If you are a business owner, you know how important marketing is when it comes to bringing in new leads and increasing your ROI. Marketing might be the sole difference between business success and failure for companies of all sizes. However, marketing is full of testing and experiments. This is where marketing experts and outsourced marketing agencies with good track records come in.
What is an outsourced marketing agency?
An outsourced marketing agency is a third-party team or company that can be hired to supplement existing marketing team resources or produce and implement an entire marketing campaign. This often involves Business Process Outsourcing (BPO) companies. For example, Purple Cow Agency has a sister company in the Philippines that is a BPO. We provide individual marketing team members for companies that need additional employees that they manage directly, or that Purple Cow Agency manages for them—for significantly lower investment than hiring a website developer, graphic designer, digital marketer or other employee in-house. If you’re interested in knowing more about this you can read about our virtual assistant outsourcing and virtual team outsourcing, or contact us to discuss further.
Imagine starting a small business without any marketing experience or expertise. Shifting those responsibilities to a team of professionals will lower the risks and give you more financial flexibility. You won’t need to worry about strategy, hiring and training new employees, assigning tasks, office space, employee benefits, and finding resources to get everything you need completed in impossible time frames.
A marketing agency should also be able to build your business’ brand awareness on various platforms, optimize your marketing process by communicating with your existing team, strategize and reflect on results, and generate leads.
Another benefit of an outsourced marketing company is, it gives your business an unbiased perspective. Though your current employees know your business better than outsiders, too much exposure can sometimes narrow your vision. A good agency will not only point the gaps in your current strategies and provide you with solutions—they can also give fresh and creative ideas to help you stand out against competitors.
But not every company is fit for outsourcing. If you are reading this article, you may have decided to try outsourcing your marketing but do not know where to start. How do you know when it is more efficient to cooperate with an outsourced marketing agency or hire an additional graphic designer, copywriter or a SEO expert internally? You should consider outsourcing your marketing when:
You have no prior experience with digital marketing
Are you a new business owner? Is your business transitioning from traditional to digital marketing? If you have no prior digital marketing experience, getting a trusted outsourced marketing company for your business is very beneficial.
Within the extremely competitive digital arena, it is difficult to get ahead of competition without experts. Take a look at these digital marketing statistics:
- 70 million blog posts are published every month on WordPress alone.
- Facebook has about 60 million active business pages.
- There are 5 million active advertisers on Facebook.
- 65.8 percent of US companies with 100+ employees use Twitter for marketing.
- There are 500 million Tweets sent every day. That’s 6,000 Tweets every second.
- Over 95 million photos are uploaded on Instagram every day.
Are you confident of getting noticed among the millions of Facebook business pages out there? You will only be wasting time and funds if you start digital marketing without a comprehensive strategy. You need professionals that know the industry and can put together an effective digital strategy for your target audience. However, before hiring an outsourced marketing agency or BPO to help with your digital campaigns, you should clearly define your goals. What do you want to achieve 6-months or a year from now?
You’re disappointed with the results of your in-house team
Your marketing team has been working as hard as they can on your digital marketing campaigns. However, several months have passed without optimal results. Your spending significant amounts of employee time on your marketing efforts, the ad bills from Google and Facebook are accumulating rapidly, but you’re not getting even close to the amount of quality leads you were expecting.
There must be something missing with your digital marketing strategy.
When you are not getting the outcome you expect from your in-house team, it is time to consider outsourcing your efforts. Or at the very least, outsourcing to talented professionals with specific expertise, such as social media marketing or copywriting. You may want an expert set of eyes to take a look at your campaign strategy and develop a better plan.
That said, there is rarely such a thing as ‘instant results’ in digital marketing. Digital marketing is a marathon—not a sprint.
You’re always running behind schedule
Running a business is a lot of work, and your digital marketing campaigns might not always be at the top of your priorities. When you are always stressed out by tight deadlines or when you are always cramming to finish tasks at the last minute, you should consider employing an outsourced marketing team for your business.
It is difficult to optimize your campaign and produce the best results when you are always racing against time. If you are always under pressure to finish your campaign materials, you might not be able to properly plan and implement your digital marketing strategies. Mistakes and errors will be more frequent because you will have no time for quality checking.
You should also consider the ever-changing digital marketing landscape. To be successful, you need to follow successful trends. If you are always behind schedule, you will have no time to review the effectiveness of your campaigns or research new trends and strategies. If your marketing campaign is out of the loop with best practices, then you’re potentially losing major opportunities.
You’re task driven instead of strategy-driven
How do you do your digital marketing campaigns? Are you just posting status updates for the sake of being active on social media? If you find yourself wasting too much time on small tasks but forgetting the overall strategy, you are bound to get disappointed with the results of your marketing efforts.
Though quality content is important in digital marketing, if you only focus on crafting content and finishing small tasks without a clear direction or purpose, you are likely wasting both time and effort. What’s the reason behind your social media posts? What do you want to achieve through your marketing campaigns? You should clearly define your goals in order to make an effective strategy.
Each of your marketing campaigns should start with proper planning and brainstorming, as well as some in-depth market research. From here, you should design your strategy and do some A/B testing and experiments to ensure you have the best strategy.
If you find yourself skipping most of the above steps and going straight to content creation, then you’re probably doing your digital marketing a disservice. Posting blog posts or social media updates for the sake of being active on digital platforms is not a strategy at all.
You are overworking your marketing team
Digital marketing isn’t easy—it involves website development, writing blog posts, social media content, email marketing, search engine optimization, lead generation, graphic design, and much more. In short, it requires a variety of skills.
Take a look at your marketing team. How many people do you have? Do you have a person designated to each task, or do you have one person fulfilling more jobs than is possible for them to have expertise in? A web developer isn’t a graphic designer, and a graphic designer isn’t a copywriter. However, sometimes, business owners expect too much of one marketing employee.
A single person will not be able to handle everything involved in digital marketing. Digital marketing is simply too specialized. Small businesses usually have too few people on their marketing team and don’t have the budget to hire more people. In this case, outsourcing your digital marketing campaigns is the most optimal way to lighten your workload cost efficiently.
You’re looking for financial flexibility
Most business owners do their business processes internally to keep the costs low. However, finding and keeping talented employees can be rather expensive when you include the cost to recruit and train your new employees. You should also factor in the medical and dental benefits, retirement plans, computers and software, payroll taxes, and more.
Outsourcing your digital marketing can help you hire a team of qualified and skilled experts at a lower investment. You won’t need to worry about training employees or giving expensive benefit packages to attract talent. There are also a number of human resource issues you don’t have to consider. This provides a number of strategic advantages for businesses of all sizes.
Another benefit of hiring an outsourced marketing agency is they are more knowledgeable in aiding you to grow your business because they, too, are entrepreneurs. They are more enthusiastic about producing results than ordinary employees because they know that results are the most important in retaining clients.
You don’t have the commitment to focus on your campaigns
As said earlier, even digital marketing experts will need some time to get results. This means you should be prepared to commit to focusing on your digital marketing campaigns for the long-run.
Digital marketing needs patience. You will need to test out your marketing strategies and refine them through several iterations to ensure you have the best finished approach. Yet in reality, everything continues to evolve and requires ongoing research, planning, and updated execution.
You cannot track your campaigns
There is no one-sized-fits-all strategy in digital marketing. You have to consider a company’s brand, their target audiences, competitor intelligence, and more. If you’re shooting blindly, you are not getting the most out of your marketing efforts. You finally got the results you wanted after trying different strategies. However, can you repeat the same results for your next campaign?
This is why tracking and reporting the results of your digital campaigns is very important. You need to know which campaigns work and why—not just to replicate them but also to further improve and refine your marketing campaigns. Numbers do not lie. The statistics will let you know which campaign produces the most desirable results.
If your company does not have closed-looped reporting in place, it is best to hire a marketing agency. An outsourced marketing agency can help you with weekly, monthly or quarterly reports to review the results of your digital marketing efforts.
The downsides of outsourcing
Though having someone bear your responsibilities and help grow your business sounds very promising, this doesn’t mean you can completely take your hands off your marketing efforts. Before proceeding to find an excellent marketing agency or BPO, you should also know the downsides of outsourcing and how you can mitigate them.
- You lose control of your marketing campaigns
If you outsource your marketing campaign, you are giving control of an important corporate task to someone else. However, if you don’t want to lose complete control of your marketing campaigns, you can consider outsourcing some tasks. Reflect on what your in-house team isn’t good at. Is it graphics, content and copy, or SEO? The good thing about hiring an outsourced marketing agency is that you only pay for what you need. You can outsource small tasks and retain the management of your campaign to your in-house team.
- You might not be able to properly communicate your objectives to the outsourced team
Another thing that prevents some companies from cooperating with marketing agencies is communication. Explaining the details of the tasks can be rather exhausting. However, communication isn’t only the responsibility of the agency. That’s why outsourcing may involve exporting one of the company’s employees to be the bridge and smooth out communication. It is also important to hold regular meetings that cover the progress and updates of your marketing.
- You are at risk of losing sensitive data
When you involve someone new to your business, such as a new business partner or employee, you are always risking your confidentiality—the same goes for outsourcing. One of the biggest disadvantages of outsourcing is the risk of losing sensitive data. To mitigate this risk, the best thing to do is to investigate deeply and ensure that your chosen marketing agency is trustworthy before signing any agreement and sharing important corporate data.
Got more questions about outsourced marketing for business? Don’t hesitate to call Purple Cow Agency at 800.409.9577 or drop a message by filling the form on our Contact Page.