A common dilemma that many businesses will come across is how to manage certain areas within the company’s marketing plan. This could be the entire marketing strategy or perhaps just certain areas and website management for example. Solutions can be to appoint a person or team in house to do it, or to outsource the work to an agency, or even a bit of both. This is an important factor to consider, as you want to make the most out of your return on investment which means establishing what areas are best to outsource and which are best to keep in house.
All too often the marketing aspect of a business is the last thing that is considered due to lack of time and resource and in some cases budgets. Unfortunately, this is likely to be having a major impact on your business. A marketing strategy needs to be managed and maintained if you want to increase your leads and keep your brand up to date and visible for existing and potential audiences.
There are a variety of levels to outsourcing work, whether it’s giving the whole marketing strategy to an agency to look after, or perhaps using an external source on a consultancy basis or training for your own team members just to make sure you’re on the right track and to keep your business abreast of new trends. You could look into just outsourcing one particular area such as content creation for example. It is very uncommon in today’s busy climate that a company will not outsource any work at all. Although there can be advantages in terms of cost, (if you have all of the necessary skills in house already) however, the disadvantages are far greater.
The first step is to decide what can be outsourced. Typical work that is outsourced tends to be the work that is most time consuming such as writing and managing web content, social media updates, managing PPC campaigns and technical SEO. You should be realistic about the skill set that you have in house, for example web design and development is a specialist area which requires extensive knowledge, and also be realistic about the time that you have – can you really manage a marketing strategy on top of your current daily work load?
You don’t necessarily need to outsource all of your marketing activities, you may have people within your business who are more than capable of managing this. They may however need a little assistance, this is where you can use an agency on a consultancy basis. The job of a marketing manager is vast and as such one or two people could do with a little help now and again, or just some reassurance that what they’re doing is right. At Rooster we allow our clients to use us for as much or as little as they need, this can either be on an ad-hoc basis or on a retained basis.
Another alternative is to offer training programmes to your team members so as they can maintain the marketing in-house. These training programmes are at a cost and often provided by marketing experts. This allows companies to retain management over campaigns themselves and can be cost effective in the short term. However, as with any training – especially in the world of marketing – things can change frequently, and quickly therefore training can be become quite quickly out of date which is worth considering with this option as you could be spending a lot of budget on out of date information.
Of course, every business is different and each will have unique marketing requirements and therefore there is not a ‘one size fits all’ answer. It is important however to assess how much time, resource and money is currently being put into your marketing activities and ask yourself, is the return greater? If not then it’s time to look at how this can be achieved.
Get in touch with us today at Rooster and see how we can help you.