The one very important thing I have noticed about SEO & SEM is that marketing departments across the globe have created positions for individuals who possess the powers of online communication because it is not just a technical approach like it might have been years ago. Since SEO is the process of pulling in healthy streams of inbound traffic it goes without saying that a marketing department truly requires this void to be filled sooner rather than later.
A great deal of search engine marketing really comes down to spreading and marketing content. Content has always played a rather large role when it comes to how you market yourself online and this is something that is never really going to slow down. Not only is content ammo for the search engines but a great writing piece can travel far and wide bringing in new valuable eyeballs, traffic and business trust.
Asking someone at your company or department to learn how to be an online marketer without any experience or passion to learn how to do it will not result in anything good. A person or group of people needs to have some sort of passion for web marketing in order to see the fruits of your labors. The web marketing industry is always evolving and is extremely fast moving so it requires a type of person that is willing to be able to keep up with the industry at all times. Something that might be popular and effective today might not be so powerful tomorrow.
SEO requires a certain type of budget, resource and time in order to be executed correctly and if you do not have the budget to hire a firm or a new employee your only other choice is to be able to send someone to a training program. Training programs can often times give an employee enough juice to be able to get the balling rolling on marketing a website online. Since there is a rather large overlap between social media and SEO many of the concepts can be carried over (to an extent).
Having a successful online approach requires having the right people or team of people in charge of that initiative. You have to have a team willing to learn and evolve with the industry because there is a great deal of education required at all times in order to get the job done and keep moving. Your team needs to be ready, passionate and enthusiastic about taking your business online otherwise it simply will not work how it should. When you approach the online space to build awareness to your brand or business you need to give it all you got because the search space is very busy.