial to your search engine rankings, so this is important to keep tabs on.
Google AlertsTo be on top of things, it is important to know what happens as early as possible. Google Alerts sends you an email every time someone mentions the words and phrases you specify. This can be anything from trademarks that are important to you, people of interest or general words and phrases that are important to your business. You can have alerts for all employees, freelancers you use, your trademarks including websites you run and words and phrases you focus on. All of this gives you a good overview of what is being talked about that matters internally. Google’s notification is free to use and helps you to be early in terms of being on top of what your competitors in Mexico City are doing, potential public relations disasters in the form of negative reviews and much else useful.
Need help deciding whether to use a brand protection agent or manage the project yourself?
If you need to discuss what a brand protection agent should do? Do you need someone to throw ball with? Feel free to contact me. Contact information can be found in the menu. An initial discussion about your needs never cost anything.
Frequently asked questions
Questions or comments?Ask in the comments section below, or share with me your experiences with the use of a brand protection agent compared to keeping things in the organization, whether it is about local searches in Mexico City, or anywhere else.
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