Want To Outsource Digital Marketing? 10 Rules You Should Follow
The digital world is an excellent avenue for strengthening brand appeal, generating leads, and boosting sales.
86% of marketers testify to this. They think utilizing digital marketing channels creates brand awareness. This isn't a surprise considering people's inclination to online media.
But here's the catch: do you have the resources and the team to launch online campaigns?
Tapping into a pool of skilled digital marketers from anywhere in the world is your best bet—cue in outsourcing digital marketing.
Outsourcing comes with numerous benefits. It helps many global businesses save time, energy, and resources. But before you jump into it, let's walk you through the ten rules of outsourcing digital marketing.
What are the pros and cons?
Which marketing functions should you outsource?
And if you decide to outsource digital marketing services, how do you ensure you get the best results?
Let's get these concerns cleared up for you.
What Does It Mean To Outsource Digital Marketing?
When you outsource digital marketing, you hire a third-party provider to handle some or all of your digital marketing activities.
Outsourcing your digital marketing can also be done in different ways, such as:
Project-based outsourcing
You hire a provider for a specific project, such as a website redesign or a campaign launch. The external service provider is typically hired for the duration of the project, and their compensation is based on the successful completion of the project.
For example, imagine a small software development company specializing in creating mobile applications. They have a new project where a client needs a mobile app for their business. The problem is the company's in-house team is already occupied with other projects. They lack the expertise required for this specific app's development.
In this instance, the software development company opts for project-based outsourcing. They can hire a freelance mobile app developer with a proven track record in creating similar applications for the project's duration.
Retainer-based outsourcing
Retainer-based outsourcing is a way for companies to hire external experts or services on an ongoing basis by paying a fixed fee or "retainer."
Think of it like when you own a small bakery and want to boost your online presence and sales through digital marketing. Instead of hiring a full-time marketing employee, which can be costly, you decide to go for retainer-based outsourcing. It's like having a marketing department ready to assist you whenever needed.
Hybrid outsourcing
Hybrid outsourcing is a business strategy that combines elements of both in-house and outsourced services to achieve specific goals. It allows companies to strike a balance between using their internal resources and external service providers to maximize efficiency, cost-effectiveness, and flexibility. It's like mixing homemade and store-bought ingredients to make a delicious meal.
Remote staffing
Remote staffing is a way for companies to hire and work with employees who don't need to be physically present in the office. Instead, these employees work from their own locations, such as their homes, and connect with the company through the internet and various communication tools.
A good example is partnering with MultiplyMii, a remote staffing company powered by remote Filipino professionals. We can connect you with the top 5% of talents and make it possible to save up to 83% on labor costs.
Pros And Cons of Outsourced Marketing Services
Outsourcing your digital marketing also has advantages and disadvantages. Let’s run down some of them:
Pros
Connect with experts
Get to tap into the skills and knowledge of professionals specializing in digital marketing.
Need someone good in social media marketing? How about an expert who can boost your SEO rankings?
Whatever digital marketing needs you may have, they can offer you the experts, the latest tools, techniques, and even knowledge on the current trends in the industry.
Save on expenses
Save money on hiring, training, and managing a team. When you have your own digital marketing team, overhead costs can pile up. You have to think about equipment, software, and office space. But when you outsource, you only have to pay for the services you need and use.
Avoid wasting time
Another thing you can save is time: time on planning, executing, and monitoring your marketing campaigns. Instead, you can focus on your core business activities and leave all the marketing to the experts.
Scale up easily
When growing businesses, you always look for ways to scale efficiently. Outsourcing your digital marketing services can help you scale up or down quickly. How? You can adjust your marketing projects' budget, scope, and frequency without affecting your internal resources.
Have necessary flexibility
Adapt to changing market conditions and customer preferences when it calls for it. Outsourcing gives you the flexibility to experiment with what works for you. You can try different strategies, channels, and formats without committing to long-term contracts or investments.
Cons
Lose control
When outsourcing, you give up some degree of control over your marketing decisions and outcomes. This is why you must do your due diligence in knowing what and who you’re outsourcing with.
Making your partnership work means trusting your chosen provider to meet your expectations and follow your guidelines. But keep in mind that it is also possible to have communication gaps, delays, or errors.
Experience lack of alignment
Your external partner has their own business. Consider the possibility that they may not share your vision, values, and culture. To bridge this gap, you have to make sure they understand your brand identity, voice, and message. You must also make your goals, objectives, and KPIs (key performance indicators) clear.
Suffer from quality issues
Outsourcing means relying on the quality of your provider’s work. But what if they don’t meet your standards and requirements? Chances are it’ll be a back-and-forth process. You have to monitor their performance and results regularly.
Have some security risks
Outsourcing marketing means sharing sensitive information and data with a third-party provider. So, make sure they comply with the relevant laws and regulations regarding data protection and privacy. You have to protect yourself from any potential breaches or leaks.
What Part of Your Marketing Should You Outsource?
The answer to this question depends on several factors, such as:
- Your business size, type, and industry
- Your marketing goals, objectives, and budget
- Your in-house capabilities and resources
- Your outsourcing preferences and expectations
However, some general guidelines are:
Should you outsource content marketing?
Content marketing is one of the most effective ways to attract, engage, and convert your audience. However, it is also one of the most challenging and time-consuming aspects of digital marketing. Creating high-quality content requires skills in research, writing, editing, design, SEO, and more.
The most popular content marketing trend today is short-form videos. According to HubSpot, it will grow the most this year. In fact, 90% of marketers using short-form videos will increase or maintain their investment in short-form videos.
Outsourcing content marketing can help you:
- Produce more content faster and more consistently
- Create diverse content formats such as blogs, ebooks, infographics, videos, etc.
- Optimize your content for search engines and social media platforms
- Distribute your content to the right channels and audiences
Should you outsource email marketing?
Did you know the number of email users worldwide will grow to 4.6 billion by 2025? That’s more than half the expected world population. Can you imagine just how broad your reach can be with this platform?
Email marketing is one of the most powerful ways to communicate with prospects and customers. It is also one of the most complex and technical aspects of digital marketing. Managing an email marketing campaign will require skills in copywriting, design, coding, testing, analytics, etc.
Outsourcing this service can help you:
- Build and segment your email list
- Design and develop responsive and attractive email templates
- Write and edit engaging and persuasive email copy
- Send and track your email campaigns
- Analyze and optimize your email performance
Should you outsource influencer marketing?
Influencer marketing is among the most popular ways to increase brand awareness, credibility, and trust. It is also one of the most challenging and risky aspects of digital marketing.
How effective is it? The influencer market in the U.S. was valued at 16.4 billion last year. Today, influencer marketing has become a leading strategy for many big brands and businesses. Why? Just look at the numbers. About 50% of millennials trust product recommendations from influencers. Then, it drops down to 38% when it comes from celebrities. And that’s a huge difference.
But finding and working with the right influencers requires skills in research, outreach, negotiation, collaboration, etc. You also have to determine which type of influencer you want to tap.
By outsourcing influencer marketing, you can:
- Identify and vet relevant and reputable influencers in your niche
- Negotiate and agree on the terms and conditions of the collaboration
- Provide and approve the content and guidelines for the influencer campaign
- Monitor and measure the impact and ROI (return on investment) of the influencer campaign
Should you outsource social media marketing?
77% of businesses use social media to connect with their audience. It is a valuable platform and one of the most essential places to build relationships and generate leads.
However, social media marketing is also one of the most dynamic and demanding aspects of digital marketing. Managing a social media presence requires skills in content creation, community management, advertising, analytics, and the like.
Outsourcing this to experts can help:
- Create and curate relevant and engaging content for your social media platforms
- Manage and grow your social media followers and engagement
- Run and optimize your social media ads and campaigns
- Analyze and improve your social media performance
The 10 Rules of Successful Digital Marketing Outsourcing
Here’s what you need to keep in mind when outsourcing digital marketing from global social media speaker Neal Schaffer:
1. Try not to skimp on the budget
While outsourcing digital marketing services can help you save money in the long run, it doesn’t mean you should go for the cheapest option available.
Remember, you get what you pay for, and quality comes at a price. If you want the best results from outsourcing digital marketing, invest in a reputable, reliable provider who can deliver on your expectations.
2. Have a strategy and be ready to execute it
Outsourcing digital marketing doesn’t mean you just sit back, relax, and let them handle everything. You have a part to play!
Have a clear and coherent strategy for your digital marketing goals, objectives, and KPIs. You must also communicate your strategy to your provider and make sure they execute it perfectly.
While we’ve mentioned a con of outsourcing is losing direct control, you can still be informed and involved, from planning to execution to evaluation.
3. Don’t expect miracles overnight
Digital marketing is a long-term game that requires patience, persistence, and experimentation. What works for you may not work for others, and vice versa. So, give your provider time to understand your business, market, and audience.
Moreover, you must also give them enough time to test different strategies, channels, and formats. Set a time when it’s best to measure the results of efforts and adjust accordingly.
4. Encourage creativity
One of the benefits of outsourcing digital marketing is that you can access the expertise and experience of professionals who can offer you fresh perspectives and ideas.
Encourage creativity from your provider and be open to their suggestions and feedback. Give them enough freedom and flexibility to express their creativity without straying from your brand identity.
5. Keep communication open
Communication is key for any successful outsourcing relationship. Keep the lines of communication open with your provider and establish regular check-ins, updates, and reports.
Agree on what communication channel or tool to use. Be clear, concise, and respectful in your communication.
6. Be open to a change in branding
Branding is an important part of digital marketing. It helps you stand out from the crowd and attract your ideal customers. But should your provider suggest a change in branding, be open, especially when it’s based on research and analysis.
Trust their expertise and experience in creating a brand identity that resonates with your audience.
7. Leverage platforms, practices, and trends
Digital marketing constantly evolve with new platforms, practices, and trends emerging daily. Take these opportunities to stay ahead of the curve and effectively reach your audience. You can use these platforms, practices, and trends with your provider’s knowledge and skills.
8. Avoid micromanaging
Micromanaging is never good. And it is a common mistake that can ruin your outsourcing relationship and results.
Progress without micromanagement and trust your provider to do their job well. Give them space and autonomy to work efficiently and effectively.
9. Get a second opinion
Yes, you know your brand well, but getting a second opinion won’t hurt too. Sometimes, we’re so involved that we fail to see the bigger picture. You can benefit from a second opinion from your provider and listen to their feedback and suggestions. You can learn from their insights and experiences.
10. Start your business on the right foot
Digital marketing is only one part of your business success. You need to start your business on the right foot and ensure that you have a solid product or service, a clear value proposition, a competitive advantage, and a loyal customer base. Align your digital marketing efforts with your business vision, mission, and values.
As we've learned from Schaffer's invaluable insights, success in outsourcing digital marketing hinges on a strategic approach. It's not about cutting corners; it's about investing wisely.
Should You Outsource Your Digital Marketing?
Outsourcing digital marketing can be a great option but not a one-size-fits-all solution. You need to weigh the pros and cons of outsourcing digital marketing and consider your business needs and goals. You must also find the right provider to meet your expectations and achieve your objectives.
Before outsourcing digital marketing, you should ask yourself these questions:
- What are your digital marketing goals, objectives, and KPIs?
- What are your digital marketing strengths and weaknesses?
- What are your digital marketing budget and timeline?
- What are your digital marketing preferences and expectations?
- What are the credentials, portfolio, and testimonials of the potential provider?
- How well do you communicate and collaborate with the potential provider?
- How do you measure and evaluate the results of outsourcing digital marketing?
Or Should I Hire A Remote Digital Marketing Team?
While outsourcing is one option, building your own remote digital marketing team is another great alternative. You can get the same benefits if not more!
You can also seek help building your team with a remote staffing company like MultiplyMii. We can source and vet remote digital talent for you!
To know if you should opt for this strategic approach, when considering whether to hire a remote digital marketing team,
Evaluate your long-term needs
If your digital marketing requirements are ongoing and substantial, hiring a remote team may provide more control and continuity.
Budget consideration
Compare the costs of outsourcing to those of hiring a remote team. Factor in salaries, benefits, and other potential costs that come with it. And since it’s a remote work setup, you’ll most likely not deal with overhead costs like office space, utilities, etc.
In-house expertise
Assess whether your business can attract and retain top digital marketing talent. Building an internal team requires effective recruitment and management.
Project complexity
If your digital marketing needs are complex and require close integration with your core operations, an in-house team may be more suitable.
Ultimately, choosing between outsourcing and building a capable remote team depends on your needs. Carefully weigh your options and choose the best approach with your objectives, resources, and long-term strategy.
Create Your Digital Marketing Team With Remote Filipino Professionals
In your quest to build a dream digital marketing team, you'll find MultiplyMii as an invaluable partner.
We bring our experience of hiring top-notch talent to the table, ensuring that every team member is qualified and exceptional in their respective roles.
With our guidance and support, assemble a group of individuals who can help achieve your digital marketing objectives.
Let’s multiply your potential and conquer the digital realm!
Achieving unprecedented growth and success for your brand with MultiplyMii.
