You need to keep the target markets fascinated by the story, and they will continue to read if done right.
The project you think of setting out to a outreach agency can be time consuming and difficult to learn, but it can be well worth the time spent and resources used
Putting the work out to a outreach agency 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 company.
Should you employ professionals from a outreach agency in New York or is it better to use someone in the company to handle outreach at the house?
The questions you need to ask yourself has a number of aspects that you should think about. Here, I will try to discuss some of the things you should be aware of before deciding whether a outreach agency is needed or whether it is better using internal staff at the house at the local branch office in New York.
The million dollar question
Is there any difference when using a outreach agency in New York compared to working with this internally?
Use of your own staff in New York to manage projects outsourced to the outreach agency
Often, people in the New York-office can have broader knowledge of what is going on locally than what one would expect from a outreach agency far away or what the people at the headquarters of your company know about. However, this does not necessarily mean that it is good use of resources to engage internal human resources locally in relation to the outreach agency. Below I will highlight some of the things that need to be agreed about before proceeding.
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 outreach.
If you already have limited resources, the project will almost guaranteed not get enough attention and dedication from company staff without adequate resources dedicated to handling the outreach. The outreach agency knows that these things require a lot of attention and dedication and are knowledge-intensive, so they have dedicated the resources needed to handle the project in a responsible manner.
Good outreach tools
There are some things you need to be aware of when using a outreach agency – whether this is handled by local staff in New York, 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.
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 New York are doing, potential public relations disasters in the form of negative reviews and much else useful.
Ranks.nlRanks.nl has many 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 outreach agency 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. Use this tool to find out everything you need to know about links to your own pages and what your competitors locally in New York 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.
Need help deciding whether to use a outreach agency or manage the project yourself?
If you need to discuss what a outreach agency 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
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Questions or comments?Ask in the comments section below, or share with me your experiences with the use of a outreach agency compared to keeping things at the house, whether it is about local searches in New York, or anywhere else.