Outsource marketing can be a huge competitive advantage if done right.
Outsource marketing can help you if you to busy to get everything done yourself?
Or need a fresh set of eyes on your marketing plan.
Marketing in today’s modern world is very complex and time-consuming. That’s why more and more companies turn to outsource marketing.
Modern marketers have turned to outsource marketing services to access their target markets faster and lower customer acquisition costs.
Learn why companies outsource their marketing activities and how to take advantage of outsource marketing and get back your life.
What is outsource marketing?
Outsource marketing is handing over the entire marketing demands of a company to a third party. Typically, companies can access higher quality talent than they might ordinarily attract into an in-house department.
Marketing is a major expense for many organizations, and despite the rise of inbound marketing over the past few years, outsource marketing continues to be a viable option.
As a result, there are usually plenty of companies that offer their services for hire at any given moment.
For example, when an organization hires an agency to develop its logo, they’re outsourcing that service from an outside company rather than hiring one or more internal designers.
And if this business were to continue expanding, it would typically add further outsourced services such as web design and content creation, to name just two examples.
It’s important to understand both the benefits and drawbacks before choosing whether or not you should consider outsourcing your work due to various factors, including your marketing budget.
The Digital Marketing Talent Gap
Determining whether to outsource marketing or keep it in-house is an age-old issue. It continuously comes back to the same problem: it’s hard to find talented individuals who fit precise roles and keep them utilized 100 percent of the time.
You might outsource marketing because you have a project, lack the knowledge, or do not want to staff the resources required for your marketing plans.
As Malcolm Gladwell discussed in his bestseller, “Outliers, “to become an expert, it takes 10000 hours (or approximately ten years) of deliberate practice.
So if you want to be good a content marketing or maybe SEO, it will take you 10,000 hours. Yeah, to become an expert.
First, start with your marketing funnel stages and conversions. The marketing funnel will help save tons of time. Get it below.
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Matrix Marketing Group, an outsource marketing agency, has since 2002 we have offered interim CMO positions to full-service marketing outsourcing.
So, most marketing teams experience some mix of fill the generic positions and supplement the rest.
The cause of this talent issue is that most companies don’t align their digital skills training to create employees that can provide breadth and depth to the talent pool.
The SEO person will always be the SEO person in her particular role. More often than not, she is given no free reign to develop new skills.
When an attractive job opportunity arises for a digital advertising position, she’s stuck. There was never any cross-training or strategizing to allow her that knowledge base.
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The struggle to prove ROI for niche marketing roles and outsource marketing
These limitations aren’t a malicious attempt to corral employees and keep them from leaving the company.
Simply put, finding new talent is so difficult in the first place that managers falsely assume they can’t afford to let their employees advance skills that temporarily add less value.
The reality of the matter is the complete opposite. The lack of broad expertise is negatively impacting revenue goals and misaligning overlapping teams.
The perfect example of a particular skill set that much internal marketing (vs. outsource marketing) departments lack is graphic design. It’s easy to blow off creative skills because the ROI associated with them is intangible.
But, their work is critical to branding, positioning, and content creation. Unfortunately, the lack of attribution often leads to low utilization rates for in-house graphic designers, and they are left off the payroll.
Companies use outsource marketing for two reasons:
- There’s a talent gap
- There isn’t enough utilization for niche roles
When marketing gets a voice in the executive suite, the only thing that matters is ROI. The CEO lives on the revenue line, the CFO lives on the budget line, and the COO lives on results.
In most organizations, all these executive roles are inward-facing, which is a stark contrast to the CMO, who has control over how the public interacts with the brand. Traditionally this difference has made the CMO position ‘fluffy.’
But, traditionalist CMOs who rely on soft brand awareness metrics are becoming a thing of the past.
Marketing executives are hanging on by an inch.
The Harvard Business Review recently released a report stating that the CMO is the shortest-lived position in the C-suite. The average tenure of a CMO is merely 4.1 years.
The funny thing is, Harvard is the most helpful report out there regarding this statistic! There are additional research studies that record the average CMO lasting as little as 18 months.
Let me state this unpopular yet accurate opinion; most executives outside of marketing do not understand or know very little about marketing or outsource marketing.
They surmise its importance but have no way to gauge what works and what is wasting money. So, when it comes down to budget season, marketing gets the cleaver.
In the same Harvard report, it’s revealed that 80% of CEOs don’t trust their CMO. There are no other C-level positions that drive that level of contempt.
In comparison, the next closest CIO and CFO come in with a 10% level of distrust. Therecontrolling is a strain on the CMO and CEO relationship, and it comes down to a lack of communicating results.
Given the level marketing automation software has achieved there is no reason why any digital marketing initiative should go unattributed. ROI isn’t difficult to prove with the right tools.
However, you have to know where to start. These two white papers help marketing executives get to the revenue line and inside the mind of their CEO.
Outsource marketing is a great choice, especially for startups with some backing.
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What are the benefits of outsourcing marketing?
The benefits of outsourcing marketing for your company’s marketing far outweigh the disadvantages, and there are plenty of different ways to go about it.
There are one-off solutions for creative work like 99 Designs, freelance aggregators like UpWork, and content generators like Zerys.
Or there are multiple flavors of agencies like full-service, digital, inbound, branding, and website design.
We all know that digital marketing is important for any business, but not every company has the time or expertise to do it right.
Our team of experts can help you get more leads by providing you with a full suite of digital marketing services. Whether your goal is to increase brand awareness or optimize conversions, we have the tools and experience to make it happen.
Your digital outsource marketing efforts will allow you to focus on what’s most important – growing your business!
Whatever source you choose it’s essential to realize the specific resources they bring to the table in contrast to your in-house team.
By outsourcing, marketing methods can help increase sales while at the same time reduce costs.
Benefits of outsource marketing:
- Quick scalability when revenue needs to be grown at a faster rate
- Reduce internal staff load and realign to focus on driving business growth
- Manage deadlines and project scope
- Reduce overhead expenses
- A shift from marketing tactics to strategy
- Expanded marketing channel expertise
- An outside perspective that fosters innovation
I already hear the question forming; aren’t there disadvantages to outsourcing? Of course, there are. Every time you begin the hiring process, you risk low work standards or bringing in a contractor that doesn’t mesh well with your team.
Outsource marketing gets things jump-started quickly.
Understandably, that’s the reality of dealing with people, employees, or contractors and the reason why we have vetting processes in place.
You get what you pay for. If you go for the cheapest option, you’ll more than likely get the cheapest result.
Overall, when properly vetted, you tend to see an increase in the quality of outsourced work.
When you need an infographic to complement your latest blog post, you can jump on Canva and pick one of their generic templates that everyone and their mom have used at least once.
Preferably though, you hand it off to a designer who has the entire Adobe Suite at their fingertips and plays in the creative playground all day, every day.
Which version do you think would turn out better? That’s right, the graphic designer’s version would.
Outsource marketing: What marketing activities should you outsource?
There merely aren’t enough hours in the year to take on every marketing challenge unless you have an enterprise-sized team, and even the big brands hire outside partners.
Here are the most commonly outsourced marketing projects:
- Blogging and content marketing
- Editorial calendars
- Copy editing
- Assessments & surveys
- Sales sheets
- Case studies
Marketing Technology Services
- System integration & onboarding
- Lead nurturing
- Lead scoring
- End-point attribution & reporting
- Email campaigns
- Landing pages, forms, & CTAs
- Managing following
- Schedule posts
- Social calendar
- Monitor social mentions
- Follower engagement
- Social customer support
- Develop creative assets
- On-page SEO
- Maintenance retainer
- Template tweaks
- Complete website redesigns
- Module development
- Pitching publications
- Pitching guest blogs
- Create media lists
- Cultivate relationships
- Reaching out to industry influencers
- Press Releases
- Editorial calendar
- Channel attribution
- Sales funnel
- Traffic, conversions, and acquisitions
- Monthly metrics reports
- Keyword landscape
Branding and Design
- Messaging & positioning
- Competitive analysis
- Industry profiles
- Buyer personas
- Brand Imagery
What’s next with Outsourced Marketing?
The talent shortage has created a competitive landscape. We’ve already begun to see the leading organizations take advantage by aligning costly training initiatives with missing skills or, more favorably, outsourcing to someone who can accomplish it better.
When competitors have a weak skill set, there’s a chance for your organization to gain an edge and benefit.
Companies that solidify their foothold in the digital skills gap will create better brand awareness, drive more sales leads, and convert more customers. To reskill internal departments is an enormous task that is expensive and reoccurring.
As technology cycles become shorter and more complex, training matches the trend. It’s difficult to learn, and it’s required more frequently.
Businesses are better off outsourcing the comprehensive initiatives to outsource marketing agencies who live and breathe marketing and sales enablement.
Take a second and learn what makes an outsource marketing agency the right fit for your business by downloading our free guide, ‘Key Steps to Finding the Right Agency.’
More and more small businesses are using outsourced marketing.
They are using outsourced marketing services because of the shortage of digital marketing talent.
Think about it. If there is a lack of talent, who is creating digital marketing strategies?
As a marketer, you are always trying to execute new and innovative ideas to help a business grow.
And with so many moving parts in each successful marketing campaign, it’s no surprise that marketing leaders often reach out for extra help.
Did you know despite the challenges of finding digital-savvy agency partners, business is outsourcing at record rates?
According to Accenture’s “Turbulence for the CMO” report, CMOs are turning to a large mix of agency partners and marketing service providers, outsourcing “between 45 percent and 75 percent of marketing activities.”
You want a marketing agency with superior knowledge and expertise in high-demand areas like SEP, SEM, social, content marketing, and technology.
Do you think your local traditional marketing firm can handle your digital marketing and get you where you want to go? Before you engage to have them show you what they do to market their firm.
Outsourcing Marketing Service can help you plug the gaps in your digital marketing strategy and scale quicker than building it in-house.
Here are the top seven ways outsourced marketing can boost the effectiveness of marketing leaders.
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1. Increases Morale
A marketing team is typically composed of a wide variety of people who specialize in certain areas. However, many companies have to ask their team members to wear several different hats instead of focusing on their core strengths.
Outsourced marketing can make your team more productive and less stressed at work because they can focus on doing what they are good at. Learn how to reduce stress in the workplace.
2. Decreases Costs
You might have convinced yourself that paying for outsourced marketing on top of your payroll expenses will incur additional costs. But if you hire the right professionals, outsourcing can decrease costs while also increasing effectiveness. It’s a win-win.
A company can see a 25 – 45% cost savings are immediate.
It’s crucial to build a team with a focused set of skills, and you can outsource the rest.
Whether you need content creation, more in-depth metrics, or access to better technology, you can reduce the expenses of full-time staff while also working with and networking with other leaders in the industry.
3. Helps Grow Revenue
The revenue buck always stops with the marketing team. Revenue increases are simply expected of you. Don’t let slow sale cycles and marketing plateaus stand in your way. In a real-world example, a company can see a 15 – 25% revenue improvement in the first year.
Reach out to marketing agencies that are experts in how to generate leads and make conversions. Find a team that will leverage the strengths of your team members, so you become more efficient and more effective.
4. Reduces Legal Obligations
The legalities involved with marketing have become extremely complex in recent years. Outsourced marketing allows you to spread out the responsibility and share your legal risk with other agencies.
Just make sure that each written agreement outlines the legal issues that are important to your company. And, always keep the lines of communication open, so nothing falls through the cracks when outsourcing your work.
5. Creates a Scalable Process
If you’re having trouble scaling your marketing plan, outsourced marketing offers a solution.
Data from our SurePayroll small business customers shows that the percentage of their independent contractors has grown 85 percent from May 2012 to May 2019, rising from 3.33% to 6.26%.
Scalable marketing plans can mean the difference between success and failure. Let an experienced team of professionals show you the ropes of how to build a business that steadily grows with each step.
6. Improves Sales Funnels through Outsourced Marketing
An effective sales funnel perhaps the most important, and sometimes the most elusive, part of marketing. Even if your in-house team has constructed a successful sales funnel, there is always room for improvement.
A fresh set of eyes that can pick up any details missed by your team while also offering fresh ideas can add substantial value to your company by helping to build a sales funnel that is much more efficient.
7. Better Ranking in Search Engines
It’s every marketer’s goal to see their content on the first page of search results.
But if you’re not getting the SEO results you had hoped for, reach out to a firm that has a proven track record and is up-to-date with the latest algorithms used by the major search engines.
If you have a great website, but no one finds your website, well? How is your website traffic? How are your conversion rates?
You want to see results like this. There are no tricks to doing this. Most small businesses are leveraging outsourced marketing.
The Bottom Line about Outsourced Marketing
As a marketing leader, it’s your job to ensure the growth of any business that you collaborate with. Marketing services like outsourced digital marketing can occur from anywhere in the world. No longer are marketing agencies and clients tied down in the same region.
We recently launched a startup in Switzerland and never met the people in person.
So, it is extremely important to identify any weaknesses in your process and consider outsourcing the tasks that aren’t producing optimal results.
In today’s unpredictable economy, companies are trying to find new and innovative ways to keep the marketing momentum going and growing while dealing with budget cutbacks and dramatic fluctuations in the market.
Smart companies know that they can’t stop their marketing activities, especially if they plan on establishing long-term value in their business.
So, where do they turn when marketing is necessary, but resources, expertise, focus, and funds are scarce? They find the answer to marketing outsourcing.
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