Outsourcing Marketing: Pros and Cons
All too often, I see startups, and small businesses try to tackle everything by themselves. However admirable this may be, nine times out of ten, such a narrow-minded strategy proves to be the downfall of a business looking to grow. In particular, one area where small-to-medium sized businesses take a wrong turn is in how they approach marketing.
For some reason, many business owners hear the phrase “outsourcing marketing” and cringe. Perhaps the link between outsourcing, the loss of jobs, and the subpar service provided by the lowest bidders create this stigma?
Whatever the case may be, this kind of thinking is painfully antiquated. At the end of the day, outsourcing marketing can prove to have many positive outcomes. Of course, this is not to say that outsourcing a businesses’ marketing is always the best option. However, chances are, just speaking to a marketing consultant will increase your chances of success in your respective industry.
That said, let’s take a look at the pros and cons of outsourcing marketing, and see if it’s the best choice for your business.
Pros of Outsourcing Marketing:
Although many business owners think that outsourcing will cost them more, this notion is flat-out wrong. As a matter of fact, outsourcing marketing can save your business money for several reasons. For one, outside marketers can be employed per-diem, as opposed to taking on a full-time employee. For example, let’s say you need 20 posts and 1000 social media shares one month, and only 5 posts and 250 social media shares the next. Does it make sense to pay an employee the same amount for both months?
Alongside saving your business money, outsourcing your marketing campaign can save you a boat-load of time! Instead of trying to learn the intricacies of marketing yourself or trying to train existing staff-members, hiring an external consultant is often the best bet. After all, how many resumes and CV’s do you think you’ll have to read to find someone willing to take on your marketing tasks? Also, even then, after onboarding, how much time will it take to train them to be as knowledgeable as expert marketing consultants?
With far more objectivity about your business, an outside marketer brings with them fresh ideas about growing your business. Not to mention, external marketing consultants will express an honest opinion without fear of retaliation or internal politics.
One thing about hiring an outside marketer is that it’s in their job description to produce results. By understanding your end goals, an external consultant can help you achieve these goals through either implementation, coaching, or other means. Furthermore, when you draw upon outside resources for your marketing needs, you can be confident you’re not just throwing money away. A marketing expert will ensure your capital is invested wisely and, more importantly, that it generates returns.
Keeps You Up-to-Date with Industry Standards
Digital marketing experts devote their professional career to learning the latest techniques, strategies, and skills in the marketing field. As a matter of fact, one of a marketer’s purposes is to provide the company’s they work for with info about current marketing trends and how to exploit these trends to improve your business. Moreover, if you’re not intricately tied to the marketing community, you could miss huge changes in methods and practices; ultimately, rendering your marketing ineffective.
Allows You to Focus on What You Do Best
Do you really want to take time away from the primary purpose of your business? Won’t other aspects of your business suffer if you try to keep up with the fast-paced, ever-changing marketing landscape? The answer questions is a resounding YES! So, if you want to keep your focus on the business at hand, it’s best to keep marketing out of your daily routine. It’s far too easy to get wrapped up in the intricacies of generating business in today’s day-in-age. Before you know it, instead of drumming up new business, you might actually lose business because of declining quality or consistency in your primary product/service.
Provides Knowledge & Expertise in Marketing
Even if you know who your target audience is, chances are you’re no expert at getting them interested in your business from afar. Also, guess what? It’s ok! The good thing is, marketers are experts and have in-depth knowledge about what it takes to get people excited about your products or services.
Marketers Produce Verifiable Leads
Not only will marketers produce verifiable leads for your company, but lead-generation is also one of their chief missions. The way I like to put it is that marketers take away the guess-work surrounding your DIY marketing strategy. For example, instead of printing up 5,000 flyers and hoping someone takes it off his or her windshield, reads it, is interested, and act on his or her interest, a marketer can help get your company’s promotional material in front of the people who really matter. Furthermore, a marketer will be sure to reach an audience that is genuinely interested in your product and make sure your advertising campaign doesn’t fall on deaf ears or end up in a spam folder.
Cons of Outsourcing Marketing
Outsiders Could Ruin Your Reputation
Soiling your company’s reputation is the last thing you want to do. Sufficed to say, it’s understandable if you’re a bit wary about hiring outside your comfort zone. Often proper marketing requires direct marketer-to-customer contact. This aspect of marketing takes some control away from you and puts it in the hands of someone else. Losing control can be a scary notion. If the “marketing specialist” you use isn’t adequately trained to deal with your customers, or can’t meet their expectations, you could end up ruining the reputation of your business. Additionally, you don’t want to alienate your potential customers and make them feel as though they’re just another name on a list.
Marketers May Go M.I.A.
One common apprehension about hiring outside your company for your marketing needs is whether or not this person will be there when you need them. As if running a small business is not stressful enough, a marketer who goes “ghost” can create unnecessary anxiety. Being that you can keep an eye on your full-time employees, relying on outside help can seem treacherous. Nonetheless, a fair amount of managers and small business owners report that many marketing specialists make themselves readily available. But, hey, it only takes a few bad apples right?
Nobody Cares About Your Business as Much as You
A significant concern when outsourcing marketing is how much they care. Say you hire the best marketer in the world. All the knowledge and experience in the world can’t make up for a genuine sense of compassion and concern. You need someone who cares. As a business owner, you know this sense of caring correlates to the quality of work. Besides, you don’t want to rely on an outside marketer who only sees your company’s marketing strategy as a task to check off their list. Rather, you want someone who can relate to your mission and vision, and make it happen!
Outside Marketers Might Just Be Incompetent
Let’s face it; there’s a lot of mediocrity out there today. What’s worse, some people are just plain unable to produce results. You need someone who doesn’t miss deadlines and truly makes the grade. It’s important you’re not barking up the wrong tree when searching for a marketing solution for your business. If someone promises you the moon with his or her marketing scheme or sounds like a used-car salesperson when speaking about their services, it’s definitely not a good sign. Likewise, outsourcing marketing can be a tricky business when understanding what to look for in a competent digital marketer. Developing set criteria and a list of expectations when choosing an outside marketer is vital to your success.
As Shown Above
The benefits of hiring a digital marketing consultant far outweigh the drawbacks. Regrettably, the negative connotation associated with outsourcing has led to many biases that are utterly unfounded. The thing is, when people think to outsource, they believe they are putting the fate of their business in someone else’s hands. I firmly believe that it’s best to reach a happy balance between in-house marketing strategies and outsourcing marketing.
So, are you considering outsourcing marketing to help grow your business?
Or are you still unsure if you even need outside help?
Get in touch with me, and I’d love to help you iron out the details. After we speak, I’m sure you’ll feel confident in whatever you decide!