Marketing can be a key component in the success of any business. A strong marketing presence can help to build awareness, stay ahead of the competition and attract more leads. It’s said that 90% of B2B buyers start their purchasing journey with an online search, demonstrating the importance of digital marketing. But building and maintaining marketing processes can be a time-consuming and daunting task if you don’t have the in-house skills or experience. This is where outsourcing marketing can be a game-changer! In this post, we’re exploring what outsourcing marketing can entail and when you know it is (or isn’t) the right time to outsource.
What is outsourced marketing?
The process of outsourcing marketing means to pay an outside company or individual to handle some or all of your marketing activities. According to a SEMrush study, nearly 94% of businesses outsource some or all of their marketing efforts. This displays the importance that outsourced marketing plays in the majority of today’s businesses. The process of outsourcing allows organisations to gain access to expertise and/or resources that may not have been readily available in-house.
What marketing activities can be outsourced?
Although 94% of businesses do outsource marketing, many don’t outsource ALL of their marketing. Outsourcing marketing doesn’t mean handing over your entire marketing function (although it can mean this if this is the preferred option). Here are some common marketing activities businesses often choose to outsource:
- Marketing strategy
- Content creation (copywriting, graphic design, video editing)
- Search engine optimisation (SEO)
- Pay-per-click (PPC)
- Social media management
- Website management (web design, blogging)
- Email marketing
- Public relations (PR)
As you can see, there are many different areas of marketing that can be outsourced. Some marketing agencies offer a service that will take the whole end-to-end process off your hands, leaving you without the stress of marketing implementation. However, some businesses opt to outsource 2 or 3 key marketing areas and keep some activities in-house. To decide which areas that would be most beneficial to outsource, think about which ones would be most useful in helping you to achieve your wider business goals. The company or individual you’re considering outsourcing to can help with this decision process.
Who can you outsource your marketing activities to?
There are a few different options when considering outsourcing your marketing. Two of the main players are marketing agencies or freelancers. Deciding whether to work with a marketing agency or freelancer can depend on a number of factors, which we explore in one of our latest blogs. Another option is a fractional Marketing Director, who will work part-time for multiple clients to plan, develop, guide and manage their marketing function.
Benefits of outsourcing marketing
There are many tangible and intangible benefits from outsourcing your marketing, some of which include:
1. Quick skills gap solution
Outsourcing your marketing can offer a quick solution to a skills gap in your organisation. Not only will you get immediate access to expertise, you will also have the resources required to implement the marketing activities successfully. If it’s an agency you choose to outsource to, the team will already have an effective working dynamic. This is a much quicker turnaround than having to employ an in-house team that would require onboarding and training.
2. Improve efficiency and focus
With your marketing activities outsourced, not only will you be achieving results with the support of an expert or a team of experts, you’ll also free up your internal team. This can provide your people with the time to focus on the other core business functions, leading to increased overall efficiency across the board. You can relax knowing that your marketing is running efficiently and it isn’t a huge in-house commitment anymore.
3. Access to expertise and an outside perspective
Not only do outsourced marketing partners offer a team of experts (or individual) with a wide range of skills, they also have a rich industry knowledge. They know how to get the results you need so you don’t have to spend time researching how to reach your marketing goals. This is particularly useful for businesses in niche industries as many outsourced marketing options have an industry specialist. You’ll also have access to an outside perspective on unseen challenges or opportunities that may have been overlooked.
4. Cost-effectiveness
Although outsourcing marketing can be a significant expense, it can be more cost-effective than hiring a full-time employee or team, especially for a smaller business. According to a Toggl article, the average cost per hire in 2023 was $4,700 for an employee and $28,329 for an Executive position. This is just for the employing and onboarding process, not to mention the job benefits, office space or training. By outsourcing your marketing, you only pay for the services and time you need to push your business forward.
Downsides of outsourcing marketing:
There are of course two sides to every coin. Some of the potential downsides of outsourcing marketing include:
1. Loss of control
When you outsource marketing, you let go of some control over your brand messaging. This is a very stressful situation for many organisations as some will have spent years perfecting it. This is why it’s important you choose an outsourced partner that aligns with your values and understands your audience. A few meetings at the start of the process and clear brand guidelines can help to ensure everyone is on the same page and aligned.
2. Communication challenges
Outsourced marketing partners are often not in-house, which can create difficulties when it comes to communication channels. It’s well-known that clear communication is the lifeline of any successful project, but when it’s not as simple as walking down the corridor for a catch up, the opportunity for communication breakdown arises. However, in our experience at Freshbat, clear ways of communicating with agreed expectations can prevent this challenge from occurring and also helps to create a relationship that is based on proactiveness and responsiveness.
3. Potential for quality issues
While outsourcing provides you with access to expertise, it’s important to ensure your potential partners have the credentials and experience to support you effectively. It’s likely they don’t have an in-depth knowledge of your business, so they must make an effort to get to know you and your brand as if it was their own. Research their experience, look for testimonials and even request case studies.
4. Cost
As explored in the benefits above, it can be a cost-effective option to outsource marketing, however it can still be a big expense and sometimes has additional costs to consider. Some examples of additional costs include purchasing data for an email campaign, or purchasing a photoshoot. Working with the partner can take time and you must be cautious of scope creep, which can result in extra costs. However, if the deliverables are agreed in advance, it should prevent this from arising and you’ll be aware of any additional costs. Transparency is key with outsourced marketing.
Signs it’s time to outsource marketing
Some of the signs that may evidence that it’s time to outsource marketing include:
- You don’t have the in-house expertise or resources to achieve your goals
- You’re not getting the results you want from your current marketing efforts
- It costs more to run the way you’re currently implementing your marketing than outsourcing
- You can’t keep up with the demands of the current marketing activities
Ultimately, the decision of whether or not to outsource your marketing is a business decision and multiple factors must be taken into consideration, including the points made above. Take time to weigh up the potential benefits and downsides to come to a conclusion on whether outsourcing right now is the right move for your company. One thing is for sure, regardless of how you implement it, marketing can be key in taking your business to the next level.
