Business skills are very transferrable- and from a disruption standpoint, outsiders are at a much better advantage to ‘disrupt’ the ‘this is how it has always been done’ with fresh ideas.

SEMRush has been a great tool we’ve used. There will be a learning curve, but they have a lot of services to help with anything online marketing.

Free trial with limitations is a good start. Or to test the waters, potentially look at a Free Trial of the full software.