Can Outsourcing Marketing Help You Amidst Resource Cuts?
Slower growth forecasts, layoffs, and budget cuts – companies worldwide are feeling the pinch. And with a business environment that is more competitive than ever, marketing needs to do more to generate demand. But how can you improve or maintain your marketing output with fewer people and a reduced budget? The answer may lie in outsourcing.
There are many ways to outsource. Some may take more effort than others, but most can help you save costs. Ultimately, it boils down to what you have more of – time (and patience) or budget.
Little budget, massive effort: tap interns.
The colleges and universities near you may have young, talented people looking for work experience before graduation. You will still have to pay them a minimal fee (because there’s no such thing as totally free), and you may have to spend on subscriptions (productivity tools, design software), but you get helping hands at a very, very low cost. Of course, you will need to guide and train them throughout the process. The biggest downside is you don’t get to keep them for very long as they are still in school.
Low budget, high effort: outsource to freelancers.
There are several freelancers specializing in different marketing tasks, from writing to graphic design to SEO to social media management. The caveat to this is finding and vetting freelancers, making sure that the ones you do find are the best fit for the requirements and are able to work within your timetable. And since they usually specialize in just one area, you may have tosource each skillset you needseparately. This takes a lot of effort and maybe even a few ghosting experiences.
Medium to high budget, low to medium effort: outsource work to agencies.
Agencies have a wide depth and breadth of experience and a roster of specialists who can handle campaigns across various channels. Drawing from their experiences with multiple clients, they can bring a fresh perspective to your project that you may not find from in-house talent. And since they have a signed contract with you, they will always have a resource to help, ensuring that your campaigns are executed on time and with quality.
How to Choose the Right Agency for Your Business
Marketing agencies are not created equal. Consider the following when selecting one:
Do they have the capabilities you need?
Some agencies deliver full-service marketing while others specialize in specific services, like pay-per-click (PPC) marketing, or SEO, or just events marketing. Before hiring an agency, you need to define your goals and objectives, and the scope of work that needs to be delivered. This will help you narrow down the agencies that have the capability to provide the services you need.
Are they aligned with your values?
Your agency is your extended team, so you need to be able to trust them to do the job the way you want it done. Having shared values would make working and collaborating with them much easier.
Do they have a good track record in your industry or related industries?
There are a lot of good agencies around, but do they understand your market and your business? If you’re selling to other companies, an agency focused on consumer marketing may not suit you. You may need an agency that understands B2B processes and audiences. Niche marketing agencies specializing in your market can cost you more, but they can deliver better results and give you higher ROI in the long run.
Ultimately, the right agency is the one that you can see yourself having a long-term working relationship with – one that’s a right fit for you. If it doesn’t work out, most contracts have a termination clause that helps to manage your risk. This makes working with an agency a safe bet for even the most cautious marketers.
Beeline is a marketing consultancy that provides marketing-as-a-service (MaaS) for B2B organizations with limited marketing resources. Click here to learn more.