As a business owner and manager, marketing can feel like a tug-of-war. You know you need to execute regular marketing tasks because it grows your business, but you feel pulled to complete all the tasks that make day-to-day operations run smoothly. When the tug-of-war starts to feel like a constant battle, it may be time to consider the possibility of outsourcing marketing to the professionals.
There are definite pros and cons of outsourcing marketing, with saving time being one of the biggest benefits. Contrary to popular belief, outsourcing marketing still requires some time and effort. Companies are still responsible for providing input that can be used for effective strategy development. Depending on the details of the contract, companies may also be responsible for providing images (more information on choosing the right image for marketing here) and video.
Obviously, the con of marketing is handing over the proverbial marketing reigns. This can be considered a pro for some companies, especially when the staff member charged with marketing feels overwhelmed by the evolving marketing industry and underwhelmed with expertise. The other con can be the expense, though in some cases marketing can be more cost-effective than anticipated (contact a marketing firm for a quote).
Another benefit of outsourcing is the ability to tap into professionals keeping up with the evolving world of marketing. Marketing is like a freight train, always changing to meet audience needs and trends. A marketing firm needs to be up-to-date on the latest trends and the tactics that provide the best return-on-investment. (Professional tip: never contract with a marketing firm that can’t provide reports that detail results.)
When budget is a factor, the cost can be minimized by outsourcing certain tactics to a marketing firm. There are four obvious candidates, though the answer is different for every company. Here is a quick breakdown of four marketing tasks that can be outsourced affordably, and time-saving tips that can make the marketing process more efficient while still achieving results.
There is no doubt that social media is an effective way to reach customers (including local customers with these marketing ideas). To achieve results, social media posts should be done regularly with relevant content valuable to the target audience.
Time-saving tip: Automate your social media marketing with programs like Buffer and Hootsuite. In the most basic sense, these programs can be used to schedule posts and tweets for times when the targeted audience is online. Don’t over-automate the process; posts can lack the company voice and sabotage results.
Outsourcing tip: Plan on providing information on a regular basis to the marketing firm for the best return-on-investment. Depending on the marketing contract, plan on giving sales cycle information, frequently asked questions from clients, examples of other marketing pieces, and images.
An optimized website is a valuable marketing asset, optimal for search engines and customers. Optimizing websites can earn the business coveted positions in search engine results when customers and potential customers turn to the web for information and solutions. Effective website optimization ensures that the website is found in relevant search engine results.
Outsourcing tip: Choose an optimization company that has achieved results and can prove it with reports and data. If the company is marketing to a local audience, select a marketing firm that specializes in local website optimization (read more about local optimization here).
Adding content to a website is a smart move, both for drawing in potential customers and for conversing with current customers. Quality content can be used to attract search engines like Google, who credit websites who add fresh and relevant content. This credit can gain websites higher positions in search listings initiated by users looking for information. Good content can also be shared on social media to entertain and engage followers.
Outsourcing tip: Select a marketing firm who produces quality content aimed at the target audience and optimized for search engines (use these tips). Be leery of firms that use the same content for many different companies.
There are a number of online review sites, all of which can damage a company’s reputation and decrease the chance of sales. Research has shown that 88% factor online reviews into their purchasing decision (Source: Search Engine Land). A significant amount of sales are lost due to negative reviews—and monitoring and responding to those reviews can take a significant amount of time.
Outsourcing tip: Online monitoring services can save companies a substantial amount of time and lost revenue. Contact a company that can offer the service, as well as other marketing tasks for a well-rounded and efficient marketing process.