Outsourcing Marketing Services? Here’s What to Know

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Is your internal talent stretched thin? Are your in-house teams struggling to get campaigns over the line? If so, outsourcing marketing tasks to a professional third party can attenuate some of that pressure – but only if you do it correctly.

To help you make the right decision for your business, we’ve put together a comprehensive guide that covers everything you need to know about outsourcing marketing services.

What Does Outsourcing Mean?

Have you ever felt your company was too small to justify hiring a full-time social media specialist or copywriter? Or that your team couldn’t take on a new project?

If so, you’re among the 34% of small businesses in this position.

Outsourcing is the practice of hiring a third-party company or individual to complete tasks or provide services that internal staff members are unable to do. It’s a standard solution for small businesses that can’t justify the cost of a full-time employee or lack the in-house expertise to complete a project.

What Routes are Available?

Your company’s size and budget will significantly affect your chosen outsourcing solution. Here are the two most popular options:

Freelance Services

The most popular outsourcing solution among small businesses is hiring a freelance contractor. Since they charge by the hour or project, this option is ideal for businesses that need occasional help with specific tasks.

Websites like Fiverr connect businesses with freelance contractors from all over the world. Before ordering a gig, check out the Fiverr site review for all the tips and information needed to start on the platform.

Marketing Agencies

Working with a marketing agency is likely your best bet if you need ongoing support or have a large project requiring a team of experts.

When evaluating agencies, ask to see their previous work, request references, and get a clear understanding of their process. Also, ensure you’re on the same page regarding your company’s goals and objectives. Agencies charge a monthly fee, so you’ll need to factor that into your budget.

What Services Can You Outsource?

According to Small Business Trends, the most popular outsourcing tasks among small businesses are:

Website Design and Development:

A successful website has a catchy copy, an aesthetically pleasing design, and user-friendly navigation. Outsourcing website design and development is a smart move if you’re not confident in your team’s ability to deliver on all three fronts.

Search Engine Optimization (SEO):

The world of SEO is constantly changing, making it challenging for even the savviest marketers to keep up. For SEO marketing, you’ll need the following:

  • An SEO expert
  • A backlink builder
  • A content creator

That’s a lot of hats for a small team to wear. So if you don’t have the capacity, outsourcing SEO tasks can help you rank higher in search results and drive more traffic to your website.

Content Marketing:

A study by the Content Marketing Institute showed that 42% of B2B marketers outsource all or some of their content marketing.

And it’s no wonder why. Creating high-quality content is a time-consuming and often costly task. 

Email Marketing:

An old marketing strategy that remains relevant today is email marketing. Email marketing requires ongoing list management, segmentation, and content creation – all of which can be time-consuming tasks for a small team.

Lead Generation:

Your business, digital or otherwise, needs leads to survive. It’s a skilled task that requires ongoing effort, making it a candidate for outsourcing.

When lead generation is outsourced, businesses can take advantage of the following:

  • A larger customer base
  • Increased brand awareness
  • Improved sales and ROI

Outsourcing lead generation can be a game-changer for businesses.

Benefits of Outsourcing Marketing Services

Although it may be comfortable to stick with what you know, marketers need to be willing to step out of their comfort zone to explore new territory. Unfortunately, time constraints and limited budgets can make this difficult for small businesses. Fortunately, outsourcing can help businesses overcome these challenges.

Access to a Wider Range of Skills:

The diversity of the marketing landscape means that businesses need a team of experts to cover all their bases. Unfortunately, while your in-house team may be great at one or two things, they likely don’t have the skillset required to excel across the board.

On the other hand, agencies or freelancers can provide the skills and experience you need to take your marketing to the next level.

Cost-Effectiveness:

Cost-cutting is always a top priority for businesses, but it’s crucial for small businesses. You only pay for the services you need when you outsource marketing tasks. Since outsourcing doesn’t have to be a full-time commitment, it’s a more cost-effective solution for small businesses. A freelancer or marketing agency will cover your marketing strategy’s research, planning, and execution, all for a fraction of the cost of an in-house team.

Flexibility:

Outsourcing marketing tasks allows you to scale up or down as needed. For example, if you’re launching a new product, you may need to increase your marketing efforts. However, once the product is established, you can scale back your marketing spending. This flexibility can be a lifesaver for small businesses constantly adjusting their budgets.

Final Thoughts:

Outsourcing enhances a business’s efficiency and allows them to focus on its core competencies. Outsourcing marketing services can be a cost-effective way to improve your marketing strategy and get your desired results.

If you’re thinking about outsourcing your marketing, keep these tips in mind to ensure a successful partnership. Always include your existing marketing team for a wider pool of ideas, be clear about your expectations, and do your research to find the right agency for your business.

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