“Should I be outsourcing my marketing?”
This was a question asked of me recently at the trade show I attended last week. It came up during a discussion when I was asking manufacturers, “Who does your marketing?” Many said, “Oh yeah, we have a person in charge of that…” But it usually ended up being someone who was a customer service specialist or someone with several other job responsibilities. Some said something like, “oh, well, we used to have someone before the recession but they left to get a better job … I should really think about that…” And several said they have an outside agency that they use.
Outsourcing your marketing can be a great way to get really smart marketing that’s on strategy and on brand at a very cost-effective price.
“So outsourcing my marketing could be a very smart move?”
There are a lot of benefits the company can take advantage of by having an outside agency take care of a majority of their marketing efforts. Here’s a short list of benefits:
- Specialized knowledge
There are many marketing needs that a company has, including:
Search engine optimization
Trade show booth development
CRM tool management
HTML, CSS or other types of coding
There is no way that one person can be an expert in all of these disciplines. If you are graphic artist, you are probably not a brilliant copywriter, and you probably don’t know how to create custom 404 pages or fix problems with the canonical tags on your website as an SEO expert would know. But for the same price as one salary (or maybe even less!), you can bring all of these areas of expertise to bear on your business.
So, by outsourcing my marketing under one monthly fee, I get ALL these specialists to work on my business?
If you hire a person to do all the marketing activity for your company, and that person leaves, you become vulnerable to “putting all your eggs in one basket.” That person knows what strategies are being implemented, where everything is kept, and what all the login passwords are. But if they leave, all that knowledge walks right out the door.
While agencies also have employee turn over, it is unlikely that the graphic designer, SEO expert, copywriter and strategist would all leave at the same time. This means that the institutional knowledge about your marketing efforts, your needs, and what works best for you stays with the team working on those efforts.
So, by outsourcing my marketing, I get more consistency in my long-term marketing efforts?
- Cross company experiences and best practices learning
Because agency personnel work on multiple client projects, they will gain experience with strategies that work for other clients. That learning can be brought to bear on your activities, leveraging learning that doesn’t cost you anything extra.
So if I’m outsourcing my marketing, I’m getting experts that will become even more knowledgeable in their specialty as time goes on?
Typically the cost of an agency to do the work all this marketing work tends to be less than what you would pay for a salary with all the benefits added in.
So if I’m outsourcing my marketing, I’ll spend less and get more?
Sounds like a smart move to me.
If you’d like help with your marketing, give us a call or sign up for a free consultation. We’d be happy to help.